Brazilian Institute of Public Opinion and Statistics
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|
| Privately held company | |
| Industry | Media market (research) |
| Founded | 1942 |
| Headquarters | Rio de Janeiro, RJ, Brazil |
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Key people
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Carlos Augusto Montenegro (CEO) |
| Products |
Marketing research Audience measurement Advertising research |
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Number of employees
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2,800 |
| Website | Kantar Ibope Media |
IBOPE (Instituto Brasileiro de Opinião Pública e Estatística—in Portuguese; Brazilian Institute of Public Opinion and Statistics) was established in Brazil in 1942 and provides the largest collection of information in Brazilian and Latin American markets. Supporting the decision making process of its clients, IBOPE Group provides research on media, public opinion, voting intention, consumption, behavior, marketing, branding and other issues as required by clients.
In 2010, IBOPE was considered the fourth most internationalized Brazilian company by Brazilian Transnational Corporation Ranking released by Fundação Dom Cabral, the fifth best business school in the world, according to the Financial Times. This survey highlights Brazilian companies that generate revenue from abroad. Thus, Fundação Dom Cabral contacts 71 Brazilian international corporations with operations abroad and evaluates three sectors to determine its rankings: revenues/sales, assets and employees.
It is the only Latin American company to appear in the US list of the top 25 global research organizations (Honomichl Top 25 Global Research Organizations).
The name “IBOPE” is so strong in Brazil that it is listed in the Brazilian dictionary as a synonym of research, audience ratings and prestige "ratings".
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.
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.
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. Currently, in addition to Brazil, the company has offices in 14 countries.
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Wikipedia