TV audience measurement service in Brazil reaches a new milestone

Nuremberg/São Paulo, July 1, 2016 – GfK’s television audience measurement project in Brazil is entering a new phase today as its data will be rolled-out into the market and made available to all broadcasters, media agencies and advertisers.

GfK was commissioned by some of the biggest TV stations in Brazil to establish a system to measure TV audiences. The panel comprises around 6,500 households, distributed among all social classes to ensure an accurate and representative sample of Brazil’s population.

The data, which has been available to GfK’s broadcaster clients since October 2015, will now be rolled-out into the market, including overnight and real time ratings for 15 metropolitan regions. GfK also provides state-of-the-art software, allowing broadcasting and advertising clients in-depth analysis for program planning and media campaigns, including flexible targeting, viewer migration and rating forecasting.

Stefan Raum, Global Head of Audience Measurement at GfK, commented: ‘We are very pleased to be reaching this new milestone in our TV audience measurement project in Brazil, which aims to be the new currency for the media industry in the country. We set up a system with the most up-to-date technology and granular measurement, ready for the digital switch-over that will take place in Brazil, which is home to one of the world’s biggest broadcasting industries.’

Press release from GfK
1st July 2016