Nigeria has begun building what industry stakeholders describe as the country’s first credible, data-driven television audience currency, following a 60,000-household survey that is now underpinning the rollout of a new national Audience Measurement System (AMS).
The first phase of the system commenced in Lagos on Tuesday, marking a major shift from Nigeria’s traditional diary-based approach to measuring television viewership to an automated system designed to provide more precise information on who watches television, what they watch and when they watch it.
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The rollout follows Nigeria’s Digital Switch Over (DSO) initiative, which entered a new phase in June 2026, with the National Broadcasting Commission (NBC) positioning audience measurement as a key component of the country’s digital broadcasting transformation.
Speaking at a media conference in Lagos, Mohammed Idris, the minister of Information and National Orientation, said credible audience data
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