NEWS5 July 2016

GfK starts Brazilian TV audience measurement

Latin America Media New business News

GERMANY – GfK’s television audience measurement project in Brazil has been rolled out into the market for all broadcasters, media agencies and advertisers.


Its panel comprises of about 6,500 households, across all social classes to ensure a representative sample of Brazil’s population.

GfK has been supplying its broadcaster clients with the data since October 2015 but is now being extended to the whole market, including overnight and real time ratings for 15 metropolitan regions.

Stefan Raum, global head of audience measurement at GfK, said: “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.”