Lagos Launches TV Audience Measurement with Data Incentives

The Federal Government of Nigeria has initiated the first phase of its national Audience Measurement System (AMS) in Lagos, where selected households will receive 36GB of monthly data as an incentive for participating in the new television audience measurement program. This initiative, announced by the National Broadcasting Commission (NBC) at a press briefing on Tuesday, aims to replace the traditional diary-based measurement system with Peoplemeter technology, which automatically captures viewing patterns.

The Minister of Information and National Orientation, Mohammed Idris, emphasized the modernization of broadcasting and the establishment of credible audience measurement systems. Patrick Gomes, Chief Operating Officer of First Media and Entertainment Integrated Limited (FMEIL), the technical partner for the project, stated that the monthly data incentive is valued at approximately N11,000.

The program will also introduce quarterly incentives based on compliance levels. The Lagos rollout follows a pilot conducted in selected homes, with the next phases planned for Abuja, Port Harcourt, and Kano.