GfK Finalises $100m Brazilian TV Measurement Deal

GfK has finalised its $100m plus five-year contract with four of Brazil's broadcasters, bringing its TV audience measurement service to the country, and says it plans to hire approximately 100 new employees to support the project.

The company signed a Memorandum of Understanding with the broadcasters, Band TV, Record, RedeTV! and SBT, in November. The new service will sample a broader audience including terrestrial, cable and satellite television and will include both live and time-shifted content.

Monitoring will be done on an individual basis, counting the number of viewers in each household, and GfK will install the service in 6,000 panel households in fifteen Brazilian cities. Clients will be offered both real-time ratings in all the monitored cities, and overnight consolidated ratings; and the service will rely on GfK's detailed reporting and media planning software Evogenius.

Dr. Gerhard Hausruckinger, who is responsible for GfK's Consumer Choices division, comments: 'The service we will be bringing as of 2015, should allow for more data and very robust insights for our clients in Brazil and further strengthens GfK's presence in a market that offers great potential for future growth. We are proud to bring its 40 years of experience in audience measurement to the country.'

GfK has been operating in Brazil since 2002, and currently employs about 300 people there. The initial contract will also enable GfK to sell data to additional TV stations, advertising agencies and buyers.

Web site: www.gfk.com .