GfK finalises $100m Brazilian TV ratings deal

GfK will collect TV viewing data from 6,000 panel households in 15 Brazilian cities, and promises both real-time ratings in all the monitored cities and overnight consolidated ratings.

The service will rely on GfK’s reporting and media planning software Evogenius for analysis.

Band TV, Record, RedeTV! and SBT agreed the deal with GfK, however the contract provides scope for GfK to sell data to additional TV stations, as well as advertising agencies and buyers.

The new ratings system will be a rival to that already in place, which is overseen by IBOPE.

GfK management board member Gerhard Hausruckinger (pictured) said: “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.”

With the deal in place, GfK says it will hire approximately 100 new employees for the audience measurement project. The company currently employs about 300 people in the country.

A memorandum of understanding between GfK and the four broadcasters was first signed in November.