Argentina's CCMA counteracts criticism
BUENOS AIRES — After weeks of criticism for alleged inaccuracies, ratings agency Ibope Argentina has won a vote of confidence from an auditor repping ad agencies, advertisers, broadcasters, cable operators and producers.
The Camara de Control de Medicion de Audencia launched the probe into Ibope’s ratings in May. However, leaked data sparked protests from second-ranked broadcaster Artear-Canal 13 and fourth-rated America TV, which complained that Ibope, the only ratings firm in Argentina, was unfairly favoring market leader Telefe.
They alleged Ibope’s lower ratings for their programs was costing them ad revenue.
CCMA officials explained that the leaked info took into account only homes with telephones, whereas Ibope’s rating system also measured those without phones. After further analysis, CCMA concluded there was a reasonable margin of error between its ratings and those of Ibope.