Media Council Of Kenya Orders Researchers To Provide Accurate Data

The Media Council of Kenya is putting together measures to promote the availability of credible media data to help in the decision-making process of advertising by corporates and media agencies.

The CEO of the Media Council of Kenya, David Omwoyo noted that Kenyan media houses had lost billions of shillings in advertising revenue over the past three years due to questionable research data. He added that an advertising code and a kitty meant for funding media research would be established.

Omwoyo said that the absence of a dependable and reliable audience and readership measurement system would have a negative impact on the advertising income and on the subsequent sustainability of the media enterprises in Kenya.

Omwoyo also added that the proposed code would put in place dispute-resolution mechanisms.
His statement comes after a complaint by media houses against the Kenya Audience Research Foundation (KARF) over its allegedly inaccurate research findings on radio and TV ratings.

On the 1st of February the Radio Africa Group, Nation Media Group, Kenya Broadcasting Corporation, Standard Group and Capital Group Limited called for the disbandment of the firm and argued that its findings were compromised and that they no longer had faith in it.

The media houses issued a joint statement saying that they requested that the KARF be immediately disbanded and that an all-inclusive process of introducing a more reliable and accurate research process and function be started immediately.

Omwoyo acknowledged that advertising is a crucial division in the running of operations in media houses and that issues affecting their income should be addressed with urgency.

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