Digital Switch-Over: NBC Says N605.2 Trillion Advertising Market Set to Be Unlocked in Nigeria

The National Broadcasting Commission (NBC) has projected that Nigeria’s upcoming Digital Switch-Over (DSO) will unlock a massive N605.2 billion advertising market, signaling a major transformation in the country’s broadcasting and media landscape. The announcement was made by NBC Director-General Charles Ebuebu during a press briefing in Abuja attended by industry stakeholders.

According to Ebuebu, the DSO project is designed to move Nigeria from analogue broadcasting to a fully digital system that delivers clearer signals, wider reach, and more efficient content distribution. He explained that the transition will not only modernize television services but also create a transparent audience measurement system that will attract more advertising revenue for broadcasters and content creators.

The NBC further revealed that the national rollout of the Digital Switch-Over is scheduled for 17 June 2026, with a complete analogue switch-off planned for 31 December 2028. Officials believe the project will also unlock valuable digital spectrum resources, estimated to be worth over $1 billion, which could be reinvested into expanding rural broadband and strengthening Nigeria’s digital infrastructure.

Beyond advertising, the Commission highlighted the broader impact on Nigeria’s creative industry, which already contributes around N5 trillion to GDP and supports over 4.2 million jobs. With the FreeTV platform, households will be able to access basic digital television services at little or no monthly cost, using affordable decoders priced between N15,000 and N25,000, making digital access more inclusive.

However, the rollout is not without challenges. NBC acknowledged ongoing legal disputes involving local set-top box manufacturers but maintained that these issues will not delay the national implementation. Meanwhile, NIGCOMSAT officials assured that backup satellite systems and phased migration plans are in place to prevent service disruptions as Nigeria prepares for one of its biggest broadcasting reforms in decades.

source: nairametrics