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APCON appoints new watchdog for advertising ecosystem

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WED 07 JULY, 2021-theGBJournal- The Advertising Practitioners Council of Nigeria (APCON) has appointed First Media and Entertainment Nigeria Limited (FMEI) as new watchdog to drive the development and delivery of audience measurement services on Nigeria media platforms.

According to APCON, the appointment is in line with the Federal Government’s commitment to deepen advertising spent and improve the advertising ecosystem.

FMEI was chosen through a tender process conducted over the last three months. They are now expected to deliver the much needed robust industry-wide, technology enabled audience measurement system covering television, radio, and other media for the broadcast and advertising industry in Nigeria.

‘’It is expected that with the introduction of a world-class Audience Measurement regime, there will be a regime, there will be justification for advertising spent,’’ APCON said, adding that ‘’this will of course increase the revenues accruing to advertising industry, as well as make them compete with similar industries from anywhere in the world and create more jobs in the sectors.’’

FMEI 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.

APCON said they expect their service will go live soon and will be working in conjunction with a Joint Industry council set up to oversee the Audience Measurement for the sector.

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