The resignation of the CEO of Kantar Ibope Media, Melissa Vogel, last Friday (3/5), was motivated by the revolt of the main broadcasters in Brazil against the update of the audience measurement methodology, which would include digital media.
According to a report by Notícias da TV, Globo, Record and SBT did not agree with Kantar Ibope Media’s new policy, which would take into account digital media audiences, such as YouTube and Netflix. These players, which are expanding in Brazil, would now have audience points.
The article reports that Melissa Vogel became the target of broadcasters for arguing that audience measurement needed to add digital media.
The proposal headed by Melissa was for Kantar Ibope Media to adopt an audience parameterization model that treated open TV, closed TV and streaming in a similar way.
Broadcasters defend outdated model
TV stations, which face constant drops in audience, started to attack Kantar Ibope Media’s new methodology.
The television channels argue that the current model should be maintained. The system is considered outdated, flawed and surpassed by industry experts.
Audience measurement in Brazil currently takes into account some parameters to establish how much a channel is watched. It is considered, for example, that each television set is watched by 3 viewers.
The metric is considered a failure by those who follow technological changes in the sector. After all, the practice of getting together in front of the TV is a reflection of the period before streaming and cell phones, which function as individual screens. It is an illusion to believe that, currently, in a family made up of, on average, three people, everyone watches the same program all the time.
The Brazilian Association of Radio and Television Broadcasters (Abert), at the end of April, released an open letter suggesting the creation of a system for regulating audience metrics, to ensure the accuracy and transparency of results.
“It is unreasonable for companies that are interested in measurement results, taking advantage of their market power, to define in isolation the parameters to be used, choosing biased solutions that benefit their platforms, or creating (directly or through third parties), tools that favor your business. These unilateral initiatives would create false perceptions in the market about the audience”, says an excerpt from the letter.
In the arm wrestling, according to Notícias da TV, in addition to Melissa Vogel, the entire team that participated in the change was also dismissed from the company.
What Kantar Ibope Media says
Despite behind-the-scenes information, Kantar Ibope Media only released a statement about Melissa’s departure. In the text, the company does not mention the war between broadcasters and the company.
“Kantar Ibope Media, a global leader in audience measurement and data, announces that, with the internal transition process complete, Melissa Vogel, who held the position of CEO for seven years, decided to explore new opportunities. Márcio Costa, director of operations for Latin America, who has been with the company for 13 years, was promoted to Managing Director. And Adriana Favaro, director of business development for five years, assumes the position of commercial vice president. The changes take place from May 15th”, states the note.
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