Latin America’s primary TV audience measurement currency and cross-media analytics platform
Ibope (formerly Kantar IBOPE Media) is the dominant television audience measurement service in Latin America — the equivalent of Nielsen ratings in the US market. Providing the official TV ratings currency that broadcasters, agencies, and advertisers use to buy and sell television advertising across Brazil and wider Latin American markets, Ibope delivers TV audience measurement, cross-media analytics, advertising insights, and media planning data. Now part of Fifty5Blue following the $1 billion spin-off from Kantar Group (H.I.G. Capital acquisition, August 2025), Ibope continues to evolve its measurement capabilities for the streaming and cross-platform era.
Key Features
📺 TV Audience Measurement
- Official TV ratings currency across Latin American markets
- People Meter technology measuring who’s watching, on which TV set, and with whom
- Processing data from over 158,000 people meters daily across Fifty5Blue’s global network
- Real-time ratings data enabling same-day programming and scheduling decisions
📊 Cross-Media Analytics
- Cross-Media Planner that fuses panel data with YouTube data for next-generation planning
- Unified view of broadcast and streaming audiences
- Content and advertising measurement across linear TV and digital video
- Bridges traditional TV measurement with digital viewing behavior
🎯 Media Planning Data
- Data and analysis from planning through campaign measurement
- Audience profiling for media selection and channel optimization
- Serves as the foundational data layer for media buying negotiations
- Supports broadcasters, agencies, and advertisers with consistent metrics
⚡ Real-Time & In-Flight Capabilities
- Real-time audience data for programming decisions
- In-flight campaign monitoring and adjustment
- Near-instant feedback on audience response to content and advertising
- Globosat doubled audiences during the World Cup using real-time Ibope data for programming changes
📡 Advanced Measurement Technology
- Proprietary content and advertising recognition technology
- Focal Meter (router meter) for measuring all viewing on every device on the home network
- Measures viewing activity across TVs, tablets, PCs, and smartphones
- In-home and out-of-home measurement capabilities
Business Impact
- Primary TV currency in Latin America — the data that powers billions of dollars in TV advertising transactions
- 158,000+ people meters processed daily across the global Fifty5Blue network
- Globosat doubled its audience during the 2018 World Cup by making real-time programming changes powered by Ibope data
- Cross-Media Planner in Brazil fuses panel data with YouTube data, giving agencies a unified planning view
Enterprise Features
🏢 Market Coverage
- Brazil and broader Latin American markets
- Consistent methodology across the region
- Official currency status with industry joint industry committees
🔗 Integrations & Technical
- Works alongside TechEdge analytics platform for advanced analysis
- Cross-Media Planner integrates panel data with YouTube data
- Compatible with Fifty5Blue’s TGI consumer profiling data
- APIs and data feeds for integration with planning and buying systems
📈 Currency-Grade Data
- Independently audited methodology
- Accepted by buyers and sellers as the basis for commercial transactions
- Joint industry committee governance in key markets
- Transparent, consistent methodology for market trust
Getting Started
📋 Implementation
- Enterprise licensing based on market, data products, and delivery method
- Standard integration for broadcasters, agencies, and advertisers operating in Latin America
- Works with TechEdge analytics suite for advanced analysis and planning
💰 Investment Details
- Pricing: Enterprise — custom pricing based on markets and data products
- No public pricing available; contact Fifty5Blue for market-specific quotes
- Pricing varies by country, data depth, delivery method, and user type (broadcaster, agency, advertiser)
Perfect For
- Broadcasters in Latin America who need the official TV ratings currency to sell advertising inventory and demonstrate audience value
- Media agencies planning and buying TV in Brazil and Latin America — Ibope data is the standard for negotiations
- Advertisers investing in Latin American TV who need verified audience data to evaluate and optimize their media spend
- Media planners requiring cross-media data that bridges traditional TV ratings with digital/streaming viewing in LATAM markets
Why Choose Ibope?
✅ The currency: Ibope is the accepted standard for TV audience measurement in Latin America — it’s what agencies and broadcasters transact on ✅ Cross-media evolution: The Cross-Media Planner fuses panel data with YouTube data for modern, unified planning ✅ Real-time speed: Same-day ratings enable programming and campaign decisions in real time ✅ PE investment: H.I.G. Capital backing means accelerated technology investment and modernization
Frequently Asked Questions
What is Ibope? Ibope (now part of Fifty5Blue) is the primary TV audience measurement service in Latin America. It provides the official TV ratings that broadcasters, agencies, and advertisers use to buy and sell television advertising.
Is Ibope the same as Nielsen? Ibope serves a similar function to Nielsen in the US — it’s the TV ratings currency. In Latin American markets, Ibope is the dominant player, while Nielsen leads in the US.
How much does Ibope data cost? Ibope pricing is enterprise-only and not publicly available. Costs depend on market, data products, delivery method, and user type.
Who owns Ibope now? Ibope is part of Fifty5Blue, which was spun off from Kantar Group and acquired by H.I.G. Capital for $1 billion in August 2025. Previously known as Kantar IBOPE Media.
Does Ibope measure streaming? Yes. Ibope’s Cross-Media Planner in Brazil fuses panel data with YouTube data, and Fifty5Blue is investing in hybrid measurement that covers streaming, social, and broadcast.
User Reviews & Social Proof
Globosat was able to make changes to its programming in real-time during the World Cup, thanks to Kantar (Ibope) data. The impact was instant, with SPORTV reporting that its audience doubled in size for games involving the Brazilian National team compared to the 2014 World Cup.
Ibope vs Alternatives
Ibope vs Nielsen
Nielsen is the TV currency in the US and several other markets. Ibope is the currency in Latin America. They don’t directly compete in most markets — agencies use whichever is the local standard. Both are investing in cross-platform measurement.
Ibope vs Comscore
Comscore provides cross-platform measurement with a stronger digital focus. Ibope is the official TV ratings currency in LATAM. In many Latin American markets, agencies use Ibope for TV and Comscore for digital measurement.
Ibope vs TechEdge
TechEdge is Fifty5Blue’s analytics platform — it’s the software layer that agencies use to analyze and plan with Ibope data. They work together: Ibope provides the data, TechEdge provides the analysis tools.
Recent Updates (2025–2026)
- Feb 2026: Fifty5Blue officially rebranded from Kantar Media, with Ibope remaining a central product in the portfolio. (Source: https://www.fifty5blue.com/news-and-resources/kantar-media-rebrands-as-fifty5blue)
- Aug 2025: H.I.G. Capital completed acquisition of Kantar Media (including Ibope) for $1 billion. (Source: https://hig.com/news/h-i-g-capital-completes-acquisition-of-kantar-media/)
- 2025: Fifty5Blue continued expanding hybrid measurement in Brazil, fusing Ibope panel data with YouTube data through the Cross-Media Planner tool.
Explore More Media Planning Tools
- Halliard — Modern media planning platform with built-in cross-channel reach & frequency analysis
- TechEdge by Fifty5Blue — Audience analytics and planning toolkit for analyzing Ibope data
- TGI by Fifty5Blue — Consumer profiling and targeting survey
- Comscore — Cross-platform measurement and Proximic activation
- Nielsen Media Impact — Cross-media planning and audience simulation
- Simulmedia — Data-driven TV advertising platform