FG Unveils Plans To Leverage Audience Measurement System For Economic Growth


The federal government of Nigeria has unveiled plans to leverage the Audience Measurement System (AMS) to strategically position the broadcasting industry as a catalyst for economic growth, job creation and innovation.

Mohammed Idris, the Minister of Information and National Orientation, revealed this recently when he received the interim report and findings of the Audience Measurement Task Team in Abuja.

The Minister explained that AMS is geared toward harnessing the full revenue potential in Nigeria’s broadcast industry.

In his words, “This initiative aligns with the present administration’s commitment to the promotion of innovation, job creation, and sustainable economic development. The data-driven decisions derived from the report will not only enhance the quality and relevance of our broadcasts but also unlock new avenues for investment, advertising, and content creation.”

According to him, the country’s current audience measurement system is over two decades old and requires an upgrade.
Consequently, the Minister said introducing an improved AMS becomes imperative because of the underperformance of the broadcast advertising market despite the nation’s huge population.

He stated, “Despite having more than three times the eyeballs in South Africa, Nigeria’s television advertising market revenue is low compared to that of South Africa, and Kenya; as we’re third in the continent.

Commenting on the AMS initiative, the Chairman of the Task Team and former Chief Executive Officer of the Advertising Regulatory Council of Nigeria, Alhaji Garba Bello Kankarofi, said the initiative to implement a scientifically based audience measurement system in Nigeria started in 2020. The Team collated the opinions of all the stakeholders in the industry on how to make the system work.

In a related development, the Chairman of First Media and Entertainment Integrated (Nigeria), Rotimi Pedro, said they had engaged the services of an independent company to conduct the establishment survey to guarantee the credibility of the findings in line with global best practices.

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