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Date şi interpretări: Media şi divertisment

Industria media şi cea a divertismentului se confruntă cu transformări de o amploare nemaiîntâlnită până acum. Aceste schimbări oferă oportunităţi unice pentru media, agenţiile de publicitate, producătorii de conţinut şi proprietarii de platforme digitale care reuşesc să le înţeleagă impactul.  

Astăzi, lupta pentru audienţe este mai acerbă ca oricând şi fiecare telespectator sau ascultător deține un rol din ce în ce mai important. Din acest motiv, industria media este forţată să analizeze datele cu o atenţie tot mai mare. Grupurile media şi cele digitale trebuie să înţeleagă transformarea obiceiurilor de consum şi a preferinţelor publicului în materie de conţinut şi canale urmărite (tradiţionale, digitale şi altele).  

Experţii noştri în media şi divertisment vă oferă date şi interpretări precise despre tipurile de programe urmărite, despre canalele şi dispozitivele utilizate pentru accesarea acestor conţinuturi, dar şi despre motivele aflate în spatele acestor preferinţe. Integrăm seturi multiple de date cross-media şi extragem concluzii relevante bazate pe experienţa noastră în materie de tehnologii de prelucrare, integrare şi analiză a datelor.  

Seturile de date unice deținute de GfK includ audienţe pe categorii, date despre consumatori și date la nivel de retail (de ex. Video on Demand, DVD-uri, muzică, cărţi, jocuri video şi console). Acestea ne permit să evaluăm consumul media, eficienţa campaniilor publicitare şi atractivitatea conţinutului. Prin captarea, analiza şi decriptarea consumului media între canale, platforme şi dispozitive, vă ajutăm să dezvoltaţi şi să puneţi în practică strategii de business de succes.

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Cele mai recente știri GfK Media și Divertisment

Aflați cele mai noi date de piață, interpretări și tendințele din piața media și cea a divertismentului care vă influențează business-ul.

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    • 06/15/15
    • Media and Entertainment
    • Consumer Goods
    • Consumer Panels
    • Romania
    • Romanian

    GfK Crossmedia Link, o solutie integrata de masurare a expunerii media

    GfK Consumer Panel Services Romania lanseaza o solutie integrata de masurare a expunerii media pentru TV, Radio, Print si Internet: GfK Crossmedia Link.
    • 03/28/14
    • Media and Entertainment
    • Brand and Customer Experience
    • Romania
    • Romanian

    GfK masoara puterea rasului

    Viacom si GfK au derulat primul studiu care masoara efectul direct pe care rasul il are asupra nivelului de implicare a audientei cu continutul.
    • 06/21/17
    • Media and Entertainment
    • Trends and Forecasting
    • Connected Consumer
    • Global
    • English

    Get them out to the ball game: How brands can leverage the power of sports fans

    As the summer of 2017 approaches in the US, there’s a veritable buffet for sports fans to enjoy. The Warriors and Penguins have been crowned champions but baseball, soccer, racing, golf and tennis now fill the schedule. I will be a part of the crowds this summer, heading to Connecticut to see the US national soccer team play Ghana, to Citi Field for Mets games, and to Billie Jean King National Tennis Center for the US Open. It’s also a time of change for sports teams and brands, as multiple sources of entertainment compete for our attention. We have more options to consume sports than ever before. Sports programming on television alone has increased by 160% since 2005, and this does not include the voluminous streaming options from services like ESPN3. Fans are also changing how we watch sports, using a mix of devices, and streaming this content now more than ever. GfK Consumer Life has found that one in five sports fans watch live events on their mobile phones (+14 pts from Americans overall). Additionally, sports fans are more likely to own streaming devices like Apple TV or Roku (34%, +10 pts). Facing these challenges, sports franchises and brands need to think creatively to keep fans engaged; here are a few ways they can do that:
    1. Emphasize experience. American sports fans want experiences when we show up at the stadium: 63% (+10 pts from Americans overall) agree that “experiences are more important than possessions.” It is the #1 attitude to life among American sports fans.  To keep us interested, ensure that fans have memorable and personalized experiences that reward us for the time we have invested. Recently, the New York Red Bulls hosted an event at ArteVino in Hoboken, NJ, where fans were able to paint pictures and drink wine with some of the MLS team’s players.
    2. Expand the idea of community. American sports fans are joiners: 48% agree that “the groups that I belong to say a lot about me” (+16 pts from America overall). While sports fans spend more time with friends on a weekly basis (4.9 hours vs. 3.5 hours). Staying continuously engaged in this busy world is difficult. Fortunately, sports leagues and franchises can nurture virtual communities with apps to keep fans connected – this makes sense given that sports fans are almost twice as likely as the average American to describe virtual interactions as just as good as in-person ones. The Rooter app was recently released to help connect fans of soccer and Indian online cricket during live events; an American version cannot be far away.
    3. Keep them active. American sports fans don’t just watch sports, we play them. Over half (59%, +35 pts from Americans overall) of fans play sports at least once a week, and 82% exercise just as often (+17 pts). If a team wants to get these fans to come to the stadium more often, a good way to reach them would be to sponsor a 5k race on game day like the NHL’s LA Kings or promote a weekly recreational league in the area. Brands can also align with sports entities that attract those who pursue an active lifestyle. An example of this is Michelob Ultra bringing their brand to active fans by becoming the official beer of the World Surf League.
    4. Tap into fans’ passions. Beer is a mainstay at American tailgate parties, so it’s not surprising that American sports fans are more likely to drink beer on a weekly basis (51% vs. 30% of total). While domestic beer remains popular among American fans, many are turning to craft beer. Nearly a third of the fans who drink beer have craft beer on a weekly basis. Collaborating with local brewers is a new and interesting way to increase the link between a team and its fans. Minnesota United FC of MLS has embraced this idea by working with Surly Brewing in Minneapolis to create the Rising North Pale Ale. Brands can also work to find partnerships that highlight tailgating food. NASCAR and Fox Sports recently teamed up with Allrecipes to create a food-focused social media community where fans can share their favorite tailgate recipes.
    Using these strategies will help to strengthen relationships with sports fans and keep us coming to the stadium or tuning to whatever screen we prefer. By realizing that sports fans aren’t just customers – we can also be a team’s biggest advocate online, at the local sports bar, or in the stands – you can truly leverage the power of this group. Adam Swift is a Senior Analyst on the Consumer Life team at GfK. He can be reached at adam.swift@gfk.com.
    • 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', {});
Soluții
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    Afacerea dumneavostră este despre clienţi. Astfel, devine esenţial să-i înţelegeţi - atât pentru a vă asigura că produsele şi serviciile dumneavoastră le satisfac nevoile, cât şi pentru a identifica oportunităţi de dezvoltare.

    Experienţa noastră internaţională în domeniul panelurilor de consumatori ne permite să vă oferim o imagine completă asupra consumatorilor dumneavoastră: cine sunt ei, care sunt atitudinile şi comportamentele lor de pe toate canalele.

  • Digital Market Intelligence (DMI)

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    Atunci când consumatorii cumpără, caută, comunică, adună informaţii şi se implică online alături de companii şi mărci, comportamentul acestora diferă în funcţie de tipul de ecran sau de dispozitiv pe care îl utilizează. Însă, indiferent de canalul sau dispozitivul folosit, îşi doresc o experienţă consistentă şi de calitate.

  • Măsurarea şi interpretarea audienţelor

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    Consumatorii au la dispoziţie mai mult conţinut media, mai multe canale şi mai multe tipuri de dispozitive decât au avut vreodată până acum.

    Agenţiile de publicitate sau de media și proprietarii media trebuie să identifice canalele digitale şi tradiţionale care au cel mai mare succes şi atrag categoriile cele mai relevante de public.

  • Monitorizarea punctelor de vânzare

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    Retailerii şi producătorii se află sub o presiune constantă de a dezvolta produse şi servicii care să le maximizeze vânzările şi profitul și de a-şi loializa clienţii.

    Succesul se bazează pe accesul la cele mai noi date de vânzări în retail, îmbinate cu înţelegerea produselor şi serviciilor care obţin cele mai ridicate și  sau mai scăzute performanţe pe piaţă. Având aceste date, companiile îşi pot seta strategii clare de dezvoltare și să își  eficientizeze investiţiile.

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    Shopper

    Era digitală continuă să ofere noi căi şi modalităţi de cumpărare, schimbând radical modul în care oamenii achiziţionează lucruri. Tot mai multe date devin disponibile zilnic, pe măsură ce cumpărătorii îmbrățișează experiențe  la nivel multi-channel cu brandurile.

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