Abstract:

The paper considers the recent consolidation in the Brazilian media measurement market, with the change in ownership of traditionally established media research agencies, and the attempts of smaller agencies to enter that market. The reaction of media executives and advertising agencies will be analyzed, as well as to discover if and how they will change attitudes, opinions and usage habits, in addition to the tendencies and expectancies in relation to the entire media market development. The underlying hypothesis is that more diversity is desired. The results are drawn from qualitative and quantitative research undertaken among the main media decision makers.