EXPLORING AUDIENCES IN MEXICO: INSIGHTS FROM IBOPE AND JIC
In the world of media and advertising, knowing your audience is key.
In Mexico, audience measurement has historically been dominated by IBOPE, which is a highly recognized entity given its precision and reliability. However, recently there was the arrival of the JIC (Joint Industry Committee), which promises to revolutionize the panorama.
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.
TRANSPARENCY | STANDARDIZATION | INNOVATION
ADVANTAGES OF JIC:
- Transparency: Being a collaborative entity, the data and methodologies are accessible to all interested parties, reducing possible biases.
- Standardization: Offers a unified standard for audience measurement, making it easier to compare data and make decisions.
- 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.
