By Mashe Umaru Gwamna
The Minister of Information and Culture, Lai Mohammed, said
putting in place a scientific audience measurement system will boost investments in Nigeria’s broadcast and advertising industries.
According to a statement signed and issued by Special Assistant To The President (Media) Office of the Minister of Information and Culture,Segun Adeyemi said, “We are committed to delivering an empirical audience measure system that will catalyze investment in broadcast and advertising industries, ensure the success of the DSO project as well as fire the imagination and boost the morale of creatives.
‘’We are undaunted by the enormity of the challenges we face in this regard, because we have a bunch of committed, patriotic and hardworking men and women to tackle the challenges headlong,’’ the Minister said while inaugurating the 15-member committee, which has Mr. Tolu Ogunkoya as Chairman.
He said the inauguration is the culmination of a series of events that included the setting up of the Task Team on Audience Measurement and the selection of First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company based in Lagos, to deliver audience measurement services in Nigeria.
Alhaji Mohammed said the absence of a scientific audience measurement system has resulted in under-development in the broadcast and advertising industries and stunted their growth.
‘’Nigeria’s broadcast advertising market is punching far below its weight, especially when the country’s population is taken into account. Despite having a population more than three times that of South Africa, Nigeria’s television advertising market revenue in 2016 was US$309 million, compared to that of South Africa, which was US$1.3 billion. Nigeria’s broadcast advertising market is also third in
Africa, behind that of South Africa and Kenya.
‘’The immediate challenge before us, therefore, is to bring the under-performing Nigeria TV and radio advertising market to what it should be – which is two or three times what it is now. If we do that, it could result in additional US$400 million revenue or more in the industry in the next three years,’’ he said