The joint venture is named IBOPE eRatings.com. However, the service will be marketed in Latin America under the Nielsen/NetRatings brand, the name used since the service launched in the U.S. in March 1999.
With MMR Ratings and NetRatings in Europe, and Nielsen and NetRatings in Asia, "we are very close to a global system of TV ratings and Internet measurement," says Paul Donato, president of Kantar Media Research, a division of WPP Group. Kantar is also an investor in IBOPE Media Information, which it owns jointly with privately held Brazilian research firm IBOPE and ACNielsen Corp.
Mr. Donato says the move into Latin America is a logical one, given the projected rapid growth of the Internet in the region and the prospects for convergence of online and broadcast media. "Our research capabilities will evolve to provide a seamless analysis of the total media and marketing picture," he says.
The new venture will begin to collect data immediately in Brazil, home to half of all current Internet users in the region. A first report is expected in the third quarter. Internet ratings for Argentina and Mexico will follow.
Ibope took over ACNielsen's Latin American TV ratings business in January 1998. This year IBOPE will release pay-TV ratings for Brazil and Chile, in addition to those for Mexico and Argentina.
Copyright March 2000, Crain Communications Inc.