Minister: Data from audience behaviour survey meant to reposition broadcast industry

Mohammed Idris, minister of information and national orientation, says the federal government will use the data collected on audience behaviour measurement to reposition the broadcast media for economic growth.

Idris spoke in Abuja on Friday when he received an interim report and findings from the audience measurement task team.

The team is currently working on a framework to scientifically gauge audience measurement systems in the country.

The minister said the effort is in line with the federal government’s commitment to the promotion of innovation and job creation.

“The comprehensive insights provided by the findings of this committee offer a unique opportunity to strategically position our broadcasting industry as a catalyst for economic growth,” he said.

“By leveraging the data on audience behaviour, preferences, and engagement patterns, we aim to facilitate a more conducive environment for economic activities within the media sector.

“This initiative aligns with the present administration’s commitment to the promotion of innovation, job creation, and sustainable economic development.

“The data-driven decisions derived from the report will not only enhance the quality and relevance of our broadcasts but also unlock new avenues for investment, advertising, and content creation.”

Idris said the audience measurement system is important because of the underperformance of the broadcast advertising market – despite the country’s huge population.

“Despite having more than three times the eyeballs in South Africa, Nigeria’s television advertising market revenue is low compared to that of South Africa, and Kenya; as we’re third in the continent,” he said.

The minister said the findings by the team are key to ensuring that broadcasting endeavours are not only impactful but also reflective of the audience’s diverse preferences and needs.

On his part, Garba Bello Kankarofi, chairman of the task team and a former chief executive officer (CEO) of the Advertising Regulatory Council of Nigeria (ARCN), said the move to implement a scientifically based audience measurement system in Nigeria started in 2020.

Kankarofi said the team collated the opinions of stakeholders in the media industry on how to make the system work effectively.