IBOPE

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title: "IBOPE" type: doc version: 1 created: 2026-02-28 author: "Wikipedia contributors" status: active scope: public tags: ["public-opinion-research-companies", "market-research-companies-of-brazil", "audience-measurement", "privately-held-companies-of-brazil", "companies-based-in-são-paulo", "1942-establishments-in-brazil", "companies-established-in-1942"] description: "Brazilian market research firm" topic_path: "geography/brazil" source: "https://en.wikipedia.org/wiki/IBOPE" license: "CC BY-SA 4.0" wikipedia_page_id: 0 wikipedia_revision_id: 0

::summary Brazilian market research firm ::

::data[format=table title="Infobox company"]

Field	Value
name	IBOPE
logo	IBOPE logo.png
logo_caption	Logo
type	Privately held company
foundation	1942
location	São Paulo, São Paulo, Brazil
key_people	Carlos Augusto Montenegro
industry	Media market (research)
products	Marketing research
Audience measurement
Advertising research
revenue	U$ 216 milhões (2007)
num_employees	3,000
homepage	Kantar Ibope Media
::

| name = IBOPE | logo = IBOPE logo.png | logo_caption = Logo | type = Privately held company | foundation = 1942 | location = São Paulo, São Paulo, Brazil | key_people = Carlos Augusto Montenegro | industry = Media market (research) | products = Marketing research Audience measurement Advertising research | services = | revenue = U$ 216 milhões (2007) | num_employees = 3,000 | homepage = Kantar Ibope Media The Brazilian Institute of Public Opinion and Statistics (IBOPE based on the Portuguese language name, Instituto Brasileiro de Opinião Pública e Estatística) is a Brazilian originated market research company. IBOPE provides data on media consumption and advertising investment across all Latin America

Established in 1942, the name IBOPE is listed in the Brazilian dictionary as a synonym of audience ratings research.

History

IBOPE was created in 1942 by the radio broadcaster Auricélio Penteado, owner of Radio Kosmos in São Paulo. In that year, he decided to apply research methodologies he had learned while studying in the United States under George Gallup, the founder of the American Institute of Public Opinion, in order to quantify the size of the audience of his broadcast in Brazil.

When he measured the radio audience in São Paulo, Auricélio proved that Radio Kosmos wasn't among the most listened to stations. Therefore, he would dedicate himself exclusively to research. In 1950, Penteado leaves the presidency of the company in charge to a group of directors.

In 1977, Paulo de Tarso Montenegro became the president of the company. One year later, he invited his children, Carlos Augusto Montenegro and Luís Paulo Montenegro, to join the company. IBOPE carried out the first voting intention polls, anticipating with extreme precision the outcome of electoral contests in the late 1970s.

In the 1990s, IBOPE partners with entrepreneurs in Mexico, Colombia, Venezuela, Ecuador, Peru, Chile and Argentina. From these partnerships, the company begins to supply consolidated data for Latin America cable TV. Currently, in addition to Brazil, the company has developed a leadership position across Latin America and a global footprint.

In 2014, IBOPE was acquired by WPP rebranding to Kantar IBOPE Media.

In 2025 H.I.G. acquired Kantar Media for U$1Billion.

Measurement

A pioneer in media measurement, IBOPE revolutionized television audience measurement in 1988 by launching the world's first real-time tracking system.

IBOPE's proprietary 'peoplemeter' technology provides a granular, second-by-second analysis of viewer behavior within a representative sample of households.

The device sends, by cell phone system, the information of all changes made by the viewer channel to a central collection of indices that processes, analyzes and distributes to customers.

The system of television audience measurement in real time is used all around Latin America.

Beyond traditional broadcast, IBOPE's measurement capabilities have evolved to encompass cross-platform viewership.

Top-rated programs

This table lists all the TV shows with the highest average household IBOPE rating for each television season.

The program with the all-time highest average rating is in bold text

Sports programs have italicized rating numbers

Two or more programs tie for highest average IBOPE rating in the same season ::data[format=table]

Season	Program	Network	Rating
1985-86	Roque Santeiro	Globo	67
1986-87	Selva de Pedra	60
1987-88	O Outro	57
1988-89	Vale Tudo	56
1989-90	Tieta	63
1990-91	Rainha da Sucata	59
1991-92	O Dono do Mundo	47
1992-93	Pedra sobre Pedra	57.0
1993-94	Renascer	61
1994-95	Pátria Minha	45.0
1995-96	A Próxima Vítima
Explode Coração	47
1996-97	O Rei do Gado	52.0
1997-98	A Indomada	48.0
1998-99	Torre de Babel	44.0
1999-00	Terra Nostra	44.0
2000-01	Laços de Família	45.0
2001-02	O Clone	47.0
2002-03	2002 FIFA World Cup	45.0
2003-04	Mulheres Apaixonadas	46.6
2004-05	Senhora do Destino	50.4
2005-06	América	url= http://noticias.uol.com.br/ooops/ultnot/2008/09/18/ult2548u604.jhtm	title= Ibope de novelas desaba na Globo; veja a queda
2006-07	Páginas da Vida	url= http://www1.folha.uol.com.br/folha/ilustrada/ult90u731874.shtml	title= "Viver a Vida" tem pior audiência da década e recorde de merchandising
2007-08	Paraíso Tropical	43.8
2008-09	A Favorita	39.5
2009-10	Caminho das Índias	38.8
2010-11	2010 FIFA World Cup	38.0
2011-12	Fina Estampa	39.0
2012-13	Avenida Brasil
2013-14	Amor à Vida	36.0
2014-15	Império	32.6
::

Legacy Divisions

IBOPE Inteligência supplied market, behavior, brand, public opinion{{cite news |newspaper=The New York Times |url=https://www.nytimes.com/1984/04/15/world/brazilians-turn-to-lynchings-to-fight-soaring-crime-rate.html |title=Brazilians turn to lynchings to fight soaring crime rate |author=Alan Riding |date=April 15, 1984}} and internet research, used by clients to develop business strategies in organization, marketing and products development. Additionally, many organizations use research to broaden innovation.

IBOPE Educação was in the market of executive education, training professionals involved in strategic decision making. It integrated in its academic content current and exclusive information from the Group, maximizing the potential of contributions to achieving results.

And IBOPE Ambiental was a business unit performing in the environmental area with services aimed at environmental sustainability

References

;Notes ;Principal

References

1. "GIRO IBOPE".
2. "Dúvidas frequentes - IBOPE".
3. Houaiss, Antônio. (2001). "Dicionário Houaiss da Língua Portuguesa". Editora Objetiva.
4. Ferreira, Aurélio Buarque de Holanda. (1999). "Novo Aurélio Século XXI: o dicionário da língua portuguesa". Editora Nova Fronteira.
5. (2006-05-31). "A multinacional Ibope".
6. (2006-05-31). "A multinacional Ibope".
7. "LATIN AMERICA;FROM BRAZIL, COMPETING RESEARCH; IBOPE CHALLENGES NIELSEN FOR REGION'S MEASUREMENT".
8. "WPP further strengthens capabilities in LATAM with increased stake in IBOPE".
9. "Exclusive {{!}} Kantar Media Is Being Sold to H.I.G. Capital for About $1 Billion - WSJ".
10. Operadora, Minha. (2023-01-27). "TV aberta tem mais audiência que os streamings no Brasil, diz IBOPE".
11. "Confira as 10 novelas mais vistas da Globo".
12. Redação Terra. (April 25, 2009). "Confira as 10 novelas mais vistas da Globo". Terra Diversão.
13. Redação Quem Online. (March 10, 2009). "Aguinaldo Silva divulga lista das novelas com maior audiência da história". Revista Quem Acontece.
14. "As 10 novelas de maior audiência da Globo".
15. Redação Quem Online. (10 March 2009). "Aguinaldo Silva divulga lista das novelas com maior audiência da história". Revista Quem Acontece.
16. (7 November 2010). "Relembrando: Média geral de Tieta".
17. ""Rainha da Sucata" estreia em janeiro no canal Viva".
18. "Audiência Detalhada - "O Dono do Mundo" - RD1".
19. "HISTÓRIA: "Renascer" estreou com média de 58,8 pontos no Ibope".
20. "Audiência Detalhada: Renascer".
21. "Poucas e Boas - Isabela Boscov".
22. "Veja on-line".
23. "Folha Online - Ilustrada - Maior audiência da TV, "Belíssima" quer bater recorde de ibope no final - 05/07/2006".
24. R7 Televisão. "Audiência da Globo cai 29% nos jogos da Copa do Mundo". R7.
25. Feltrin, Ricardo. (18 September 2008). "Ibope de novelas desaba na Globo; veja a queda". Uol Notícias.
26. Redação Estadão. (10 October 2003). ""Mulheres Apaixonadas" quer bater "Roque Santeiro"". O Estado de S. Paulo.
27. Feltrin, Ricardo. (18 September 2008). "Ibope de novelas desaba na Globo". Uol Notícias.
28. Feltrin, Ricardo. (18 September 2008). "Ibope de novelas desaba na Globo; veja a queda". Uol Notícias.
29. Mattos, Laura. (9 May 2010). ""Viver a Vida" tem pior audiência da década e recorde de merchandising". Folha Online.
30. "Fórum UOL Esporte - Futebol, Fórmula 1, Tênis, Volêi, Basquete...".
31. "R7 - Últimas notícias, vídeos, esportes, entretenimento e mais".
32. "Com maior audiência da TV no ano, final de 'Avenida Brasil' para a cidade - Brasil - Estadão".
33. (February 2014). "Com beijo gay, último capítulo de Amor à Vida quebra tabu na Globo".
34. Farac, Gabriel. (2014). "Gabriel Farac: Império – Audiência Detalhada".

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