NEWS27 July 2010

Grupo Ibope makes Affinity investment

Latin America M&A

BRAZIL— Research agency Grupo Ibope has signed a memorandum of understanding to become a partner in US-based syndicated media research specialist Affinity, taking a minority stake in the company as a result.

Under the terms of the deal Grupo Ibope will offer Affinity’s Vista print advertising effectiveness tracking service to clients in Central and South America, Mexico and the Caribbean.

The investment will also support the continued development of Affinity’s new print measurement products in the US, such as print audience measurement tool The American Magazine Study and the MagPlan print optimisation tool.

Grupo Ibope chairman Carlos Augusto Montenegro said: “We are investing in Affinity’s long-term success to ensure that their new and future offerings continue to provide syndicated research solutions that are uniquely tailored to the needs of advertisers, agencies and publishers in the US and abroad.”

Affinity is headed by managing director Tom Robinson (pictured).