Real Time Audience - The Ultimate Fight. Ten Year of Latin American Experience

Paulo Pinheiro de Andrade

This paper presents a brief history of audience measurement in real time within Brazil and Chile. Actual examples and illustrations are included with market characteristics where this system is available.

Real Time Audience The Ultimate Fight

Ten Years of Latin American Experience

Paulo Pinheiro de Andrade IMI IBOPE Media Information, Brazil

INTRODUCTION

Our world is becoming an increasingly 'real time' world. New communication solutions have eliminated the obstacles once created by physical distance, particularly when it comes to the transmission of digitalized information. We are becoming more impatient, and the very dynamism of the market, which demands speedier decisions, imposes a new working rhythm on its professionals. Nothing would be more natural therefore than to demand 'online' information.

Approximately ten years ago IBOPE developed the first...

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