Lagos: The Federal Government has commenced the initial phase of its national Audience Measurement System (AMS) in Lagos, building on the June debut of the Digital Switch Over (DSO). This was announced by the Minister of Information and National Orientation, Mr. Mohammed Idris, during a media conference on the AMS rollout.
According to News Agency of Nigeria, Idris, represented by the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, emphasized that credible audience data is pivotal for strengthening Nigeria’s broadcast industry. He noted that the system would deliver reliable insights into television viewership, including what was watched and when. This data is expected to aid broadcasters in enhancing programming, enable advertisers to make informed decisions, and support content producers.
Mr. Rotimi Pedro, Executive Chairman of First Media and Entertainment Integrated Ltd. (FMEIL), highlighted the significance of the Lagos rollout in establishing Nigeria’s national audience measurement system. Pedro stated that FMEIL, licensed by the National Broadcasting Commission (NBC) and ARCON, collaborated with GARB, a Bulgarian technical firm, to meet global standards while reflecting Nigeria’s advertising market. The deployment follows a proof-of-concept demonstration in Abuja, with system calibration for broader deployment.
The Director-General of NBC, Mr. Charles Ebuebu, remarked that audience measurement is a crucial component of the DSO initiative, transitioning from unreliable diary-based methods to reliable data collection. This shift is anticipated to foster strategic content development, informed advertising decisions, and a deeper understanding of television audiences.
Mr. Patrick Gomes, Chief Operating Officer of FMEIL-GARB, explained that the Lagos deployment is based on Nigeria’s first nationwide television Establishment Survey, which covered over 60,000 households. The survey provided the statistical framework for recruiting panel households, ensuring they represent Nigeria’s television-owning population.
Dr. Olalekan Fadolapo of ARCON underscored the importance of credible audience measurement for reforms in Nigeria’s advertising industry, enhancing accountability and enabling more informed media investment decisions.
The DSO, led by NBC under the FreeTV brand, is facilitating Nigeria’s transition from analogue to digital broadcasting, providing the digital infrastructure for AMS operation. The national AMS rollout will occur in phases, starting with Lagos before expanding nationwide.