Nigeria To Boost TV, Radio Advert Revenue

Yemisi Izuora 

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

up a task team of industry experts to work out the modality for

setting up a scientific Audience Measurement System, as part of

measures to boost radio and television advertising revenue in the


The Minister announced the setting up of the team in Enugu, Enugu

State, at the launch of the Digital Switch Over (DSO) in

television in the state, noting that bringing Nigerian TV

advertisement market in line with global best practices could bring an

additional 200-400 million dollars in revenue to the industry.

He said the task team will comprise representatives of the National

Broadcasting Commission (NBC), Advertising Practitioners Council of

Nigeria (APCON), Broadcasting Organisations of Nigeria (BON), Signal

Distributors, and Advertisers’ Association of Nigeria (ADVAN), among


The Team’s terms of reference include to identify best practice

Audience Measurement System that will support the sustainable growth

of the Nigeria Creative and Entertainment Industry; recommend a

framework for supporting the sustainability of the Audience

Measurement System, independent of the Federal Government, and

recommend a payment and disbursement framework among the key

stakeholders in the industry.

Alhaji Mohammed said the current Diary Audience Measurement System is

not ideal for the critical transitional phase before full Digital

Terrestrial Television (DTT) migration, adding: ”We need 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.”

He said the delay in adopting a scientific Audience Measurement System

had resulted in under-investment in the sector, which is necessary to

foster the growth of the industry as the advertising community

continues to rely on subjective factors when making decisions on the

content they want, as opposed to how many viewers the content truly


”As a consequence, television platforms are subjected to renting out

space on their channels to sustain their business, and content

producers have become increasingly over-reliant on sponsorship which,

unfortunately, skews the authenticity of their creative output in

favor of a few decision makers, rather than the millions of TV

viewers,” the Minister said.

On the DSO launch in Enugu, Alhaji Mohammed said the state is the

fifth, after Plateau, FCT, Kwara and Kaduna, to enjoy digital


”There is no better evidence of our commitment to rapidly spread the

massive benefits of digital television to the people of Nigeria…We

are now at the cruise level of the journey we started in Jos Plateau

State, in April 2016, as the DSO train has now transversed Abuja,

Ilorin, Kaduna, to arrive here in Enugu, its latest stop. From here,

the DSO train will proceed to Osun State, as we continue our rapid

rollout of digital television across the country,” he said.

The Minister announced the donation of 100 set-top boxes to Governor

Ifeanyi Ugwuanyi of Enugu State, while the Governor also announced the

purchase of 10,000 set-top boxes to be given free to low-income

households across the state.

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