The Media Monitoring Industry in Nigeria: Key Players, Specialties, and the Need for an Association

  The Media Monitoring Industry in Nigeria: Key Players, Specialties, and the Need for an Association

By: Philip Odiakose

The media monitoring industry in Nigeria plays a pivotal role in shaping the landscape of advertising and public relations (PR). This industry, through its various key players, provides essential services that ensure brands can effectively track their media presence, evaluate their campaigns, and make data-driven decisions. Despite its importance, the media monitoring industry in Nigeria remains underappreciated and lacks the necessary recognition and standardization due to the absence of a dedicated industry association.

I will be discussing the leading MMOs in Nigeria and their specialties;

Media Monitoring Services, Nigeria (MMSNL) is a prominent player specializing in broadcast media monitoring across television and radio. Their expertise ensures that clients receive timely and accurate data about their media presence, which is crucial for assessing the effectiveness of their advertising campaigns. MMSNL claims to extend its services to Out-of-Home (OOH) media monitoring, although its primary focus remains on broadcast media. As watchdogs and auditors for the advertising industry, MMSNL plays a crucial role in maintaining transparency and accountability in media placements and advertising expenditures.

MediaTrak, another key player in the industry, mirrors the specialization of MMSNL with a strong focus on broadcast media monitoring. MediaTrak provides extensive coverage of television and radio content, enabling clients to effectively track their brand mentions and media presence. While MediaTrak also claims the capacity to monitor OOH media, its core strength lies in broadcast media. As an auditor for the advertising sector, MediaTrak contributes to the credibility and reliability of the industry, ensuring that media placements meet the required standards.

TMKG Consulting stands out with its specialization in OOH media monitoring. TMKG’s focus is on tracking and analyzing outdoor advertising across various locations in Nigeria, providing clients with invaluable insights into the reach and effectiveness of their outdoor campaigns. This expertise in OOH media monitoring differentiates TMKG from other players in the industry. As an auditor for the advertising industry, TMKG ensures that outdoor advertisements are accurately placed and meet the desired standards, helping clients optimize their OOH media strategies.

P+ Measurement Services is unique in its focus on PR measurement, evaluation, and analysis. This company provides comprehensive PR measurement services that enable clients to make data-driven decisions regarding their engagements and brand reputation management. Unlike the other key players that predominantly serve the advertising industry, P+ Measurement Services caters to the Public relations sector, offering specialized insights and evaluation services to evaluate and audit the impact and performance of PR campaigns and engagements. Their services are essential for the PR industry in Nigeria, helping organizations navigate the complexities of media relations and reputation management.

It is important to note that while MMSNL and MediaTrak specialize in broadcast media, both claim to have the capacity to provide OOH media monitoring services. This overlap in service offerings highlights the competitive nature of the industry and the drive among players to expand their capabilities and meet diverse client needs.

The media monitoring industry in Nigeria is indeed a goldmine with immense potential. However, the absence of a dedicated association for the industry presents a significant barrier to achieving full recognition and standardization. A unified Media Monitoring Association would provide the necessary framework to guide and elevate the industry. Such an association would establish standard practices and ethical guidelines, ensuring consistency and reliability across all players. Standardization is crucial for building trust with clients and stakeholders, enhancing the credibility of the entire industry.

Furthermore, an association would serve as a collective voice for the industry, advocating for the interests of media monitoring companies in Nigeria. This representation is vital for influencing policy decisions, securing industry recognition, and driving growth and development. The association could also facilitate continuous learning and professional development for media monitoring professionals by offering training programs, workshops, and certifications. This would ensure that practitioners stay updated with the latest tools, technologies, and methodologies in media monitoring.

An industry association would promote integrity and transparency in media monitoring practices by guiding a code of conduct and ethical standards. This ethical framework would build trust with clients and stakeholders, ensuring that data collection, analysis, and reporting are conducted with the highest level of professionalism. Additionally, addressing serious data privacy, security, and protection concerns would enhance the industry's credibility and trustworthiness.

Networking and collaboration among media monitoring companies would be fostered by such an association, promoting knowledge sharing and innovation. By bringing together key players, the association could drive collective growth and address common challenges more effectively.

In the past and recent times, I have written several papers, which can be found here (MarketingEdge, Daily Post, Nigerian Tribune) calling for the creation and formation of a Media Monitoring Association in Nigeria. Such an association would enable members and players to be guided by ethics, rules, and a code of conduct in their practices. It would also ensure that data privacy and security issues are taken seriously, thereby enhancing the industry’s credibility and trustworthiness.

The media monitoring industry in Nigeria plays a vital role in supporting the advertising and PR sectors. Key players like MMSNL, MediaTrak, TMKG, and P+ Measurement Services each bring unique specialties and strengths to the table, contributing to the industry's growth and success. However, the absence of a dedicated industry association remains a significant barrier to achieving full recognition and standardization.

The establishment of a Media Monitoring Association in Nigeria is essential for standardizing practices, advocating for the industry’s interests, promoting ethical conduct, and fostering collaboration. By embracing this vision, the media monitoring industry can unlock its full potential, drive meaningful change, and contribute to the sustainable growth of Nigeria’s advertising and PR sectors.

As we look to the future, it is imperative that stakeholders in the media monitoring industry come together to form a unified association that will guide and elevate the profession. By doing so, we can ensure that media monitoring continues to play a vital role in shaping the success of brands and organizations across Nigeria.

Philip Odiakose is a leader and advocate of  Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC