Nigeria has begun rolling out a new peoplemeter-based television audience measurement system, starting in Lagos, as the country moves toward a more continuous, electronic way of tracking TV viewing.
The system, which began on September 1, is being implemented by Nigerian company First Media and Entertainment Integrated Limited (FMEIL), in partnership with Bulgaria-based GARB.
The National Broadcasting Commission (NBC) and the Advertising Regulatory Council of Nigeria (ARCON) appointed the two companies to develop and operate Nigeria’s Audience Measurement System (AMS). The new system replaces the traditional diary-based approach with peoplemeter devices installed in selected homes to record viewing patterns.
However, while the technology represents a major change for Nigeria’s broadcasting and advertising industries, officials acknowledge that gaining the confidence of participating households remains a challenge.
Speaking at the launch in Lagos, Minister of Information and National Orientation Mohammed Idris said some potential panel households had expressed concerns about the recruitment and installation process.
“I am also aware that the rollout has encountered some challenges, particularly around public awareness and trust,” Idris said.
He noted that some households may not remember taking part in the Establishment Survey used to develop the measurement panel. In contrast, others may be cautious about unfamiliar calls or allowing equipment to be installed in their homes.
The minister said these concerns were legitimate and urged those involved in the project to ensure that recruitment and installation were handled professionally, transparently and with respect for household privacy.
NBC Director-General Charles Ebuebu described the rollout as a major milestone for the broadcasting industry, particularly because more consistent audience data could help address long-standing concerns around transparency.
For ARCON Director-General Olalekan Fadolapo, reliable audience measurement is increasingly important as advertisers face tighter budgets and audiences spread across more television and digital platforms.
For broadcasters, advertisers and content owners, the real test will now be whether the new system can deliver trusted audience data and, equally important, win the confidence of the households whose viewing habits it measures.
