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Misurazione dell'audience e Insight

Oggi i consumatori hanno a disposizione contenuti multimediali, canali e scelta di dispositivi differenti come mai in passato.

Le agenzie pubblicitarie, i proprietari di Media e gli acquirenti di Media devono essere in grado di identificare quali canali digitali e tradizionali sono più efficaci per attrarre le audience giuste.

La nostra soluzione di misurazione dell'audience copre non solo i Media televisivi (per es. rating TV), ma anche stampa, radio, i mobile Media, gli online Media, e gli out-of-home. Siamo in grado di stabilire chi utilizza cosa, quali consumatori utilizzano i diversi tipi di canali, in che modo interagiscono con i contenuti sui vari Media e quali motivazioni sottendono ai loro comportamenti.

Grazie a questa visuale dettagliata, i nostri Clienti sono in grado di stabilire non solo i rating relativi ai contenuti guardati o ascoltati dai Consumatori ma anche i motivi di fruizione degli stessi. Le nostre misurazioni cross-media mostrano quali dispositivi vengono usati dall'audience del Cliente per ciascun canale e tipo di contenuti. Inoltre, valutiamo l'efficienza del marketing e la performance sull'intero spettro dei canali.

Aiutiamo i nostri Clienti a ottimizzare la scelta dei canali e dei contenuti per ottenere un maggiore coinvolgimento dell'audience a 360°.

Latest insights

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

    • 08/02/16
    • Media and Entertainment
    • Media Measurement
    • Italy
    • Italian

    Il futuro della misurazione dei media

    L'industria dei media sta vivendo un periodo di evoluzione accelerata e continua. Per questo è fondamentale rimanere sempre aggiornati sui modelli di consumo dei media, attuali e futuri. Noi possiamo aiutarvi a migliorare le vostre performance, sia che dobbiate misurare l'efficacia di una pubblicità, sviluppare dei contenuti oppure studiare il livello di fedeltà dei vostri consumatori. Venite a scoprire perché i nostri esperti continuano ad essere in prima linea nella misurazione dei media a livello globale.
    • 01/24/14
    • Media and Entertainment
    • Media Measurement
    • Italy
    • Italian

    GfK Twitter TV Ratings

    Partnership esclusiva Twitter/GfK per introdurre GfK Twitter TV Ratings in D, A e NL. Il nuovo servizio fornirà insight su frequenza e portata dei messaggi provenienti da utenti Twitter per la tv.
    • 06/07/17
    • Media and Entertainment
    • Media Measurement
    • 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', {});
    • 06/02/17
    • Media and Entertainment
    • Media Measurement
    • Advertising
    • TV Audience Measurement
    • Global
    • English

    MMS and GfK close-in on Total Video Ratings Currency in Sweden

    MMS – which measures the moving image in Sweden – has released its digital ad ratings service. The service covers video advertisements on broadcasters’ websites and apps viewed across PC, smartphone, tablet and smart TV. It is built upon GfK’s data integration and data science capabilities that fuse MMS’s multi-source data streams into actionable currency.
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