The Advertisers Association of Nigeria (ADVAN) has welcomed the rollout of Nigeria’s new audience measurement system, describing it as a significant step towards improving accountability, transparency and confidence in media investment across the country’s advertising industry.
In a statement, the association said advertisers have for years relied on fragmented audience data that often lacked the depth, consistency and credibility needed to support informed media investment decisions. It noted that persistent concerns over audience reporting, campaign delivery and the effective use of advertising budgets had weakened trust across the industry.
ADVAN said the new audience measurement system offers an opportunity to improve the quality of audience data and provide advertisers, agencies, broadcasters, content owners and digital platforms with a clearer understanding of how Nigerians consume media.
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The association, however, stressed that the system’s long-term success will depend on the credibility of its data, the independence and transparency of its measurement process, and the confidence it earns from stakeholders across the advertising and media ecosystem.
It also called for an inclusive governance structure and sustainable funding model that reflect the interests of the entire industry rather than any single stakeholder group.
According to ADVAN, the industry must hold transparent discussions on governance, access, sustainability and funding before adopting any long-term framework for the measurement system.
The association argued that organisations contributing to the sustainability of the system should have an appropriate voice in its governance, adding that any funding model should fairly reflect where value is created and received across the advertising ecosystem.
ADVAN pledged to continue engaging regulators and other industry stakeholders as the rollout progresses, reaffirming its commitment to supporting initiatives that strengthen Nigeria’s advertising and media industry.
The association said a trusted audience measurement system would improve accountability, enhance media investment decisions and create greater value for advertisers, broadcasters, agencies and other players in the sector.
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