First Experiences Of Harmonized TV Ratings In Latin America

The results of a common effort

Luisa Fernanda Hinojosa Streber
Boris Pauzner
and
Carlos Alberto Huaira Contreras
IBOPE Media Information


Introduction

The harmonization criteria regarding TV measurement across countries has motivated a high interest level among multinational clients, given the fact that they are now able to compare advertising investment efficiency between countries in the same region, as well as analyze audience levels for the same channel across markets.

This achievement goes beyond the harmonization criteria, due to the fact that we now have a single database with elementary (raw data) audience data from four countries, providing the capability to produce all types of analysis regarding TV audiences such as reach and frequency or rating comparisons based in different coverage areas.