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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.

Nuestra solución de medición de audiencia es la moneda de negociación para la televisión (por ej., rating de TV), prensa, radio, exterior, online y móvil. Hacemos un seguimiento de los canales que utilizan los consumidores, cómo interactúan con el contenido, a través de que medio lo hacen y qué impulsa su comportamiento.

Mediante esta visión detallada de los contenidos, nuestros clientes no solo obtienen resultados de lo que ven o escuchan las personas, sino también por qué. Nuestra medición de mezcla de medios muestra qué dispositivos utiliza su audiencia para cada canal y tipo de contenido. Asimismo, evaluamos la eficiencia y el rendimiento de mercado a lo largo de todo el abanico de canales.

Le ayudamos a optimizar su selección de canales y contenidos para ofrecer un mayor compromiso de la audiencia, de principio a fin.

GfK, Peru
Avenida Jorge Basadre 990, San Isidro, Lima
+51 1 206 2300
Latest insights

Aquí puede encontrar las últimas tendencias sobre el análisis y medición de audiencias. Siga leyendo

    • 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.

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    • 07/18/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    What is the future of total media measurement? A global perspective

    As the future of total media measurement is always a hotly debated topic, GfK invited industry experts to a roundtable discussion on how the landscape is changing. Participants included Google, Facebook, CIM (Belgium), UKOM (UK), CIMM (US), MMS (Sweden) and PMA (Netherlands). Here’s a taster of the four key themes that emerged.

    Media Measurement today

    When we look at media measurement today and imagine its future, a key question is: Does it make sense to develop increasingly complex and sophisticated methodologies? Although modelling media measurement data alongside panels is a fact of life, we found widespread support for the methodological purity of panel measurement – albeit recognizing its limitations. In comparison, the myriad approaches available today causes confusion, and everyone needs to be clear what hybrid, cross platform or total measurement offer. This is particularly essential now as we try to make sense of changing consumer behavior and different means of measuring it. “It is the most extensive modelling we have ever done… what we are hoping for is that the aggregate results are right. […] And that’s difficult to sell to TV people, because they’ve lived for decades now with the idea that they already have the best possible audience research”.

    How will we measure it tomorrow?

    Our second topic relates to tomorrow‘s measurement, addressable TV, programmatic, and the total customer view. While a number of panellists were fairly dismissive of the impact of addressable TV advertising, Google and Facebook saw more significance in these innovations. Now that broadcasters and publishers are generating more data that can be linked back to consumer purchasing, everyone agreed there will be a growing challenge to connect multiple data silos. Some participants felt that research panels can still provide the base-level data to link, organise and make sense of these multiple data sets. “It does represent one more step from the traditional TV world towards the world that I represent, and it makes the politics slightly easier. It makes forging alliances, building bridges and so forth easier. We start to talk the same language.” —Niels Marslev, Google The future of currency and role of JICs What constitutes a currency measure for the trading of advertising is critical. What the industry needs from a currency – or equivalent accepted measure – changes as the media ecosystem evolves. Our experts felt that the increased use of proprietary datasets in a fragmented landscape could well increase demand for a neutral third-party to critically evaluate contending methodologies. So in the future a JIC could move from currency provider to trusted auditor. “It is really about what the currency should actually be doing and whose needs it is serving.” —Nik Shah, Facebook Will total media measurement grow budgets? Although media budgets in some markets have increased, the general consensus was that unlocking additional spend through expanded media measurement is unlikely. However, new forms of cross-media measurement may result in some form of redistribution of existing revenue streams. Advertisers are looking for more efficient ways to spend their budgets and need measurement advances to offer better ROI. Multi-platform measurement could drive down costs and make the process more efficient, with potentially more return. “I don’t think there is a massive pot of money sitting out there that isn’t being used, that is waiting for the JICs to get their act together and as soon as it happens will flood into the market”. —Ian Dowds, UKOM

    Conclusions

    Is the industry moving towards measuring the total consumer rather than total media? Certainly at GfK, we believe that a stronger link between advertising and consumer buying behaviour is needed to create the kind of compelling evidence that will stimulate the appetite for advertisers to increase overall investment in media. Ultimately, advertisers will want high quality, GDPR compliant currencies and metrics they can trust and we continue to work closely with JICs and big data providers as we make further developments in this area.

    Want to know more about this study?

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    • 05/16/19
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Total media measurement and beyond

    What is the future for total media measurement in a complex, fragmented market?
    GfK held a roundtable discussion with leaders from across the media industry to debate this pressing issue. 
    • 09/12/18
    • Media Measurement
    • Global
    • English

    The future of media currencies one year on

    Last year we consulted various stakeholders across the media industry on what the future of media currency would look like in 5 years’ time1. You can read our white paper here but to summarise we outlined three possible scenarios for the future:
    1. Technological self-regulation of data, through Blockchain (emphasis on user-ownership of data)
    2. Competitive chaos replacing order, multiple currencies and walled gardens controlled by competing entities (emphasis on proprietary ownership of data)
    3. The rise of the “Super JIC” (Joint Industry Committee) – as centralised guardians of data (emphasis on shared ownership of data through collaboration)
    These are not either/or scenarios but rather three inter-related trends that could develop to a greater or lesser extent depending on the conditions within different markets. One year on, how are these predictions playing out? Are any of them becoming more broadly adopted and are we any clearer in understanding the future of media currency?

    1) User ownership (via blockchain)

    It’s been hard to escape the industry’s obsession with blockchain over the last 12 months. There has been a lot of talk about using it to simplify the digital supply chain and make ad buying process more transparent and accountable. There have been quite a few new entrants to the market claiming to do just that, such as TMG’s launch of Truth which provides added-value through its blockchain-based trading desk. On the clientside Unilever partnered with IBM not just to simplify the supply chain, but also tackle the issue of brand safety. And on the platform-side Fenestra was launched earlier this year. Verdict: Expect many more entrants in the marketplace but we are nowhere near a tipping yet. The industry will need to be convinced of competitive advantage to switch from existing practices and suppliers. Another potential application of blockchain is enabling consumers to take more control over which advertising they want to be exposed to. This means consumers could “opt-in” to advertising and content that is highly relevant to them, or they could be rewarded (financially or through credits) for their brand interactions and their data. Blockchain could in theory then manage these data contracts at scale. This giant opt-in would potentially reduce ad blocking, and also help to address concerns regarding ad fraud and non-human traffic. It has to be said there has been more talk than action in this area, however last year, Bitclave launched BASE a blockchain-based decentralised search engine which connects consumers directly with businesses – eliminating intermediaries such as Google AdWords. The premise is that uses will be able to search on personalized offers – avoiding links to irrelevant advertising and be paid in exchange for viewing the relevant ones. Also Townsquare Media and digital platform Brave partnered to test blockchain based advertising providing readers with Basic Attention Tokens (BAT). Verdict: Still in its infancy with just the early adopters entering the market. But the issue remains, if individuals can manage and monetise their personal data directly – will this eventually disintermediate data companies themselves?

    2) Proprietary ownership – walled gardens

    Even a year ago publishing rivals News UK, Guardian News & Media and The Telegraph had already started to join forces to create their own premium marketplace while broadcasters Fox, Turner and Viacom joined forces to create their own audience measurement platform. This trend shows no sign of abating and we are starting to see new and interesting collaborations in growth areas. With viewers devoting more time to OTT content there is great potential for data-driven advertising and programmatic trading for TV. The European Broadcaster Exchange (EBX) was founded by Mediaset (Italy and Spain), ProSiebenSat.1 Media (Germany), TF1 Group (France) and Channel 4 (UK) to develop addressable advertising solutions for premium online video content. Also the growth of mobile video is leading to interesting developments, such as the collaboration among Hollywood studios including Disney, Fox, Sony, Lionsgate, MGM, NBCU, Viacom and WarnerMedia for Jeffrey Katzenberg’s proposed new platform. Verdict: Collaborations and partnerships likely to continue with further consolidation of groups as scale is king. Will these new entities seek to collaborate with JICs though?

    3) Rise of the Super JIC

    Despite the growth of these walled gardens, we predicted that the industry is likely to more highly regulated in the future and that the JICs are well placed to ensure media measurement is trusted, independent and GDPR compliant. What makes them “Super JICs” is that they would also be supported by global digital platforms and other key data providers. At GfK we have started to see this trend already in our total video measurement solutions for example with the introduction of YouTube alongside TV measurement in Germany and in Singapore with integration of TV and digital media. However in July this year the formation of the first true SuperJIC began to gather pace as the Netherlands became the first country in the world to issue a tender for a TMAM – Total Media Audience Measurement. This means all viewing, reading and listening of media would be measured under one roof while adhering to industry quality standards and being GDPR and e-privacy compliant. Verdict: The Netherlands’ previous drive for total video measurement was followed in a number of other markets. The world will be watching and waiting to see how far this model can be replicated elsewhere.

    Conclusion

    If the Dutch SuperJIC is successful it may well become the blueprint for future collaboration between JICs, digital platforms and other data providers. However creating consensus in other markets will be very challenging and managing expectations among stakeholders harder still, but it probably provides the best foundation for independent, trusted measurement. If the challenges of integrated measurement prove to be insurmountable, this could further encourage walled gardens to go it alone. This would undoubtedly make life more complicated for the agencies that need to trade with a growing number of suppliers plan across an array of different metrics. If that becomes the predominant direction of travel, then blockchain enabled solutions might well become the only way to deal with such fragmentation and complexity. But don’t expect any major changes soon. Blockchain is still at the experimental stage and it will take time for the industry to consolidate around the standard solutions that blockchain will deliver. Whatever approach we use, trust will always be a central requirement. 1Footnotes: How it all started: voices from across the industry. GfK and IAB Europe invited industry representatives to a round table discussion on how media measurement might look in five years’ time. Participants included: digital platforms Google, Facebook and Oath; global ad agencies Publicis and Dentsu; media owners from broadcast TV and digital; a programmatic audience platform; a national advertising association and the German JIC (Joint Industry Committee) for TV audience research, AGF.  It is the first time we have been able to discuss these issues with such a broad group and, from the ensuing debate, three possible scenarios for the future became apparent: The rise of the “Super JIC” as reinvigorated, neutral data arbiters Chaos replaces order, with data being controlled by different competing entities large and small Technological self-regulation of data, likely in the form of an adaptation of Blockchain technology

    Are you interested in more insights?

    We held a roundtable discussion with leaders from across the media industry to debate what media currencies will look like in 5 years’ time. Explore interesting facts in our free white paper. hbspt.cta.load(2405078, '2f4a2426-1210-4957-b9fc-1246ea2604c5', {});  
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GfK, Peru
Avenida Jorge Basadre 990,
San Isidro, Lima 
+51 1 206 2300
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