The Federal Government has introduced the Audience Measurement System to improve the country’s media industry.
The Minister of Information and National Orientation, Mohammed Idris, speaking at the recent unveiling in Abuja, highlighted the substantial economic potential of the AMS, underscoring its capacity to strengthen 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.”
He stressed that the new system would yield valuable insights into viewers’ behaviour, content preferences, and engagement patterns, adding that it would ensure that broadcasting efforts are impactful and align with the diverse needs of the audience.
Also, the Director General of the Advertising Regulatory Council of Nigeria, Dr Lekan Fadolapo, noted that the launch signified a fresh start for the Nigerian broadcast and advertising industry, stating that the initiative would tackle the data scarcity that had impeded the sector’s 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.”
Also, the Chairman of FMEIL, Rotimi Pedro, the research company behind the AMS, emphasised its role in propelling Nigeria’s creative sector and cementing its position as Africa’s top creative economy.
He termed AMS a “currency” for TV and radio and expected it to attract more private investment for sustainability.
