The Federal Government of Nigeria has officially inaugurated the first phase of its automated Television Audience Measurement System (AMS), marking a major shift away from legacy diary-based viewer tracking toward an automated, data-driven system, To incentivize participation and support real-time data transmission, selected households taking part in the launch will receive 36GB of monthly data along with custom metering equipment.
The announcement was made during a media conference in Lagos by the Minister of Information and National Orientation, Mohammed Idris represented by Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Olalekan Fadolapo alongside National Broadcasting Commission (NBC) Director-General Charles Ebuebu
A Digital Upgrade to Audience Tracking
For decades, the Nigerian media industry relied on paper diaries and recall-based surveys to estimate television viewership. Industry executives have long argued that these manual methods led to inaccurate data, inefficient advertising spend, and underfunded content creation.
The new system automates data collection using Peoplemeter technology installed directly in participating homes. Developed in partnership with First Media and Entertainment Integrated Limited (FMEIL) and GARB, these electronic meters passively track watching habits recording precisely which channels are viewed, at what times, and by whom within the household before securely transmitting the encrypted logs to a central server every 24 hours.
The initial panel selection is drawn from Nigeria’s nationwide Establishment Survey, which covered 60,000 households across all 36 states and the Federal Capital Territory, including 7,000 households in Lagos alone.
Understanding the 36GB Data Incentive
To maintain a consistent flow of…
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