…appoints Tolu Ogunkoya as chairman
The Federal Government of Nigeria (FGN) has inaugurated a joint industry Audience Measurement Board with Tolu Ogunkoya, Group Chief Executive Officer of Media Reach and Past President of Media Independent Association of Nigeria (MIPAN) as Chairman and Joe Mutah, a Media Practitioner with the Federal Radio Corporation of Nigeria as Secretary.
Inaugurating the board in Abuja, Honorable Minister for Information and Culture, Alhaji Lai Mohammed charged team to ensure a timely and reliable audience measurement system for the Integrated Marketing Communications (IMC) industry.
According to the Hon. Minister, the delivery of the world-class scientific audience measurement system for Nigeria stemmed from the pressing need for an objective and scientific audience measurement system that articulates the value of the content to consumers as well as the value of the audience to advertisers, particularly in the television sector.
“It is my pleasure to inaugurate the Audience Measurement Board, charged with delivering a world-class audience measurement system for our country. We are committed to delivering an empirical audience measure system that will catalyze investment in broadcast and advertising industries, ensure the success of the DSO project as well as fire the imagination and boost the morale of creatives. We are undaunted by the enormity of the challenges we face in this regard, because we have a bunch of committed, patriotic and hardworking men and women to tackle the challenges headlong”, said the Minster.
Submitting that Nigeria’s broadcast advertising market previously plunged far below its weight due to the absence of a scientific audience measurement regime which resulted in under-investment in the sector, the Minister noted that the immediate challenge is to bring the under-performing Nigeria TV and radio advertising market to what it should be, which is two or three times what it is now.
The newly inaugurated 15-member task force will be tasked with identifying best practice audience measurement system that will support the sustainable growth of the Nigerian Creative and Entertainment Industry; supervising the established framework for supporting the sustainability of the audience measurement system, independent of the Federal Government; and recommending a payment and disbursement framework among the key stakeholders in the industry, which includes the Broadcasting Organizations of Nigeria (BON), Media Independent Practitioners Association of Nigeria (MIPAN) and Advertisers Association of Nigeria (ADVAN).