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Advertising/Marketing/PR - Discussion (Lagos)

Hi All,

I've been dabbling in marketing off late and had a question about TV ratings, thought it might be a good idea to start a general thread on the overall topic.

The reason Im posting however, I recently found myself looking at different tv channels , trying to figure out which would appeal to my target market the most. But as I went further, I found myself wondering, how reliable the data was. Coming from the states, I have a clear understanding of how Neilsen and the likes collect tv ratings there (the overall process is much easier due to registered cable boxes in most homes coupled with reliable govt. census data). I am not exactly sure how the system would work here.

Does anyone know how the data collection for tv (overall channel ratings, tv show ratings etc) happens in nigeria?
What are your thoughts on the veracity of this data?