Lagos Homes to Get 36GB Monthly Data as FG Launches TV Audience Measurement

The Federal Government has commenced the first phase of Nigeria’s new National Audience Measurement System (AMS) in Lagos, with selected households set to receive 36GB of data monthly as an incentive for participating in the programme.

Implemented by the National Broadcasting Commission (NBC) under the FreeTV brand, the initiative is designed to modernise television audience measurement and replace Nigeria’s traditional diary-based system with technology-driven monitoring.

Under the new system, participating homes will have Peoplemeter devices and data-enabled routers installed. The equipment will automatically capture television viewing patterns and securely transmit the information to a central data centre for analysis.

According to Patrick Gomes, Chief Operating Officer of First Media and Entertainment Integrated Limited, the technical partner implementing the system, participating households will initially receive 36GB of data each month, currently valued at about ₦11,000.

Households may also qualify for additional quarterly incentives based on how consistently they comply with the programme’s requirements. Higher compliance will attract higher incentives.

The new measurement system is expected to provide broadcasters, advertisers, content producers, investors and regulators with more reliable information about who is watching, what they are watching and when they are watching.

The Federal Government says improved audience data could strengthen investor confidence, support better content production and create new opportunities across Nigeria’s broadcasting and creative industries.

What You Need to Know

36GB monthly data will be provided to selected participating households.

The programme is currently being rolled out in Lagos.

Peoplemeter technology will automatically record viewing behaviour.

Data-enabled routers will transmit measurement information to a central data centre.

Additional quarterly incentives will be linked to compliance.

The next phase is expected to extend the system to Abuja, Port Harcourt and Kano.

Further rollout will cover other major media markets across Nigeria.

Why It Matters

For Nigeria's media and advertising industry, the move could mark a significant shift from estimates and traditional audience diaries toward real-time, technology-enabled audience intelligence.

More accurate viewing data could influence advertising rates, programming decisions, investment in content and how broadcasters demonstrate value to advertisers.