Nigeria’s media environment is severely hampered by the lack of an operational Audit Bureau of Circulations (ABC). The inability of PR, advertising, and media professionals to obtain precise audience reach statistics and insights—which are crucial for assessing the significance of media publications—is severely hampered by this gap. The effects are extensive, impacting not only the efficacy and legitimacy of media monitoring but also the strategic choices made by brands that use the media to communicate their stories.
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When the ABC was first founded, over thirty years ago, its purpose was to track and validate newspaper circulation statistics. ABC was a non-profit, volunteer organization made up of publishers, advertisers, and advertising agencies that was founded in 1948. It was the first to implement auditing processes to validate the circulation figures of its member magazines. However, the organization’s inability to maintain activities due to general financial issues and the revelation of poor newspaper circulation figures caused it to go dormant. A number of newspapers defaulted on their donations to the ABC as a result of the negative impact this scenario had on their advertising operations. Because of this, trustworthy newspaper circulation statistics are no longer available, which frequently results in disagreements over assertions made by newspapers about their readership counts.
Before making an investment in media placements, PR and advertising professionals in today’s media ecosystem need to see hard data. They must be aware of the number of buyers and the geographic distribution of a magazine. Based on strict, thorough, and unbiased audits of paid circulation conducted by independent firms of Chartered Accountants in accordance with the Bureau’s mandated regulations and procedures, the ABC published these crucial information every six months. These numbers were the outcome of extensive audits rather than being based on conjecture, assertions, or opinions. Sadly, this trustworthy data is no longer available without the ABC.
The situation is made more difficult by Nigeria’s dearth of broadcast ratings. Even though some media outlets make audacious claims about the number of their audience, these assertions frequently lack concrete evidence. Because there are no precise audience numbers available, public relations and advertising professionals are forced to base their decisions on unverified information, which compromises the credibility and efficacy of their media campaigns.
In the past, an ABC logo would show up at the bottom strip of newspapers’ back cover pages to indicate affiliation with the network in Nigeria. This served as verification that the newspaper was owned by the company. However, the precise quantity of copies being produced was not fully disclosed. Media managers frequently exaggerate their numbers, sometimes by up to ten times the real print runs. This difference is particularly noticeable considering that, according to GlobalData, Nigeria’s literacy rate was roughly 77.62% in 2021.
Media managers frequently fail to realize how simple it is to ascertain the true print run in Nigeria. Since most media companies utilize the same distribution networks, print runs can be approximated by adding together supply data to different distribution hubs around the country. Furthermore, it is customary for print run figures to be shown on printing equipment, and individuals engaged in the printing procedure, such wrappers, collators, and drivers, may be persuaded to divulge these figures. Since familiar faces oversee the sales divisions of media businesses, it is possible to get and cross-verify these numbers. As such, an estimate of the total number of copies available for purchase, subscriptions, and free copies can be made with a margin of error of less than 5%.
Brands are unable to fully appreciate the value of their tales in newspapers when there is no working ABC. In order for PR and advertising professionals to show the ROI and ROO of their efforts, media monitoring and intelligence agencies find it difficult to deliver precise audience reach studies in the absence of trustworthy circulation data. This disparity compromises the legitimacy of the media monitoring process in addition to having an impact on strategic decision-making.
The argument for the reinstatement of the ABC in Nigeria is about more than just accountability and openness; it’s about giving media, PR, and advertising professionals the resources they need to be successful. Decisions about media investment would have a strong basis in circulation data derived from thorough and unbiased audits under a functional ABC. Restoring trust in the media sector would enable brands to effectively accomplish their communication goals and optimize their strategies.
In conclusion, Nigeria’s lack of a functioning Audit Bureau of Circulations severely limits media, PR, and advertising professionals’ access to trustworthy audience-reach statistics and insights. This disparity reduces the overall efficacy of PR and advertising campaigns, undercuts strategic decision-making, and lowers the perceived value of media publications. Restoring the ABC is essential to improving data accuracy, accountability, and transparency in Nigerian media. By doing this, we can make sure that those working in public relations, advertising, and the media have access to the trustworthy information they need to promote fruitful media interactions and a more reputable and efficient media sector.
