FG Unveils Audience Measurement For Broadcasting Industry

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Minister of information and national orientation, Mohammed Idris, has presented the much-awaited report and findings of the Task Team on Audience Measurement in Broadcasting.
Idris who stated this at a press conference yesterday in Abuja, at the presentation of the report and findings of the task team on audience measurement in broadcasting, said this significant milestone marks a crucial step toward enhancing the effectiveness and transparency of Nigeria’s broadcast industry.

He stressed the importance of the audience measurement system, highlighting its role in ensuring impactful and audience-centric broadcasting.
“The system provides valuable insights into viewing habits, content preferences, and engagement patterns, empowering the industry to respond dynamically to the diverse needs of its audience,” he said
Commending the dedicated task team for their tireless efforts, Idris acknowledged the commencement of this journey in 2020 under the former administration.

He said the outdated diary method, in use for over two decades, hindered accurate data collection on TV viewership and radio listenership, impacting the entire entertainment and media ecosystem.
The minister  said to address this challenge, the Nigerian Broadcasting Commission (NBC) and the Advertising Regulatory Council of Nigeria (ARCON) appointed the first media and entertainment integrated team to deliver a scientifically based audience measurement service.
He said the newly established task team, supervised by the Minister, aims to ensure accuracy, reliability, and timeliness in the system.

Idris stressed the urgency of introducing the Audience measurement system, citing Nigeria’s underperforming broadcast advertising market compared to South Africa and Kenya.
He said the comprehensive insights derived from the report are seen as a strategic opportunity to position the broadcasting industry as a catalyst for economic growth.
The minister expressed optimism for the future, urging stakeholders to leverage the audience measurement system to strengthen media terrain and ensure broadcasts remain a powerful force for information, entertainment, and societal cohesion.