FG Launches Audience Measurement System in Lagos

The Federal Government commenced the first phase of its national Audience Measurement System (AMS) in Lagos, following the unveiling of the Digital Switch Over (DSO) in June 2026. During a media conference on Tuesday, Minister of Information and National Orientation, Mr Mohammed Idris, represented by Dr Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), stated that credible audience data would strengthen Nigeria’s broadcast industry.

The AMS will provide information on television viewership patterns, assisting broadcasters and advertisers in decision-making. Mr Rotimi Pedro, Executive Chairman of First Media and Entertainment Integrated Ltd. (FMEIL), noted that the Lagos rollout marks a significant milestone, with FMEIL licensed by the National Broadcasting Commission (NBC) and ARCON to establish a globally compliant system.

The Director-General of NBC, Mr Charles Ebuebu, emphasized the need for reliable data to support content development and advertising strategies, indicating that the rollout will eventually expand to establish audience panels nationwide.