IBOPE

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IBOPE (Brazilian Institute of Public Opinion and Statistics -- in Portuguese, Instituto Brasileiro de Opinião Pública e Estatística) is an institute that conducts research on various topics both in and outside Brazil. Because it is one of the largest such institutes in the field, IBOPE is employed by various companies that need such research conducted. The television network Rede Globo, for example, measures the size of its audience using statistical data generated by IBOPE.

History

IBOPE was created in 1942 by the radio broadcaster Auricélio Penteado, owner of Radio Kosmos in Sao Paulo. 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 Sao Paulo, Auricélio proved that Radio Kosmos wasn't among the most listened to stations. Thenceforth, he would dedicate himself exclusively to research.

Measurement

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 a peoplemeter, which identifies and records which channels are being watched. By radio (in Greater Sao Paulo) or by telephone (in other cities in Brazil), the device sends out information when viewers changes channels to a central collection point managed by IBOPE, which processes, analyzes, and distributes the data to clients.

The data about the audience in Greater Sao Paulo is transmitted over the internet to clients within one minute (in "real time"), whereas data from other cities is sent on the morning of the following day. In Fortaleza and Florianópolis viewers fill out a record notebook every week.

IBOPE measures up to four members of each household. Participants are from both genders, and must be at least four years old, and living in an urban area. They are chosen from all of the five classes listed in the Critério De Classificação Econômica Brasil ("Brazilian Economic Classification Scheme").

In addition to television audiences, IBOPE conducts surveys regarding:

Politics
Media (Magazines, Radio, Public and paid television stations, newspapers)
Marketing

External links

[IBOPE Home Page] (English version)

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