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Medición y análisis de audiencias

Hoy en día existe contenido disponible en los medios, en los canales y, más posibilidades de elección de los dispositivos.

Los anunciantes, los propietarios y compradores de los medios  deben identificar qué canales digitales y tradicionales tienen más éxito para captar las audiencias adecuadas.

Nuestra solución de medición de audiencia es la moneda de negociación para la televisión (por ej., rating de TV), prensa, radio, exterior, online y móvil. Hacemos un seguimiento de los canales que utilizan los consumidores, cómo interactúan con el contenido, a través de que medio lo hacen y qué impulsa su comportamiento.

Mediante esta visión detallada de los contenidos, nuestros clientes no solo obtienen resultados de lo que ven o escuchan las personas, sino también por qué. Nuestra medición de mezcla de medios muestra qué dispositivos utiliza su audiencia para cada canal y tipo de contenido. Asimismo, evaluamos la eficiencia y el rendimiento de mercado a lo largo de todo el abanico de canales.

Le ayudamos a optimizar su selección de canales y contenidos para ofrecer un mayor compromiso de la audiencia, de principio a fin.

Rodrigo Niño
Latest insights

Aquí puede encontrar las últimas tendencias sobre el análisis y medición de audiencias. Siga leyendo

    • 11/25/16
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    GfK spins out Genius Digital’s Subscriber Intelligence Business

    Genius Digital has been bought back fully by its founders. GfK retains the powerful return path data and analytics capabilities which have grown substantially under GfK’s ownership.
    • 11/22/16
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Stranger Things happen – Netflix original programs continue to hit the spot

    When Netflix released Stranger Things mid-way through July 2016, few people would have predicted the scale of the show’s success. Within its relatively short life span, Stranger Things (a series that is part of the ever expanding list of Netflix originals) has been celebrated by critics and Netflix users around the globe, by bringing a (perhaps, up until its release, slightly less fashionable) sci-fi TV format to TV screens in 2016, without losing any of the charm that people associate with the classics of that genre. Many commentators have speculated that the show would appeal to those who love the sci-fi classics of the 80s, as well as introducing the genre to new audiences, so we decided to look at our SVOD tracker data to see who exactly is watching this show.

    Who is watching Stranger Things?

    Firstly, let’s look at the profile of those watching the show: Compared to all Netflix users, the Stranger Things audience tends to be younger (they are more likely to be in living in a household with parents and other siblings, but less likely to have children around) and the appeal to both genders is more evenly balanced compared to other shows. Looking at age, 65% of those watching Stranger Things were 18-34. In fact, Stranger Things has one of the youngest audiences compared to any other major Netflix Original (with the exception of Making a Murderer, which has similar gender and age splits). This could be influenced by the subject matter of the two shows (sci-fi vs politics) but also perhaps because Stranger Things is a less familiar (and in a way, newer) format in today’s TV landscape, which could have triggered interest amongst younger users. It should be noted that these younger audiences are also more likely to consume video content on connected devices other than the TV screen.

    How was it watched after release?

    After being released on July 15th 2016, Stranger Things became a hit almost overnight. Even though it was only available for half of the month, it was the 3rd most streamed title in our SVOD tracker in July ’16, moving up to become the 2nd most streamed title in August ‘16. In September, the show was still the 2nd most streamed title, only ranking behind Narcos, which had released the 2nd season of the series at the beginning of the month. The release format that Netflix uses, releasing an entire season’s worth of episodes at once, is highly conducive to binge watching. Among those that binge watch shows, Stranger Things has the highest proportion of people streaming 4+ episodes, proving that people have been bingeing heavily on this series in the first weeks of its release.

    Are people enjoying watching Stranger Things?

    When asked to rate the program on a scale of 1 to 10, in terms of viewing satisfaction, Stranger Things (with a score of 9.0) delivered slightly better content ratings than other shows on Netflix (whose average score is 8.5). However, it is worth noting that Narcos and Making a Murderer also scored a 9.0 average content rating, which shows that Stranger Things is in-line with other recent Netflix Original releases on this measure (the average content rating for Netflix originals is 8.8).  Could they be listening to feedback from their audience to make more enjoyable programs? Stranger Things has been a success for Netflix – the data in our SVOD tracker shows this, but the announcement that Netflix have already commissioned a second series is clear evidence that this is true. In my opinion though, the key success of this show was that a higher proportion of younger users (16-34s) seem to be engaged with this title. If Netflix is to continue successfully expanding globally, it will need to make sure that it retains the attention of this audience, especially in a market where new video services are launching every day on a variety of devices, and vast sums of cash are invested into original content to try and capture market share. Having said that, if Netflix keeps successfully producing new program formats (or reviving old favorites), then they have a good chance at cementing their position at the top of the SVOD market even further.

    Learn more about the Media & Entertainment industry

    Get our latest insights here
    • 11/09/16
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    GfK and SKO bring home "best paper" at asi conference

    SKO and GfK took home the Tony Twyman Award for best paper at the asi's 2016 International Television & Video Conference, held in Budapest last week.
    • 10/25/16
    • Automotive
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    Automotive marketing: Understanding the multiple touchpoints of the Connected Driver

    Today’s fragmented media landscape presents a significant challenge to automotive retailers seeking to maximize the efficiency of their online campaigns. The growing importance of online media combined with the proliferation of connected devices further exacerbates the problem. How can you influence automotive consumers in an increasingly connected world? Automotive marketers face a number of pressing concerns:
    • Which touchpoints should you activate to improve marketing communications?
    • How can you track the performance of online touchpoints?
    • Can you minimize scatter loss and maximize reach within your target group?
    • How can you get the most out of mobile?

    Understanding consumer behavior through audience measurement

    The answers to these questions lie in passive audience measurement. It reveals audience behavior, supports campaign efficiency and provides crucial insights into the purchase journey. It also allows marketers to understand consumer behavior across all channels and multiple devices. You can make informed decisions to optimize marketing strategies and to achieve growth. There are three key ways to measure your audience:
    1. For example, by revealing which websites your primary target group is using so you can plan your media spend more efficiently.
    2. By revealing the role your website plays in the purchase journey. By knowing where users are coming from, you can increase traffic to your website and optimize your impact.
    3. You can identify which online touchpoints your target groups use, how frequently, and for how long.

    Maximize the effectiveness of your campaigns

    By providing key insights into consumer behavior online, cross-media measurement enables you to maximize the effectiveness of your campaigns and prioritize future spend for maximum return on investment.  Armed with these crucial insights, you will be equipped to create compelling marketing strategies that will engage consumers and deliver a solid return to your bottom line. To share your thoughts, please email ondrej.szabo@gfk.com. 
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Rodrigo Niño