History

Since the beginning of its operations, back in 1991, IBOPE AGB Mexico’s achievements have placed it in a privileged position among Mexican market research companies. In 1992, it installed People Meters in 300 TV households, gave diaries to 840 TV households in Mexico City’s metropolitan area, and provided the whole industry with training seminars on ratings, reach and frequency.

In 1993, the company installed People Meters in 450 TV households (reading one TV each) and launched its software for ratings, reach and frequency measurement.

By 1994, the People Meters sample had reached 530 TV households (reading two TVs), diaries had spread to Guadalajara and Monterrey (350 TV households), and Set Meters had been installed in 250 TV households with Multivisión pay television system.

In 1995, responding to the advertising industry’s needs, IBOPE AGB Mexico launches the project Infoanalisis, a software created on the Colombian platform, origin of the most progressive monitoring and competition analysis system in Latin America.

1995 brought important progress for the industry: TAM service was provided in 4 county towns, using the diary methodology (Guadalajara, Monterrey, Puebla and Mérida, each with 400 TV households); the Multivisión sample was expanded to 400 households; special targets were drawn, answering clients’ requests and, finally, weekly databases were delivered, used in a new Windows-environment software, with information validated by the EMRC/Ernst & Young’s Technical Audit .

1996 was year of important transitions. IBOPE AGB Mexico ¾always aiming at satisfying its clients’ needs and requests¾ undertook the challenge of measuring ratings at a national level, in 27 Mexican cities, by means of 1760 households. This project also contributed to improve the software and People Meters, apart from introducing new tools. In the same year, the company finally presented its unpublished method for reach and frequency in the most renowned seminar on research in the world, an event sponsored by ESOMAR (European City for Opinion and Marketing Research).

1997 was an important year: the sample was stabilised, and more sophisticated ratings softwares were adapted, in collaboration with world class developers, like the Portuguese company Markdata. Also in this year, the Pan-Regional ratings service was launched to provide American clients with information on cable television in Mexico and Argentina, under the coordination of our international office in New York city.

In 1998, great emphasis was given to the search and technical implementation of the market’s most innovating and competitive softwares, and new variables were included in the raw data service: children caretakers, broken down ages, and households by geographical zone. In early 1998, a strategic alliance was consolidated with AC Nielsen’s media department, thus optimizing the advertising expenditure service, as well as acquiring the radio audience measurement service. Thanks to the industry’s support, it was also possible to broaden the Guadalajara and Monterrey samples to 400 households in each city, which totaled 2210 households in 27 cities.

1999 was an equally crucial year: agreements and methodologies were established, in a joint effort with the CIM (Consejo de Investigación de Medios), for the definitive delivery of overnight information. There were successful negotiations to conform the NSE classification criteria with AMAI (Asociación Mexicana de Agencias de Investigación y Opinión Pública) standards, with which the entire panel was reclassified. A new age division was added to audience softwares, and all through the year, a successful Y2K transition was prepared. The first online audience software was adapted, in collaboration with Spain, and, finally, the panregional service for the United States transferred its headquarters to Miami.

The year 2000 is full of transcendental challenges and project’s and, in line with our business’s international evolution, IBOPE AGB is working hard on the future Internet audience measurement and advertising monitoring services. Furthermore, IBOPE once again was selected to take part in the ESOMAR seminar, presenting the paper “Merging Audience Ratings and Advertising Expenditure Data. How To Better Evaluate Advertisement Investment Within and Between Countries,” last may, in Florida.

In 2001 the radio monitoring methodology went from monitoring 80 rotating radio stations to 19 fixed stations. E-Telereport was another crucial achievement for this year: it was the first online TAM analysis system, it allows daily reviews of the previous day’s rating in Air TV, from anywhere in the world, just by accessing the Internet.

In 2002 we began to produce psychographic ratings with our existent panel, who were asked to answer the Marketing Trends (a Grupo Deplhi company) lifestyle survey, which allowed us to provide clients with a set of targets based on the principles, beliefs and values of the Mexican people, in addition to our already rich variety of demographic profiles. Also this year the Client Training System was launched; this system provides participants with official certificates after passing each course. The radio monitoring service also grew, to cover 40 fixed radio stations.

In 2003 two very important projects were launched: on the one hand, our TAM service was improved as Pay TV began to be measured at a national level (previously only Mexico City was measured), and on the other hand, a new way of recording programs was presented: each program was broken into blocks (commercial adds, channel adds and program). 2002 was also the year in which a very innovative software was released to the market: MSS Media Smart Station; a worl station that combines the functions of Telereport and Videotrack in a dynamic way that allows a great flexibility in its use, producing an enormous variety of reports. This year was also the beginning of TAM service in specific Mexican cities, by means of telephone surveys. Our monitoring service was also improved, including the new service of comparing the national and local broadcast of the national channels, in the cities of Guadalajara y Monterrey.

During 2004 several projects were released to broaden our service offer: new cities were measured (Tijuana and Ciudad Juárez, by means of People Meters). Our delivery times have also been greatly improved overtime, and clients receive our data bases faster and faster each year.