The Minister of Information and Culture, Alhaji Lai Mohammed, has appointed a task team of industry experts to design a framework on Audience Measurement System to ensure that content producers and advertisers receive their dues for content and media placement.
According to a press statement made available to Blueprint by the Special Assistant to the Minister, Segun Adeyemi, the minister made the announcement at a meeting with members of the Association of Advertising Agencies of Nigeria (AAAN) in Lagos on Thursday.
“It is imperative to urgently put in place an Industry Framework that will ensure that content producers receive their just due for the value of the content they create, as well as provide objective guarantees to the Advertising community on their Return-On-Investment on media placements,” the statement said.
The minister said the nation needs 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 but also in the Outdoor Segment.
The minister, who lamented that the value of Nigeria’s broadcasting advertising market is not proportionate to the country’s population, when compared to the top 3 markets in the Sub-Saharan Africa region, said despite having a population more than three times that of South Africa, Nigeria’s television advertising revenue in 2016, US$309 million, was 76% behind that of South Africa (US$1,301 million)
“In both countries, the value and growth rate of the Broadcasting Advertising Revenue is largely influenced by the availability of a scientific Audience Measurement System that provides confidence to Advertisers in measuring their Return-On-Investment,” he said.
Members of the team are Alhaji Garba Bello Kankarofi, a former Registrar of the Advertising Practitioners Council of Nigeria (APCON), as Chairman, Mr. Obi Asika, Hajia Sa’aa Ibrahim, Mr. Mahmoud Ali Balogun, Mrs Pauline Ehusani, a representative of the Association of Advertising Agencies of Nigeria and Mr. Joe Mutah as secretary.