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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

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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

    • 02/03/16
    • Press
    • Media Measurement
    • Digital Market Intelligence
    • South Africa
    • English

    GfK becomes newest member of IAB South Africa

    GfK joins IAB South Africa in support of the local digital industry
    • 01/21/16
    • Media and Entertainment
    • Technology
    • Media Measurement
    • South Africa
    • English

    Is it a Netflix world after all?

    Netflix’s recent announcement of their international expansion in 2016 is not unexpected, but still somewhat breathtaking in its scope. While it may seem natural to those in the United States, where Netflix holds a dominant position in the Subscription Video on Demand (SVOD) space and in other early markets where it is a well-known brand, but this latest overseas growth is not as much “a sure thing” elsewhere.

    Eight key concerns for entering developing markets

    Certainly Netflix will enter these new markets with a well-known brand name, which may be less connected to its actual content than to the fact that US-originating digital brands often have a leg-up on local brands. Netflix will generally appeal to affluent, Western-oriented consumers outside of the North American and Western European markets. But Netflix will have a number of concerns when entering these other developing markets that make up much of the dozens being added. These include:
    • Local competitors in the Pay TV or streaming space may themselves have a dominant position. GfK works with a number of providers in the markets in which Netflix has newly launched to understand how their services are consumed. We often see a large cohort of subscribers actively viewing the kind of on-demand content that Netflix dominates in the US. These are consumers who are well served by streaming or on-demand content. For example, local South East Asian player iFlix has already built up an impressive half million subscribers in a short space of time.
    • The streaming rights to local content of interest may be held exclusively by other services.
    • The streaming rights to even Netflix’ own content may still be controlled by other providers, based on older agreements.
    • Netflix’ original, exclusive Western-focused content may not have an appeal in different cultures. Again, GfK’s work in providing Return Path Data (RPD) services have taught us that local content is absolutely crucial in building a strong customer base – even in markets where the kind of Western-oriented programming in which Netflix concentrates is popular. Netflix itself recognizes this by focusing much of its strategy on creating local content for its various markets.
    • There may be local laws regarding a certain level of locally originating content.
    • Internet access in certain countries may be limited across the population or intermittent.
    • The governments or entities controlling Internet access may arbitrarily cut access based on disagreement with content, or may use such power to censor or control what content is offered.
    • In many markets, particularly in APAC, advertiser-supported or illegal websites are often well established as sources for watching video content. So there may be resistance to paying for content that consumers have traditionally accessed by other ‘free’ means.

    Netflix’s big data advantage

    That being said, Netflix has consistently outperformed expectations of industry experts and those in the financial markets. Its daring moves in the past have mostly panned out. And, aside from content, it has an understanding of its consumers – through the use of its own collected big data – with which few of its potential competitors can hope to compare. As for its competitors, frenemies, and partners – some being all three – the growth of Netflix raises questions that only third-party accounting of Netflix can answer. This way their competition or partnership with Netflix is on a more level playing field. What do you think about Netflix’s expansion? Do you see other challenges? I would like to hear your opinion as well.
    For more information, please contact me at david.tice@gfk.com.
    • 10/21/15
    • Media and Entertainment
    • Media Measurement
    • South Africa
    • English

    Putting the me in tomorrow’s media experience: the future of the BBC

    Some people have argued that the BBC’s role in the British Media has considerably diminished over the past few years, but as the organization still reaches 97% of the population every week, I believe it still has an important role to play. Furthermore, with competition from OTT services continually rising, old Auntie can’t afford to stand still and must ensure she retains her share of the market, especially among younger audiences. Some key changes in the market. As well as an erosion of the amount of time generations are spending with TV and Radio, audiences now also want to be ‘in control’ of their content. Thinking about TV viewing specifically, viewers want to decide when they watch something, how they watch it (all episodes of a series in one sitting) and how they are going to share it with friends and family. If we look at how Radio 1 was consumed 10 years ago, for example, the changes compared to today are remarkable. Where once shows were only listened to at specific times of the day, users can now choose to rewind bits of the show they missed, or just listen to it all again later; they can tune in to their favorite shows on the car radio, but they can also listen online through the app or the website (on a range of devices); podcasts are created on a daily basis and thousands of views are registered every day on the station’s YouTube channel. Moving away from radio, the BBC has been also experimenting (successfully) with Netflix-style TV launches, making a whole series of TV shows available to its users in one go. For example, the launch of Car Share was met with millions of iPlayer requests to stream/download each episode of the series, a much higher audience volume than would have been expected had the show been released offline. Many of the changes I’ve mentioned were incorporated by the BBC long before the majority of their competitors, so they have had time to refine their strategies, as well as providing the organization valuable learnings to take forward. But in my opinion, the most interesting move is how the BBC are using audience data to improve their services. Chart Beat is a tool the BBC currently employs to analyze traffic data across all of the BBC’s websites in real time. The News and Current Affairs team monitor which stories are performing well (or not so well) on BBC News website, and how they can instantly re-arrange the webpages to increase audience engagement. The second tool that was talked about was MyBBC. This new service, using data made available by users being signed in across the BBCs platforms, will eventually provide audiences with tailored content that helps them unlock even more value from the BBC which, in the long run, will increase overall satisfaction and loyalty to the organization. The BBC has previously anticipated industry changes and reacted by developing the necessary infrastructure to fully serve its audience. From what we have heard they are developing, and from seeing how they have adapted their delivery and content strategies in the past, I think we can be confident that the BBC will continue to evolve and find new ways to serve its existing audience, as well as finding new, innovative ways to serve the next generations of viewers, listeners, readers and browsers. Niko Waesche (Global Industry Lead of Media and Entertainment @ GfK) and Nick North (Director of Audiences @ BBC) shared the presenting duties in the penultimate keynote speech of the GfK Future Consumer Summit 2015, speaking about the changes happening to the media landscape and the challenges this presents media companies of today. In the first part of the presentation, Niko focused in on the issues surrounding the industry as a whole (see part 1), while in the second half, Nick North explained the steps the BBC has taken to keep up with the ever-evolving consumer trends, and what plans the organization has to cope with changes in the future.
    • 05/19/17
    • Automotive
    • Media Measurement
    • Global
    • English

    Mobile is the means to improving traction for your crossmedia automotive campaigns

    As an automotive marketer, you face a great many challenges. Not only is the auto industry in the fast lane when it comes to change, but so too is the media landscape you must navigate to attract Connected Consumers. Online media’s increasing importance in the purchase journey combined with the proliferation of connected devices, however, presents a significant opportunity and route to maximizing the efficiency of your campaigns. While traditional TV remains the go-to media channel to drive brand image and reach a mass audience, online campaigns can add extra reach and help target a specific group. More specifically, you need to go mobile and devise content specifically for this channel. Here’s why:

    Go mobile to get more mileage from your campaigns

    Our research shows that mobile accounts for a significant share of digital ad impressions. According to our Crossmedia Visualizer data, based on online users in Germany, more than one third (37.4%) of all ad impressions within automotive online touchpoints occur exclusively on mobile devices. When looking at smartphones only, they deliver 20.4% exclusive reach, while tablets deliver 14.3%. Mobile use is even more pronounced among Gen Y (20-34 year olds) in this market, where 45.3% of impressions in the automotive category are exclusively on mobile. What’s more, our research shows that the reach of Facebook on mobile devices among younger target age groups is nearly three times higher than that of desktop ad placements. Also when run in addition to TV campaigns, paid placements on Facebook can extend incremental reach by 4.5%. This is even before considering the viral effects a campaign can have. Younger age groups are not only critical for brand building but are also, because of their affinity for using mobile and social media, open to campaigns that use these channels. What this means is that if you aren’t reaching them on mobile and via social media through paid placements and the like, your competitors surely will.

    Fine-tune your use of mobile channels for incremental reach and targeting

    The increasing usage of mobile devices among the online population in the auto sector is also evident when we look at the websites of the top three premium car brands in Germany. While desktop still delivers the greatest share of impressions versus mobile for Mercedes-Benz (64.3% vs. 35.8%) and Audi (64.3% vs. 32.2%), for BMW, mobile provides a 53.3% share of impressions versus 45.9% for desktop. These factors combine to underline the need to optimize the mobile elements of your cross-media campaigns to target today’s – and tomorrow’s – Connected Consumers where they are. Put another way, if you want to get the mileage from your cross-media campaigns, you need to fine-tune your use of mobile channels to deliver that all-important incremental reach and targeting of content. You can master today’s multi-channel marketing reality and track, analyze and optimize your media planning with our Crossmedia Visualizer tool. Test it out for yourself for free to discover:
    • which car brand sites have the highest net reach among the online population in Germany and how this has changed over last five months
    • which of the key online auto sites in Germany has the highest net reach and number of unique users
    • what the top auto sites’ reach is by device and which site indexes highest for reaching those who intend to buy a new car (timeframe)
    • and more…
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Contact us
Molemo Moahloli
South Africa
+27 11 803 1300
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