AMS will provide advertisers, investors better understanding of TV market —FG

The Federal government has said the recently introduced Audience Measurement System (AMS) would provide credible data that would strengthen the nation’s broadcast industry by giving broadcasters, advertisers, content producers and investors a clearer understanding of Nigeria’s television market.

Minister of Information and National Orientation, Mohammed Idris, stated this at the rollout of the first phase of the system in Lagos.

The minister, who was represented by the Director General, Advertising Regulatory Council of Nigeria (ARCON), Dr Lekan Fadolapo, stated that reliable audience measurement would help broadcasters improve programming, enable advertisers to make informed decisions and support the production of quality local content.

The rollout of the people Metre-based AMS, he explained, marks the next critical phase of modernising the nation’s broadcast infrastructure that would propel the country from the traditional diary-based methods, towards a modern people Metre-based system that accurately captures television viewership habits.

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The Chief Operating Officer, FMEIL-GARB, Mr Patrick Gomes explained that the AMS directly informs TV stations of audience preferences, adding that this would help such stations drive better programming.

Besides, he argued that the System would provide reliable statistical data that would enable media planners and advertisers to efficiently execute TV campaigns.”

Director-General, National Broadcasting Commission, (NBC), Mr Charles Ebuebu, stated that “by providing accurate passive tracking of audience consumption patterns, it will help to address the industry’s long-standing challenges that will bring transparency for advertising media preference.”

He reiterated the commission’s commitment to fostering a collaborative environment in which feedback shapes a resilient,  value- driven market.