Audience measurement organisations

TV audiences are measured in Portugal by GfK Portugal since 2011. This company was chosen in a public tender procedure by Comissão de Análise de Estudos dos Meios (Media Studies Analysis Commission - CAEM), which represents advertisers, media agencies and media companies. GfK succeeded Marktest, the company which had been responsible for measuring audiences in Portugal since 1998. 

The measurement is made through an audiometry process and uses as a sample representative of the population a panel of 1,100 households with and without pay-TV.