The market research company has prevailed over other competing candidates by renewing the contract for five years.
GfK consolidates its position in media audience by winning the contest for the measurement of television audiences in Portugal.
The market research company developed the current audience measurement system in Portugal in 2013, which the Portuguese industry, represented by the Commission for the Analysis of Media Studies (CAEM), has been renewing in recent years and officially renews until 2025.
Antonio Salvador, director of GfK Portugal, has shown his satisfaction after all the work done to continue improving the audience measurement model in the coming years by applying the latest GfK technologies.
Javier Resurrection, Managing Director of GfK Spain, highlights that “after more than six years developing audience measurement in Portugal, the industry has recognized our good work with a new five-year contract, which represents a great commitment from GfK to the audience of media”.
Likewise, CAEM reported the high quality of the proposals received in the measurement contest, which began in 2019. However, GfK’s proposal was selected unanimously by the three evaluating sections that comprise it.
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