Audience Data Is New Currency for Nigeria’s Broadcasting Industry — NBC Boss

The Director-General of the National Broadcasting Commission (NBC), Mr Charles Ebuebu, has described reliable audience measurement data as the “new currency” of Nigeria’s broadcasting industry as the country intensifies its transition to digital broadcasting.

Ebuebu made the declaration on Wednesday at the 2026 Nigerian Electronic Media Content Exhibition and Awards (NEMCEA) in Lagos, where he stressed that the success of the Digital Switch Over (DSO) would depend not only on transmission infrastructure but also on reliable data and commercial systems.

According to him, accurate audience data is essential for determining the value of broadcast content, attracting advertising investment and enabling broadcasters to develop effective competitive strategies.

“As Nigeria advances its digital broadcasting transformation, we must therefore build not only digital transmission infrastructure but also the data and commercial infrastructure required to make the new ecosystem sustainable,” Ebuebu said.

The NBC boss said the broadcasting industry was undergoing profound changes due to digitalisation, artificial intelligence and evolving consumer behaviour.

He noted that the industry’s focus could no longer be limited to the volume of content being produced, but must increasingly consider content quality, distribution and its capacity to compete in the global marketplace.

Ebuebu commended the organisers of NEMCEA for placing audience measurement among the key issues discussed at the event, describing it as a strategically important component of Nigeria’s broadcasting industry’s future.

The 2026 NEMCEA, the fifth edition of the event organised by the Electronic Media Content Owners Association of Nigeria (EMCOAN), was held under the theme, “The Creator’s Economy — Elevate Your Craft, Secure Your Future.”

President of EMCOAN, Mr Adeniji Omirin, said the association was encouraged by the discussions around Digital Switchover, Audience Measurement, FreeTV, insurance and risk management opportunities within the creative sector.

“We are excited about the important conversations around the Digital Switchover, Audience Measurement, FreeTV, and the emerging opportunities for insurance and risk management within the creative industry,” Omirin said.

He added that the issues were not simply discussions about the future but represented opportunities already available to stakeholders in the creative and broadcasting sectors.

The development comes shortly after Nigeria commenced the first phase of its national Audience Measurement System (AMS) in Lagos on 1 September 2026, marking a major step towards a more data-driven broadcasting industry.

The Lagos phase of the AMS was formally launched by the Minister of Information and National Orientation, Alhaji Mohammed Idris, who said the system would provide reliable information on television audiences, including who watches particular programmes, what they watch and when they watch.

Idris said the data would enable broadcasters to improve programming, help advertisers make better-informed decisions and support content producers in developing programmes that meet audience needs.

He further noted that a credible audience measurement system would strengthen investor confidence, encourage the production of high-quality Nigerian content and unlock new opportunities across the country’s media and creative industries.

The minister, however, stressed that public trust would be critical to the exercise’s success, urging operators to maintain transparency while protecting the privacy and dignity of participating households.

“Nigeria deserves clear, credible information about how the system works, why households are selected and what participation entails,” Idris said.

The rollout of the AMS is expected to provide the Nigerian broadcasting and advertising industries with more reliable audience insights, potentially reshaping how broadcasters value content, advertisers allocate spending, and producers respond to changing viewing patterns.