The federal government has formally launched the Audience Measurement System for the broadcasting sector to generate accurate and reliable data of television viewers in the country.
Mohammed Idris, the Minister of Information and National Orientation, who performed the launch on Thursday in Abuja, said the Audience Measurement System holds immense importance in ensuring that broadcasting endeavours were not only impactful but also reflective of the diverse preferences and needs of the audience.
Idris explained that this was expected to fuel growth for media channels that effectively engage their audiences.
He remarked, “This achievement marks a substantial advancement in our nation’s media scene and showcases our dedication to innovation, flexibility, and overall improvement in the media industry.”
He stated that the new system would yield valuable insights into viewers’ behaviour, content preferences, and engagement patterns, adding that it would ensure that broadcasting efforts are impactful and align with the diverse needs of the audience.
Meanwhile, Dr Lekan Fadolapo, the Director General of the Advertising Regulatory Council of Nigeria, stated that the launch signified a fresh start for the Nigerian broadcast and advertising industry, stating that the initiative would tackle the data scarcity that had impeded the sector’s development.
Also speaking, Hannatu Musawa, the Minister for the Arts, Culture, and the Creative Economy, said, “This tool is going to play a huge part in helping to advance us.
“The launch of the Audience Measurement heralds a new era as we strive to comprehend our audiences more deeply, customize our content to suit their preferences, and unleash the complete potential of our economy.”
Also, Rotimi Pedro, the Chairman of FMEIL, said the research company behind the AMS, emphasised its role in propelling Nigeria’s creative sector and cementing its position as Africa’s top creative economy.
He termed AMS a “currency” for TV and radio and expected it to attract more private investment for sustainability.
