Márcia Cavallari discusses audience measurement at ICCI event

Márcia Cavallari, director of Ipos-Ipec, took part in ICCI’s recent “Brazilian Audiences” event. She joined the panel “Beyond the Numbers: The Challenges of Audience Measurement in Brazil” and said traditional methods are no longer enough to fully capture influence, engagement, or how public opinion is shaped.

With so much information and real-time metrics, everything can feel urgent, but not everything is meaningful. Drawing on decades of experience in public opinion research, Cavallari pointed to the challenge of distinguishing real shifts in public opinion from the noise generated by high visibility on social media. In this context, a key question emerges: are we actually getting better at measuring attention, or just becoming more sophisticated at capturing it without deepening our understanding of society?

As media has shifted from a more centralized system to a distributed, cross-platform one, Márcia shared her perspective with Beatriz Amparo, ICCI’s programmatic manager, on how content distribution and audience measurement have changed in recent years. “You can communicate at scale, but you still need to work within specific niches for that message to resonate across different segments,” she said.

The discussion also took a closer look at today’s audiences, how they come together, and what it would take to develop metrics that better reflect the country’s social, cultural, and political realities. “Today, you can measure sentiment on social media to better understand different audiences. There are a range of tools that let you track what people are saying and draw insights from it.”

Read more about the “Brazilian Audiences” event here.

Photos by Pyetra Salles.