FG Plans Audience Measurement Conference To Catalyze Broadcast Industry Growth

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    The Federal Government is to organize an Audience Measurement
    Conference to provide broadcast industry stakeholders the opportunity
    to contribute to efforts to establish a scientific Audience
    Measurement System for radio television broadcasting in the country.

    A stateent signed by his SA, Segun Adeyemi said that the Minister of Information and Culture, Alhaji Lai Mohammed, disclosed this in Lagos on Tuesday at the Broadcasting Organisation of

    Nigeria (BON) 3rd International Summit on Digital Broadcasting in
    Nigeria, saying the event will hold 3rd Oct. 2017.

    “It is imperative that we urgently put in place an industry framework
    that will ensure that Content Producers receive their just due for the
    value of the Content they create, as well as provide objective
    guarantees to the Advertising community on their Return-On-Investment
    on media placements. This will then have the overall effect of
    guaranteeing greater spending by the Advertisers, who are all seeking
    to grow their market share.

    “This industry framework can only happen if the Ministry of
    Information and Culture, which fortunately supervises both the
    Broadcasting and Advertising industries, serves as a catalyst for
    putting in place a robust Audience Measurement System that is in line
    with global standards and supports the realization of the immense
    potential that the Nigerian Creative and Entertainment industry
    holds,” he said.

    Alhaji Mohammed said for the Digital Switch Over from analogue to
    digital television to be sustainable for Signal Distributors, Channel
    owners, TV Content Producers and Advertisers, the scientific Audience
    Measurement System is critical to articulate the value of the content
    to Consumers, as well as the value of the Audience to Advertisers,
    particularly in the Television sector.

    He said lack of a scientific Audience Measurement System has 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 attracts.

    The Minister said as a consequence, television platforms are subjected
    to renting out space on their Channels to sustain their businesses 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 and not the millions of TV viewers.

    “Further, the value of Nigeria’s Broadcasting Advertising Market is
    not proportionate with its population when compared to the Top 3
    Markets in the Sub-Saharan Africa region. Despite having a population
    three times more than South Africa, Nigeria’s Television Advertising
    Revenue in 2016, at US$309m, was behind that of South Africa, at
    US$1,301m.

    “By 2020, the gap between South Africa and Nigeria is projected to
    marginally decline to 72%. Similarly, in the Radio sector, the value
    of Nigeria’s 2016 Advertising Revenue of US$81m was behind its peers,
    South Africa and Kenya, both at US$343m. Kenya is projected to
    overtake South Africa in 2017 as the leading Radio Advertising
    market,” he said.

    Alhaji Mohammed stressed that in both South Africa and Kenya, the
    value and growth rate of the Broadcasting Advertising Revenue is
    largely influenced by the availability of a scientific Audience
    Measurement System that provides confidence to Advertisers in
    measuring their Return-On-Investment.

    He noted that bringing Nigerian TV advertisement market into line with
    benchmarks that is 2 to 3 times the current size could result in
    additional $200-$400m of revenue to the industry, based on current
    comparisons with other African countries.

    The Minister said the Federal Government had already taken a critical
    long-term decision to support the Nigeria Creative and Entertainment
    Industry by ensuring and funding the inclusion of a middle-ware that
    is capable of scientific Audience Measurement on Set-Top Boxes, hence
    the need to develop the framework.

    “The existing model will never enable the Nigeria’s Creative and
    Entertainment Industry to reach its full potential. It stunts the
    quality of the Content that can be created and it also limits the
    capacity of Television platforms to invest in dynamic offerings that
    Consumers will be attracted to,” he noted

     

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