Do you know when you tune into a radio station and hear “radio xxxx is 1st place in IBOPE”? Radio stations hire a survey to measure their audience in a certain area and thus know which is the most listened to radio station.
Like any business, it is essential that radio stations know their target audience well russia mobile number whatsapp especially when creating and defining programming and deciding which advertisers best adapt to the preferences and needs of their audience.
Do you know how to get this information? Through surveys! Broadcasters usually buy these surveys to evaluate their programming and find out which programs are successful, to know their main competitors, and to have detailed data capable of showing listeners' preferences. In Brazil, IBOPE is the company that specializes in this data.
IBOPE
IBOPE Inteligência, formerly the Brazilian Institute of Public Opinion and Statistics, is considered one of the largest market research companies in Latin America, providing a broad set of studies on public opinion, which encompasses voting intentions, consumption, brand, behavior and market, in Brazil and in more than 14 countries.
In 2014, a media research division was acquired by the Kantar group, forming Kantar Ibope Media and, at this time, IBOPE was renamed IBOPE Inteligência, with the aim of differentiating the two companies.
A successful trajectory
In 1942, IBOPE was created by radio broadcaster Auricélio Penteado, owner of Radio Kosmos, in São Paulo, and by Arnaldo da Rocha e Silva.
When measuring the audience of São Paulo radio stations, Auricélio Penteado found that Kosmos radio was not among the most listened to. At this point, he began to dedicate himself exclusively to research.
Just like IBOPE, companies are born and grow to solve problems and when we have relevant data, it becomes much easier to act.
The importance of data and how broadcasters can benefit from it
Measuring the audience and performance of a radio station is essential, and a differentiator for identifying improvements and adjustments in programming.
It is of great importance to know that digital platforms and new consumer habits of the public have expanded the reach of this means of communication, bringing new possibilities to identify the performance of radio stations.
According to the official IBOPE website, audience measurement on radio stations is carried out using the recall method. In this type of survey, the interviewee reports which radio stations they listened to in the last 48 hours.
Interviews are conducted daily using portable computers, the data is automatically updated, processed and verified to compose the results that will be published, thus making it possible to show how the data varies daily, making it possible to analyze the variations according to specific events.
This form of research helps each broadcaster analyze the results, allowing them to constantly adapt their audience relationship strategies.