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受众评估与洞察

现在的顾客比以前享有更多的媒体内容、渠道和更多的设备选择。

广告人、媒体所有者和媒体广告投放者需要确定哪些数字和传统渠道最能成功吸引目标受众。

我们的受众评估解决方案是针对电视 (例如电视收视率)、平面、广播、户外、网上和移动媒体的评估工具。我们跟踪哪些顾客使用哪种渠道,他们如何受到每种媒介的内容吸引,以及什么推动他们的行为。

有了这些关于顾客内容鉴赏的详细观点,我们的客户不仅能够获悉人们的收视率或收听率,而且能够了解收视率或收听率高低的原因。我们的跨媒体评估显示对于每种渠道和内容类型,受众使用什么设备,我们还评估您在所有渠道范围内的营销效率和绩效。

我们帮助您优化渠道选择和内容,提高终端对受众的吸引力。

研究洞察

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

    • 02/10/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    ‘The Grand Tour’ drives into pole position for Amazon

    The Grand Tour – Amazon’s biggest visual production to date – was released on 18 November 2016. Essentially, for all those who aren’t aware of what The Grand Tour is, the show is an updated version of BBC’s Top Gear, hosted by the three presenters who really (whether you like them or not) made the show what it is today: Jeremy Clarkson, Richard Hammond and James May. Talk about the release and production of this new Amazon Original series has been circulating over the last 18 months, with Jeremy Clarkson even popping up in  Amazon’s advertising to help promote products like the Amazon Fire stick, but also to help keep awareness of the new show alive.

    Reception upon release

    Once the show was released, there were mixed reviews from all corners of the media, with some claiming that the show had exceeded expectations, whilst others felt it was offensive and off-key. Away from the newspaper columns and online comment sections though, our UK SVOD data allows us to understand a bit more about how the show actually performed against other titles on Amazon (they keep this data very close to their chest), and what viewers actually thought about the show. Firstly, even though it was only launched halfway through the month, The Grand Tour (TGT) became the most streamed show on Amazon in November 2016, accounting for 8% of all the streams watched in that month. In the following month, the show was still the most streamed title, and increased its share of streams to 17%, a clear winner and ahead of the second placed title, The Man in the High Castle which attracted 9% of all streams viewed. However, what is perhaps more interesting is that in December, 45% of all active Amazon users watched at least one episode of the program (we define an ‘active user’ as someone who has watched something in the last week). This is the highest proportion of unique viewers that we’ve ever recorded, not just for Amazon, but also across all platforms captured by our tracker in the UK (which includes Netflix and NowTV). This suggests that two things might be happening: existing subscribers are all intrigued by the show and/or lots of new people have signed up especially to watch the program.

    Exclusive original content made by the provider

    One key reason behind Amazon’s investment, was of course, not just to attract publicity and views, but to encourage sign up amongst a different target audience to those already signed up. In December 2016, the top reason for sign up to Amazon Prime was ‘to watch original series made by the provider’ (this excludes those signing up for free shipping and because of a free trial).  The next most popular reason for sign up was ‘to watch exclusive content not available elsewhere’. To underpin the appeal of TGT, over half of those who said that they signed up to Amazon in order to watch a particular show said it was TGT that they wanted to watch, definite signs that TGT was doing the job it was commissioned for. This I believe can be fairly linked with the launch and increased marketing of The Grand Tour (awareness for TGT was high, with 84% of all Amazon users in December having heard of the show).

    Rating the show’s content

    When asked why they started watching this new series, the majority of viewers (68%) said that they are/previously had been fans of the BBC’s version of the show. Furthermore, just over half (52%) also stated that they are fans of the presenting trio (Clarkson, Hammond and May), indicating that many of The Grand Tour’s viewers have migrated from the BBC to Amazon (and more technically, from Linear TV to SVOD). In terms of the program quality, the main question most people are asking is, “is TGT better than the original?’. Amongst those that watched the show, 55% felt that The Grand Tour was ‘much/slightly better’ than the BBC’s Top Gear show with the same presenters, and 45% of viewers also thought that the show exceeded their original expectations. This is backed up with the show’s content rating. When asked to rate the show using a 10 point scale, TGT scores a content rating of 8.6, higher than most other big Amazon Originals such as The Man in the High Castle (8.3), Transparent (8.2) and Bosch (8.5). The show also scores a lot higher when compared to the average content rating for any show watched on Amazon, which currently stands at 7.9, proving that the high production cost may be paying off (as it happens, the viewers of the show also agree that Amazon’s investment has been worth it, with less than 1/6 of viewers saying that they were disappointed with the show, or that Amazon have wasted their money in making it).

    Conclusion

    With Amazon finding success from their investment into TGT, it should be expected that they will continue to spend to produce exclusive content not available elsewhere to bolster users of the service. It is also highly likely that the 2nd season of TGT will be backed by an even bigger marketing budget, given the success the show had in reaching such a wide range of Amazon users, and that all those who watched the show generally thought it was great. The interesting thing will be how Amazon and The Grand Tour production team decide to follow up with season 2. Will they stick to the tried and tested formula (which seems to be working), or will they try even more adventurous journeys and stunts? At the end of the day, given that most people are watching the show because they like cars and the presenters (Clarkson, Hammond and May), Amazon will undoubtedly follow up with a 2nd season that is equally as successful, so long as they keep those two critical elements at the very core of the show, and continue to build excitement by using the iconic trio in the company’s wider marketing campaign in the run up to release.

    See the top reasons viewers started watching The Grand Tour

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    • 02/10/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Amazon’s ‘The Grand Tour’ drives into pole position for its online video streaming service

    Amazon’s biggest visual production to date, The Grand Tour, shows clear appeal among UK SVOD viewers. GfK’s established SVOD content tracking and analysis finds that the show swept the board versus other titles viewed on Amazon. It was the most viewed title in both November and December 2016, attracting the biggest audience reach for an Amazon show in the UK since GfK’s tracking service began in 2015.
    • 02/06/17
    • Media and Entertainment
    • Media Measurement
    • Crossmedia Link
    • Global
    • English

    GfK partnership with Xinsight and Miaozhen to launch GfK Crossmedia Link capabilities in China

    Campaign Performance Analysis (CPA) will be the first solution available as GfK begins a unique expansion of its GfK Crossmedia Link (GXL) services in China. 
    • 01/26/17
    • Media and Entertainment
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    Square eyes: Are kids in the UK watching too much video?

    Did you watch the most recent episode of Homeland last night? Maybe you caught up on the new BBC drama Taboo, watched some YouTube clips or just had an evening of chilling in front of Netflix. Whether you viewed any video content or not last night, there is no denying that the way in which we watch video has changed drastically over the last 5-10 years. Long gone are my uni days of watching Neighbours at 5.35pm on a small TV screen in my or a classmate’s bedsit. If I were still watching it now, I could access it on demand and view it on my smartphone during my commute. But how is all of this media change affecting kids in the UK? How have their habits and behaviors changed with the advent of smartphones, tablets and catch-up services? Our ViewScape data from 2015, which provides a snapshot in time of viewing behavior, includes the viewing habits of children aged 1-17. Parents and guardians were asked to fill in the survey for young children. The survey requested information about the device that content was viewed on and whether viewing was linear or non-linear. The aim? To measure total video viewing across all devices, channels and platforms.

    Video consumption: What the data says

    When analyzing BARB data relating to 4-11 year olds, we can clearly see the change in traditional linear viewing on the TV set when we compare the figures for January to June 2006 with the same period in 2016. In 2016, people spent half an hour less viewing linear content per day than they did in 2006. Does this mean our kids are becoming more bookish or spending more time outside? According to our ViewScape data, even more video content is being consumed, just in different ways. Next time you are out shopping or eating at a restaurant, take a look around you at any nearby families with young children. My bet is that a device of some sort will be out to keep the kids quiet – is that Peppa Pig I see? Our ViewScape data shows that kids aged 1-11 consume 2 hours 37 minutes of video daily. This includes any viewing occasion, whether it’s using free online services such as BBC iPlayer and YouTube, or SVOD services Netflix and Amazon Prime Instant Video. With BARB showing that viewing on a TV set for kids aged 4-11 is 1 hour 47 minutes per day on average, we can see that new methods of viewing have significantly increased viewing time.

    Watching video on TV sets vs. online

    Ofcom’s ‘Children and Parents: Media Use and Attitudes’ report, published on the November 16, 2016, revealed that children’s internet usage had usurped that of viewing on the TV set for the first time. The capability that mobile devices offer has brought the internet age beyond the household and into the outside world, and not just for those of us who are over the age of 18. For this to happen, of course, access to a device is needed. While a number of young children use a device belonging to their parents or guardians, many now have their own. Tablets are the device of choice for kids aged 1-11, with more than 60% of all those who have access to a tablet possessing their own. On average, kids with access to a tablet device spend 24 minutes per day watching content, compared to 19 minutes and 13 minutes on PC/laptops and smartphones respectively. Brands such as Amazon and Kurio have facilitated this trend with kid-friendly tablets designed to keep children safe and secure from the vagaries of the World Wide Web.

    Conclusion

    Will kids continue to embrace these new, emergent behaviors as they move into adult life, or will they revert to a more traditional method of viewing on a TV set? Either way, it is clear that video viewing is increasing because of the media proliferation that has occurred. While it would be easy to conclude with the notion that watching more video content will cause kids to fry their minds, who’s to say that this trend won’t increase their intelligence? If it weren’t for YouTube, I would not have a clue how to install a washing machine! Let’s just remember to keep a balance in our lives and those of following generations. Too much of anything is bad for you, apparently. Nigel James is a Senior Research Executive at GfK. To share your thoughts, email nigel.james@gfk.com.

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