The Minister of Information and Culture, Alhaji Lai Mohammed, has appointed a Task Team of industry experts to design a framework on Audience Measurement System to ensure that content producers and advertisers receive their dues for content and media placement.
The Minister announced the Task Team at a meeting with members of the Association of Advertising Agencies of Nigeria (AAAN) in Lagos on Thursday.
He said it is imperative to 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 spend by the Advertisers, who are all seeking to grow their market share,” Alhaji Mohammed said.
He said the nation needs 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 but also in the Outdoor Segment.
