The Federal Government has officially launched the Audience Measurement System in Nigeria, which is the country’s first scientific-based audience measurement system in broadcasting.
Speaking at the event held in Abuja, the Minister of Information and National Orientation, Mohammed Idris, said the measurement system represents a significant leap forward in the country’s media landscape.
The Minister explained that the system will serve as a cornerstone for reliable data, accurate and comprehensive insights into media consumption patterns across various demography.
Idris said it is a tool that would help to understand and respond to the dynamic nature of media consumers, providing valuable perception into their viewing habits, content preferences, and engagement patterns.
The minister explained that the scientific-based system would help advertisers have greater confidence in the accuracy of viewership numbers, leading to more strategic and impactful advertising campaigns in Nigeria.
He added that broadcasters will also benefit from clear insights into audience preferences, which will help in enhancing the quality and relevance of their programming. This will ultimately lead to a more engaged and satisfied audience.
Idris explained that in its full operation, the Audience Measurement System is expected to directly employ up to 500 Nigerians and 2,500 people indirectly.
