The Nigerian government is embarking on an ambitious initiative to utilize the Audience Measurement System (AMS) to transform the broadcasting industry into a pivotal driver for economic growth, job opportunities, and technological advancement.
During a recent event in Abuja, Mohammed Idris, the Minister of Information and National Orientation, revealed the government’s strategic vision for leveraging AMS. He emphasized that the AMS aims to fully realize the revenue potential of Nigeria’s broadcast industry. This initiative aligns with the administration’s dedication to fostering innovation, generating employment, and fostering sustainable economic progress.
Idris highlighted the significance of data-driven decisions derived from the AMS report, emphasizing its potential to enhance broadcast quality, relevance, and unlock new opportunities for investment, advertising, and content creation. He underscored the necessity for an updated audience measurement system, pointing out that the current system, which has been in use for over two decades, necessitates an overhaul.
The Minister stressed that the underperformance of the broadcast advertising market, despite Nigeria’s large population, underscores the urgency of introducing an improved AMS. He noted that Nigeria’s television advertising revenue lags behind that of South Africa and Kenya, despite having significantly more viewers.
Chairing the Task Team responsible for the AMS initiative, Alhaji Garba Bello Kankarofi, a former Chief Executive Officer of the Advertising Regulatory Council of Nigeria, shed light on the origins of the endeavor. He emphasized that the groundwork for implementing a scientifically based audience measurement system commenced in 2020, with input from industry stakeholders to ensure its viability.
Rotimi Pedro, the Chairman of First Media and Entertainment Integrated (Nigeria), disclosed that they have enlisted the services of an independent company to conduct an establishment survey. This move aims to uphold the credibility of the findings in accordance with global best practices.
The Nigerian government’s commitment to harnessing the potential of AMS showcases a forward-looking approach to revitalizing the broadcast industry, fostering economic prosperity, and paving the way for transformative growth. This initiative holds significant promise for Nigeria’s media landscape and its broader economic trajectory, underscoring the country’s determination to embrace innovation and drive sustainable development.
