IN line with the Federal Government’s commitment to deepening advertising spend and improve the advertising ecosystem, the Advertising Practitioners Council of Nigeria (APCON), and the National Broadcasting Commission (NBC) have announced the appointment of First Media and Entertainment Integrated (Nigeria) Limited (FMEI) for the development and delivery of audience measurement services on Nigeria’s platforms.
The two agencies, in a statement signed by their chief executives: Dr. Lekan Fadolapo (Registrar/Chief Executive Officer, APCON) and Mallam Balarabe Ilelah (Director General, NBC), explained that the choice of the Lagos-based marketing research company was arrived at, following a tender process, conducted by the agencies, over the last three months.
With the appointment, FMEIÂ is expected to deliver the much-needed robust industry wide, technology-enabled audience measurement system, covering TV, Radio, and other media for the broadcast and advertising industry in Nigeria.
“It is expected that with the introduction of a world-class audience measurement regime, there will be justification for advertising spent,” the statement read.
The agencies also expressed the hope that the latest development would also increase the revenues accruing to the broadcast and advertising industry, as well as make them compete with similar industries from anywhere in the world, and create jobs in the sectors.
The service is expected to go live in the last quarter of 2021, with the agency working in conjunction with the Joint Industry Council, set up to oversee audience measurement for the sector.
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