NBC Chief: Audience Measurement Key to Media's Future

At the 2026 Nigerian Electronic Media Content Exhibition and Awards (NEMCEA) held in Lagos, Mr. Charles Ebuebu, the Director-General of the National Broadcasting Commission (NBC), declared that reliable audience measurement data will be the "new currency" for Nigeria's media industry amid its digital broadcasting transition. He stressed that the success of the Digital Switch Over (DSO) relies on both infrastructure and robust data systems.

Ebuebu highlighted the need for accurate audience insights to assess content value, attract advertising investments, and shape competitive strategies among broadcasters. He praised the inclusion of audience measurement in the NEMCEA program, calling it vital for the industry's future.

The event marked the fifth edition organized by EMCOAN, with the theme “The Creator’s Economy- elevate your craft, secure your future.” Nigeria's national Audience Measurement System (AMS) commenced its first phase in Lagos on September 1, 2026, aimed at providing reliable viewing data to improve programming and support content producers.