GfK and Nielsen in discussions to jointly launch Brazil's first cross-media advertising campaign measurement

Nuremberg/São Paulo, March 15, 2016GfK and Nielsen announce that they are in discussions to develop a set of services for advertisers, agencies and media groups starting with Brazil’s first cross-media measurement for advertising campaigns. 

Under the planned partnership in Brazil, Nielsen would offer its Digital Ad capabilities alongside GfK’s TV audience measurement data to offer Brazil's consumer and media industries unique data and insights.

The offering would draw on the rich data collected by two leading global players to provide the Brazilian market a holistic, end-to-end view ranging from consumer panels to audience measurement and analyses of media consumption habits.

The discussions are such that it is envisaged that the service could be launched later this year. 

Stefan Raum, Global Head, Media Measurement of GfK, stated: "We are very excited at the prospect of launching what would be the first cross-media platform for advertising measurement in Brazil. This is a unique value proposition that is fully in line with GfK's ambition to bring innovation to the Brazilian market. The insights our clients would be able to gain through this new service provide a competitive edge in making smarter and more informed decisions. We are greatly looking forward to working with Nielsen to take an important new step in our plans to expand our audience measurement business in Brazil."

Megan Clarken, President, Product Leadership at Nielsen, stated: “We welcome these ongoing discussions with GfK.  We believe that when we pair our best of breed Digital Ad Ratings knowledge with their TV measurement, the Brazilian market will gain valuable cross platform insights.”


For more information, please contact: Niko Waesche, Global Industry Head, Media and Entertainment, T +44 20 7890 9518, niko.waesche(at)gfk.com


About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com or follow GfK on Twitter: www.twitter.com/gfk


About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content video, audio and text is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population.

For more information, visit www.nielsen.com

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