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Ibope, Nielsen to cover Web auds

Service to start with Brazil, Argentina and Mexico will follow

MIAMI — Ibope Media Information and AC Nielsen’s Eratings.com are forming a joint venture to launch a service for tracking Internet audiences, advertising and user activity for Latin America.

The joint venture will be called Ibope Eratings.com, but its service will be marketed in Latin America under the Nielsen/NetRatings brand, the name of a similar service launched in the U.S. in March 1999.

Ibope Media Information is jointly owned by Brazil’s privately held research firm Ibope, the WPP group’s Kantar Media Research and ACNielsen Corp.

Brazilian beginning

Data collection will begin in Brazil immediately, with first reports expected for a third-quarter release. Currently half of all Latin American Web users are in Brazil. Internet ratings will follow for Argentina and Mexico.

Kantar Media Research president Paul Donato said the move is a logical step, particularly looking ahead to the convergence of Internet and TV. “Our research capabilities will evolve to provide a seamless analysis of the total media and marketing picture,” he said.

Ibope purchased ACNielsen’s TV ratings business in Latin America in January 1998. This year, Ibope will be releasing pay TV ratings for Brazil and Chile, in addition to Mexico and Argentina.

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