Comscore, an American media measurement and analytics company providing marketing data and analytics to enterprises; media and advertising agencies; and publishers is expanding operations to nine countries in Africa where it will have the privilege to accrue more than 95% of all revenue and admissions.
The new development will target countries in the West and Southern parts of the continent. The countries include Nigeria, Ghana, Liberia, Namibia, South Africa, eSwatini, Zambia Mozambique and Zimbabwe.
According to Quartz Africa, Nollywood, Nigeria’s high-profile movie sector, has proven a big draw. With investment in cinema outlets spiking over the past decade (and with more on the way), movie earnings have grown steadily in tandem. And this growth has not been limited to Hollywood blockbusters as Nollywood hits are also earning big box office returns with an increased focus on quality rather than quantity.
In recent times, Nollywood has seen box office earnings surge hence the necessity for more precise data on movie earnings. Piracy has also been a problem making it difficult to measure the profit filmmakers and producers make. However, with cinemas now opening up an important revenue stream in comparison to other existing earning models like DVD and VCD releases, the need for industry data is even more apparent.
Local bodies like the Cinema Exhibitors’ Association of Nigeria currently track box office earnings but it lacks the credibility of a global independent player like Comscore.
For now Comscore will focus its operations in West and Southern Africa but will look to further expand to other parts of Africa depending on the rate of investments in cinema infrastructure.
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