IBOPE
Encyclopedia
IBOPE was established in Brazil
in 1942 and provides the largest collection of information in Brazilian and Latin American markets. Supporting the decision making process of its clients, IBOPE Group provides research on media, public opinion, voting intention, consumption, behavior, marketing, branding and other issues as required by clients.
In 2010, IBOPE was considered the third most internationalized Brazilian company by Brazilian Transnational Corporation Ranking released by Fundação Dom Cabral, the fifth best business school in the world, according to the Financial Times. This survey highlights Brazilian companies that generate revenue from abroad. Thus, Fundação Dom Cabral contacts 71 Brazilian international corporations with operations abroad and evaluates three sectors to determine its rankings: revenues/sales, assets and employees.
The name “IBOPE” is so strong in Brazil that it is listed in the Brazilian dictionary as a synonym of research, audience ratings and prestige "ratings
".
. In that year, he decided to apply research methodologies he had learned while studying in the United States
under George Gallup
, the founder of the American Institute of Public Opinion, in order to quantify the size of the audience of his broadcast in Brazil.
When he measured the radio audience in São Paulo, Auricélio proved that Radio Kosmos wasn't among the most listened to stations. Therefore, he would dedicate himself exclusively to research. In 1950, Penteado leaves the presidency of the company in charge to a group of directors.
In 1977, Paulo de Tarso Montenegro became the president of the company. One year later, he invited his children, Carlos Augusto Montenegro and Luís Paulo Montenegro, to join the company. IBOPE carried out the first voting intention polls, anticipating with extreme precision the outcome of electoral contests in the late ´70s.
In the 90s, IBOPE partners with entrepreneurs in Mexico
, Colombia
, Venezuela
, Ecuador
, Peru
, Chile
and Argentina
. From these partnerships, the company begins to supply consolidated data for Latin America
cable TV. Currently, in addition to Brazil, the company has offices in 14 countries.
in real time from São Paulo in 1988.
In every city where the audience is measured, IBOPE choose a group of homes at random to represent the population. With the authorization of the family members, each television is equipped with a device called peoplemeter, which identifies and records which channels are being watched.
The device sends, by cell phone system, the information of all changes made by the viewer channel to a central collection of indices that processes, analyzes and distributes to customers.
The system of television audience measurement in real time is used in Brazil, Chile and Argentina.
IBOPE Inteligência provides market, behavior, brand, public opinion and internet research, used by clients to develop business strategies in organization, marketing and products development. Additionally, many organizations use research to broaden innovation. Research by IBOPE Inteligência gets at the root of issues, offering clients customized and attractive solutions to any business challenge. In addition to Brazil, the company has offices in Argentina, Chile, México, Puerto Rico and the United States, where IBOPE recently acquired the American company Zogby International, based in New York and with offices in Miami and Washington D.C.
Recently, the Group also created IBOPE Educação, business unit dedicated to executive education, training professionals involved in strategic decision making. It integrates current academic content with exclusive information from both the IBOPE Group and the client, maximizing the potential of the contributing clients in order to achieve results.
Moreover, IBOPE has major stakes in two companies: IBOPE Nielsen Online and Millward Brown do Brasil. IBOPE Nielsen Online is a joint venture between IBOPE Media and Nielsen, that details the behavior of internet users. Millward Brown do Brasil is a partnership between IBOPE and Millward Brown, Inc., a WPP Group company, the world leader in advertising, branding and marketing. Millward Brown do Brasil expertise is on demand research for building and maintaining strong brand identity.
The Group is a collaborator with Instituto Paulo Montenegro, created in 2000 in honor of one of the founders of IBOPE. The Institute develops and runs educational projects, using the knowledge gathered through research in the 69 year history of IBOPE.
Even respecting the client's rights, IBOPE disagreed with these critics made, considering it was a momentary problem. The company's research follows the code of self-regulation and ethics of the ESOMAR - The World Association of Research Professionals, and also follows the code of ethics of Associação Brasileira das Empresas de Pesquisa (ABEP - Brazilian Association of Research Companies)
In Argentina, IBOPE is also under suspicion, regarding its research methodology. The government of President Cristina Kirchner plans to launch a state system of measuring television audience in the country (similar to British BARB), in a clear challenge to IBOPE, which now dominates the Argentine Market. According to the government of the country, the work of IBOPE is not checked by anyone.
However, the work of IBOPE in the area of media research is audited by independent firms, hired by a committee formed by the clients of this service. In Argentina, the audit is made by the Cámara de Control de Medición de Audiencia (CCMA - Chamber of Control of Audience Measurement).
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
in 1942 and provides the largest collection of information in Brazilian and Latin American markets. Supporting the decision making process of its clients, IBOPE Group provides research on media, public opinion, voting intention, consumption, behavior, marketing, branding and other issues as required by clients.
In 2010, IBOPE was considered the third most internationalized Brazilian company by Brazilian Transnational Corporation Ranking released by Fundação Dom Cabral, the fifth best business school in the world, according to the Financial Times. This survey highlights Brazilian companies that generate revenue from abroad. Thus, Fundação Dom Cabral contacts 71 Brazilian international corporations with operations abroad and evaluates three sectors to determine its rankings: revenues/sales, assets and employees.
The name “IBOPE” is so strong in Brazil that it is listed in the Brazilian dictionary as a synonym of research, audience ratings and prestige "ratings
Ratings (broadcast)
Ratings is a term used to describe the methods used by radio, cable and terrestrial television programming measure their performance. Ratings are collated using audience measurement.-Mechanisms for Calculating Ratings :...
".
History
IBOPE was created in 1942 by the radio broadcaster Auricélio Penteado, owner of Radio Kosmos in São PauloSão Paulo
São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and South America, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second-most populous metropolitan area in the Americas and among...
. In that year, he decided to apply research methodologies he had learned while studying in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
under George Gallup
George Gallup
George Horace Gallup was an American pioneer of survey sampling techniques and inventor of the Gallup poll, a successful statistical method of survey sampling for measuring public opinion.-Biography:...
, the founder of the American Institute of Public Opinion, in order to quantify the size of the audience of his broadcast in Brazil.
When he measured the radio audience in São Paulo, Auricélio proved that Radio Kosmos wasn't among the most listened to stations. Therefore, he would dedicate himself exclusively to research. In 1950, Penteado leaves the presidency of the company in charge to a group of directors.
In 1977, Paulo de Tarso Montenegro became the president of the company. One year later, he invited his children, Carlos Augusto Montenegro and Luís Paulo Montenegro, to join the company. IBOPE carried out the first voting intention polls, anticipating with extreme precision the outcome of electoral contests in the late ´70s.
In the 90s, IBOPE partners with entrepreneurs in Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
, Colombia
Colombia
Colombia, officially the Republic of Colombia , is a unitary constitutional republic comprising thirty-two departments. The country is located in northwestern South America, bordered to the east by Venezuela and Brazil; to the south by Ecuador and Peru; to the north by the Caribbean Sea; to the...
, Venezuela
Venezuela
Venezuela , officially called the Bolivarian Republic of Venezuela , is a tropical country on the northern coast of South America. It borders Colombia to the west, Guyana to the east, and Brazil to the south...
, Ecuador
Ecuador
Ecuador , officially the Republic of Ecuador is a representative democratic republic in South America, bordered by Colombia on the north, Peru on the east and south, and by the Pacific Ocean to the west. It is one of only two countries in South America, along with Chile, that do not have a border...
, Peru
Peru
Peru , officially the Republic of Peru , is a country in western South America. It is bordered on the north by Ecuador and Colombia, on the east by Brazil, on the southeast by Bolivia, on the south by Chile, and on the west by the Pacific Ocean....
, Chile
Chile
Chile ,officially the Republic of Chile , is a country in South America occupying a long, narrow coastal strip between the Andes mountains to the east and the Pacific Ocean to the west. It borders Peru to the north, Bolivia to the northeast, Argentina to the east, and the Drake Passage in the far...
and Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
. From these partnerships, the company begins to supply consolidated data for Latin America
Latin America
Latin America is a region of the Americas where Romance languages – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...
cable TV. Currently, in addition to Brazil, the company has offices in 14 countries.
Measurement
IBOPE was the first company worldwide to offer the service of TV audience measurementAudience measurement
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
in real time from São Paulo in 1988.
In every city where the audience is measured, IBOPE choose a group of homes at random to represent the population. With the authorization of the family members, each television is equipped with a device called peoplemeter, which identifies and records which channels are being watched.
The device sends, by cell phone system, the information of all changes made by the viewer channel to a central collection of indices that processes, analyzes and distributes to customers.
The system of television audience measurement in real time is used in Brazil, Chile and Argentina.
Divisions
IBOPE Group is composed of two major businesses: IBOPE Media and IBOPE Inteligência. Additionally, IBOPE Group works together with partners through strategic partnerships. IBOPE Media is responsible for media research, advertising investment and consumption habits and offers a broad product line that meets the needs of media, advertising agencies and advertisers in 14 Latin American countries.IBOPE Inteligência provides market, behavior, brand, public opinion and internet research, used by clients to develop business strategies in organization, marketing and products development. Additionally, many organizations use research to broaden innovation. Research by IBOPE Inteligência gets at the root of issues, offering clients customized and attractive solutions to any business challenge. In addition to Brazil, the company has offices in Argentina, Chile, México, Puerto Rico and the United States, where IBOPE recently acquired the American company Zogby International, based in New York and with offices in Miami and Washington D.C.
Recently, the Group also created IBOPE Educação, business unit dedicated to executive education, training professionals involved in strategic decision making. It integrates current academic content with exclusive information from both the IBOPE Group and the client, maximizing the potential of the contributing clients in order to achieve results.
Moreover, IBOPE has major stakes in two companies: IBOPE Nielsen Online and Millward Brown do Brasil. IBOPE Nielsen Online is a joint venture between IBOPE Media and Nielsen, that details the behavior of internet users. Millward Brown do Brasil is a partnership between IBOPE and Millward Brown, Inc., a WPP Group company, the world leader in advertising, branding and marketing. Millward Brown do Brasil expertise is on demand research for building and maintaining strong brand identity.
The Group is a collaborator with Instituto Paulo Montenegro, created in 2000 in honor of one of the founders of IBOPE. The Institute develops and runs educational projects, using the knowledge gathered through research in the 69 year history of IBOPE.
Instability
In 2009, the IBOPE was under suspicion of a possible blackout in its system on 22 November 2009 at 9:40 at night. At that time, the device that measures real-time audience numbers stopped working, and the Institute accused mobile operators that they were responsible for the alleged breakdown in the system. But companies TIM and VIVO denied the Institute of Public Opinion in a statement to Rede Record, which was most harmed by the fact happened. Since then, the television station determined on its department of communication not to disclose their numbers over the station's audience, as they say in their research methodologically.Even respecting the client's rights, IBOPE disagreed with these critics made, considering it was a momentary problem. The company's research follows the code of self-regulation and ethics of the ESOMAR - The World Association of Research Professionals, and also follows the code of ethics of Associação Brasileira das Empresas de Pesquisa (ABEP - Brazilian Association of Research Companies)
In Argentina, IBOPE is also under suspicion, regarding its research methodology. The government of President Cristina Kirchner plans to launch a state system of measuring television audience in the country (similar to British BARB), in a clear challenge to IBOPE, which now dominates the Argentine Market. According to the government of the country, the work of IBOPE is not checked by anyone.
However, the work of IBOPE in the area of media research is audited by independent firms, hired by a committee formed by the clients of this service. In Argentina, the audit is made by the Cámara de Control de Medición de Audiencia (CCMA - Chamber of Control of Audience Measurement).
External links
- IBOPE Home Page (English version)