Despite Africa’s rapidly growing digital consumption, broadcasters, advertisers, and content producers still grapple with fragmented data systems, inconsistent metrics, and limited access to reliable, localised audience analytics.
And yet, the demand for credible, real-time audience insights in Africa has never been more critical.
Solutions to close Africa’s audience data gap include the adoption of emerging tools and methodologies for multi-platform audience tracking, leveraging AI-powered analytics for deeper audience segmentation, strengthening public-private partnerships to develop shared and standardised measurement frameworks, and enhancing transparency and accountability in the collection and reporting of audience data across platforms.
According to Mr Benjamin Pius, Publisher and CEO of Broadcast Media Africa, “Without trusted audience data, the African media industry cannot grow sustainably. Monetisation, audience engagement, and advertiser confidence depend on transparency and consistency”.
In light of this, Broadcast Media Africa (BMA) is convening the 3rd edition of its Advertising and Audiences Summit—Africa 2025. According to the organisers, the summit will take place on 16–17 September 2025 in Johannesburg, South Africa.
