NEWS5 October 2015

GfK launches TV audience measurement panel in Brazil

Latin America New business News

UK — GfK has begun delivery of TV audience measurement data to clients in Brazil – its first in Latin America – in one of the research company’s largest ever contracts.

The new service will provide GfK’s Brazilian clients with overnight and real time ratings for all 15 metropolitan regions in which the company will operate.

Ricardo Monteiro, managing director of GfK’s audience measurement and insights business in Brazil, said: “Now that the panel has been delivered, we will meet long-standing demands for a modern, robust and transparent audience measurement system.

“GfK’s panel has been built based on 67,000 interviews, the largest socioeconomic survey for this purpose in recent years in Brazil. It comprises over 6,000 households distributed among all social classes, including slums for the first time – ensuring a proper representation of all public segments, with a high level of efficiency and balance of the sample,” he said.
Since the successful acquisition of the contract in Brazil, GfK has secured or extended further significant contracts in Saudi Arabia, Poland, Singapore, Sweden and Belgium.