Nigeria launches first audience measure system broadcasting

By Mashe Umaru Gwamna

The Federal government has launched Nigeria’s first scientific-based audience measurement system in broadcasting.
Minister of Information and National Orientation, Mohammed Idris made this know yesterday at the launched in Abuja .
He said “This milestone represents a significant leap forward in the country’s media landscape.
He said it s also a testament to our commitment to innovation, adaptability and the enhancement of the media industry in general.
“This system will serve as a cornerstone for reliable data, by providing accurate and comprehensive insights into media consumption patterns across various demography”.
Idris described that the system holds immense importance in ensuring that our broadcasting endeavors are not only impactful but also reflective of the diverse preferences and needs of our audience.
“It is a tool that empowers us to understand and respond to the dynamic nature of our media consumers, providing valuable perception into their viewing habits, content preferences, and engagement patterns. It is therefore gratifying to note that this project, which started in 2020, has finally come to fruition.
“The introduction of the system becomes very necessary because our current Audience Measurement still uses age old Diary Method (pen and paper) of collecting data on TV Viewership and Radio Listenership, which does not reflect the true picture of what and how manypeople are watching or listening to a particular content”, he said
He stated that when the operation it in full, the Audience Measurement System is projected to directly employ up to 500 Nigerians and 2,500 people indirectly.
“This project will jumpstart the repositioning and financial re-birth of Nigeria’s broadcasting industry and better prepare it for the digital era as the Federal Government is still on track towards the implementation of the Digital Switch Over”.
Similarly, The minister said to achieve this, the Federal Government inaugurated the Ministerial Task Team on Audience Measurement comprising relevant stakeholders in the industry, to design the implementation plan for the introduction of the system.
“The National Broadcasting Commission and the Advertising Regulatory Commission of Nigeria, appointed First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company based in Lagos, to deliver a scientifically based audience measurement services in Nigeria.
“I am confident that a transparent and reliable audience measurement system will attract greater investment into the media sector, driving economic growth and creating job opportunities.
“ It will also enhance Nigeria’s reputation as a market with robust and trustworthy media analytics”, he said .