The percentage of electronics at the end of their lives which were recycled.
The EPA found that the percentage remained consistent from 1999-2005. Even as recycling rates went up, the amount of electronics reaching end of life outpaced the increase, leaving the figure static. (source: EPA, July 2008)
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From what I've read, ATSC has the least chance in Brazil because it's considered a technology that aims primarily for broadcasting HDTV and HDTV is not what most stations will put on the air in Brazil once they go digital, besides being too expensive for the vast majority of the population. ISDB is the frontrunner... apparently not only because of the Japanese investment, but because Globo has been pushing for it and they are Brazil's biggest media company and highest-rated broadcaster. They may not need to rely on existing economies of scale with tens of millions of TVs in the country.
Another huge factor is interactivity. They want to get a system that makes it easy to have interactive features over digital OTA and access to the internet, something most people in Brazil still don't have. Brazilians love online community, chatting, games, etc. Just look at how successful orkut has been there.