Broadcast advertising could generate an additional $400 million for Nigeria within the next three years if the new Audience Measurement Report is implemented, the Minister of Information and Culture,The minister spoke, on Thursday, when he received the report of the Audience Measurement Task Team virtually.
“Despite having a population more than three times that of South Africa, Nigeria’s Television Advertising Revenue in 2016 was US$309 million, compared to that of South Africa, which was US$1.3 billion,” Mr Mohammed said. Upon the submission of the report, Mr. Mohammed said the immediate task before the government is to bring the underperforming Nigerian Broadcast Advertising Market to what it should be, which is two to three times its current size.
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