Mexican media firms form alliance to compete against Nielsen Ibope


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Juan Fernandez Gonzalez

| 11 February 2016




The Mexican companies HR Media and De La Riva-owned Social Decode are joining forces within the audience measurement business, focusing on linear TV, second-screens and social TV.



The alliance aims to break the dominant position of Nielsen Ibope, currently the only company delivering TV viewing figures in Mexico, by offering an alternative source.

According to Eduardo de León, CEO of De La Riva Group and president of Social Decode, the project intends to create new metrics which add a qualitative side to audience ratings. In addition, social TV trends, with a special focus on Twitter, will also be analysed.

“People are talking about TV using their mobile devices and Twitter, Facebook and other social media,” said Eduardo de León who presented the partnership during a press conference. “There is need to measure this trend and the second screens being used.”

For the executive, measuring the viewers' feelings through the social networks is as important as having the exact figures of ratings or audience shares.

“The final goal is not to present data, but create insights into the customers' profiles,” added Alberto Ramos, president of HR Media.