FG Begins Rollout of Audience Measurement System in Lagos

The Federal Government has begun implementing the first phase of its nationwide Audience Measurement System (AMS) in Lagos, following the Digital Switch Over (DSO) introduced in June 2026. Minister of Information and National Orientation, Mohammed Idris, announced this during a media conference on Tuesday in Lagos. Idris highlighted that the system would provide reliable audience data, which would strengthen Nigeria's broadcast industry by assisting broadcasters in improving programming, enabling advertisers to make informed decisions, and supporting content creators.

He emphasized the importance of public trust, urging operators to ensure transparency and protect the privacy of participants. The Executive Chairman of First Media and Entertainment Integrated Ltd. (FMEIL), Rotimi Pedro, stated that the Lagos rollout marked a significant milestone in establishing Nigeria's national audience measurement system.

Pedro explained that the firm partnered with GARB, a Bulgarian technical company, to ensure the system met international standards and complied with Nigeria's advertising market. The Director-General of the National Broadcasting Commission (NBC), Charles Ebuebu, noted that audience measurement was a crucial deliverable of the DSO initiative.

He explained that Nigeria had previously relied on unreliable diary-based measurement, and reliable data would support strategic content development and advertising decisions. The rollout, which began with a proof-of-concept demonstration in Abuja two years ago, will involve deploying Peoplemeter devices in selected Lagos households.

These devices will capture television viewing patterns and transmit the information daily to a central data centre. Participating households will receive monthly data incentives for their contribution to the national panel. The national AMS rollout will be conducted in phases, with Lagos serving as the starting point.