Hasta 2024, Nielsen IBOPE fue el referente en la medición de audiencias en TV en México. Sin embargo, a partir de enero de 2025, el mercado dará un giro con la implementación de un nuevo sistema de medición liderado por HR Media, elegido tras un riguroso proceso de licitación impulsado por ACAM (Alianza para la Calidad de la Medición Multimedia en México).

Este cambio representa un ajuste importante en la manera en que se analizan las audiencias y en la negociación entre anunciantes y medios. La transición a un nuevo proveedor de datos ha generado diferentes opiniones en la industria, lo que implica un período de adaptación tanto para agencias como para anunciantes.

Además, HR Media ha apostado por la innovación en el ámbito de la medición de audiencias, lanzando estudios de Convergent TV. Esto incluye el análisis del consumo y share de Connected TV y el primer estudio Single-Source Cross-Media en México, que aporta datos detallados sobre el consumo de televisión en el hogar y fuera de él, abarcando también aplicaciones de video, redes sociales, streaming y radio.

¿Qué Significa Esto para la Industria?

• Ruptura con un modelo histórico: La transición de Nielsen IBOPE a HR Media implica dejar atrás métodos tradicionales, generando inicialmente incertidumbre en el análisis de tendencias y en la comparación con datos históricos.
• Nuevos estándares de medición: La transformación de las métricas de audiencia puede impactar la planificación y evaluación de campañas publicitarias, obligando a anunciantes y agencias a adaptarse rápidamente.
• Reconfiguración en la dinámica de negociación: Con el cambio en el sistema de medición, se redefine la manera en que se establecen acuerdos entre medios y anunciantes, planteando retos en la toma de decisiones basadas en datos.

Nuestro Compromiso en Media Auditors:

En Media Auditors estamos comprometidos a brindarte el apoyo necesario para comprender el comportamiento del pool de anunciantes y analizar el impacto de estos cambios en la industria, facilitando así una mejor toma de decisiones.

Nuestros Servicios:

• Benchmarking: Comparación detallada con el pool de anunciantes, que te permite analizar estrategias de inversión en medios y optimizar la planificación publicitaria.
  
• Tracking de compromisos: Evaluación del cumplimiento de acuerdos y costos de pauta, permitiéndote comparar el CPM y mejorar la eficiencia de tu inversión en medios.

¿Quieres garantizar el éxito de tus acuerdos con medios y anunciantes en este nuevo escenario de medición?

Contáctanos y descubre cómo podemos ayudarte a gestionar y optimizar tus negociaciones de manera transparente y basada en datos.

IBOPE: PILLAR OF AUDIENCE MEASUREMENT.

As we all know, IBOPE (Brazilian Institute of Public Opinion and Statistics) has been the main reference in audience measurement in Mexico. Using a combination of surveys, in-home measurement devices and data analytics, IBOPE provides broadcasters, advertisers and content producers with a detailed view of who is watching what and when.

KEY NIELSEN IBOPE STATISTICS IN MEXICO 2024.

• Average Rating: According to Nielsen IBOPE, the most watched programs in Mexico have an average rating of 15%, which means that approximately 1.8 million households are tuning into these programs at peak times.
• Audience Share: The main programs have an audience share of 45%, which indicates that almost half of the viewers who are watching television at that moment are tuning into these programs.
• Reach: A popular program can reach up to 13 million people in a week, reflecting the penetration of television in the country. Frequency: Viewers in Mexico usually watch their favorite programs at least 4 times a week.

NECESSARY EVOLUTION IN AUDIENCE MEASUREMENT

The evolution of the service for measuring audiences that receive audiovisual content and advertising has not evolved in the last decade in Mexico at the speed that society requires.

WHAT IS THE JIC?

The Joint Industry Committee (JIC) is an independent entity that seeks to offer a transparent and standardized view of hearings. Unlike IBOPE, which operates privately, the JIC is established as a collaboration between key industry stakeholders, including advertisers, agencies and media outlets.

ADVANTAGES OF JIC:

1. Transparency: Being a collaborative entity, the data and methodologies are accessible to all interested parties, reducing possible biases.
2. Standardization: Offers a unified standard for audience measurement, making it easier to compare data and make decisions.
3. Innovation: The JIC incorporates cutting-edge technologies and methodologies, quickly adapting to changes in media consumption.

MEASUREMENT OF AUDIENCES IN OTHER COUNTRIES

AUDIENCE MEASUREMENT

Audience measurement is a crucial aspect in the media and advertising industry around the world. Here’s how it’s done in some of the most advanced markets:

• United Kingdom Entity: BARB (Broadcasters’ Audience Research Board)
• Methods: People meters, household panels, and digital display data.
• Statistics 2024: The average time Britons spend watching television is 3 hours and 12 minutes per day. A popular program can reach a rating of 18% and an audience share of 50%.
• France:
• Entity: Médiamétrie
• Methods: People meters, viewing diaries and online surveys.
• Statistics 2024: 82% of French people over 15 years of age watch television every day. The most watched programs have a rating of 17% and an audience share of 46%. RELEASES IN OTHER COUNTRIES

JIC SUCCESS STORIES AROUND THE WORLD

The JIC has proven its effectiveness in several countries around the world. Here are some notable examples:

• United Kingdom: The JIC, under the name BARB (Broadcasters’ Audience Research Board), has been instrumental in providing accurate and transparent data on television audiences. In 2024, BARB reported that the average time Britons spent watching television was 3 hours and 12 minutes per day, a crucial figure for advertisers and broadcasters.
• France: Médiamétrie, the French JIC, reported in 2024 that 82% of French people over the age of 15 watch television every day, providing essential data for the media and advertising industry.

The JIC has proven its effectiveness in several countries around the world. Here are some notable examples:

• United Kingdom: The JIC, under the name BARB (Broadcasters’ Audience Research Board), has been instrumental in providing accurate and transparent data on television audiences. In 2024, BARB reported that the average time Britons spent watching television was 3 hours and 12 minutes per day, a crucial figure for advertisers and broadcasters.
• France: Médiamétrie, the French JIC, reported in 2024 that 82% of French people over the age of 15 watch television every day, providing essential data for the media and advertising industry.

WHY DOES MEXICO NEED JIC?

The introduction of the JIC in Mexico is a response to the need to offer greater transparency and standardization in audience measurement. As the media landscape fragments with the arrival of new digital platforms and changes in consumer habits, accurate and comparable data is crucial to make informed decisions.

Benefits for the Industry:

• Advertisers: They obtain more reliable and comparable data to plan their advertising campaigns more effectively.
• Media: They can more transparently demonstrate the value of their audience to advertisers.
• Consumers: Indirectly, they benefit from content and advertising that are more aligned with their interests and behaviors.

AUDIENCE MEASUREMENT IN THE DIGITAL ERA

With the growth of digital consumption, audience measurement has had to adapt to include not only traditional television, but also streaming platforms, social networks and other platforms. Both IBOPE and JIC have begun to integrate data from multiple sources to obtain information on audience behavior.

Digital Platforms and the Future of Measurement

As we mentioned above, digital consumption is on the rise and platforms are attracting large volumes of audiences. Digital methodologies include:

• Site-Centric Measurement: Tracking traffic on websites and applications using cookies and tags.
• User-Centric Measurement: Collecting data directly from users through panels and surveys.
• Hybrid Systems: Combination of site-centric and user-centric data for a more complete view.

CONCLUSION

The need for a change in audience measurement in Mexico is evident. While IBOPE has been a trusted mainstay for years, the addition of the JIC promises to take accuracy and transparency to a new level. This combination will not only benefit advertisers and media outlets, but will also ensure that consumers receive content and advertising more aligned with their interests and behaviors.

The evolution of the audience measurement service is a critical step towards a more transparent and efficient future in the media and advertising industry in Mexico. It is time to embrace this transformation and take advantage of the opportunities it presents for all actors involved.

PODCAST: A NEW PHENOMENON IN EXPANSION 

Podcasts have experienced exponential growth in recent years, establishing themselves as one of the most popular forms of audio consumption globally. With millions of listeners around the world and a wide variety of topics, podcasts offer audiences engaging, informative, and entertaining content in a flexible and accessible format.

VARIOUS FACTORS CONTRIBUTING TO THE RISE OF PODCASTS:

• Accessibility and Convenience: They can be enjoyed anytime, anywhere.
• Variety of Topics: There is a wide range of podcasts available to suit all tastes and interests.
• Personal and Authentic Connection: Podcasts provide a more intimate and personal listening experience, creating an emotional connection with the audience and fostering loyalty.
• Influence of Podcasters: Podcasters have become influential figures with significant recommendation power and the ability to generate strong engagement with their followers.

WHAT CAN THEY OFFER BRANDS?

• Access to Segmented Audiences: Target ads to specific audiences based on their interests, demographics, and behaviors.
• Create Sponsored Content: Develop content that naturally integrates into the podcast, creating a non-intrusive experience for the audience.
• Measure and Analyze Impact: Assess campaign performance, evaluate reach, engagement, and ROI of the investment.

OUR RECOMMENDATIONS

• To help brands fully harness the potential of podcasts and digital audio advertising, we recommend the following strategies:
• Define Clear Objectives: Setting specific goals for digital audio advertising campaigns, such as increasing brand awareness, generating leads, or driving sales, is essential for evaluating their success.
• Select Relevant Podcasts: Identify podcasts that align with the brand, target audience, and the messages you wish to communicate.
• Tailor the Content: Produce engaging, relevant content that naturally integrates into the podcast, respecting its style and audience.
• Measure and Analyze: Monitor campaign performance and make strategic adjustments based on the data obtained, optimizing investment and maximizing ROI.
• By understanding this phenomenon, implementing the right strategies, and measuring performance, companies can fully leverage this expanding market and achieve their business objectives.

HOW CAN MEDIA AUDITORS HELP YOU?

In the podcast market, ensuring the integrity and impact of your campaigns is crucial. Our influencer contract audit services and social media audits are designed to optimize your digital marketing strategies and maximize your return on investment.

Turn your podcast campaigns into measurable successes with our specialized audits. Contact us to discover how we can help you elevate your media strategy to the next level.

OUR SERVICES:

INFLUENCER CONTRACT CONSULTING

Ensure that your partnerships with influencers are transparent and effective. Our audit examines all aspects of the contracts, ensuring that each collaboration aligns with your brand objectives and regulatory standards.

SOCIAL MEDIA AUDIT

Understand the true impact of your social media initiatives. We evaluate the performance of your accounts, identify growth opportunities, and provide actionable insights to enhance engagement and digital presence.

ADVANTAGES IN AUDIENCE NUMBERS

8 out of 10 users believe that ads on Connected TV (CTV) do not interrupt their experience (whereas, for Pay TV and Open TV, 7 out of 10 users feel that ads do interrupt their experience). Greater cost efficiency
compared to TV prices and a higher impact than other media.(el mayor
impact on Generation Z, the largest driver of CTV adoption, which constitutes 40% of the global CTV audience. This is reflected in CTV advertising capabilities, which set it apart from Linear TV:

Targeted Advertising: audience segmentation and the incorporation of interactives ads (40% of audiences expect ads to be relevant to their interests, increasing the likelihood of action). Dynamic Content Optimization Optimization Technology With artificial intelligence, this enables reaching new audiences and provides thorough post-campaign measurement.

SMART TV AS THE PREFERRED DEVICE

With 97% of CTV households having at least one Smart TV, it is the preferred device for viewing content. 96% of respondents reported watching a video on a Smart TV in the past month; 22% used other streaming devices, and 18% used a gaming console. Additionally, most users have watched digital video using smartphones, computers, or tablets, reinforcing the growing trend of multi-screen consumption.

THE IMPACT OF CTV ADVERTISING IS IRRESISTIBLE

Knowing that 3 out of 10 people who view ads on this platform discover new products and end up
searching for them online, while 15% make purchases based on what they see advertised.

We are monitoring all market movements to provide our clients with updated information that enhances their media strategies, such as negotiation models, formats, and the most used providers. The second quarter of the year saw a significant increase compared to the first three months (over 400%), with various advertisers testing and investing in this new model. And your brand, is it already present?

Sources: Statista, Sunmedia, Comscore, Pool Media Auditors

Threads is a new app, built by the Instagram team, for sharing text updates and joining public conversations. But not only is it built by that team, much of its success is due to it being (very intelligently) fully connected with Instagram. Thus, it draws from its 1.3 billion users. For reference, Twitter ended 2022 with 368 million. Is it taking advantage of Twitter’s turmoil?

“Threads’ initial growth is stagnating, but the most important thing is that tens of millions of people are returning to this social network every day. And these figures are much higher than we initially expected,” says Meta’s majority shareholder. There is still much to be clarified on this topic, but we could be looking at a super-accelerated replica of Google+, where another internet giant leveraged its power to reach 90 million users in a year… before falling into obscurity and disappearance. Linking it to Instagram (like Gmail in that case) was the safe bet for takeoff, but we will see if there are incentives to maintain (or already regain) momentum.