Melissa Vogel, who served as CEO of Kantar Ibope Media for seven years, announced her departure from the company. According to information released, the executive’s resignation comes at a time when the company is facing disagreements with Globo, Record and SBT in relation to a new audience measurement model that seeks to integrate linear TV and digital platforms.
According to a report on the NaTelinha website, the friction between Kantar and the broadcasters reached such magnitude that it provoked a demonstration by ABERT (Brazilian Association of Radio and Television Broadcasters). Sources say that Melissa Vogel’s dismissal took many behind-the-scenes professionals by surprise.
The executive, with vast experience, called a meeting to announce her decision to leave Kantar Ibope Media, the Latin American division of Kantar Media, a company that is a global reference in media intelligence. Vogel started at the company 28 years ago, as an intern, and worked in different areas until reaching the company’s leadership.
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When contacted by the publication, Ibope reported that Márcio Costa, who was previously Director of Operations for Latin America and has been with the company for 13 years, will take over the position left by Vogel. In a statement, Melissa Vogel spoke about her time at the company. “I leave confident of the solid path we have built. I am sure that Márcio and Adriana will continue the legacy of Kantar Ibope Media”, said the executive.
Melissa Vogel’s departure coincides with a time when Kantar Ibope Media is facing difficulties in its relationship with major television stations. The company recently proposed to broadcasters a new audience measurement model, covering TV, internet and other media, in real time. However, Globo, Record, SBT and other companies in the audiovisual sector did not agree with the parameters of the metrics presented and asked for adjustments.
Discontent worsened after TV stations discovered that Ibope began presenting advertisers with a measurement model that had not been approved by them. The behind-the-scenes tension reached its peak on April 24, when ABERT issued a statement against the new integrated audience measurement format. Although it did not explicitly mention Kantar Ibope Media, the message was clearly directed at the company, revealing a historic relationship crisis.
Tags: Big boss Ibope resigns crisis broadcasters due audience measurement
