De la Riva Opens Social Media / TV Unit in Mexico

In Mexico, research firm De la Riva Group has launched a new firm called SocialDecode, which combines measurement of social media TV ratings with intelligence about individuals who share their opinions as they watch TV.

The Group specializes in qual and quant research in Mexico and Latin America, and recently conducted a study which found that 50% of young people based in urban areas watch TV at the same time as surfing the Internet.

The new firm monitors more than 1,500 TV programs and over 50 channels in Mexico each day, and its proprietary methodology has been developed to dig into the feelings viewers express on social media as they watch TV.

Eduardo de León (pictured), General Director of De la Riva Group, comments: 'We measure the social rating of television programs and channels because traditional TV ratings are inadequate in evaluating the new way that Mexicans watch television. It's no longer enough to have a number representing the quantity of individuals who consume a product. Now it is essential to know who these consumers are, what their opinion is, and what they share to be able to make better decisions.'

Web sites: www.delarivagroup.com and www.socialdecode.com .