Concerned by constantly falling ratings, which not even its long-standing audience measurement provider, IBOPE, is able to disguise, Globo has picked up its marbles and put an end to an initiative by the other networks to bring a new polling institute to Brazil.
The Folha de S. Paulo said today that Globo, “which stood on the sidelines and watched the German firm GfK try to compete with Ibope in Brazil, has decided to make an approach to the potential new TV audience metrics firm.”
This is curious, given that at the beginning of the year, Globo told the Germans it had no interest in diversifying the monitoring of its audience, a job currently performed by Ibope.
Globo now has the ability to “sweeten” the pricing agreements reached with the German insitute by the other networks, becoming its primary customer, with all the privileges that come with this status.
Recall that a polling institute is a for-profit business, which survives and thrives on its contracts, and not some academic institute.
Thank you, I knew that.
The Folha reported that “GfK plans to start operations in Brazil in December” and that “it promises to offer a broader sampling of TV audiences that is more rapid and less expensive than that provided by IBOPE.”
Is it also more trustworthy?