The author explores the role of mass media in promoting family planning and fertility decline to determine whether Nigerian Demographic and Health Survey (DHS) data show the strong positive relationship between mass media and reproductive behavior found in other DHS countries with similar data. The relationship between exposure to media promotion of family planning and reproductive preferences and behavior is analyzed in terms of both net and gross effects of exposure to media messages. Although data limitations prevent clear inferences about the causal direction of the relationship, the analysis identified a clear positive association between media advertisement of family planning and contraceptive use and the tendency to desire fewer children. Since mass media is yielding the desired result in Nigeria, such programs to promote family planning should be continued. - See more at: http://www.popline.org/node/284647#sthash.uFqbrXoL.dpuf