IBOPE

IBOPE
Company typePrivately held company
IndustryMedia market (research)
Founded1942
HeadquartersSão Paulo, São Paulo, Brazil
Key people
Carlos Augusto Montenegro
ProductsMarketing research
Audience measurement
Advertising research
RevenueU$ 216 milhões (2007)[1]
Number of employees
3,000[2]
WebsiteKantar Ibope Media

The Brazilian Institute of Public Opinion and Statistics[3] (IBOPE based on the Portuguese language name, Instituto Brasileiro de Opinião Pública e Estatística) is a Brazilian originated market research company. IBOPE provides data on media consumption and advertising investment across all Latin America

Established in 1942, the name IBOPE is listed in the Brazilian dictionary as a synonym of audience ratings research.[4][5]

History

IBOPE was created in 1942 by the radio broadcaster Auricélio Penteado, owner of Radio Kosmos in São Paulo. In that year, he decided to apply research methodologies he had learned while studying in the United States under George Gallup, the founder of the American Institute of Public Opinion, in order to quantify the size of the audience of his broadcast in Brazil.

When he measured the radio audience in São Paulo, Auricélio proved that Radio Kosmos wasn't among the most listened to stations. Therefore, he would dedicate himself exclusively to research. In 1950, Penteado leaves the presidency of the company in charge to a group of directors.[6]

In 1977, Paulo de Tarso Montenegro became the president of the company. One year later, he invited his children, Carlos Augusto Montenegro and Luís Paulo Montenegro, to join the company. IBOPE carried out the first voting intention polls, anticipating with extreme precision the outcome of electoral contests in the late 1970s.[7]

In the 1990s, IBOPE partners with entrepreneurs in Mexico, Colombia, Venezuela, Ecuador, Peru, Chile and Argentina. From these partnerships, the company begins to supply consolidated data for Latin America cable TV.[8] Currently, in addition to Brazil, the company has developed a leadership position across Latin America and a global footprint.

In 2014, IBOPE was acquired by WPP rebranding to Kantar IBOPE Media.[9]

In 2025 H.I.G. acquired Kantar Media for U$1Billion.[10]

Measurement

A pioneer in media measurement, IBOPE revolutionized television audience measurement in 1988 by launching the world's first real-time tracking system.

IBOPE's proprietary 'peoplemeter' technology provides a granular, second-by-second analysis of viewer behavior within a representative sample of households.

The device sends, by cell phone system, the information of all changes made by the viewer channel to a central collection of indices that processes, analyzes and distributes to customers.

The system of television audience measurement in real time is used all around Latin America.

Beyond traditional broadcast, IBOPE's measurement capabilities have evolved to encompass cross-platform viewership.[11]

Top-rated programs

This table lists all the TV shows with the highest average household IBOPE rating for each television season.[12]

  The program with the all-time highest average rating is in bold text
  Sports programs have italicized rating numbers
  Two or more programs tie for highest average IBOPE rating in the same season

Season Program Network Rating
1985-86 Roque Santeiro Globo 67[13][14][15]
1986-87 Selva de Pedra 60
1987-88 O Outro 57
1988-89 Vale Tudo 56[16]
1989-90 Tieta 63[17]
1990-91 Rainha da Sucata 59[18]
1991-92 O Dono do Mundo 47[19]
1992-93 Pedra sobre Pedra 57.0
1993-94 Renascer 61[20][21]
1994-95 Pátria Minha 45.0
1995-96 A Próxima Vítima
Explode Coração 		47
1996-97 O Rei do Gado 52.0
1997-98 A Indomada 48.0[22]
1998-99 Torre de Babel 44.0[23]
1999-00 Terra Nostra 44.0[24]
2000-01 Laços de Família 45.0[25]
2001-02 O Clone 47.0[25]
2002-03 2002 FIFA World Cup 45.0[26]
2003-04 Mulheres Apaixonadas 46.6[27][28]
2004-05 Senhora do Destino 50.4[29]
2005-06 América 49.4[25]
2006-07 Páginas da Vida 46.8[30]
2007-08 Paraíso Tropical 43.8[30]
2008-09 A Favorita 39.5[31]
2009-10 Caminho das Índias 38.8[31]
2010-11 2010 FIFA World Cup 38.0[32]
2011-12 Fina Estampa 39.0[31][33]
2012-13 Avenida Brasil
2013-14 Amor à Vida 36.0[34]
2014-15 Império 32.6[35]

Legacy Divisions

IBOPE Inteligência supplied market, behavior, brand, public opinion[3] and internet research, used by clients to develop business strategies in organization, marketing and products development. Additionally, many organizations use research to broaden innovation.

IBOPE Educação was in the market of executive education, training professionals involved in strategic decision making. It integrated in its academic content current and exclusive information from the Group, maximizing the potential of contributions to achieving results.

And IBOPE Ambiental was a business unit performing in the environmental area with services aimed at environmental sustainability

See also

References

Notes
Principal
  1. ^ "GIRO IBOPE". www4.ibope.com.br. Archived from the original on 2013-07-20. Retrieved 2017-06-03.
  2. ^ "Dúvidas frequentes - IBOPE". Archived from the original on 2018-08-19. Retrieved 2017-06-03.
  3. ^ a b Alan Riding (April 15, 1984). "Brazilians turn to lynchings to fight soaring crime rate". The New York Times.
  4. ^ Houaiss, Antônio (2001). Dicionário Houaiss da Língua Portuguesa. Rio de Janeiro: Editora Objetiva. ISBN 85-7302-383-X.
  5. ^ Ferreira, Aurélio Buarque de Holanda (1999). Novo Aurélio Século XXI: o dicionário da língua portuguesa. Rio de Janeiro: Editora Nova Fronteira. ISBN 85-209-1010-6.
  6. ^ "A multinacional Ibope". IstoÉ Dinheiro (in Brazilian Portuguese). 2006-05-31. Retrieved 2026-01-12.
  7. ^ "A multinacional Ibope". IstoÉ Dinheiro (in Brazilian Portuguese). 2006-05-31. Retrieved 2026-01-12.
  8. ^ "LATIN AMERICA;FROM BRAZIL, COMPETING RESEARCH; IBOPE CHALLENGES NIELSEN FOR REGION'S MEASUREMENT". adage.com. Retrieved 2026-01-12.
  9. ^ "WPP further strengthens capabilities in LATAM with increased stake in IBOPE". WPP. Retrieved 2026-01-12.
  10. ^ "Exclusive | Kantar Media Is Being Sold to H.I.G. Capital for About $1 Billion - WSJ". Archived from the original on 2025-01-19. Retrieved 2026-01-07.
  11. ^ Operadora, Minha (2023-01-27). "TV aberta tem mais audiência que os streamings no Brasil, diz IBOPE". TNH1 (in Brazilian Portuguese). Retrieved 2026-01-12.
  12. ^ "Confira as 10 novelas mais vistas da Globo".
  13. ^ Redação Terra (April 25, 2009). "Confira as 10 novelas mais vistas da Globo" (in Portuguese). Terra Diversão.
  14. ^ Redação Quem Online (March 10, 2009). "Aguinaldo Silva divulga lista das novelas com maior audiência da história" (in Portuguese). Revista Quem Acontece. Archived from the original on March 4, 2016.
  15. ^ "As 10 novelas de maior audiência da Globo". Archived from the original on 2015-03-23. Retrieved 2015-03-01.
  16. ^ Redação Quem Online (10 March 2009). "Aguinaldo Silva divulga lista das novelas com maior audiência da história". Revista Quem Acontece. Archived from the original on 4 March 2016.
  17. ^ "Relembrando: Média geral de Tieta". 7 November 2010.
  18. ^ ""Rainha da Sucata" estreia em janeiro no canal Viva". Archived from the original on 2014-01-07. Retrieved 2013-06-07.
  19. ^ "Audiência Detalhada - "O Dono do Mundo" - RD1". Archived from the original on 2014-01-07. Retrieved 2013-06-07.
  20. ^ "HISTÓRIA: "Renascer" estreou com média de 58,8 pontos no Ibope". Archived from the original on 2013-08-25. Retrieved 2013-06-07.
  21. ^ "Audiência Detalhada: Renascer". Retrieved 2013-06-07.{{cite web}}: CS1 maint: deprecated archival service (link)
  22. ^ "Poucas e Boas - Isabela Boscov". Archived from the original on 2013-10-28. Retrieved 2013-06-07.
  23. ^ "Veja on-line". Archived from the original on 2011-11-14. Retrieved 2013-06-07.
  24. ^ "Folha Online - Ilustrada - Maior audiência da TV, "Belíssima" quer bater recorde de ibope no final - 05/07/2006". www1.folha.uol.com.br.
  25. ^ a b c Feltrin, Ricardo (18 September 2008). "Ibope de novelas desaba na Globo; veja a queda". Uol Notícias.
  26. ^ R7 Televisão. "Audiência da Globo cai 29% nos jogos da Copa do Mundo". R7. Archived from the original on 2014-01-07. Retrieved 2013-06-07.{{cite web}}: CS1 maint: numeric names: authors list (link)
  27. ^ Feltrin, Ricardo (18 September 2008). "Ibope de novelas desaba na Globo; veja a queda". Uol Notícias.
  28. ^ Redação Estadão (10 October 2003). ""Mulheres Apaixonadas" quer bater "Roque Santeiro"". O Estado de S. Paulo.
  29. ^ Feltrin, Ricardo (18 September 2008). "Ibope de novelas desaba na Globo". Portal Uol. Uol Notícias.
  30. ^ a b Mattos, Laura (9 May 2010). ""Viver a Vida" tem pior audiência da década e recorde de merchandising". Folha Online.
  31. ^ a b c "R7 - Últimas notícias, vídeos, esportes, entretenimento e mais". noticias.r7.com. Archived from the original on 2013-01-01. Retrieved 2013-06-06.
  32. ^ "Fórum UOL Esporte - Futebol, Fórmula 1, Tênis, Volêi, Basquete..." forum.esporte.uol.com.br.
  33. ^ "Com maior audiência da TV no ano, final de 'Avenida Brasil' para a cidade - Brasil - Estadão".
  34. ^ "Com beijo gay, último capítulo de Amor à Vida quebra tabu na Globo". February 2014.
  35. ^ Farac, Gabriel (2014). "Gabriel Farac: Império – Audiência Detalhada".
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