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Mexico | IBOPE and the Ratings Wars

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When global giant WPP acquired control over the Brazilian market research firm IBOPE in December of last year for an estimated R$ 200 million, I made a note to try and follow the move-out and the load-in of the newly hyphenated IBOPE//NetRatings.

First of all, the stake in IBOPE was acquired by Kantar, not directly by the enormous WPP.

 

WPP’s Kantar unit acquired a controlling stake in IBOPE to expand its presence in the global media and marketing research business. As Mediapost noted, “IBOPE is to Latin America what Nielsen is in the U.S.”

Correction: the new Brazilian entity is known as IBOPE Nielsen and consists of a former partnership dating back to 1998. Shades of Globo and Time-Life?

The final closing of the deal was reported last December 17.

What interests me is the triumvirate of WPP and IBOPE, the latter of which has received its share of criticism from clients in its own market, and, on the other hand, Nielsen. As it turns out, Nielsen has encountered extreme hostility on the part of its Mexican clients and competitors as well.

The W$J did a story on mounting tensions among the parties in March.

Here is a more recent report from W$J in PT-Br), picked up second hand. Continue reading

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Taiana Bares All | Brazil’s Operation Car Wash

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Photo: Autumn Sonnichsen/ Divulgação Playboy

Wearing high heels and covered in dollar bills, the former lover of the currency trader [Youssef] appears on the cover of the January edition of Playboy posing in hotel rooms and private jets. She told the magazine that she was “the first person he messaged after he was arrested.”

As I have noted before, every knock down drag out political scandal has its muse or poster child — a figure, usually an attractive woman who, to coin a phrase, “lays bare the facts” or some such analogy as that.

As Veja and Playboy are both Abril publications, it is not difficult to imagine how Taiana became the Goddess of Truth. Create a poster child with scandalous overtones  Divert attention from other significant  aspects of the case until you can measure the results and decide how — and against whom — to proceed.

Mountains of Money

This meme is a close cousin to the Mountain of Money concept in South American news media, itself a corollary to  the Perp Walk — a standard procedure for Brazilian police.

In Ecuador several years ago in an election won by the leftist Rafael Correa, the viciousness of the smear campaign by the local media was astonishing. Mobilized against Correa,  Ecuadoran TV and radio in general have to be seen to be believed , as is, or was, the case in Venezuela.

A case I remember well was an anti-Chavist talk show host who displayed a parking lot full of colorful HMMVVVs and identified them as constituting bribes to members of the government. A clever researcher was able to pin down the exact location of the photo — a HMMMVV dealership in Southern California. A sign was crudely Photoshopped in an attempt to identify the parking lot as government property in Venezuela. Grotesque.

Continue reading