NEWS15 November 2013

Brazilian broadcasters poised to sign $100m TV ratings deal with GfK

Latin America New business

GERMANY — Brazilian broadcasters Band TV, Record, RedeTV! and SBT are on the cusp of agreeing a $100m-plus, five-year TV audience measurement contract with GfK.


A memorandum of understanding was announced this week, coinciding with the global research group’s third-quarter results.

The deal, once signed, would see GfK track viewing of terrestrial, cable and satellite television – both live and time-shifted – within 6,000 homes.

Measurement would begin in 2015, covering Brazil’s 15 largest cities. The new ratings system would be a rival to that already in place, which is overseen by Ibope.

Gerhard Hausruckinger, management board member of GfK, said: “The partnership we are announcing in Brazil is a major strategic step for GfK that allows our TV audience measurement business to enter South America.

“Brazil offers huge potential, and we are delighted to have reached this memorandum of understanding with four leading national players to bring our expertise and experience to the Brazilian market. We expect the final agreement to be signed in the coming weeks.”