Ibope will begin by the end of this year to measure viewership of TV on mobile phones.
The Institute has close partnered with Video Research, a Japanese company that tracks audience on mobile devices.
It will be the second attempt by Ibope in TV audience measurement in smartphones. Last year, the company did tests in partnership with Vivo and Samsung. But the service does not evolved because the phone had to leave the factory with the measuring system installed, and the only Live subscribers with phones from Samsung could be monitored.
According to Dora Câmara, Brazil regional director of Ibope, the new system is installed only on the cell phone of those who will be monitored, and all models from all manufacturers can be monitored, since they have digital TV reception.
“We’ve been in Japan a little while ago seeing adjustments that must be made,” says Dora.
She said viewers will be recruited to form a representative sample of the universe. A test Panel, with preliminary results of that measurement, will be assembled by the end of the year.
The TV audience measurement in cell is important because, it is estimated, will be more than 50 million devices with TV reception until the next year.
Image courtesy of Jeronimo Palacios