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IBOPE Deal Heralds Expansion for Affinity
New York-based Affinity, which specialises in syndicated print measurement and accountability tracking, has announced a partnership with Latin American research firm Grupo IBOPE.
Under the memorandum of understanding, IBOPE will become a partner in Affinity and will lead its expansion into Central and South America, Mexico and the Caribbean.
IBOPE says the agreement is 'the culmination of its increasing interest in Affinity', the media research firm that launched the VISTA syndicated print ad effectiveness tracker in 2005. The brazilian-based firm will use its existing media research operations in the region to help spread its new partner's methodology and technology rapidly.
Carlos Augusto Montenegro, Chairman of Grupo IBOPE, says his company is 'investing in the long-term success' of a company whose syndicated research solutions 'are uniquely tailored to the needs of advertisers, agencies and publishers in the U.S. and abroad.'
Affinity MD Tom Robinson comments: 'The opportunity to expand the VISTA brand internationally is very exciting. Grupo IBOPE, with its solid footing as a leader in the global research marketplace, is an ideal partner to help us collectively achieve that objective.'
Affinity's products include ProofReader (print pre-testing), The American Magazine Study (print audience measurement) and the VISTA Service (in-market campaign tracking), as well as the print optimisation system MagPlan.
Headquartered in Sao Paulo, Grupo IBOPE operates in 14 different countries and is the largest media research firm in Latin-America, covering media, public opinion, branding and consumer behavior research, as well as advertising-specific expertise across all media.
Web sites: www.ibope.com and www.affinityresearch.net .
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