By Efe Onodjae

The Advertisers Association of Nigeria, ADVAN, has welcomed the rollout of Nigeria’s new Audience Measurement System, describing it as a major step towards improving accountability and strengthening media investment decisions in the country.

ADVAN, in a statement, said credible audience data was central to effective advertising investment, noting that advertisers had, over the years, had to make critical media decisions based on fragmented data that did not always provide the depth, consistency and confidence required by the industry.

The association, however, said concerns around reporting, delivery and the effective utilisation of advertising expenditure had continued to affect trust and confidence within the advertising ecosystem.

According to ADVAN, the new system has the potential to provide a clearer picture of how Nigerians consume media and, consequently, improve decision-making for advertisers, agencies, broadcasters, content owners and digital platforms.

It said: “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.”

The association, however, stressed that the success of the system would ultimately depend on the credibility of the data, independence and transparency of the measurement process, as well as the confidence of stakeholders in its governance.

ADVAN maintained that the governance and funding structure of the measurement system should reflect the interests of the wider market rather than those of any single constituency.

It said important discussions were still required on governance, access, sustainability and funding, arguing that audience measurement serves the entire advertising and media ecosystem.

“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,” the association said.

ADVAN called for transparent consultations with industry stakeholders before any long-term framework for the system is finalised.

The association said it would continue to engage regulators and other stakeholders constructively as the rollout progresses.

It added that Nigeria’s advertising and media industry needed an audience measurement system that stakeholders could trust, saying getting the process right would strengthen accountability, improve the quality of media investment decisions and create greater value across the industry.