Brands/Products
Why Brands Should Take Media Monitoring Seriously in 2023
By Queen Nwabueze
Please allow. Let’s start this article by drawing the conclusion: Only Media Monitoring and Intelligence Services were able to foresee the level of uncertainty that 2023 would bring for businesses. Therefore, if you are not involved in the Nigerian Media Monitoring Industry, you must agree that trying to predict what the election year will bring is utterly absurd.
We all love data as business organizations, but it’s time to stop assessing and analyzing the effectiveness of our media and public relations strategy using unhelpful data, or we’ll miss the purpose.
What KPIs and metrics are you using for measurement? Equivalence in Advertising Value? Sorry, but AVE is considered to be a vanity metric, given its age.
Using a relatable analogy: Using vanity metrics to gauge the success of your marketing campaign is like using an Instagram filter to cover up all of your imperfections. You look fantastic, but that isn’t a true reflection of who you are.
Vanity metrics give the impression that your public relations and media campaign are successful. There isn’t really any value in the numerous newspaper references, the cover pages featuring your CEO, or the hundreds of connections to your website that you have. Why? Since they are also susceptible to manipulation, they won’t provide you with any ACCURATE information about your company or the behaviour of your supporters.
But! Today, it’s not about AVE and other meaningless numbers. Let’s discuss the elections in 2023.
What stage of election preparation are you at as a brand? Do you intend to keep tracking and assessing your exposure and reputation quotient in the same manner and hope for a different favourable outcome? No way!
Every new administration in Nigeria takes office with its own set of guidelines and regulations that frequently burn corporate organizations. The truth is that these gods just use their own method of rolling the dice, and someone very low on the corporate ladder loses something important. Numerous companies have had to close their stores as a result of inconsistent policies that the government of the time truly believed to be harmless.
Do we still punish this sleeping dog, though? Lay it off!
Change the baton yourself by going ahead. Start accepting accountability. How? The first step in getting anything in-depth for you is to work with Media Monitoring and Intelligence agencies who have received AMEC certification. AMEC? You ponder, “But why AMEC?”
A comprehensive, genuinely data-driven method of assessing and auditing communications became essential as PR evolved through time and PR professionals began working across all media. The International Association for Measurement and Evaluation of Communication (AMEC) now steps in to help with this. For measuring each PR effort for any significant brand, the Barcelona Principles and AMEC’s integrated evaluation methodology are the de facto gold standard.
As an AMEC member, P+ Measurement Services’ top piece of advice for companies in 2023 is to focus on holding yourself accountable rather than the unstable political landscape and the new administration. Ask your clients if they want to diversify their board, which used to be made up entirely of non-politicians. Additionally, look within. Are you noticing that you continually use the same spokespeople to target more conventional publications? Shake things up. Give everyone in the C-suite a chance to shine. Accept new publications that appeal to a wide readership! Simply change a few things up and watch how well you do. These days, the brands that deviate from the usual are the ones that succeed!
What about the incoming administration? Yes, you have developed a solid public affairs and government relations plan. But do they actually function? how did you find out? The Nigerian Institute of Public Relations (NIPR) is another matter. The Lagos section? any further industry regulators? What problems exist? What new regulations are there? How precisely do they impact the existence and activities of the brand? Are you certain?
Did you even realize that there were policy updates and other modifications that you might not have been aware of because you were preoccupied with ensuring the delight of your customers? Have you ever considered that 2023 may establish and bury policies and concerns in the media that you missed because you were only looking out for mentions of your brand and competitions? You are too busy for any REAL Media Monitoring job, regardless of how you try to justify it. So just hire independent experts to handle that crucial aspect of your corporate existence. Your brand needs pro-data, media performance analysis, and public relations evaluation, which Media Intelligence Services provide, to start and at every stage until 2023. QED!
It’s fascinating that P+ Measurement Services is one of, if not the only, Nigerian Media Monitoring and Intelligence Agency to be a part of the esteemed international organization AMEC here in Nigeria. AMEC is the perfect fit!
P+, a well-known national and international provider of Media Intelligence Services, has never shied away from the lauded Barcelona Principles. Say there is too much jargon. The Barcelona Principles are as follows: Focus on the outcome of your campaigns rather than just the output; abandon metrics that are equivalent to AD value; and acknowledge the PR worth of outcome evaluation and performance audit. Simple!
Indeed, given the transformation of the media landscape, why not think outside the box when it comes to earned media placements. You assumed you knew this, but you’re about to learn that you don’t: your target audience is already focusing on other media and content consumption. There are many options to spread your content right now, from building your own blog, podcast, or vlog to investing in a breezier social media campaign. But to avoid wasting money, let the data guide your choice.
Please don’t just go into this deep ocean called 2023 without robust media intelligence as the driver, again from P+ Measurement Services.
In truth, the same PPlus had always been in the lead, pushing for the establishment of the Nigerian Media Monitoring and Measurement Association as the industry’s governing organization (NIMMA). Award-winning P+ has been pushing for the establishment of the Nigerian Media Monitoring body for nearly ten years, even going so far as to publish details of how it operates so that everyone may plainly and unambiguously see that NIMMA is OUR VERY OWN!
You see? No need for alarm. As a corporate brand or HNI, you already have a highly qualified Media Monitoring and Intelligence Service in P+ that can handle and give you specific information about what the election year of 2023 has in store for your brand and your particular industry.
Click to get started https://www.
Brands/Products
Lagos, Abuja Courts Order Return of Airtime, Data Lending Services
By Adedapo Adesanya
Two divisions of the Federal High Court have issued interim injunctions restoring airtime lending services and restraining the enforcement of the contentious regulations introduced by the Federal Competition and Consumer Protection Commission (FCCPC).
FCCPC introduced the controversial Digital, Electronic, Online or Non-Traditional (DEON) Consumer Lending Regulations in 2025, prompting legal actions by telecom firms.
The rulings, delivered in Lagos and Abuja, restored the data and airtime loan services, relied upon by millions of Nigerians.
In Lagos, Justice Ambrose Lewis-Allagoa, on April 15, 2026, granted four interim injunctions in suit marked FHC/L/CS/760/2026, filed by the Wireless Application Service Providers Association of Nigeria (WASPA) against FCCPC.
The court restrained the commission, its officers and agents from enforcing the DEON Regulations, including several key provisions of the framework.
It further barred the FCCPC from interfering with the operations of WASPA members, imposing sanctions or fines for alleged non-compliance, or issuing directives connected to the enforcement of the regulations and adjourned to April 17, 2026, for further hearing.
Relatedly, the Federal High Court in Abuja on April 24, 2026, granted an interim order in suit marked FHC/ABJ/CS/779/2026 following an ex parte application by Nairtime Holdings Limited and Nairtime Nigeria Limited against MTN Nigeria Communications Plc and Airtel Networks Limited.
The court restrained both telecom operators, their officers and agents from suspending, restricting or otherwise interfering with Nairtime Nigeria Limited’s access to their platforms, including short codes, Short Message Service (SMS), and Unstructured Supplementary Service (USSD).
The order applies for the duration of Nairtime’s valid licence issued by NCC and prevents the operators from relying on the FCCPC regulations as a basis for any disruption.
The applicants had argued that the planned suspension of services was based on a directive linked to the DEON Regulations, despite their compliance with contractual obligations and the absence of any established breach or required notice.
The court found sufficient grounds to grant interim relief pending the determination of the substantive suit.
Taken together, the two rulings effectively place the enforcement of the DEON Regulations on hold, creating a temporary legal framework that allows airtime lending and related services to continue.
The FCCPC is restrained from acting against VAS providers, while telecom operators are prevented from using the regulations to deny licensed operators access to their networks.
The DEON Regulations, introduced by the FCCPC in July 2025, were designed to extend regulatory oversight to unsecured digital lending, including airtime and data credit services.
However, the move triggered strong opposition from industry stakeholders, particularly the Association of Licensed Telecommunications Operators of Nigeria (ALTON), which argued that the regulations encroached on the NCC’s statutory mandate, created overlapping compliance obligations, and conflicted with an existing memorandum of understanding between the regulators.
Brands/Products
P+ Beats Others to Clinch NSIA Media Intelligence Deal
By Modupe Gbadeyanka
P+ Measurement Services Limited has been chosen as the preferred agency to provide media intelligence services for the Nigeria Sovereign Investment Authority (NSIA).
P+ won the media monitoring and intelligence business after a competitive and rigorous pitch process involving four agencies.
The foremost agency, run by Mr Philip Odiakose as the Chief Media Analyst, will provide continuous media intelligence across NSIA’s operations and affiliated interests, delivering insight-driven analysis to strengthen reputation management, stakeholder engagement, and communication performance.
It was gathered that the selection process assessed strategic thinking, execution capability, and the ability to deliver timely, decision-ready intelligence.
P+ distinguished itself through its strength in near real-time media monitoring, advanced measurement frameworks, and performance audit systems designed to support complex institutions with multiple stakeholder interests.
It brings a strong and diverse portfolio spanning government institutions, financial services, development organisations, multinationals, energy, telecommunications, and NGOs. Its approach combines global best practices with deep local expertise, ensuring that intelligence is both contextually relevant and strategically useful.
Commenting on the win, Mr Odiakose noted that the process reflected the level of diligence expected from an institution like NSIA, adding that the P+ focus remains on delivering media intelligence that goes beyond tracking media mentions to explaining narratives, measuring impact, and guiding decision-making.
He emphasised that P+ will leverage its global methodologies, adapted to local realities, to provide NSIA with timely insights, clear performance evaluation, and a deeper understanding of how media perception shapes outcomes.
Also speaking, the Corporate Communications at NSIA said P+ was chosen because it demonstrated a strong understanding of its requirements and a clear ability to translate media data into meaningful insight.
The NSIA communications team noted that the firm’s proven track record across sectors, combined with its disciplined approach to measurement and evaluation, positioned it as a credible partner to support NSIA’s communication priorities and broader institutional objectives.
Brands/Products
Airtel Engages Customers on Concerns Around Data Usage, Others
By Modupe Gbadeyanka
On Tuesday, April 14, 2026, customers of Airtel Nigeria felt more involved and loved when the telecommunications company gathered them together at the Lagos Travel Inn Hotel in Ikeja to discuss some of their concerns, especially around data usage, transparency and their experience with its services.
It was the first-ever Customer Forum of Airtel Nigeria in Lagos, where regulators, high-volume data subscribers, 5G customers, and other key stakeholders learned ways to tackle the issue of data depletion.
The event, themed Understanding Your Data: How to Take Control, also highlighted Airtel Nigeria’s ongoing investments in customer experience, including enhanced digital tools, clearer usage dashboards, and expanded retail and support networks aimed at improving transparency and accessibility.
“This is our very first customer forum, and it is more than an event. It is a bold statement that in today’s digital economy, the most important voice is the informed customer,” the Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, said.
He emphasised that while data has become central to everyday life, from business transactions to education and healthcare, concerns around data value and consumption remain valid and must be addressed transparently.
“Data is no longer a luxury; it is a necessity as essential as electricity and water. However, as usage grows, customers are asking an important question: “Am I truly getting value for the data I purchase? This is not just a technical issue; it is a matter of trust,” Mr Adeshina added.
He further explained that evolving usage patterns, including high-definition video streaming, cloud-based applications, and background app activity, have significantly increased data consumption compared to previous years. According to him, the forum was designed as both a listening platform and an educational session to help customers better understand how their data is used.
“We are here to listen, to explain clearly, and to provide evidence. When customers understand how their data is consumed, it shifts the experience from uncertainty to control and from frustration to confidence,” he further disclosed.
On her part, the Director of Customer Affairs Bureau at the Nigerian Communications Commission (NCC), Ms Freda Ruth Bruce-Bennett, reaffirmed the regulator’s commitment to protecting consumer interests and ensuring service quality across the industry, noting that data consumption has become deeply integrated into daily life, making any perceived loss of data a significant concern for users.
“We understand that data is central to how people live and work today, which is why concerns around data depletion are taken seriously. The NCC has put mechanisms in place to ensure that consumers receive the quality of service they deserve and that their voices are heard,” she said.
Ms Bruce-Bennett encouraged customers to take advantage of the NCC’s consumer portal, which provides guidance on data management and a platform for lodging complaints.
“There is an A to Z of data management tips available on the NCC portal, and we encourage consumers to use it. We also continue to work closely with operators like Airtel to ensure that complaints are addressed promptly and transparently,” she added.
On customer engagement and service delivery, the Customer Experience Director at Airtel Nigeria, Mr Oladokun Oye, highlighted the company’s multi-channel approach to supporting customers across the country.
“At Airtel Nigeria, customer experience is not just a function; it is embedded across everything we do. From our network design to how we communicate and resolve issues, the customer remains at the centre,” he said.
He noted that Airtel maintains one of the most extensive customer touchpoint networks in Nigeria, including over 1,000 exclusive shops, a dedicated contact centre accessible via 300, and multiple digital platforms such as the MyAirtel App, web channels, and AI-powered chatbots.
“These channels are designed to provide not just service, but clarity and understanding. We are also continuously improving our digital platforms to ensure customers can track and manage their usage in real time,” Oye added.
He further advised customers to engage only with authorised Airtel outlets to ensure service quality and protect personal information.
The Airtel Customer Forum forms part of a broader industry effort, in collaboration with the NCC, to promote data awareness, transparency in billing, and improved customer education.
By creating a platform for open dialogue, Airtel Nigeria is reinforcing its shift from a transactional relationship with customers to a more collaborative and informed partnership.
The company noted that insights from the forum will inform future improvements in service delivery, customer communication, and digital tools, as it continues to support Nigeria’s journey towards a more inclusive and transparent digital economy.
-
Feature/OPED6 years agoDavos was Different this year
-
Travel/Tourism10 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz3 years agoEstranged Lover Releases Videos of Empress Njamah Bathing
-
Banking8 years agoSort Codes of GTBank Branches in Nigeria
-
Economy3 years agoSubsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking3 years agoSort Codes of UBA Branches in Nigeria
-
Banking3 years agoFirst Bank Announces Planned Downtime
-
Sports3 years agoHighest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn
