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Smart insights: Media and Entertainment

The media and entertainment industry is experiencing rapid transformation. This offers significant opportunities for those broadcasters, publishers, content advertising agencies, and content and digital platform owners who can understand the impact of this change.

Today, an audience of many is becoming an audience of one, forcing the media industry to become more data-driven. Media and digital groups need to understand changing patterns of consumption, including what programs and content are viewed across digital and traditional channels, as well as other content sources. 

Our media and entertainment research experts provide insight into what content is being consumed on which channels and devices, and why. We convert big cross-media data into smart, relevant research insights by using our unrivaled analytical, data science and technological expertise to integrate and interpret multiple data sets.

GfK’s own unique data sets include proprietary audience, consumer and retail data (for example Video on Demand (VOD), DVDs, music, books, video games and consoles). This allows us to measure media consumption, advertising efficiency and content appeal. By capturing, analyzing and translating media consumption across channels, platforms and devices, we help you build and execute winning business strategies.

Success Stories
  • Providing comprehensive product information for a hi-fi publication

    Providing comprehensive product information for a hi-fi publication

    16.08.2016

    Our catalog enables our client to offer comprehensive and authoritative product listings through its online publications.

    Situation

    Our client publishes a magazine for buyers and lovers of home audiovisual systems. In its move toward digital publishing, it wanted to keep its website readers engaged by providing technical specifications for most products in its listings. The company also wanted to minimize the costs and resources required to gather and manage the content, preferring that its staff focus on core publishing activities.

    Approach

    We provided the magazine with a subscription to our authoritative product catalog data. This gives the organization detailed, accurate and standardized technical specifications, product images and marketing text covering most audiovisual products in the market. Our product data is updated daily and is built on data drawn directly from manufacturers and distributors.

    Outcome

    The publication now offers its readers up-to-date, accurate and detailed product information alongside its editorial reviews. This adds value for readers and entrenches the publication’s place as the most comprehensive source of information about home entertainment systems.

    Our catalog:

    • allows the client to easily offer product listings without the costs of capturing the data manually
    • enables the publisher to focus on its core business even as it builds out new online services for its readers
    • offers data even for niche brands and manufacturers

    Click here to download our success story

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    02.06.2016

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • 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 and entertainment industry. View all insights

    • 03/28/19
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    How Marketers Can Adapt to TV Programming Trends

    Even though we are still kicking off the year, we’re also winding down the latest round of “must-watch” TV programming that comes early in the year (e.g. Super Bowl, Oscars) – and it is a good time as any to assess the latest consumer attitudes & behaviors towards media consumption.

    TV Programming Trends

    Notably, recent ratings continue to show a bleaker outlook for traditional TV – for example, the Super Bowl was the lowest-rated in 11 years, with 98.2 viewers tuning in (a 5% decline from 2018).  Additionally, the Grammys pulled in 19.9 million viewers, a minimal improvement over the lowest-rated 19.8 figure from last year. And finally, the Oscars very recently did beat last year’s record low of 26.5 million viewers, with 29.6 million for 2019. So where are consumers heading from here – and what are the opportunities for marketers? Let’s focus on three key areas to assess.

    The Streaming Option

    Of course, cord cutting is a phenomenon that continues to have ripple effects. According to a recent GfK Consumer Life study, 26% of Americans have used a streaming device in the past 30 days (e.g. Roku, Amazon Firestick, etc.) – this rises to 36% among Millennials).  And new players will be offering their own streaming services soon – including Apple, Disney, and AT&T – which means that viewers will have even more choices to pass on traditional TV/cable options. However, with more to choose from, consumers might find it difficult to select the best option for them.  And if the cost is not right – we don’t know yet what pricing plans will look like (especially for newer, more a la carte-type packages) – then reverting back to traditional TV programming, or simply not subscribing to any service at all, might be the more viable scenario. In fact, even today, many TV streaming packages are starting at a monthly $40-$50 range – but that is typically with limited channel availability (i.e., tack on more dollars for upgrades), plus the cost of monthly Internet service – and consumers quickly approach a similar $100-type bundled package that traditional cable companies currently offer. Moreover, traditional TV still has the backing of being the ‘go-to’ for live events – for example, only 2.5 million viewers streamed this year’s Super Bowl (accounting for just ~2% of all viewers) – so we still have a long way to go before those numbers start matching traditional TV viewership.

    Everything Is More Niche

    Forty-seven percent of Americans have binge-watched more than three episodes of content in one sitting more often than last year. Ultimately, with media fragmentation (and the many different types of content to choose from), viewers are picking and choosing what types of programming they want to consume (and not just ‘what types’ but ‘when’). According to MRI, 47% of Americans have binge-watched (i.e. 3+ episodes of content in one sitting) ‘at the same amount or more often than last year’ (55% for Millennials). This of course goes completely against the traditional next day, ‘water-cooler’-type conversations (e.g. “Did you see what happened there last night?” “No I’m still not caught up, so don’t spoil it…let’s talk about it again in a few days/weeks/months/etc.”) And marketers are not only fighting to get in front of consumers’ eyes, but their ears too. Podcasts have certainly picked up steam and are catering to all sorts of audiences with niche-type interests (Hollywood is getting in on the act too). MRI data shows that 14% of Millennials have downloaded or listened to a podcast in the past 30 days (+6 pts already just since 2016, and +5 pts from all Americans).

    What’s Left in the Mass Market?

    While perhaps not drawing the same audience metrics as they used to, large “must-see” events such as awards shows continue to exist in today’s world of TV programming (reaching tens of millions of consumers all-at-once is still quite the opportunity).  And though viewers are probably more fragmented themselves than ever – based on demographics, interests, and aspirations – there are some constant themes that seem to resonate with most everyone. GfK Consumer Life lists the following as the top advertising themes that Americans prefer: those that humorous, those that are optimistic, and those that represent giving to others. Notably, this top three list remains relatively the same regardless of age or gender (among other demographics such as political leaning). Marketers seem to have taken note, as these narratives were commonplace in recent spots from the big live events (e.g. Super Bowl ads such as Audi’s “Cashew” spot or Microsoft’s “We All Win”). Types of advertising themes Americans prefer. Source: GfK Consumer Life

    How can companies and marketers adapt?

    The TV programming trends that are taking place in the media world will continue to disrupt moving into 2019 and beyond. Although new offerings will drive fragmentation further, companies and marketers have to acknowledge which opportunities will work best for them. Keeping abreast of cultural shifts is another way to connect with consumers – case in point, the recent resurgence of nostalgia in popular culture. GfK Consumer Life research tells us that 85% of Americans are nostalgic about specific time periods in the past (including two-thirds citing the 1990s or earlier). It’s no surprise, then, that companies and marketers are playing off this theme (e.g. Disney bringing back classic animated films in the form of live-action movies, with their latest effort, “The Lion King”, set to be released in July). Another opportunity area is leveraging influencers and specifically ‘meme’-worthy content. The recent Netflix thriller “Birdbox” did just that – while it may not have been critically acclaimed, the traction from social media & memes undoubtedly led to its success.

    Want to learn more about digital trends?

    Watch the full video & download slides on “The Promise of the Smart Life.” hbspt.cta.load(2405078, '5d172e85-ab11-4206-82b2-f8cf35c26371', {});
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    Consumer Panels

    Your business is all about your consumers. So understanding them is essential in ensuring your products and services meet their needs, and in identifying opportunities for growth.

    Our international consumer panel data and research expertise provide you with smart customer insights into who your consumers are, their attitudes and behaviors, across channels.

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    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Media Measurement

    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.

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    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

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    Shopper

    Digital continues to open up new paths to purchase, changing how and where people shop. More and more data becomes available every day, as shoppers embrace multi-channel brand experiences. To stay competitive in this big data, multi-channel environment, businesses need to identify and leverage the most relevant data along the entire path to purchase. 

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