Möchten Sie zur deutschen Seite wechseln?JaNeina
Cerrar
Smart Automotive Insights image
X
Compartir esta página

Información inteligente: medios de comunicación y entretenimiento

El sector de medios de comunicación y entretenimiento está experimentando una rápida transformación. Esto ofrece oportunidades significativas para las empresas de televisión, editoriales, agencias de publicidad de contenidos y propietarios de  plataformas digitales de contenidos  que comprendan el impacto de este cambio.

Hoy en día, la audiencia de muchos se está convirtiendo en la de uno, lo que está obligando al sector de los medios de comunicación a orientarse más a los datos. Los grupos de comunicación y de medios digitales necesitan comprender los cambiantes patrones  de consumo de hoy, lo cual implica conocer qué programas y qué contenidos son vistos a través de canales digitales y cuáles mediante medios tradicionales u otras fuentes de contenido.

Nuestros expertos en medios de comunicación y entretenimiento proporcionan una perspectiva amplia  sobre qué contenidos se están consumiendo,  en qué canales y dispositivos y por qué.
Tenemos la capacidad de transformar grandes volúmenes  datos cross-media en información inteligente y relevante gracias a nuestros equipos de data sciences   y nuestra experiencia para integrar e interpretar múltiples fuentes de información.

Los datos exclusivos de GfK incluyen información sobre audiencias, así como también, sobre consumidores y distribuidores de contenidos (por ejemplo, video on demand  (VoD), DVDs, música, libros, videojuegos y consolas). Esto nos permite medir el consumo de medios, la eficacia publicitaria y el atractivo de los contenidos. Al registrar y analizar el consumo de medios a través de canales, plataformas y dispositivos, le ayudamos a crear y ejecutar estrategias de negocio ganadoras. 

GfK, Peru
Avenida Jorge Basadre 990, San Isidro, Lima
+51 1 206 2300
Últimas tendencias

Aquí puede encontrar las últimas tendencias sobre medios de comunicación y entretenimiento. Siga leyendo

    • 11/13/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: GfK Purchasing Power Europe 2019

    GfK's Map of the Month for November shows the distribution of purchasing power in Europe in 2019.
    • 11/05/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    How can local TV brands prepare for the new competitive video landscape in 2020?

    Digital devices offer new ways for audiences to engage with content. Latin Americans are using their laptops, mobiles and tablets to consume a wealth of online media from short clips, streamed music and radio, as well as TV and print content. In Mexico, mobile video content is driving the web. When audiences turn to their devices for mobile or web viewing of online media content, we observe brands such as YouTube, Spotify and Netflix – as well as local TV brands and radio channels in the top 10 most used media channels.

    The rise of online TV brands

    The popularity of YouTube across the globe is well known, and the Latin American markets are no exception to this general rule. What is stark however, is how much time Latam audiences spend with Netflix online, particularly when contrasted to the local TV services. Of course, Netflix offers long-form content and so a high level of time engagement would be expected. However, its prominence does raise questions about how well local media organizations are adapting to this new landscape. The new video consumer is hungry for content and will seek out services that deliver the entertainment they desire. Local players have developed VOD app services, but with continued threats from global players like HBO Go and Amazon Prime Video, how can local media organizations deepen their content and digital strategies to better engage their audiences?

    Local TV brands deliver the reach but there are opportunities to build more time spent

    Across all markets, Netflix is in the top 5 media brands in terms of its reach for both the total Media Broadcasting and Media On-Demand activities. It also dominates time spent, along with YouTube and Spotify. However, in all markets, there is a strong presence from local TV brands and in some markets, they deliver as much reach as Netflix (Globo in Brazil, Canal 13 in Chile and Caracol TV in Colombia). In Brazil, Globo.com reaches 88% of the online population, 13.cl in Chile reaches 94%, Caracoltv.com in Colombia reaches 88%, Unotv.com in Mexico reaches 60%. These brands now have the opportunity to better convert their audience reach into increased time spent with their digital services. The only exception to this pattern is in Argentina where Netflix, despite its high reach, is not engaging audiences in terms of time spent. Here the key local TV brand competitor, EltreceTV, only reaches half of the online population, so there is an opportunity for a dual strategy to build reach and time engagement.

    How are Amazon Prime Video and HBO Go performing in the region?

    It is not just Netflix that local TV brands compete with, there are emerging services that will diversify the viewing choices further in the region. While Netflix reach in Latam has been strong for a couple of years, our data demonstrates that Amazon Prime Video is beginning to cut through, mainly in Mexico and Brazil. In Q2 2019, Amazon Prime Video reached 24% of online adults in Mexico and 12% of online adults in Brazil. HBO Go is also now cutting through in Brazil, Chile and Mexico. We can measure how people are accessing it, via their browser or the app.

    How well are the local VOD app players performing?

    The leading media organizations each have a VOD app service. Claro Video has achieved a presence across the region, with reach being strongest in Mexico (28%). It outperforms Amazon Prime Video currently. In response to Amazon Prime Video’s growth, Claro Video will want to build on its existing reach to continue to offer a unique service. The second strongest market for Claro Video is Colombia (17%), followed by Chile (12%) and Argentina (7%). Globo Play has gained strong traction in Brazil at 17% reach, outperforming HBO Go and Amazon Video. Movistar Play reaches one in 10 online adults in Argentina and Colombia, and marginally higher at 13% in Chile.

    2020 will demand a deeper audience, content and digital strategy

    It’s evident that Latam audiences are seeking new ways to engage in content. Whilst the market has become used to Netflix dominating, new global entrants are emerging and will increasingly compete with local media players as consumers expectations evolve and increase around content and its delivery. The year 2020 will be a pivotal year not only for local TV brands but for the rest of the local media organizations to see how well they can protect, build and capture audience engagement.

    How we work with clients

    GfK helps clients navigate through disrupted consumer markets. We respond to client challenges through our expertise in consumer insight, media measurement and digital analytics. Our passive behavioral data gives us a unique opportunity to deliver a consumer-centric, cross device view of audiences and their attitudes and behaviors. We understand who is using different media services, the devices they use and how frequently. We can also evaluate cross media usage and track emerging behaviors or shifts in how your audience is consuming different media and apps. This data provides a wealth of insight but can also be applied to monitor ongoing performance, making insight more actionable within an organization.

    Want more news about Media Measurement?

    hbspt.cta.load(2405078, '8abb9936-78cf-4a2b-8032-092dd5f168fb', {});
    • 10/22/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK updates maps for all of Europe

    GfK has released its Europe Edition 2019/2020, which includes digital maps for all of Europe, reflecting the thousands of regional changes that have occurred since the previous release.
    • 09/26/19
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the Month: Online purchasing power for food, Germany 2019

    GfK's Map of the Month for September illustrates the 2019 regional distribution of purchasing power for food purchases via online retail in Germany.
Soluciones
  • Paneles de consumidores

    Paneles de consumidores

    Su negocio se basa en sus clientes, por lo que, comprenderlos es fundamental para asegurarse que los productos y servicios atiendan sus necesidades, y para identificar las oportunidades de crecimiento. 

  • Medición y análisis de audiencias

    Medición y análisis de audiencias

    Hoy en día existe contenido disponible en los medios, en los canales y, más posibilidades de elección de los dispositivos.

    Los anunciantes, los propietarios y compradores de los medios  deben identificar qué canales digitales y tradicionales tienen más éxito para captar las audiencias adecuadas.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Estrategias sobre el comprador y el punto de venta

    Estrategias sobre el comprador y el punto de venta

    La era digital sigue abriendo nuevos caminos hacia la compra, cambiando cómo y dónde compran los consumidores. Cada día se habilita el acceso a más información, a medida que los compradores se adaptan a las experiencias multiplataforma de las marcas. 

Contáctenos
 
GfK, Peru
Avenida Jorge Basadre 990,
San Isidro, Lima 
+51 1 206 2300
General