FG To Improve Broadcast Advertising 

Yemisi Izuora

The Minister of Information and Culture, Alhaji Lai Mohammed, has

received the report of the Audience Measurement Task Team, with a

pledge to implement it in order to reverse the declining fortunes of

Broadcast Advertising in Nigeria.

“Based on the feedback that I have received and the eloquent speech

just read out by your Chairman, I am convinced that the report that

you are submitting today will go a long way in helping us to achieve

our objective, which is to solve the Audience Measurement issue in

Nigeria, once and for all,” the Minister said on Thursday while

receiving the report virtually in his office in Abuja.

He said the absence of a world-class Audience Measurement System has

resulted in under-investment in the Broadcast Advertising sector and

stunted its growth, unlike the Nigerian film, music and fashion

industries which have grown significantly over the past decade.

“As I have said on many occasions, the value of Nigeria’s Broadcast

Advertising Market is not proportional to the country’s population,

when compared to the Top 3 Markets in Sub-Saharan Africa. Despite

having a population more than three times that of South Africa,

Nigeria’s Television Advertising Revenue in 2016 was US$309 million,

compared to that of South Africa, which was US$1.3 billion,” Alhaji

Mohammed said.

He said with the submission of the report, the immediate task before

the government is to bring the

under-performing the Nigerian Broadcast Advertising Market to what it

should be, which is two to three times its current size.

The Minister said this could result in additional US$400 million of

revenue in the industry within the next three years, adding: “The key

to achieving that objective is the faithful implementation of the

report you are submitting today.”

”Let me assure you that we will study the report and implement the

recommendations, especially the 5-Step Agenda, with the same vigour

and commitment that you have employed in putting it together,” he

said.

In his remarks during the virtual submission of the report, Alhaji

Bello-Kankarofi, who is a former Registrar of the Advertising

Practitioners Council of Nigeria, said the current Audience

Measurement System (AMS) is two decades old, which still uses the old

diary method (pen & paper) of collecting data on TV viewership and

Radio listenership across key locations in Nigeria.

Alhaji Bello-Kankarofi observed that the current practice is

challenged by the growing number of TV and Radio stations, which the

Digital Switch Over mandate will further exacerbate hence the need to

replace it with a scientific-based Audience Measurement System.

Other members of the Task Team, which was inaugurated by the Minister

on 2 June, 2020, are Mr. Obi Asika; Hajia Sa’a Ibrahim; Mr. Mahmoud

Alli-Balogun; Mrs. Pauline Ehusani; Mr. Tolu Ogunkoya and Joe Mutah

(Secretary).

The event was attended by the Permanent Secretary, Federal Ministry of

Information and Culture, Deaconess Grace Isu-Gekpe, and the Acting

Registrar of the Advertising Practitioners Council of Nigeria, Mrs.

Ijedi Iyoha.

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