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Urgent Approval of IBOPE’s 2011 ES in Mexico
Dear advertisers and media agencies:
The purpose of this letter is to inform you that on November 3, the Board of Directors of the Media Research Council (CIM in Spanish) authorized the publication of the universes obtained from the 2010 Establishment Survey (ES) carried out by IBOPE AGB Mexico. The new figures will become valid on January 1, 2012. Throughout November and December 2011, IBOPE AGB Mexico will provide the market with trial bases for the 2010 ES results.
We recommend that advertisers and media agencies carry out modeling exercises using these trial bases to understand what impact changes in rating metrics and audience share have on broadcast TV and pay TV. The publication of universes should have been issued in October 2010 to guide correct planning and investment in television for 2011. Consequently, the priority now should be to approve the 2011 ES results.
We, at LAMAC, acknowledge the efforts carried out by CIM, its president Martha Castellanos, and its Board of Directors to put the 2010 universe update to the vote. Nonetheless, we would like to stress again that the vote should have taken place in October 2010. Therefore, we believe that it is essential that the CIM Board of Directors decides, as soon as possible, to publish the 2011 ES results.
We invite CIM and its Board of Directors to uphold their commitment to the advertising and media industry. A delay in publishing the 2011 ES will prevent the market from working with truly updated figures, which will undermine the market’s evolution as advertisers and media agencies will fail to make correct decisions regarding planning and investment in television for 2012.
There could hardly be a more decisive moment than this for CIM to act. CIM should be courageous and determined to ensure that the Mexican advertising industry breaks the vicious circle of working with obsolete figures. Failure to immediately approve publication of the 2011 ES results would not only mean a setback for CIM’s hard work, but it would also have adverse effects on the market as a whole.
Sincerely,
Gary McBride
CEO
LAMAC
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