Abstract:

The harmonization criteria regarding TV measurement across countries is now a reality in Latin America with a pan-regional TV rating database in its first stage with Argentina, Brazil, Chile and Mexico audiences. The objective of this paper is not only to describe the homologation process in the region but also to encourage the analyses of harmonized information at a pan-regional level. In the past year, due to the recent recession that has impacted Latin America, the authors have detected weakening efforts and interests towards the globalization of information, something they consider to be a great loss for the long-term plan of the industry. In time of crisis analysis must be increased to optimize return of investment.