2023-09-14 16:53:00
On several occasions, it is possible to check audience data for Brazilian television in the press, with how much the channels were viewed and what the variations were throughout the programming.
In turn, data from the Brazilian Institute of Geography and Statistics (IBGE) from 2022 indicate that approximately 96% of households in the country – which total around 70 million – have a television set.
After all, how is TV audience measurement in Brazil carried out? O TudoCelular Detective went following the information and details it for you in this column.
How is the measurement taken?
Television audiences are measured through data collection in all regions of the country, using proportionality. Information has been obtained since 1950, with real-time discovery since 1988 by Ibope – since 2014 called Kantar Ibope Media, following its purchase.
There are two ways to measure household audience. The first of these consists of a system that selects a sample of residences that are representative of the population. With the installation of a measuring device, television consumption information is recorded in each home, as well as the audience for programs broadcast on free-to-air TV are determined.
The second takes place through the so-called “audience diary”. It consists of a sheet with the timetable and the programs displayed. The viewer, in turn, needs to say which channels and attractions were seen at each time.
What device are you using?
The first method is the most applied and known at national level. Information is collected electronically using a device called “peoplemeter”, in operation since 1991. It is connected to each television set in the homes chosen by the research institute.
When the viewer goes to watch a broadcast, they must use the remote control of the Ibope equipment to enter the registration number – something that must be repeated by each of the other residents of the place, even when they are together in the room.
This is because the insertion of identification makes it possible to know the characteristics of the audience that is viewing that content at that moment – such as social class, age group and gender. There are an estimate of approximately 6,600 homes in the 15 largest metropolitan regions in the country with the device installed.
In 2021, Kantar Ibope Media also launched a new meter on the market, called Focal Meter. It differentiates itself by being able to also measure video consumption on all screens on a home internet network. In other words, it not only measures the audience for linear TV, but also for video on demand platforms.
To take an example, the graph above shows the Cross-Platform Viewas the company calls this cross-tracking of connected TVs, with data relating to the last month of August 2023.
As can be seen in the numbers released, the share of household consumption in the last month was divided between 85.1% linear TV and 14.9% use of online video platforms.
Audience points
Another important detail is the score given to each broadcaster, when the audience ranking is released. How many houses are equivalent to one audience point in Kantar Ibope Media’s measurement?
Representation varies depending on the population of each region. The main square for measurement is Greater São Paulo. Within the capital and its cities within the metropolitan region, one point is the same as 77 thousand homes and more than 200 thousand viewers.
The second largest market in the country consists of the metropolitan region of Rio de Janeiro, where the same audience point is equivalent to more than 49 thousand households and more than 125 thousand people watching.
On the other hand, the metropolitan region of Florianópolis, capital of Santa Catarina, is the location with the lowest proportionality – there, one point encompasses 4 thousand homes and 10 thousand viewers.
The largest audience in the history of Brazilian TV occurred on the oldest system, in 1972, during chapter 152 of the soap opera Stone Jungle. At the time, the research identified that, for every 100 homes with a TV, 77 were watching the Rede Globo attraction.
The second place came in the semi-final of the 2002 World Cup, between Brazil and Turkey, according to the current methodology, when there was a record of 77 audience points on the same broadcaster. The final chapter of the soap opera closes the podium Americaalso on TV Globo, with 66 points.
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Annual changes
The Brazilian television audience measurement process undergoes some annual adjustments, so that the results reflect the principle of representativeness of the national population and remain reliable.
One of the examples takes place in Greater São Paulo, where approximately 750 homes have the “peoplemeter” installed. The methodology does not allow data to be collected from the same household for more than four years, as there may be changes in families during this interval – with members leaving or entering.
It is in this context that it is important to carry out the Census, so that the demographic mapping of the Brazilian population is always updated and allows research institutes a more precise choice of the portion of the population that will have their information obtained.
So, did you already know how Brazilian television audiences were measured? What surprised you most? Share your opinion with us!
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