GFK preps impending launch in Brazil

DetailsJuan Fernandez Gonzalez | 28 January 2015

German market research company GFK is moving into free-to-air (FTA) audience measurement in Brazil, directly competing with Ibope Media.

Although not confirmed by the company, Brazilian site Veja has said that GFK will start operating in Rio de Janeiro and Sao Paulo measuring the audiences of FTA channels Record, SBT, Band and Rede TV.

In order to strengthen its position prior to the launch, GFK has appointed Adhemar Garcia Neto as director of operations, and Caroline Campos as head of the audience measurement and insights department.

Neto has acquired experience in the field through working for Latin Panel and Ibope Media, and has been field operations director at Nielsen for the last ten years. "The management of a consumer panel is essential for an accurate audience measurement service and we're going to increase the level of excellence of our current operation in Brazil, to which Adhemar is contributing greatly," said Ricardo Monteiro, general director for audience measurement and insights at GFK in Brazil.

Campos, has had a career in advertising and has worked for TV Cultura, F/Nazca Saatchi Saatchi and Borghierh Lowe, where she worked in media research. "We are going to make a team of good professionals with experience in market research and media management," explained Fernanda Muradas, director for customer services in the department of audience measurement and insights at GFK. "GFK is coming to bring quality and data intelligence to the advertising market."