The Advertisers Association Of Nigeria Welcomes The Rollout Of Nigeria’s New Audience Measurement System
Credible audience data sits at the heart of every media investment decision. For years, Nigerian advertisers have had to make those decisions against fragmented audience data that has not always provided the depth, consistency or confidence the market requires. Persistent concerns around reporting, delivery and the effective utilisation of advertising spend have also affected trust and confidence across the industry. ADVAN will continue to engage all relevant stakeholders towards addressing these concerns.
A system that improves the quality of audience measurement deserves the industry’s support. It promises greater accountability for advertising investment and a clearer picture of how Nigerians consume media, for advertisers, agencies, broadcasters, content owners and platforms alike.
Its value will ultimately rest on the credibility of the data, the independence and transparency of the measurement process, and the confidence the wider industry places in it. A measurement system commands trust when its governance and funding reflect the full market it serves, rather than any single constituency.
ADVAN believes important conversations lie ahead on governance, access, sustainability and funding. Audience measurement serves the entire advertising and media ecosystem, and any funding model should fairly reflect where that value is created and received. Those contributing to the sustainability of the system should also have an appropriate voice in its governance. These conversations should take place transparently and in consultation with the industry before any long-term framework is settled.
ADVAN will engage constructively with the relevant regulators and industry stakeholders as the rollout proceeds.
The market needs a measurement system it can trust. Getting this right will strengthen accountability, improve the quality of media investment decisions and create greater value across Nigeria’s advertising and media industry.
