Sports Audience Measurement enables comparison of live audiences for Campeonato Brasileiro and Copa do Brasil across Free TV, Pay TV, and streaming
São Paulo, 04/02/2025 – Live matches on Free TV, apps, social media, andstreaming. All happening at once, across different channels, reaching fragmented audiences. With each round of the Campeonato Brasileiro or Copa do Brasil, a familiar scenario unfolds: multiple screens, multiple players and rights holders—raising a key question for the media market: how can Brazil’s largest entertainment platform be measured clearly and comparably?
In partnership with major industry players, Kantar IBOPE Media introduces Sports Audience Measurement, a pioneering solution designed to measure live sports matches—whether on Free TV, Pay TV, or streaming—using a single, standardized measurement system. For the first time, Brazilian football will be analyzed in its entirety, with unified and comparable data.
This new measurement solution comes at a moment of transformation. In 2025, 502 matches from the Campeonato Brasileiro and Copa do Brasil will be broadcast by multiple players, each with its own channel, style, and audience. For the first time, these broadcasts will have a unified view.
“Football remains a ratings powerhouse, but the way people watch has changed completely. The market needed a clear answer to understand what’s truly happening with the consumption of these competitions,” says Adriana Favaro, Vice President of Business at Kantar IBOPE Media.
Sports Audience Measurement delivers that answer. From now on, any live match from these two leagues will be measured using comparable household ratings, regardless of the platform, screen, or broadcaster.
Developed in Brazil, the solution represents a global milestone in live sports measurement. Its unique features include co-viewing measurement (capturing shared viewing within households), cross-platform performance benchmarking, and readiness for broader public data release starting in 2026.
The model is based on the premise that, for these competitions, even streaming platforms function like linear channels, bringing together large simultaneous audiences—making Kantar IBOPE Media’s existing and widely recognized methodology ideally suited for accurate measurement.
More than just keeping up with video transformation, Kantar IBOPE Media is leading the way in measuring this new reality. And in the case of football, that means focusing not on the channel, but on the competition itself—wherever it may be broadcast.
About Kantar IBOPE Media
As consumers increasingly engage with content across multiple channels and platforms, Kantar IBOPE Media’s data services, audience measurement, segmentation, analytics, and advertising intelligence provide insights that enable informed decision-making for the media market.
Operating in over 80 countries with panel data and first-party data, Kantar IBOPE Media offers the fastest-growing cross-media measurement portfolio globally, supported by its versatility, scale, technology, and expertise—all aimed at driving business growth for clients and partners.
For more information, visit www.kantaribopemedia.com.
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