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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.
    • 09/01/17
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    Researching the mind of a ‘distracted viewer’: The greater than ever role of engagement and the gains of AI

    The rules of engagement have modernized. There is no question that – for a while now- we’ve been living in the era of the ‘distracted viewer’. If anything, the re-invention of TV over the last decade should have spawned a more appreciative and engaged consumer. Firstly, content on the small screen has re-emerged as innovative, surprising, ‘wonder what comes next’ claiming, it feels, some of the old cinema aura. Secondly, more money than ever before is now spent on commissioning and acquiring content for the general TV; Netflix, Amazon and HBO announced they are spending, as a total, more than $12 billion dollars on content this year Instead, the abundance of shows to choose from combined with the plethora of devices demanding our attention have turned us consumers into the toughest of judges on a talent show at any given time. And I will explain why; whether we are streaming or still enjoying the traditional TV, viewing is rarely a single action. Online browsing, social networking, instant messaging or just good old phone ringing come in the way of a viewing experience. Unless we make a conscious decision to remain uncontactable during a viewing session, pop up alerts will be fighting for our attention throughout repeatedly asking us to make a choice as to whether the content we watch is worth interrupting; our engagement will be undoubtedly tested.

    Engagement through emotion

    So, what is it in a programme that keeps us engaged? For many decades, creatives globally (with the help of their insight teams) have been attempting to solve the engagement question, which more often than not is synonymous with international appeal and longevity of a show in the viewers’ hearts. Figuring out that emotions are some of the main drivers of engagement is almost straightforward. Deciding which are the lead emotions and how to track them is trickier. In market research, emotions are captured in numerous and cross methodology ways: from using words/emojis/open questions in quantitative surveys to having ‘emotional’ qualitative group discussions and in depth one-to-one interviews to using dial testing, heart rate tracking and machine learning algorithms like facial expression capturing and voice recognition, all used to define the emotional connection between the viewers and a new programme. But, in all honestly, creatives have been taking the lead on this one, not necessarily with the fine-tooth comb of emotions, rather with gut feeling and their years of experience taking centre stage in this decision making. Sometimes the audience choices will contradict these decisions. The most striking example of a success that was failed to spot is ‘Mad Men’; it was rejected by both HBO and Showtime before AMC decided to take a punt with it. Same with C.S.I. which was consciously overlooked by ABC, NBC and Fox and it was only the CBS executives who decided to take a chance with it. 17 years after it first launched, it continues to be the bread and butter of many schedules around the world.

    Measuring audience emotions

    So, what’s so important about emotions that can predict a show’s appeal? The answer sits somewhere between neuroscience and psychology. Think about a movie scene that increased your heart beat, made you start biting your nails again, stand up or even scream. At that particular moment, you were biometrically experiencing what was happening in the movie world, fully empathising with the feelings of the character. If then or immediately after you were asked a pure and undiluted research question like: ‘what did you think?’, any emotions would be decoded in your answer. GfK Voice allows us to do exactly that, ie. capture audiences’ emotions and their sense of engagement by translating people’s voice response to quantifiable data.

    Analyzing the ‘distracted viewer’

    Once emotions subside, people start rationalizing what they’ve experienced. Referring to that movie scene again here, if it’s memorable and worth pondering, thoughts will start coming in. Emotions will give place to reasoning and our ‘distracted viewer’ will engage in chats, tweets, will write reviews, share comments on social media and even reply to surveys offering well-thought, moulded answers. The key to unlocking the essence from all this unstructured text is artificial intelligence (A.I.). The text mining process that analyses transcripts, unlocks themes, detects how formal, informal or emotive writing is, is what we call Advanced Text Analytics. This automated process of examining text delves deep into the context behind engagement recreating the consumer’s mind. The combination of emotional decoding and artificial intelligence can shine the brightest light on the consumer’s mind and produce powerful diagnostic as well as predictive results. Engagement might be constantly tested with distractions all around us and machine learning technologies define exactly how much that is. However, in this world of distractions, the abundance of platforms consumers use to express themselves unveils the deepest insights that are often the hardest to get. And this is where A.I. benefits the most. hbspt.cta.load(2405078, '1666e93b-ae0f-44ea-ab46-054ef5cc96ff', {});
    • 08/22/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    A new wrinkle in over-the-top TV services: vMVPDs not so virtual anymore

    In the ever-changing world of delivering video to TVs and homes, real bellwether moments can sometimes slip by us. But the appearance on the scene of the awkwardly named vMVPDs (virtual multichannel video programming distributors) could well be such a moment.  These “skinny bundle” services offer a variety of broadcast and cable networks via on-demand streaming — and at least some channels are available to stream “live” when broadcast. The potential of this new OTT wrinkle is huge. Delivering live programming and events as they happen has been a key differentiator for traditional pay TV services as they try to fend off streaming service providers. Now, services like DirecTV NOW, Sling TV, and PlayStation Vue can begin to offer competing live programming – the opening of a potential floodgate in video media.

    Innovation worth watching

    We measured vMVPDs for the first time this year in our long-running The Home Technology Monitor™. The new Ownership and Trend Report shows that 3% of TV homes subscribe to one of the vMVPDs listed above. (It was too early to measure either Hulu with Live TV or YouTube TV). Now, three percent may seem like a “blip” if there ever was one – but every real innovation has to start somewhere. And this one in the media industry has definitely found to be worth watching. That is why we decided to collect additional information on vMVPD homes — but, as there were only 82 of them, consider the following to be directional findings, not definitive. Looking at those homes which report DirecTV NOW, Sling TV or Playstation Vue subscriptions, we find very similar levels of adoption among the three – there is not a dominant player at this point in time by any means.

    Who is subscribing to vMVPD services?

    Perhaps most interesting is where these vMVPD homes came from, in terms of reception. A small minority – just one in six – of these homes were “uncorded” before subscribing to their vMVPD service. Half cancelled regular pay TV service. And almost exactly one-third report they also have “regular” pay TV service.  And all report having a TV set and almost all say they stream to a TV set in some manner. Thus the vMVPD home is far from the cord-cutting, TV-less home some may have expected. However, if one counts vMVPD homes in the same bucket as “pay TV” – something on which there was not a consensus from our Home Technology Monitor subscribers – then the pay TV home decrease is offset, and its level holds relatively steady compared with last year. This is a definite silver lining in these difficult days for cable networks, if not their traditional MVPD partners.

    An improved user experience for viewers?

    vMVPDs with live TV will likely remain a hot topic in 2017,  as additional competitors join in — whether streaming-first brands (Hulu and YouTube) or, as rumored, traditional MVPD services. These services are banking on consumers accepting a smaller selection of networks and the promise of an improved viewer user experience compared with traditional providers. While vMVPDs will certainly be of interest to a sizable viewer niche, expansion outside the obvious Cord Cutters/Cord Never targets will require a high level of consumer satisfaction and the ability to deliver desired content. People may have many complaints about their interactions with their cable providers and their costs, the actual delivery of television to the home by pay TV tends to be very reliable – which can’t always be said for video streaming. We also see many local TV markets are still unserved by the new “live TV” streaming from broadcast networks because of affiliate agreements – the network O&Os are available, but availability outside of those markets is still sparse. But these are still early days, and several more years will likely be needed to accurately assess the long-term traction of vMVPD-type services. With several notable players all in on vMVPDs (Hulu, YouTube, AT&T, DISH and Sony) and several notables sitting it out (Amazon, Apple), it will certainly make for an interesting period for researchers, competitors and consumers. Get similar insights – and many more – as soon as they get published by subscribing to The Home Technology Monitor in 2017. Aside from our annual Ownership and Trend Report, our report topics this year include Commanding Media (voice commands), Over-the-Top TV, TV Everywhere and SVOD Digital Purchase Journey. hbspt.cta.load(2405078, '9e81766d-3de3-4a41-b18f-755b81cf461d', {});
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