Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
Smart Automotive Insights image

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.

Our audience measurement solution is the trading currency for television (e.g. TV ratings), print, radio, out-of-home, online and mobile media. We track which consumers are using what channel, how they are engaging with content across each medium and what is driving their behavior.

With this detailed view of consumers’ content appreciation our clients not only get ratings of what people are watching or listening to – they also know why. Our cross-media measurement shows what devices your audiences are using for each channel and type of content, and we evaluate your marketing efficiency and performance across the whole spectrum of channels.

We help you optimize your channel selection and content to deliver increased audience engagement, end-to-end.

Read more about Media Measurement

GfK, Norway
GfK, Norway

How well do you know the TV acronyms?

Find out with our media measurement quiz

Question /

Your score is out of .

Play again
Share quiz on Facebook
GfK. For quality media measurement

The future is today. Let’s shape it together.

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

  • Optimizing TV content for a demanding audience

    Optimizing TV content for a demanding audience

    31.01.2016

    Our research helped this TV network shape its new television show featuring a Brazilian icon.

    Situation

    A broadcaster needed information about how viewers would respond to a popular entertainer’s return to the airwaves after a short absence. After the launch of the program, the company wanted to track the audience’s response to its format and content.

    Approach

    We explored social media conversations to determine which elements viewers might value in the show, and how these aligned with the host and the network. A subsequent quantitative study gauged the target audience’s intention of watching the program.

    After the launch, we tracked viewers’ behavior and opinions by integrating social media insights with audience data from the broadcaster and data from our online panel.

    Outcome

    We found that Brazilians were receptive to a new show because television program options during the evening time slot were limited.

    After the launch, we tracked user-generated content on social networks to see what elements of the show were resonating with the audience. This information helped producers strengthen the show’s content.

    Our advice also helped the commercial team to target sponsors with brands that would be a good match for the profile of the program and its audience.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

     

     

Latest insights

Here you can find the latest insights for Media Measurement. View all insights

    • 05/11/16
    • Media and Entertainment
    • Media Measurement
    • Norway
    • English

    Using Programmatic advertising to reach highly defined target audiences

    It’s time to move beyond impressions, sessions and searches in programmatic advertising and put people back into data.
    • 03/15/16
    • Press
    • Media and Entertainment
    • Media Measurement
    • Norway
    • English

    GfK and Nielsen in discussions to jointly launch Brazil's first cross-media advertising campaign measurement

    GfK and Nielsen announce that they are in discussions to develop a set of services for advertisers, agencies and media groups...
    • 11/10/17
    • Media Measurement
    • Global
    • English

    Re-evaluate, Optimize, Innovate: Rethinking ROI for your media mix

    Over the last 10 years, the media landscape has been hit by a full-blown digital revolution. The backdrop is more complex, not just because it has changed, but because it never stops changing. These days, consumers are increasingly difficult to reach, the media diet is more fragmented every day and the touchpoints have multiplied. One of the most visible effects of this change? The difficulty in knowing how effective advertising has or hasn’t been, how the pieces of the puzzle need to be arranged. Without properly quantifying the results based on the “right” information, the investment in your marketing budget will lack the elements to support the optimal choice of the media mix from the possible levers. This matter was discussed at the GfK@ROI Conference: Re-evaluate, Optimize, Innovate. Creators of the conference for GfK Italy were Enzo Frasio (Commercial Director), Roberto Borghini (Product Head) and Sabrina Melinu (Account Manager, Value Added Services). However, our role was different from usual, the experts steered the audience towards the event’s ambitious goal: to provide retailers and manufacturers with the tools to be able to make 360° measurements of the ROI of their business activities. All based on some key questions to assess their marketing mix: Have they led to a sales uplift? Have they been able to drive traffic on their digital platforms? Have they influenced the brand’s KPIs positively? And the intention to buy?

    3  key ways to rethink your marketing strategies

    • Re-evaluate: Move away from subjective “perception” of campaign success towards precise measurement, that identifies actions put into place for your brand that bring a real return on investment from the results to be connected to external factors.
    • Optimize: Define the optimal marketing mix, ensuring the maximization of sales in both the short term and the long term, taking all touchpoints (below the line and above the line) and demographic profiles into account.
    • Innovate: Testing fresh ways to exploit new synergies between media and touchpoints is often the key to identifying the most powerful mix.
    Some particularly innovative case studies were presented at the event by three exceptional guests: Samsung, Google and Facebook.

    How much of my sales come from in-store initiatives and how much from the media mix?

    The collaboration between Google and Samsung that has come about from the meeting of two needs: to measure the impact of digital platforms (YouTube, Google Search) on off-line sales and to identify the optimal mix between above the line (ATL) and below the line (BTL) initiatives for the Samsung TV market. Using the Marketing Mix Modelling (MMM) model combined with different data sources, it was possible to measure the uplift and ROI of each marketing lever. Baptiste Tougeron, Head of Marketing Mix Models SE at Google EMEA, explained in his speech that the success of this project also depended on the use of granular data:
    • Clicks and Impressions of the campaigns for over 1000 Italian cities from Google
    • Sales per POS analytics data from GfK
    Commenting on the results of the study, Claudia Guardamagna (Consumer Insight Manager at Samsung Italy), emphasized how beneficial the results were to the company in establishing the key points of its strategies and the importance of embarking on structured research to optimize the media mix in the long term.

    Measure reach, frequency, and effects on the demographics with MME

    An innovative example of ROI measurement of digital campaigns was provided by Stefano Cirillo (Head of Marketing Science at Facebook Italy). A meta-analysis carried out with the aim of measuring reach, frequency and effect on the targets of six campaigns for brands of the consumer packaged goods (CPG) industry. Using our Media Mix Efficiency (MME) model, the study demonstrated the positive impact on the sales of Facebook campaigns analyzed, with a comparison with TV commercials run at the same time. The analysis also allowed for measurement of the extra-reach generated by the digital campaigns, including for older age groups.

    Conclusions: the virtuous circle of effectiveness

    The measurement of the effectiveness of a campaign requires a series of steps: the starting point is to measure past campaigns, then optimize the new marketing activities (demographic analysis, strategic planning) and finally, re-measure the results of the campaign defined on the basis of the previous analysis. We’ve developed innovative solutions (MMA, MME, POS Analytics, Consumer Insights) to help our customers in all steps of the virtuous circle of effectiveness. hbspt.cta.load(2405078, '9ed9a2c5-717f-4c57-aa83-493725e329e8', {});
    • 11/10/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    MMS and GfK launch Total Video Ad Ratings in Sweden

    MMS and GfK have extended their digital ad ratings in Sweden into a Total Video service, enabling the market to measure return-on-investment of video advertisement cross-platform on linear TV, Smart TV, PC, Smartphone and Tablet devices. 
Contact us
GfK, Norway
GfK, Norway
General