As audiences increasingly consume content across television, radio, digital platforms, social media, OTT, connected TV, and streaming services, accurate and trusted audience measurement has become critical to media planning, advertising investment, valuation, and monetisation.
Under this backdrop, Broadcast Media Africa (BMA) has launched the “Advertising and Audience Currency Marketplace Africa – State of Play” survey to assess the current state of audience measurement and advertising currencies across the continent.
The survey will examine how audiences are currently measured across Africa, the currencies and metrics used by industry stakeholders, confidence in existing measurement systems, and the challenges created by fragmented methodologies and limited data availability.
It will also explore the growing role of first-party data, AI, automation, big data, digital analytics, and cross-platform measurement, while assessing industry interest in more standardised, interoperable, or pan-African audience currencies.
The research will gather perspectives from broadcasters, advertisers, agencies, publishers, streaming platforms, measurement and research organisations, technology providers, telecommunications companies, regulators, and other stakeholders across North, West, Central, East, and Southern Africa.
Benjamin Pius, CEO of Broadcast Media Africa, said, “Audience measurement is at the heart of how media is valued and how advertising investment is allocated. As Africa’s media environment becomes increasingly fragmented, the industry needs greater transparency, consistency, and confidence in the data used to make commercial decisions.”
Pius added, “This survey will help us understand where the biggest gaps exist and what stakeholders believe is needed to build a stronger, more trusted and future-ready audience currency marketplace for Africa.”
The findings will provide industry benchmarks and insights into the development of Africa’s audience measurement ecosystem, including opportunities to strengthen measurement standards, data access, cross-platform measurement, technology adoption, and media monetisation.
