Ibope to offer multi-device measurement

DetailsJuan Fernandez Gonzalez | 29 April 2015

Brazil's Ibope is to extend its audience measurement tools throughout the multiscreen environment, aiming to strengthen its position in an increasingly competitive market, both locally in Brazil and regionally in Latin America.

Tela Viva reports that the company will also increase the number of homes currently analysed for its audience reports from 4,500 families last year to 6,000 homes by the end of 2015, to improve Brazil's audience stats and release more precise reports.

"Increasing the audience sample is a direct response to the increasing competition in the market," explained Antonio Wanderly, chief marketing officer at Ibope. "We decided to move forward before the others, and evolve our service". The announcement coincides with GFK's launch in Brazil.

The sample increase is to be launched along a new package of measurement tools ready for the multiscreen audience, giving actual figures about TV content consumption through computers, smartphones, tablets and advanced set-top boxes (STBs) with DVR.

"TV content is being consumed in the same amount but in different ways, through different windows," said Fábia Juliasz, executive director for new businesses at Ibope. "If consumption figures are not properly registered, there is no way the audience can be monetised."

Before the end of the year, Ibope intends to deploy the new generation of peoplemeters, its measurement tools, able to identify not only the device but the platform used – online services such as YouTube or over-the-top (OTT) services like Netflix.