The Nation (Nigeria)

APCON, NBC contract firm for audience measuremen­ts service

- Stories by Afolabi Idowu

THE Advertisin­g Practition­ers Council of Nigeria (APCON) and the National Broadcasti­ng Commission (NBC} have appointed First Media and Entertainm­ent Integrated (Nigeria} Limited (FME1} for the developmen­t and delivery of audience measuremen­t services on Nigeria Media Platforms.

This is in line with the federal government’s commitment to deepen advertisin­g spend and improve the advertisin­g ecosystem.

The appointmen­t was announced in a press statement jointly signed by Dr. Olalekan Fadolapo, Registrar/chief Executive, APCON and Mallam Balarabe Ilelah, D.G, NBC.

In the statement which reads in part, the two CEOS said, “Sequel to a tender process conducted over the last 3months, the above company has been selected 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 as Audience Measuremen­t regime, there will be justificat­ion for advertisin­g spend. This will of course 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 more jobs In the sectors.”

Noteworthy, First Media and Entertainm­ent Integrated (Nigeria) Limited (FME1} is a marketing research company based in Lagos with experience in various research discipline­s, including media monitoring, advertisin­g effectiven­ess, consumer behaviour market research and audience measuremen­t.

It is expected that the service will go live in the last quarter of 2021 and they will be working in conjunctio­n with a Joint industry Council setup to oversee the audience measuremen­t for the sector.

 ?? Photo: Ayomide Otitoju ?? •From left: Wife of the graduand, Mrs. Ifeoluwa Alabi; Head, Corporate Communicat­ions, Lagos Chamber of Commerce and Industry (LCCI), Graduand, Dr. Segun Alabi; Eminent Professor of English, Professor Segun Awonusi and a guest, Mr. Aremu Oduntan during the conferment of Doctor of Philosophy Degree in English on the graduand at the 51st convocatio­n ceremony of the University of Lagos…recently.
Photo: Ayomide Otitoju •From left: Wife of the graduand, Mrs. Ifeoluwa Alabi; Head, Corporate Communicat­ions, Lagos Chamber of Commerce and Industry (LCCI), Graduand, Dr. Segun Alabi; Eminent Professor of English, Professor Segun Awonusi and a guest, Mr. Aremu Oduntan during the conferment of Doctor of Philosophy Degree in English on the graduand at the 51st convocatio­n ceremony of the University of Lagos…recently.

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