GfK to Roll Out Brazilian TV Measurement Data

In Brazil, GfK is rolling out its TV audience measurement data to all broadcasters, media agencies and advertisers across the country.

Last year, GfK launched in to the Latin American audience measurement market with the introduction of a TV household audience measurement panel in Brazil, which it describes as one of the largest contracts it has ever handled. The panel was commissioned by some of the country's TV stations, and comprises around 6,500 households across all social classes.

Resulting data, which has been available to GfK's broadcast clients since last October, will now be rolled out into the market, and include overnight and real-time ratings for fifteen metropolitan regions. GfK also provides software, which offers broadcast and advertising clients in-depth analysis for program planning and media campaigns, including targeting, viewer migration and rating forecasting.

Stefan Raum (pictured), GfK's Global Head of Audience Measurement, commented: 'We are very pleased to be reaching this new milestone in our TV audience measurement project in Brazil, which aims to be the new currency for the media industry in the country. We set up a system with the most up-to-date technology and granular measurement, ready for the digital switch-over that will take place in Brazil, which is home to one of the world's biggest broadcasting industries.'

Separately, GfK and Nielsen are in discussions to develop a set of services for advertisers, agencies and media groups, which will kick-off with the design of Brazil's 'first' cross-media measurement for ad campaigns.

Web site: www.gfk.com .