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Nigeria to use new TV audience measurement

Nigeria to use new TV audience measurement
Photo by Diego González- Ask Nigeria

The NBC, APCON, others push for global standards in audience measurement.

Audience research is a well-established activity in the media and advertising industries the world over. The British Broadcasting Commission (BBC) began it in the 1960s when they commissioned the first audience measurement survey. Despite heavily investing in that enterprise, the BBC chiefs did not think that they needed the research, because they already knew who was watching what they were offering. Well, the results of the research soon made them realize that their audience differed from what they had thought and that several other factors affected TV viewership. Today, that strongly held view has changed and now, audience research is the gateway to transacting media as well as curating content for the media industry worldwide.

Also, the African media landscape is changing from government owned, funded and monopolized media to a liberalized private sector-led environment, with increasing media outlets which need private funding across the continent. Of course, if a liberalized media sector is essential to the sustenance of liberal democracy on the African continent, the proliferation of TV and radio organizations must be sustained by private funding. If this is done, it will deepen nascent democracies, showcase the African cultures, and promote the creative sector. However, private sector funding is sustained mainly through the availability and accuracy of data, which helps to track return-on-investment (ROI). Data is collected through audience research systems.

The APCON, NBC, others push for global standards in Nigerian media.

Audience research and measurement is needed to sustain a liberalized media sector. Audience research measures how many people listen to radio, view TV, read newspaper, and consume online and mobile content. It includes practices that help media and advertisers determine what particular segments of the audience are watching rather than just how many people are watching different contents. In turn, this helps in content development and targeting of audience, production budget planning, and ad placement and ROI tracking from both the supply and demand ends of the media value chain. This is the currency that drives the efficiency of the sector.

It is owing to this that industry stakeholders such as the Advertising Practitioners Council of Nigeria (APCON), the National Broadcasting Commission (NBC), and the Ministry of Information and Culture are recently pushing for global standards in audience measurement for the Nigerian market as a paradigm shift. Subsequently, the NBC and the APCON have jointly inaugurated a Joint Industry Council (JIC) in August 2021. A former President of the Media Independent Practitioners, Mr. Tolu Ogunkoya, heads JIC, while technical partnership to the project is supplied by GARB Bulgaria through her Nigerian subsidiary, First media Entertainment & Integrated (Nigeria) Limited, which is headed by Dr Vasselin Shaoulov. Both have commenced operations with a view of project delivery in the last quarter of 2022.

Only a passive audience research system is accurate and seamless.

There are several ways of collecting credible data about audiences, but the major ones are passive and declarative. In the passive system, data is collected about individual or household media consumption using electronic means over a period of time, without the audience having to note or record their media consumption. There are different technologies used for this such as People Meters for TV measurement, Personal People Meters for TV and radio, and software-based mobile data collection methods for all media.

A major benefit of these methods is that they do not require memory or diligent compliance as in the declarative system. Declarative audience measurement system refers to quantitative research that requires the respondent to diligently state, record or note their media consumption over time. This system has proved to be inaccurate and without finer qualitative details when compared to data collected through the passive system. Except South Africa, Nigeria runs a declarative audience data collection system like every other country on the continent. Little wonder that South Africa’s media advertising transaction in the TV market is $1.2 billion, almost three times that of Nigeria’s.

The passive audience measurement system benefits a lot of stakeholders.

This robust system of audience data collection help media houses and content providers have better control over their scheduling and their inventory in order to increase their audience engagement and level of advertising they attract. Because it becomes clear through the data what programs attract specific audiences, they can therefore buy or create content and plan their programming schedules accordingly to attract audiences that are valuable to advertisers and brands. It also helps advertisers know whom to target and how to target them with particular ads and brand awareness.


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27 comments
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Ask Nigeria
1 day ago

Nigeria to use new TV audience measurementThe NBC, APCON, others push for global standards in audience measurement.Express your point of view.

Okunloye123
Member
9 hours ago

Audience research is of high priority when it comes media.

This is a good move by the NBC and APCON, this will surely change the face of the media and their mode of operation.

Mercy unisex saloon
Member
12 hours ago

This is a knowledgeable idea that works in developed countries. Nigerian citizens cannot bank on this statistics for an accurate outcome. We must have power supply to watch television shows for them to get the real figures. Until power outages is eradicated in Nigeria, then we can count on knowledgeable idea of such to work in Nigeria. Nigerians should stopped the use of generators.

DimOla
Member
13 hours ago

This is a great move by NBC and APCON. By use TV audience measurement tools, content creators will be able to know which content, when and which of the audience need it and get it to them using the right medium. In this way it becomes profitable to the supplier and meet the demand of the audience.

Adeolastan
Member
14 hours ago

Audience research and measurement is the most accurate way that can help in development of content in the media because a media organisation either print or broadcast need a target audience to create content.

Ultra0711
Member
14 hours ago

This new measure will really help our media industry a lot as it borne a lot of benefit as it will serves as a central concept for transacting media, as well as for the curating of content, targeted to the right audience. It will also assist advertisers in determining the right audience segments to target with specific advertisements in order to boost sales.

Iyanu12345ogg
Member
14 hours ago

This is a good idea…
It would enable every content creator out there in getting the targeted audience also the product will reach people that needs it.

Khalifa001
Member
15 hours ago

To strengthen Nigeria media would take a lot of work and foreign experts because Nigeria media is not good enough like should I say worst I don’t really think we would be able to grow if we don’t get expert to train them on how it should be done

Christiana
Member
16 hours ago

This new idea of using audience data collection will help media organisations, and content suppliers control their schedules and inventory to boost audience engagement and advertising. Because data shows what programmes attract specific audiences, they can acquire or generate content and manage their programming schedules to attract sponsors and brands.

Bola12
Member
16 hours ago

A declarative audience data gathering system is currently in use in Nigeria; nevertheless, I believe that we ought to make a move to a passive data collection system because that will make the research to be more accurate.

Tolaniiii
Member
16 hours ago

Audience measurement will help our media people to adequately plan their budget for production because it will eliminate any unnecessary costs for them, and their organisation will be in a better place.

Adesanyaj72
Member
16 hours ago

If we want to strengthen our media aspect in Nigeria, we need to start conducting audience research, which is a practice that is well-established in the media and advertising industries worldwide.

Yomii
Member
16 hours ago

This Audience measurement they intend to embark on will involve procedures that enable the media and advertisers to understand which specific subsets of the audience are viewing, as opposed to simply counting the number of individuals who watch various types of material. In turn, this assists in the development of the content as well as the targeting of audience members. This is wonderful

Nwachukwu Kingsley
Member
16 hours ago

Brilliant idea from the NBC and APCON because this move will help propel the growth of the media industry in the country, and it will make them well respected.

Kazeem1
Member
16 hours ago

Research and measurement of audiences are essential to maintaining a liberalised media sector because they enable news organisations to exercise their right to free expression and broadcast reliable information.

Taiwoo
Member
16 hours ago

Some media organisations don’t carry out proper audience measurement and research before disseminating informations, which is why some of the viewership has been reduced. The need to work on that

Godsewill Ifeanyi
Member
16 hours ago

Without carrying out proper studies on various media audiences, the creativity of the media houses will not be well appreciated because they are passing it to the wrong crowd.

Remi1
Member
16 hours ago

If these studies are carried out, it will strengthen newly emerging democracies and bring more attention to African cultures; both of these things are exactly what we require.

Chibuzor
Member
16 hours ago

This is a good idea because it will help media houses to accurately pick their target audiences for specific advertisement. So the product will reach people that needs it

Hassan Isa
Member
16 hours ago

Research on audiences is the key to successfully dealing in the media industry; doing so will significantly assist you in understanding the needs and desires of your target demographic.

theApr
Member
17 hours ago

Amazing development. This would help media and advertising industries recognize their niche and serve them better.

SarahDiv
Member
17 hours ago

This is a great news from the media sector of Nigeria. This will enable every content creator to know through which channel to direct their content and also help in getting the targeted audience.

Dimeji0711
Member
18 hours ago

This new measure will pave the way for the media and advertising industries to go further since they will be able to pinpoint the ideal audience for their advertisements and content in order to increase engagement and provide better results.

Tonerol10
Member
21 hours ago

Nice development, this will helps in developing and targeting and also create to attract audience.

Abusi
Member
1 day ago

The relevant stakeholders will be able to find a common ground in the TV audience measurements. So far it’s a standard for the countries abroad, Nigeria should also be a beneficiary. It will help the stakeholders to really push up their brands visibility and activities to the fore. Their different audiences will be well engaged.

Haykaylyon26
Member
1 day ago

This is a good innovation, they will be able to know their target audience and also to target them with particular ads and brand awareness they will be aware of the brand it will also help to increase the audience engagement

jdpumping
Member
1 day ago

This is a good development with these you will know your target audience and what they need and programmes and schedules you will create to attract your audience and make more money.

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