The company that measures Argentine television ratings under scrutiny for favoring Telefe
The final figures reflected a rating of 17.4 points on Telefe, 14.5 on TyC Sports, and 3.9 on Public TV. However, those values didn't justify the sudden 10-point increase in Telefe's records, which raised even more suspicions about the transparency of the measurement.
On the afternoon of March 25, Pamela David fueled the controversy with a message on her social media: "IBOPE, it's very noticeable. Your numbers don't reflect the same." Her post highlighted her dissatisfaction with the measurement system and added tension to the discussion.
Meanwhile, Calabró concluded her analysis with a phrase that attempted to tone down the controversy: "I choose to believe. I believe in IBOPE. The people at Telefe do their business, and that's fine." However, Lapegüe suggested an alternative to improve transparency in the industry: "It would be good to have competition with other companies that measure."
The accusations have reopened the debate about the need for greater control in television rating measurement in Argentina, leaving the question of whether the industry will have a more reliable and equitable system in the future.
Two well-known figures from América TV, Pamela David and Marina Calabró, expressed their doubts about the reliability of the audience measurements conducted by IBOPE Kantar Media. Both hosts pointed out possible inconsistencies in the data and suggested that certain programs might be favored.
In Argentine television, programs compete daily to achieve the best audience ratings. However, in recent hours, Marina Calabró questioned the system used by IBOPE to measure ratings. Her concern also resonated with Pamela David, who didn't hesitate to express her discontent on social media with a strong message directed at the company.
The conflict arose from an apparent discrepancy in the rating measurement of a match broadcast by Telefe. According to live data, the event's audience remained around 7 points, but in the official sheet the next day, the final average shot up to 19.2, even reaching 20 points.
Marina Calabró, along with Sergio Lapegüe, addressed the controversy on her show. "The mystery of the ten rating points that appeared for Telefe between the minute-by-minute and the next day's sheet. When are we going to get ten rating points?" the journalist joked.
She also detailed that the match was broadcast simultaneously by Telefe and the Public TV, but IBOPE hadn't clarified how it would distribute the audience points. "There were unassigned numbers, and in the end, they were awarded to Telefe. The correct thing would have been to create a separate column for the match and then distribute the data correctly," she explained.
