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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
  • 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.

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    17.06.2015

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download the success story.

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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. With this, companies can optimize each step of the shopper journey. 

Latest insights

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

    • 07/29/16
    • -INDUSTRIES
    • Media and Entertainment
    • Technology
    • Home and Living
    • United Kingdom
    • English

    Video viewing landscape across devices

    With access to more devices and new formats of viewing than ever before, the video viewing landscape is changing rapidly. We’re now viewing videos not only at home and on the go, but also across multiple devices. Subscription video on demand (SVOD) services in particular is growing fast. According to BARB, UK households subscribing to Netflix, Amazon Video and Now TV have increased from 14% to 24% year on year.
    • 07/27/16
    • -INDUSTRIES
    • Home Appliances
    • Media and Entertainment
    • Retail
    • Technology
    • Consumer Goods
    • United Kingdom
    • English

    Euro 2016 success for TV

    Major sporting events often provide an injection of life to the TV market, and this summer proved no exception. Despite the misplaced optimism in England’s chance of Euro 2016 glory, the presence of three home nations – England, Northern Ireland and Wales – brought a much-needed boost to TV sales after a relatively muted start to the year. Our Point-of-Sales data observed year-on-year growth for March, April, May, and June, with April’s growth being particularly impressive given that Easter fell in this month the previous year.
    • 07/27/16
    • Media and Entertainment
    • Media Measurement
    • Video consumption
    • TV Audience Measurement
    • United Kingdom
    • English

    Young British adults spend more time watching video on laptops than TV sets

    Far from being light viewers, 18-24 year olds are voracious consumers of video content overall. 41 percent of their total viewing is spent using a laptop, whilst viewing on mobile devices is relatively insignificant. Traditional TV content and movies dominate their time spent viewing on a PC/laptop.
    • 07/21/16
    • Media and Entertainment
    • Retail
    • Technology
    • Media Measurement
    • Digital Market Intelligence
    • United Kingdom
    • English

    Pokemon Go: consumers are playing with their privacy

    Pokémon Go is the new augmented reality game released by Niantic over the last two weeks that has taken the world and social media by storm. Players take the role of Pokémon trainers, and use their smartphones to capture monsters that are overlaid onto the real world using the smartphone’s camera. They are tasked with collecting all 151 Pokémon, and game play also includes using real world locations as PokéStops – where special items can be found, and Pokémon Gyms - where players can battle Pokémon left by other trainers.
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Anne Giulianotti
Anne Giulianotti
General