Audience measurement organisations

In Guatemala there is no government agency created to officially measure hearings. This service is provided only by private companies, such as:

  • Multivex Sigma Dos, highlighted by its television and radio measurements.
  • Doses Guatemala, an organisation which has focused its efforts on studying the media more closely, from the type of content to the political and business relationships that each of them has had.
  • Océano Azul Comunicaciones (Blue Ocean Communications) that uses an intelligent algorithm to audit television and radio to verify if the paid pattern was shown on the day and time that was agreed with the sponsor.

During the period of political campaigns, the dynamics change and advertising agencies become audience measurement agencies, their services specialise in monitoring social networks and reach of web ads. The constant measurement of public opinion is important for political parties and devotes a good part of their budget just to hire this service.

Regarding the media, there is no regulation or law that obliges them to make public the data that shows their true scope.