Digital switch over: Reliable audience measurement data will become the ‘new currency’ – NBC boss
The Director-General of the National Broadcasting Commission (NBC), Mr Charles EBUEBU, has declared that reliable audience measurement data will become the “new currency” for the Nigerian media industry as the nation accelerates its transition to digital broadcasting.
Speaking at the 2026 Nigerian Electronic Media Content Exhibition and Awards (NEMCEA) in Lagos on Wednesday, Mr Ebuebu emphasised that the success of the Digital Switch Over (DSO) depends not only on infrastructure but also on building robust data and commercial systems.
He argued that accurate audience insights are critical for assessing content value, attracting advertising investment, and shaping competitive strategy among broadcasters.
“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,” Mr Ebuebu stated.
The NBC Director-General’s remarks come as the industry grapples with profound changes driven by digitalisation, artificial intelligence, and shifting consumer habits. He noted that the conversation is no longer just about the volume of content produced, but about its quality, distribution, and ability to compete globally. He praised the NEMCEA organisers for including audience measurement in their program, calling it a strategically important intersection for the industry’s future.
Blueprint reports that NEMCEA 2026 is the fifth edition of the event organised by the Electronic Media Content Owners Association of Nigeria (EMCOAN). The theme was “The Creator’s Economy- elevate your craft, secure your future”
EMCOAN President Mr Adeniji Omirin remarked that the association was “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.
These are not merely conversations about the future; they are about the opportunities before us today.”
Nigeria commenced the first phase of its national Audience Measurement System (AMS) in Lagos on 1 September 2026, marking a significant milestone in Nigeria’s transition to a data-driven broadcasting industry.
The Minister of Information and National Orientation, Alhaji Mohammed Idris, flagged off the Lagos phase of the AMS. He explained that the AMS would provide reliable information on who watches television, what they watch, and when. “It can help broadcasters improve programming, enable advertisers to make better-informed decisions, and support content producers,” he said.
According to Idris, a reliable audience measurement system would strengthen investor confidence, support the production of high-quality Nigerian content, and create opportunities across the country’s media and creative industries. He emphasised that public trust was essential to the exercise, urging operators to ensure transparency and to protect 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,” he stated.