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Medición y análisis de audiencias

Hoy en día, el público tiene acceso a más contenidos en los medios y en los diversos canales que nunca antes. Además, dispone de mayores alternativas en relación con los dispositivos a través de los cuales acceder a esos contenidos.

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

Nuestra solución de medición de audiencias es la moneda de negociación para empresas de televisión, prensa, radio, publicidad exterior, canales online y móviles. Hacemos un seguimiento de los canales que utiliza el público: cómo interactúa con el contenido, a través de qué medios lo hace y qué impulsa su comportamiento.

Gracias a esta visión detallada de los contenidos, nuestros clientes no sólo obtienen resultados sobre qué ven o escuchan las personas, sino también por qué. Nuestras mediciones cross media muestran qué dispositivos utiliza su audiencia para cada canal y qué tipo de contenido consumen en cada uno. Asimismo, evaluamos la efectividad de su estrategia en todo el abanico de canales.

Le ayudamos a optimizar su selección de canales y de contenidos para alcanzar una mayor implicación de su audiencia.

Últimas tendencias

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

    • 01/30/14
    • Media and Entertainment
    • Media Measurement
    • Spain
    • Spanish

    GfK presenta el primer sistema electrónico de medición de audiencias de Televisión en el Reino de Arabia Saudí

    GfK ha firmado un contrato con la compañía saudí SAUDI MEDIA MEASUREMENT COMPANY (SMMC) para introducir un nuevo sistema de medición de audiencias (TAM) en el Reino de Arabia Saudí.
    • 01/24/14
    • Media and Entertainment
    • Media Measurement
    • Spain
    • Spanish

    Twitter y GfK anuncian alianza

    Nuremberg, 23 de enero 2014- Twitter y GfK han anunciado hoy una asociación exclusiva para introducir GfK Twitter TV Ratings en Alemania, Austria y los Países Bajos.
    • 07/05/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    NOM and GfK to deliver total readership of print brands in the Netherlands

    NOM has commissioned GfK to integrate their print currency for newspaper and magazine brand consumption with NOBO online published media brand consumption data. This will deliver insights into the total readership of the brand across all platforms in the Netherlands. 
    • 06/07/17
    • Media and Entertainment
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    Connecting with the “connected” TV audience

    With whom, what and how are you “connected” when you watch TV? Gone are the days that TV is a device you switch on to see what is being broadcast. For decades, we were also watching self-recorded content, and today there is an avalanche of online digital video allowing us to view whatever we want, whenever we want. Of the time spent watching video content, 35% is watched on TV live (broadcast as scheduled), 15% time shifted, 21% on demand or broadcaster catch up and 29% from an online website or streamed from an app (UK online adults, GfK Viewscape 2016). And we increasingly consume video on other devices: of all viewing time 65% is watched on a TV set, 20% on a PC/laptop, 7% from a tablet and 8% from a smart phone (UK online adults, GfK Viewscape 2016). Digital video is here to stay and the TV audience is embracing both traditional and new forms of content delivery.

    Just what is a “connected” TV audience?

    These new forms of viewing video are sometimes described as ”connected”. Does that mean that viewers watching traditional broadcast TV are “unconnected”? When I watch television, I am extremely connected, regardless of the source of the content. Once I have found the program I want to watch, I am intensely connected with the story and the characters. I am also connected with my comfortable chair. I occasionally glance on my mobile phone or in the fridge, but these are rare distractions from the big screen. For me TV is like an interactive version of cinema where I focus on the content I have chosen to see and forget about the rest of the world. Why call viewers “connected” based on the source of their content? Does it matter if we watch in a linear or non-linear way? Or does “connected” refer to us as social beings, how we connect to others?

    Understanding the connection with the content

    Some viewers tweet posts about what they watch and update their online profile to let others share in what they are viewing. Personally, I regard this as a waste of time. I might be connected with people in the room while I’m watching TV, but I am not interested in connecting with other viewers online to exchange comments on that program. I prefer to watch TV uninterrupted and unconnected. When watching TV, we create very direct and intimate relationships with the content. I can be absorbed by it, emotionally touched, informed or I simply have a good time. Sometimes I am disappointed, angry or upset. Call me old fashioned. All this happens (offline and online) in my living room, where I am cocooned in the program. The next day I might share my opinion with others, but through my viewing behavior I leave very little traces a broadcaster could scrape off the web. Maybe the distinction between connected and unconnected does not reflect how a TV audience is related to TV content. But “connection” is a key description to understand viewers and their needs. How can broadcasters and other content providers connect with viewers? How can they keep track of what content people feel connected to and what content they would prefer to avoid next time? Sure, broadcasters have access to daily ratings to see the number of viewers, but that does not measure the wants and needs of their audience.

    Content Appreciation

    To connect with a TV audience through research, you need to select a representative group of viewers. You should contact them in the proper way, ask the right questions, and listen carefully to their motivations and reactions. We have set up a system to do so. On an average day, more than 18,000 viewers in the UK, Russia, Ireland, the Netherlands and Flanders combined, tell us what they thought of all the programs they saw the day before. This means one day after the audience ratings are available, you receive the full profiles of what dramas were most entertaining, what news programs viewers felt provided the best information, and what chat shows had the best guests. You know what programs were most talked about. You see unfiltered comments on what the viewers actually thought of all the programs they watched. Using our dashboard, you can benchmark your own content against a relevant selection of your competition. We call this ”Content Appreciation” and we think it is the best solution for broadcasters to connect with their audience. hbspt.cta.load(2405078, 'c67ebd12-0b49-4cfd-887b-b1a892698de5', {});
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