Minister Inaugurates Committee On Audience Measurement in Advertising

The Minister of Information and Culture, Alhaji Lai Mohammed, Tuesday
inaugurated the Task Team on Audience Measurement, charging it to
develop an industry framework that will serve as a catalyst for
putting in place a robust Audience Measurement System that meets
global standards and supports the realization of the immense potential
of the Nigerian Creative Industry.

The Minister, who inaugurated the committee virtually in Abuja, said
the absence of a world class measurement regime has resulted in
under-investment in the sector, which is necessary to foster the
growth of the industry, as the Advertising community continues to rely
on subjective factors when making decisions on the content they want,
as opposed to how many viewers the content truly attracts.

“Today, television platforms are subjected to renting out space on
their channels to sustain their businesses, and content producers are
at the mercy of sponsors which, unfortunately, skews the authenticity
of their creative output in favor of a few decision makers, instead of
the millions of TV viewers,” he said.

Alhaji Mohammed stressed the need for an objective and scientific
Audience Measurement System that
articulates the value of the content to consumers, as well as the
value of the audience to advertisers, particularly in the television
sector.

He said for the Digital Switch Over (DSO) in broadcasting to be
effective, there has to be a robust Audience Measurement System to
make it sustainable for Signal Distributors, Channel Owners, TV
Content Producers and Advertisers.

“Ladies and gentlemen, with this Task Team, we are today heralding a
new dawn in our Broadcast Industry. The Digital Switch Over (DSO) of
our television from Analogue is now well underway, and we are set to
announce a new, accelerated agenda, in order to ensure that the DSO
becomes a veritable tool to help lift the Creative Industry out of the
crippling effect of COVID-19,” the Minister said.

He further charged the committee to identify best practice Audience
Measurement System that will support the sustainable growth of the
Nigeria Creative Industry; recommend a Framework for supporting the
sustainability of the Audience Measurement System, independent of the
Federal Government; and recommend a Payment and Disbursement Framework
among the key stakeholders in the industry, that is, the Broadcasting
Organizations of Nigeria (BON), Media Independent Practitioners
Association of Nigeria (MIPAN) and the Advertisers Association of
Nigeria (ADVAN).

Responding, the Chairman of the Committee, Alhaji Bello Kankarofi,
said the inauguration of the Committee is a watershed in the annals of
the broadcast and advertising industry in the country.

Alhaji Kankarofi, who said there was a failed attempt in 1995 to set
up an Audience Measurement System for the advertising industry,
expressed the belief that the overwhelming commitment of the Minister
will drive the effort to success this time around.

Other members of the Committee are: Mr. Obi Asika; Hajia Sa’aa
Ibrahim; Mr. Mahmoud Ali Balogun; Mrs Pauline Ehusani; Mr. Tolu
Ogunkoya and Mr. Joe Mutah as Secretary.

The Committee has six weeks to submit its report.