Intelligence company Kantar Ibope Media announced on Wednesday (2) a solution to measure the sports departure audience on multiple platforms, with standardized data including open, closed television and streaming. The methodology seeks to allow the comparison and standardization of data in the face of the spraying of the rights of transmission of the main Brazilian tournaments.
Baptized Sports Audience Measurement, the tool will measure all matches of the Brazilian Championship and the Brazilian Cup aired live with comparable metrics at home audience points, in partnership with market players.
In 2025, there will be 502 matches of the two tournaments displayed by closed and open television groups, large paid streaming services and open online media, such as YouTube.
Through TV Globo, SporTV and Premiere, o. Record Group on TV Open, R7.com and Streaming Play Plus broadcast a match per round, as well as Cazétv on YouTube. The Prime Video streaming platform will have an exclusive match per round. Group Globo and Amazon convey the Brazil Cup this year.
“Football is still a audience phenomenon, but the way of watching has completely changed. And therefore, the market needed a clear response about what is actually happening with the consumption of these competitions,” says Adriana Favaro, vice president of business at Kantar Ibope Media.
What differentiates the solution is the ability to measure the so -called co-viewingshared audience within the homes that serves as a performance reference between the platforms. It is expected that there will be an expanded publication of the data from 2026.
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According to the company, the model is based on the principle that even streamings function as linear channels, bringing together large simultaneous audiences, which will allow the application methodology already used by Kantar to measure television audience.
