Ratings War in Mexico Pits Nielsen Against TV Giants Televisa and Azteca
Nielsen expanded into one of the hottest emerging markets when it bought control of a local Mexican company nearly two years ago. From the start, however, the journey to Mexico for Nielsen has become the corporate equivalent of a television horror show.
Just hours after it agreed to acquire a majority stake in its local partner Ibope, Nielsen executives got bad news: The names, addresses and telephone numbers of hundreds of families that contributed to Ibope's ratings were stolen by an anonymous hacker and widely leaked. It is a ratings firm's nightmare scenario. The list of participating families is supposed to be a closely guarded secret in any market, intended to prevent viewers from being pressured to watch certain programs and skew results. Mexico's television broadcasting duopoly, Grupo Televisa and Azteca, jumped on the leak to launch a withering attack on the combined Nielsen Ibope. Both filed criminal and civil charges against the entity, claiming fraud among other allegations. Azteca no longer uses the company's ratings, and even tried to seize its famous "people meters" in court actions.