CONOCE LA MEDICIÓN DE LAS AUDIENCIAS EN LOS MEDIOS DE COMUNICACIÓN

Summary

In this interview, Luis Miguel Díaz Yanes speaks with José de la Rosa, leader of Nielsen IBOPE in Mexico, discussing the company's significant achievement of obtaining the first-ever certification outside the U.S. for audience measurement in television. They reflect on the challenges Nielsen faced in Mexico, including transitioning to digital technologies and expanding their audience measurement panel across 28 cities. The conversation highlights the rigorous certification process, the ongoing commitment to quality, and the company's future plans for expansion into 68 cities. The discussion also emphasizes the impact of digital consumption on Mexico's media landscape.

Takeaways

• 😀 Nielsen IBOPE is a global leader in audience measurement, with a significant presence in Mexico since 2012.
• 😀 The company’s recent achievement is receiving the first and only certification outside of the U.S. for audience measurement in Mexico.
• 😀 This certification took four years of work, focusing on establishing standards and methodologies for accurate audience tracking.
• 😀 Nielsen IBOPE’s expansion in Mexico includes covering 28 cities for its initial certification, with plans to expand to 68 cities.
• 😀 The certification ensures that the audience data provided by Nielsen IBOPE is reliable, offering clients confidence in its accuracy.
• 😀 The certification process involves strict audits and verification by external bodies, ensuring the highest quality in audience measurement.
• 😀 The company’s partnership with IBOPE, starting in 2012, allowed Nielsen to adapt to Mexico’s digital transition and grow its capabilities.
• 😀 As digital consumption in Mexico evolves with smart TVs and mobile devices, Nielsen IBOPE continuously updates its methodologies and technology.
• 😀 The future goal for Nielsen IBOPE is to integrate digital data with traditional TV measurement, creating a more comprehensive understanding of audience behavior.
• 😀 Clients can contact José de la Rosa directly or visit the Nielsen website to learn more about their services and certifications.

Q & A

What is the role of Nielsen IBOPE in Mexico?

Nielsen IBOPE is a leader in audience measurement in Mexico. They focus on tracking consumer trends and providing accurate audience data, specifically in television and other media channels.

When did Nielsen enter the Mexican market, and why was it strategically important?

Nielsen entered Mexico in 2012, recognizing the country as a strategically important market due to its large size and proximity to the United States, making it a key location for business in Latin America.

What is the significance of Nielsen's partnership with IBOPE in 2012?

In 2012, Nielsen formed a strategic partnership with IBOPE, acquiring a significant portion of IBOPE’s assets. This acquisition allowed Nielsen to expand its services and enhance its audience measurement capabilities in the region.

What certification did Nielsen IBOPE recently achieve, and why is it important?

Nielsen IBOPE recently achieved a certification from the MRSI (Market Research Society of India), marking the first and only certification of its kind outside the United States for audience measurement. This certification confirms that their audience data is accurate and reliable, providing clients with a high level of confidence in the data.

How many cities in Mexico are included in Nielsen's certification for audience measurement?

Nielsen has certified audience measurement in 28 cities across Mexico, which is considered the first phase of their certification process.

What are the next steps for Nielsen IBOPE in terms of expanding their certification?

Nielsen IBOPE plans to expand their certification to 68 cities, increasing the scope of their audience measurement and ensuring broader coverage across the country.

What new methodology has Nielsen IBOPE introduced to improve audience measurement?

Nielsen IBOPE introduced a new methodology called 'time-shift viewing,' which allows for the measurement of audiences watching content at different times. They also adjusted the proportionality of their panel for more accurate data representation.

How does the digital transition in Mexico affect audience measurement?

The digital transition in Mexico has brought new technologies like internet-enabled televisions and mobile devices. These developments have changed the way audiences consume content, making it essential for Nielsen to adapt their methods to include digital consumption alongside traditional television viewing.

How does Nielsen ensure the accuracy and reliability of their audience data?

Nielsen ensures the accuracy of their audience data through rigorous certification processes, regular audits, and maintaining a robust methodology. Their data is subject to continuous evaluation and adjustment to meet the highest standards set by external bodies like the MRSI.

Where can people learn more about Nielsen IBOPE’s services and certifications?

People can learn more about Nielsen IBOPE’s services and certifications by visiting their website at nielsen.com or by contacting José de la Rosa directly via email at josé[email protected]. They are also encouraged to visit the MRSI to better understand the certification process.