Nigeria Launches Audience Measurement System for Broadcasting

The federal government of Nigeria has initiated the phase rollout of the Audience Measurement System (AMS) across 60,000 households in 36 states, including the Federal Capital Territory (FCT) Abuja. The announcement was made by the Minister of Information and National Orientation, Mohammed Idris, during a press conference in Lagos.

The AMS aims to support a data-driven broadcasting industry and strengthen the Digital Switch Over (DSO) platform, which was relaunched in June 2023. The DSO initiative, led by the National Broadcasting Commission (NBC) under the FreeTV brand, is facilitating Nigeria's transition from analogue to digital broadcasting, targeting nationwide coverage with over 100 free-to-air channels.

The rollout will begin in Lagos, covering 7,000 surveyed households, followed by Abuja, Port Harcourt, and Kano in subsequent phases. Dr. Olalekan Fadolapo, representing ARCON, emphasized that AMS will provide vital audience insights for broadcasters, advertisers, and content producers, enhancing the sustainability of Nigeria's broadcasting industry.

This initiative aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda focusing on digital transformation and economic diversification.