The Minister of Information and National Orientation, Mohammed Idris, announced the Federal Government’s commitment to leveraging the Audience Measurement System to strategically position the broadcasting industry as a catalyst for economic growth, job creation, and innovation.
Receiving the interim report of the Audience Measurement Task Team in Abuja, the Minister emphasized the importance of using data on audience behavior, preferences, and engagement patterns to create a conducive environment for economic activities within the media sector.
Idris highlighted the outdated nature of the current Audience Measurement in the country, which relies on the age-old Diary Method, hindering the growth of the entire Entertainment and Media ecosystem. He expressed optimism that the scientifically based Audience Measurement System would provide accurate data, enabling better decision-making in the industry.
The Minister noted the underperformance of the broadcast advertising market in Nigeria despite its large population and stated, “if properly harnessed using accurate data mined through the Audience Measurement System, advertising marketing revenue can boost the nation’s GDP.”
He emphasized the potential of the system to empower broadcasters and content producers, providing valuable insights into audience viewing habits, content preferences, and engagement patterns. Idris commended the thoroughness of the Task Team and the Service Provider and pledged to engage critical stakeholders for the successful implementation of the system.
The Chairman of the Task Team, Alhaji Garba Bello Kankarofi, highlighted that the initiative to implement a scientifically based audience measurement system began in 2020, incorporating stakeholder opinions. The Chairman of the service provider, Mr. Rotimi Pedro, assured the credibility of the findings, mentioning the engagement of an independent company for an establishment survey of 60,000 people based on global best practices.
