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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

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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...
    • 07/31/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    How Cord Nevers and Cord Cutters compare in their TV viewing preferences

    The rise in streaming television viewing in the US continues apace with the frequent arrival of new “skinny bundles” of programming. But if you think there’s no difference between TV Cord Cutters—defined as viewers who eliminated their standard TV subscription—and Cord Nevers (people who have never paid for a traditional TV connection) think again. While Cord Cutters have some things in common with Cord Nevers, they differ in many ways. Additionally, neither group has ruled out opting for a traditional pay TV service in the future, as their satisfaction with their current TV access situation leaves much room for improvement.

    Netflix is front and center

    First the similarities, as highlighted by the latest GfK MRI Cord Evolution study, which tracks the attitudes and behaviors of 10,000 respondents nationwide. Both Cord Cutters and Cord Nevers are big fans of shows on Netflix. All 10 of the favorite streaming-only shows of Cutters are on Netflix compared to seven shows preferred by Cord Nevers, whose other three shows are on Amazon or Hulu. The Netflix original “Orange Is The New Black” is #1 for both groups. When it comes to platform choices, differences emerge. Netflix is the top streaming service among Cord Cutters, with 57% of respondents saying they have used the service in the past year. 50% said they had used YouTube and 37% Amazon. But Cord Nevers prefer YouTube (46%), followed by Netflix (39%) and Amazon (25%).

    Video habits

    Cord Nevers are heavy short-video viewers and they over index for over-the-top services like BBC News, Showtime and Vevo. Conversely, Cord Cutters are heavy Internet users and are more likely to be parents (35%, index of 112). They also over-index for OTT services like PBS Video, Disney Movies, Sling TV and A&E. Semantical differences emerge when respondents are asked to define “TV” and old habits have a way of enduring. Large percentages of Cord Nevers (43%) and Cord Cutters (50%) define TV as anything they can watch specifically on a TV set. Some of this can perhaps be attributed to the rise in connected-TV devices and a migration from mobile video viewing back to a big screen, particularly at night, in the living room. Both groups are equal (29%) in saying that TV is “anything they can view on any device” (including a smartphone or tablet).

    Leaving their options open

    With so many streaming choices available, one could assume that Cord Nevers and Cord Cutters would be pretty satisfied. But that’s not the case. The data show that 60% of Cord Nevers are “very satisfied” with their current TV access, compared to 50% of Cord Cutters. Meanwhile, almost one-quarter (22%) of Cord Nevers say they intend to subscribe to a traditional TV service in the next six months, a figure that is slightly higher (27%) among Millennial Cord Nevers.

    Conclusion

    Cord Nevers and Cord Cutters bring very different histories and expectations to viewing. Both groups still have strong allegiance to TV sets and traditional programming models, but they clearly have different viewing tastes, and even diverge on their perceptions of what TV actually is. As Millennials get older, we can look for these populations to transform and perhaps grow more similar while Gen Z will begin to shape the Cord Never group more and more.
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    • 07/28/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Why a 360° crossmedia view is vital to bridging the gap between content and consumers

    Connected Consumers face an avalanche of communications on a daily basis. Advances in connectivity, coupled with societal shifts, mean that we live in an age where media is “always on” – for both advertisers and consumers. This culture of relentless connectivity is one that causes friction between audiences and content. Although consumers understand that advertising is required to pay for content, they do not want to be bombarded indiscriminately with sales messages. The challenge is to bridge the gap between consumers and content. To achieve this, marketers and advertisers need to create powerful media strategies with a 360° view of their digital audience.

    Activate your segmentation for marketing purposes

    Your objective should be to understand the importance of each online channel in the overall media context, and how this varies by device. By monitoring the online behavior of specific consumer groups, based on your existing segmentation, you can optimize your media planning. For instance, you can track activity by media and device, and isolate that by individual target groups based on demographics and psychographics. You can also trace online and offline purchase behavior and media usage. These sophisticated profiles will enable you to identify the most impactful ad spaces to optimize targeting, enabling you to reach and influence your target group’s decision-making, whether in the offline world or in a programmatic environment.

    Assess and improve the performance of your multi-channel campaigns

    From TV spot, paid social, online placement to print and out-of-home, you need to understand how your campaign performs across channels and devices. When planning a new campaign, it is vital to assess net and incremental reach and target attainment so that you know that your next campaign has the elements it needs to succeed. Once you have a reliable crossmedia perspective on all your touchpoints, you can ensure that future campaigns have the right ingredients. For example, a thorough crossmedia assessment will enable you to identify the optimal media mix to maximize your sales opportunities. If you are the owner of digital inventory you need to understand which campaign channels have driven incremental traffic to your website or app. To do so, you need to input the variable of page impressions by users exposed to your campaign in your marketing mix modeling.

    Bridging the gap

    Bridging the gap between Connected Consumers and content is a key priority for advertisers today. Solutions based on single source measurement, combining passive behavioral and attitudinal data with socio-demographics, will provide you with the much needed 360° view on your target groups. To share your thoughts, please email ondrej.szabo@gfk.com.  hbspt.cta.load(2405078, 'c4cd5ae1-6d3a-4e8e-9954-3b4a376eb7ff', {});
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GfK, Norway
GfK, Norway
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