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Smart insights: Media and Entertainment

The media and entertainment industry is experiencing rapid transformation. This offers significant opportunities for those broadcasters, publishers, content advertising agencies, and content and digital platform owners who can understand the impact of this change.

Today, an audience of many is becoming an audience of one, forcing the media industry to become more data-driven. Media and digital groups need to understand changing patterns of consumption, including what programs and content are viewed across digital and traditional channels, as well as other content sources. 

Our media and entertainment research experts provide insight into what content is being consumed on which channels and devices, and why. We convert big cross-media data into smart, relevant research insights by using our unrivaled analytical, data science and technological expertise to integrate and interpret multiple data sets.

GfK’s own unique data sets include proprietary audience, consumer and retail data (for example Video on Demand (VOD), DVDs, music, books, video games and consoles). This allows us to measure media consumption, advertising efficiency and content appeal. By capturing, analyzing and translating media consumption across channels, platforms and devices, we help you build and execute winning business strategies.

Anne Giulianotti
Anne Giulianotti
Success Stories
  • Providing comprehensive product information for a hi-fi publication

    Providing comprehensive product information for a hi-fi publication

    16.08.2016

    Our catalog enables our client to offer comprehensive and authoritative product listings through its online publications.

    Situation

    Our client publishes a magazine for buyers and lovers of home audiovisual systems. In its move toward digital publishing, it wanted to keep its website readers engaged by providing technical specifications for most products in its listings. The company also wanted to minimize the costs and resources required to gather and manage the content, preferring that its staff focus on core publishing activities.

    Approach

    We provided the magazine with a subscription to our authoritative product catalog data. This gives the organization detailed, accurate and standardized technical specifications, product images and marketing text covering most audiovisual products in the market. Our product data is updated daily and is built on data drawn directly from manufacturers and distributors.

    Outcome

    The publication now offers its readers up-to-date, accurate and detailed product information alongside its editorial reviews. This adds value for readers and entrenches the publication’s place as the most comprehensive source of information about home entertainment systems.

    Our catalog:

    • allows the client to easily offer product listings without the costs of capturing the data manually
    • enables the publisher to focus on its core business even as it builds out new online services for its readers
    • offers data even for niche brands and manufacturers

    Click here to download our success story

  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.

    Situation

    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.

    Approach

    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.

    Outcome

    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story.

  • How Facebook advertising works with traditional media

    How Facebook advertising works with traditional media

    30.10.2015

    GfK helps Facebook to understand and demonstrate the impact of a multimedia advertising campaign.

    Founded in 2004, and with over 860 million people using the social networking site every day, Facebook has grown into a major above-the-line advertising medium.

    Situation

    Facebook’s client, Mercedes-Benz, was launching its new GLA model in the UK, Germany, Italy, Spain and France. To ensure the success of the campaign, Facebook and its client needed to determine:

    • which media, used together with Facebook, provide the best combined results
    • which KPIs would be most affected by Facebook advertising
    • what role frequency plays in multimedia campaigns that include the social channel

    Approach

    • We used our cookie and tag sampling solution – GfK Exposure Effects – to track which consumers were exposed to which advertisements, and how frequently
    • Opportunity To See analytics allowed us to establish who was exposed to offline media, irrespective of whether they recalled seeing the advertisements
    • The data put us in a strong position to investigate the effect of Facebook as an above-the-line (ATL) advertising medium

    Outcome

    • Facebook could, for the first time, talk to Mercedes-Benz about the synergistic effects of using the channel in conjunction with offline media
    • Mercedes-Benz benefited from insights to guide future campaign planning
    • Facebook could help Mercedes-Benz optimize its media strategy and scheduling for each market, positioning Facebook as an expert in multimedia ATL advertising.

    Click here to download the success story.

  • How Facebook advertising works with traditional media

    How Facebook advertising works with traditional media

    28.08.2015

    GfK was able to combine robust quantitative research with cookie-tracking methodology. This allowed the client to gauge exposure to Facebook advertising more realistically than it could with claimed recall.

    Founded in 2004, and with over 860 million people using the social networking site every day, Facebook has grown into a major above-the-line advertising medium.

    Situation
    Facebook’s client, Mercedes-Benz, was launching its new GLA model in the UK, Germany, Italy, Spain and France.
    To ensure the success of the campaign, Facebook and its client needed to determine:

    • which media, used together with Facebook, provide the best combined results
    • which KPIs would be most affected by Facebook advertising
    • what role frequency plays in multimedia campaigns that include the social channel

    Approach

    • We used our cookie and tag sampling solution – GfK Exposure Effects – to track which consumers were exposed to which advertisements, and how frequently
    • Opportunity To See analytics allowed us to establish who was exposed to offline media, irrespective of whether they recalled seeing the advertisements
    • The data put us in a strong position to investigate the effect of Facebook as an above-the-line (ATL) advertising medium

    Outcome

    • Facebook could, for the first time, talk to Mercedes-Benz about the synergistic effects of using the channel in conjunction with offline media
    • Mercedes-Benz benefited from insights to guide future campaign planning
    • Facebook could help Mercedes-Benz optimize its media strategy and scheduling for each market, positioning Facebook as an expert in multimedia ATL advertising.

    Click here to download the success story.

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Latest insights

Here you can find the latest insights for media and entertainment industry. View all insights

    • 09/20/17
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Home and Living
    • United Kingdom
    • English

    Driving Innovation: Understanding your consumers' unmet Needs

    If we don't understand consumers' needs, how are we going to innovate and find new opportunities to develop our brand and products? Discover how to uncover their behaviour and attitudes at both an unconscious and conscious level.
    • 08/31/17
    • Fashion and Lifestyle
    • Financial Services
    • Health
    • Consumer Health
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • FMCG
    • Energy
    • United Kingdom
    • English

    UK Consumer Confidence up two points in August

    Increases in all five measures but is this a dead-cat bounce over the dog-days of summer?
    • 03/31/17
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Consumer Life
    • United Kingdom
    • English

    UK Consumer Confidence stays at -6 in March

    GfK’s long-running Consumer Confidence Index remains stable at -6 in March.  Three of the five measures stayed at the same level and two measures saw increases.
    • 03/30/17
    • Media and Entertainment
    • Market Opportunities and Innovation
    • United Kingdom
    • English

    GfK builds out martech team with string of new hires

    The newly launched GfK Customer and Audience Activation service takes GfK data such as pan-European purchasing power and combines it with Eyeota’s audiences to create aggregated segments for digital activation. 
Solutions
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Consumer Panels

    Consumer Panels

    Your business is all about your consumers. So understanding them is essential in ensuring your products and services meet their needs, and in identifying opportunities for growth.

    Our international consumer panel data and research expertise provide you with smart customer insights into who your consumers are, their attitudes and behaviors, across channels.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Media Measurement

    Media Measurement

    Consumers have more media content, channels and more choice of devices than ever before.

    Advertisers, media owners and media buyers need to identify which digital and traditional channels are most successful at attracting the right audiences.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Shopper

    Shopper

    Digital continues to open up new paths to purchase, changing how and where people shop. More and more data becomes available every day, as shoppers embrace multi-channel brand experiences. To stay competitive in this big data, multi-channel environment, businesses need to identify and leverage the most relevant data along the entire path to purchase. 

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Anne Giulianotti
General