The cutting-edge measurement service that GfK will bring to Brazil will allow clients to convert smart data and analytics into informed decision-making. The service will sample a broader audience than what is currently done, including terrestrial, cable and satellite television, and will consider not only live content, but also time-shifted content. Moreover, other current and future demands can be addressed as the monitoring will be done on an individual basis, counting the number of viewers in each household.
The service will be installed in 6,000 panel households in 15 Brazilian cities. GfK’s offer includes both real-time ratings in all the monitored cities and overnight consolidated ratings. The service will rely on GfK reporting and media planning software Evogenius which enables detailed analysis of the media usage data provided by GfK.
Dr. Gerhard Hausruckinger, Management Board Member of GfK and responsible for the Consumer Choices sector, declared: “We are thrilled to be announcing this agreement with four of Brazil’s leading broadcasters to extend our innovative TV audience measurement service to one of the world’s most vibrant television markets. The service we will be bringing as of 2015, based on transparency and reliability, should allow for more data and very robust insights for our clients in Brazil and further strengthens GfK’s presence in a market that offers great potential for future growth. GfK is proud to bring its 40 years of experience in audience measurement to the country.”
The initial contract has a five-year timespan and a value of above US$100 million, with the potential to sell data to additional TV stations and advertising agencies and buyers. With the expansion of its business in Brazil, GfK will hire approximately 100 new employees for the audience measurement project. In Brazil, the company has been present since 2002 in the area of market research, and currently employs about 300 people.
GfK has been active in audience measurement for more than 40 years. The company is currently active in the field of television audience measurement in seven markets – Germany, Austria, Belgium, the Netherlands, Lebanon, Portugal and the Ukraine. GfK also has a number of radio audience measurement contracts in countries including Australia, Switzerland, Belgium, Ukraine and the Netherlands and delivers the currency for print media products in the USA.
