GfK and Nielsen in Brazilian Cross-Media Alliance

GfK and Nielsen are in discussions to develop a set of services for advertisers, agencies and media groups, possibly for launch later this year. The firms say the initiative will kick-off with the design of Brazil's 'first' cross-media measurement for ad campaigns.

Under the partnership, Nielsen will combine its Digital Ad Ratings capabilities with GfK's TV audience measurement data - along with data collected by both firms from consumer panels and audience measurement and analyses - to provide the Brazilian market with a holistic view of media consumption habits in the country.

Megan Clarken, President, Product Leadership at Nielsen, comments: 'We welcome these on-going discussions with GfK. We believe that when we pair our best of breed Digital Ad Ratings knowledge with their TV measurement, the Brazilian market will gain valuable cross platform insights'. Stefan Raum, GfK's Global Head, Media Measurement, says his team is looking forward to working with Nielsen to expand GfK's audience measurement business in Brazil.

Web sites: www.gfk.com and www.nielsen.com .