 Logo | |
| Company type | Privately held company |
|---|---|
| Industry | Media market (research) |
| Founded | 1942 |
| Headquarters | São Paulo,São Paulo,Brazil |
Key people | Antonio Wanderley (CEO) |
| Products | Marketing research Audience measurement Advertising research |
| Revenue | U$ 216 milhões (2007)[1] |
Number of employees | 3,000[2] |
| Website | Kantar Ibope Media |
TheBrazilian Institute of Public Opinion and Statistics[3] (IBOPE based on thePortuguese language name,InstitutoBrasileiro deOpiniãoPública eEstatística) is a Brazilian originatedmarket research company. IBOPE provides data on media consumption and advertising investment across allLatin America.
Established in 1942, the nameIBOPE is listed in the Brazilian dictionary as a synonym of audienceratings research.[4][5]
IBOPE was created in 1942 by the radio broadcasterAuricélio Penteado, owner of Radio Kosmos inSão Paulo. In that year, he decided to apply research methodologies he had learned while studying in theUnited States underGeorge Gallup, the founder of theAmerican Institute of Public Opinion, in order to quantify the size of the audience of his broadcast in Brazil.[citation needed]
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.[citation needed]
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 1970s.[citation needed]
In the 1990s, IBOPE partners with entrepreneurs inMexico,Colombia,Venezuela,Ecuador,Peru,Chile andArgentina. From these partnerships, the company begins to supply consolidated data forLatin Americacable TV. Currently, in addition to Brazil, the company has developed a leadership position across Latin America and a global footprint.[citation needed]
In 2014, the IBOPE Media division (measuring media audience and advertising investment) was sold to theKantar Group, which changed its name to Kantar Ibope Media.[citation needed]
In 2025Kantar Group reached an agreement to sell the division to H.I.G. for U$1Billion.[6]
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A pioneer in media measurement, IBOPE revolutionized television audience measurement in 1988 by launching the world's first real-time tracking system.
IBOPE's proprietary 'peoplemeter' technology provides a granular, second-by-second analysis of viewer behavior within a representative sample of households.
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 all around Latin America.
Beyond traditional broadcast, IBOPE's measurement capabilities have evolved to encompass cross-platform viewership.[citation needed]
This table lists all the TV shows with the highest average household IBOPE rating for each television season.[7]
The program with the all-time highest average rating is in bold text
Sports programs have italicized rating numbers
Two or more programs tie for highest average IBOPE rating in the same season
| Season | Program | Network | Rating |
|---|---|---|---|
| 1985-86 | Roque Santeiro | Globo | 67[8][9][10] |
| 1986-87 | Selva de Pedra | 60 | |
| 1987-88 | O Outro | 57 | |
| 1988-89 | Vale Tudo | 56[11] | |
| 1989-90 | Tieta | 63[12] | |
| 1990-91 | Rainha da Sucata | 59[13] | |
| 1991-92 | O Dono do Mundo | 47[14] | |
| 1992-93 | Pedra sobre Pedra | 57.0 | |
| 1993-94 | Renascer | 61[15][16] | |
| 1994-95 | Pátria Minha | 45.0 | |
| 1995-96 | A Próxima Vítima Explode Coração | 47 | |
| 1996-97 | O Rei do Gado | 52.0 | |
| 1997-98 | A Indomada | 48.0[17] | |
| 1998-99 | Torre de Babel | 44.0[18] | |
| 1999-00 | Terra Nostra | 44.0[19] | |
| 2000-01 | Laços de Família | 45.0[20] | |
| 2001-02 | O Clone | 47.0[20] | |
| 2002-03 | 2002 FIFA World Cup | 45.0[21] | |
| 2003-04 | Mulheres Apaixonadas | 46.6[22][23] | |
| 2004-05 | Senhora do Destino | 50.4[24] | |
| 2005-06 | América | 49.4[20] | |
| 2006-07 | Páginas da Vida | 46.8[25] | |
| 2007-08 | Paraíso Tropical | 43.8[25] | |
| 2008-09 | A Favorita | 39.5[26] | |
| 2009-10 | Caminho das Índias | 38.8[26] | |
| 2010-11 | 2010 FIFA World Cup | 38.0[27] | |
| 2011-12 | Fina Estampa | 39.0[26][28] | |
| 2012-13 | Avenida Brasil | ||
| 2013-14 | Amor à Vida | 36.0[29] | |
| 2014-15 | Império | 32.6[30] |
IBOPE Inteligência supplied market, behavior, brand, public opinion[3] and internet research, used by clients to develop business strategies in organization, marketing and products development. Additionally, many organizations use research to broaden innovation.
IBOPE Educação was in the market of executive education, training professionals involved in strategic decision making. It integrated in its academic content current and exclusive information from the Group, maximizing the potential of contributions to achieving results.
And IBOPE Ambiental was a business unit performing in the environmental area with services aimed at environmental sustainability
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.[31] 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.[31]
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).
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