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IBOPE Hope | Globo’s Phantom Numbers?

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Source: GGN (Brazil). Note to self: Place graphics in correct order

On Wednesday evening, the Globo prime time news Jornal Nacional aired the results of the IBOPE-CNI poll with results that differed from those supplied to the daily newspapers.

The poll is taken on a quarterly basis. According to IBOPE, the poll was taken in June, September and the latest edition  on December 8.

According to the survey, approval of the Dilma government rose from 44% to 52% during this period.


52% to 48% was the winning margin in the national election.

The Jornal Nacional, on the other hand,  bases its report on a historical series not mentioned in the IBOPE report. It makes reference to surveys supposedly carried out on October 15, October 23 and finally on December 17.


In this manner, instead of reflecting a recovery in popularity, the Jornal Nacional presents an alleged decrease from 58% to 52%.


The same applied to the question on Dilma’s personal popularity.


In the IBOPE-CNI survey, the Excellent-Good index jumped from 31% to 40%; Approval of the manner of governing rises from 44% to 52%; and the Index of Confidence in the president from 41% to 51%.

According to the data presented by the Jornal Nacional, positive evaluation of the government had supposedly fallen from 46% to 40%.


The JN did not explain the reason for this discrepancy between official polling results and the results presented by it.

Game of Thrones

And speaking of IBOPE:

Latest deal cements Kantar Media‘s position as market leader in Television Audience Measurement in 48 countries

Kantar, the data investment management arm of WPP and one of the world’s largest insight, information and consultancy groups, has acquired the majority interest and control of Latin America’s leading media measurement business, IBOPE Media. The acquisition further strengthens Kantar Media’s significant global footprint and expertise in all aspects of media measurement and evaluation and will enable Kantar to better link media and purchase data throughout the region.

The deal marks a new era for both companies and reflects Kantar’s belief that the Latin American market presents major growth opportunities.

IBOPE Media’s senior management and company structure will remain unchanged. CEO Orlando Lopes will continue to run the company, joining the Kantar Media board and reporting to Kantar Media Chairman and CEO Andy Brown.

IBOPE entered a joint venture with Nielsen — —Nielsen IBOPE — in 1998. In September, talks were reported for an acquisition of IBOPE NetRatings by WPP.

I should follow up on that. IBOPE Inteligência, for example, is an authoritative source of political and electoral data …

In 2009, WPP sold Puerto Rico-based media research agency Mediafax to IBOPE, and in return, increased its shareholding in three IBOPE businesses. At the time, WPP held a 42.15% stake in IBOPE, and through the asset swap, raised this by a further 2.05% in IBOPE Pesquisa de Mídia, IBOPE Latinoamericana and IMI.Com. The previous year, Nielsen had transferred its 11% stake in the three IBOPE units as part of a regulatory asset swapping agreement which the European Commission demanded of WPP as part of its acquisition of TNS. This latter sale did not affect IBOPE and Nielsen’s IBOPE//NetRatings joint venture, which measures Internet user behavior and media operations in Mexico, Ecuador and Venezuela.



Earlier posts to this blog took an interest in WPP after taking note of

[a] “revolving door” engagement item today from the recently launched Brasil Econômico, a Financial Times orange-pink business daily in a Barrons-tabloid format which is turning out to be a pretty decent read. I translate in haste.

«Banco Sofisa, which specializes in financial services for SMEs, has hired QG, headed by publicist Paulo Zoéga, as its new PR representative.»

«QG will be respsonsible for a campaign commemorating the 50th anniversary of the bank, which currently manages assets on the order of BRL 4.6 billion.»

That is good to know, but more interesting to know is that this constitutes a client win for the Publicis group of France

Along with WPP, Havas and Omnicom, Publiclis is one of the top international players in the Sambodian market, according to some interesting PowerPoint I datamined from WPP — itself a local partner of IBOPE-Nielsen NetRatings in the guise of Millward Brown Brasil, another big deal you read nothing about in the local papers.

IBOPE: Millions of Internet Users, 2009-2012, Brazil