GfK Kicks Off Brazilian TV Audience Measurement

GfK has launched a TV household audience measurement panel in Brazil, which it describes as one of the largest contracts it has ever handled. The launch also marks the firm's entry into the Latin American audience measurement market.

Earlier this year, it was announced in the press that GfK was preparing to move into free-to-air (FTA) audience measurement in Brazil. It has now confirmed that its new service will provide regional clients with overnight and real-time ratings for all fifteen metropolitan regions in which the company will operate across the country. As well as enabling GfK to deliver data to its clients in Brazil, the launch will provide analysis software which the firm says will enable clients to draw a representative picture of TV audiences in the country.

Ricardo Monteiro (pictured), MD of the firm's Audience Measurement and Insights business in Brazil, comments: 'GfK's panel has been built based on 67,000 interviews, the largest socioeconomic survey for this purpose in recent years in Brazil. It comprises over 6,000 households distributed among all social classes, including slums for the first time - ensuring a proper representation of all public segments, with a high level of efficiency and balance of the sample.'

Web site: www.gfk.com .