GfK 'Readies for Audience Measurement Launch in Brazil'

GfK is preparing to move into free-to-air (FTA) audience measurement in Brazil, according to reports, and has appointed Adhemar Garcia Neto as Director of Operations and Caroline Campos as Head of its Audience Measurement and Insights Department.

News site www.rapidtvnews.com quotes Brazilian site Veja saying that GfK will begin operating in Rio de Janeiro and Sao Paulo, measuring the audiences of FTA channels Record, SBT, Band and Rede TV; competing with Ibope Media. The report has not been confirmed by GfK.

Neto, Field Operations Director at Nielsen for the last ten years, has also worked for Latin Panel and Ibope Media, while Campos' background is in advertising, at firms including TV Cultura, F/Nazca Saatchi Saatchi and Borghierh Lowe.

Web site: www.gfk.com .