LAGOS, Nigeria (VOICE OF NAIJA)-The Federal Government has introduced the Audience Measurement System (AMS) in a bid to enhance Nigeria’s media landscape.
During the recent unveiling in Abuja, Minister of Information and National Orientation, Mohammed Idris, emphasized the significant economic potential of the AMS, stressing its ability to bolster advertising investments through reliable data.
Idris explained that this was expected to fuel growth for media channels that effectively engage their audiences.
He remarked: “This achievement marks a substantial advancement in our nation’s media scene and showcases our dedication to innovation, flexibility, and overall improvement in the media industry.”
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He highlighted that the AMS would provide valuable insights into viewers’ behavior, content preferences, and engagement patterns, ensuring that broadcasting efforts are impactful and aligned with diverse audience needs.
The Director General of the Advertising Regulatory Council of Nigeria, Dr. Lekan Fadolapo described the launch as a fresh start for the Nigerian broadcast and advertising industry, aiming to address data scarcity that has hindered sectoral development.
On her part, the Minister for the Arts, Culture, and the Creative Economy, Hannatu Musawa, said, “This tool is going to play a huge part in helping to advance us.
“The launch of the Audience Measurement heralds a new era as we strive to comprehend our audiences more deeply, customize our content to suit their preferences, and unleash the complete potential of our economy.”
Additionally Chairman of FMEIL, Rotimi Pedro, the research company behind the AMS, emphasized its significance in propelling Nigeria’s creative sector and solidifying its position as Africa’s leading creative economy. He hailed the AMS as a “currency” for TV and radio and anticipated increased private investment for sustainability.