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Media Measurement

Consumers have more media content, channels and more choice of devices than ever before.

Advertisers, media owners and media buyers need to identify which digital and traditional channels are most successful at attracting the right audiences.

Our audience measurement solution is the trading currency for television (e.g. TV ratings), print, radio, out-of-home, online and mobile media. We track which consumers are using what channel, how they are engaging with content across each medium and what is driving their behavior.

With this detailed view of consumers’ content appreciation our clients not only get ratings of what people are watching or listening to – they also know why. Our cross-media measurement shows what devices your audiences are using for each channel and type of content, and we evaluate your marketing efficiency and performance across the whole spectrum of channels.

We help you optimize your channel selection and content to deliver increased audience engagement, end-to-end.

Read more about Media Measurement

Kris Vloeberghs
Belgium
+32 16742404

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Success Stories
  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.

    Situation

    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.

    Approach

    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.

    Outcome

    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story.

  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.

    Situation

    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.

    Approach

    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.

    Outcome

    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story

  • Optimizing TV content for a demanding audience

    Optimizing TV content for a demanding audience

    31.01.2016

    Our research helped this TV network shape its new television show featuring a Brazilian icon.

    Situation

    A broadcaster needed information about how viewers would respond to a popular entertainer’s return to the airwaves after a short absence. After the launch of the program, the company wanted to track the audience’s response to its format and content.

    Approach

    We explored social media conversations to determine which elements viewers might value in the show, and how these aligned with the host and the network. A subsequent quantitative study gauged the target audience’s intention of watching the program.

    After the launch, we tracked viewers’ behavior and opinions by integrating social media insights with audience data from the broadcaster and data from our online panel.

    Outcome

    We found that Brazilians were receptive to a new show because television program options during the evening time slot were limited.

    After the launch, we tracked user-generated content on social networks to see what elements of the show were resonating with the audience. This information helped producers strengthen the show’s content.

    Our advice also helped the commercial team to target sponsors with brands that would be a good match for the profile of the program and its audience.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

     

     

Latest insights

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

    • 08/02/16
    • Media and Entertainment
    • Media Measurement
    • Belgium
    • English

    The future of media

    The media industry will never stand still and you need to keep up to date with current and future media consumption patterns. Whether you need to measure advertising efficiency, analyze customer loyalty, or develop and schedule content, we can help. Discover why our experts continue to be at the forefront of media measurement globally.
    • 01/21/16
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Belgium
    • English

    Is it a Netflix world after all?

    Netflix’s recent announcement of their international expansion in 2016 is not unexpected, but still somewhat breathtaking in its scope. While it may seem natural to those in the United States, where Netflix holds a dominant position in the Subscription Video on Demand (SVOD) space and in other early markets where it is a well-known brand, but this latest overseas growth is not as much “a sure thing” elsewhere.

    Eight key concerns for entering developing markets

    Certainly Netflix will enter these new markets with a well-known brand name, which may be less connected to its actual content than to the fact that US-originating digital brands often have a leg-up on local brands. Netflix will generally appeal to affluent, Western-oriented consumers outside of the North American and Western European markets. But Netflix will have a number of concerns when entering these other developing markets that make up much of the dozens being added. These include:
    • Local competitors in the Pay TV or streaming space may themselves have a dominant position. GfK works with a number of providers in the markets in which Netflix has newly launched to understand how their services are consumed. We often see a large cohort of subscribers actively viewing the kind of on-demand content that Netflix dominates in the US. These are consumers who are well served by streaming or on-demand content. For example, local South East Asian player iFlix has already built up an impressive half million subscribers in a short space of time.
    • The streaming rights to local content of interest may be held exclusively by other services.
    • The streaming rights to even Netflix’ own content may still be controlled by other providers, based on older agreements.
    • Netflix’ original, exclusive Western-focused content may not have an appeal in different cultures. Again, GfK’s work in providing Return Path Data (RPD) services have taught us that local content is absolutely crucial in building a strong customer base – even in markets where the kind of Western-oriented programming in which Netflix concentrates is popular. Netflix itself recognizes this by focusing much of its strategy on creating local content for its various markets.
    • There may be local laws regarding a certain level of locally originating content.
    • Internet access in certain countries may be limited across the population or intermittent.
    • The governments or entities controlling Internet access may arbitrarily cut access based on disagreement with content, or may use such power to censor or control what content is offered.
    • In many markets, particularly in APAC, advertiser-supported or illegal websites are often well established as sources for watching video content. So there may be resistance to paying for content that consumers have traditionally accessed by other ‘free’ means.

    Netflix’s big data advantage

    That being said, Netflix has consistently outperformed expectations of industry experts and those in the financial markets. Its daring moves in the past have mostly panned out. And, aside from content, it has an understanding of its consumers – through the use of its own collected big data – with which few of its potential competitors can hope to compare. As for its competitors, frenemies, and partners – some being all three – the growth of Netflix raises questions that only third-party accounting of Netflix can answer. This way their competition or partnership with Netflix is on a more level playing field. What do you think about Netflix’s expansion? Do you see other challenges? I would like to hear your opinion as well.
    For more information, please contact me at david.tice@gfk.com.
    • 01/15/16
    • Careers
    • Media and Entertainment
    • Media Measurement
    • Belgium
    • English

    Looking for Audience Measurement & Insights Director

    GfK Belgium is looking for a new Audience Measurement & Insights Director. Audience Measurement & Insights (AM&I) delivers robust and independent metrics across TV, radio, print, online, out-of-home and digital media. Our core business is helping marketers and media owners successfully navigate the new media world by offering solutions for both advertisers and media players.
    • 05/17/18
    • Media Measurement
    • Global
    • English

    UK digital radio hits listening milestone: Time to turn off analogue FM or not?

    UK radio reached a significant milestone on 17 May 2018 when the RAJAR Q1 2018 listening figures were published. For the first time, over half (51%) of all weekly radio listening was via a digital platform, such as DAB (Digital Audio Broadcasting), online or through digital TV. In other words, more radio listening is now done through digital means than through analogue on FM.

    Why is this figure important?

    In 2009, the UK Government published its criteria for turning off the analogue FM signal and having only digital broadcast. Those were:
    • When 50% of listening is to digital; and
    • When national DAB coverage is comparable to FM coverage, and local DAB reaches 90% of the population and all major roads
    The Government’s intention was for these criteria to be met by the end of 2013, pushed by an industry ‘drive to digital’. Without this ‘drive to digital’, they expected digital radio listening to reach 50% organically by 2015. In fact, it has taken until 2018. The DAB standard for broadcasting digital audio services has been around in the UK since 1995, so one could say the 50% listening threshold has taken the UK almost 25 years to reach. Ultimately, the timetable was dictated by the listener. Although the UK has now (just) crept past this specific Government criterion, the UK has, in fact, already embraced digital radio. In an average week, well over half of the UK population (63%) do listen to some radio via digital means (known as ‘weekly reach’) – and our GfK data show that DAB radio set sales have declined by 26% in the last five years because most people have already replaced some or all of their analogue sets; or are listening through other digital means such as the Radioplayer app or ‘Alexa’.

    What happens now?

    Theoretically, the Government should now trigger the two-year migration process for turning off the FM signal by 2020. This feels unlikely. Both the public service (BBC) and commercial radio broadcasters prefer nothing to happen for the time being and to continue broadcasting on FM, as well as digital. This aversion to disrupting the market is felt especially in commercial radio, as they enjoy a relative buoyant period for advertising expenditure. The UK, and many other countries, will also be keenly observing listening trends in Norway, which underwent a digital radio switchover in 2017. Radio listening figures published so far in 2018 show an initial dip in overall listening followed by signs of a recovery. It has also benefitted the smaller and new stations to digital, who have captured around a third of all listening, and brought more choice to the Norwegian listener.

    Our forecast for the UK market: from collecting data to connecting data

    We believe that we’ll see plans put in place to gradually phase out analogue FM radio broadcasting; this is something the Swiss radio industry wants to happen in their market from 2020. This slow migration would suit a number of local stations whose share of digital radio listening is below 50% and who therefore, understandably, are not keen on losing the majority of their listening. This landmark digitization of radio may also provoke some movement in how radio audiences are measured. With more listening happening digitally, so the volume and granularity of listening data that can be captured increases. The emphasis will shift from collecting data to connecting data, such as online streaming or consumer behavior. GfK are already harnessing big (and small) datasets in several markets, such as the Measurement Innovation Program in Australia for radio, and integrating TV and online viewing in Sweden. As different markets operate at different speeds in their digitization journeys, so we recognize that media measurement needs to be tailored accordingly to maximize the value of the audience data to the stakeholders. Whether the FM signal gets turned off or not in the short term, this is a moment for celebration for the UK radio industry and for Digital Britain, and opens up exciting new opportunities for radio stations, for radio audience measurement and, most importantly, for the radio listener. John Carroll is Global Director Business Development, Media Measurement at GfK (@MediaCarroll)
Contact us
Kris Vloeberghs
Belgium
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