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  • Celebrity Tribute Covers Have Mixed Success in Boosting Print Magazine Readership
    • 08/24/16
    • Media and Entertainment
    • Media Measurement
    • StarchMetrix
    • United States
    • English

    Celebrity Tribute Covers Have Mixed Success in Boosting Print Magazine Readership

    Print magazines featuring tributes to celebrities or public figures can deliver a large spike in readership compared to typical issues of the same titles – but the results vary widely.

    • 08/23/16
    • Media and Entertainment
    • Connected Consumer
    • Global
    • English

    Understanding TV viewing preferences in the digital age

    Today, the definition of “television” is much deeper than the physical device it was originally named for.  No longer confined to a self-contained, standard-issue product, “TV” now refers to content that is accessible to us via an endless combination of devices, platforms, and services.  The landscape is more complex than ever – we can watch TV on phones and through video game consoles, and make calls or summon personal assistants through our TV sets.  Antennas are a relic of the past, and we don’t even need a cable subscription to watch our favorite shows.  The most popular online video content is often much shorter than a traditional 30-second broadcast spot.  And although the fall TV premiere season is around the corner, the idea of a “TV season” is becoming fuzzier with each passing day.

    One thing is certain, however – our interest in TV-like content isn’t going anywhere.  According to Nielsen, Americans now consume an entire hour more of media per day than just a year ago.  So what are the new opportunities for this evolving industry?

    Address shorter attention spans

    It’s no secret that our multi-tasking culture has made it harder to pay attention to just one thing – in fact, experts estimate that our focused attention spans have decreased from 12 to 8 seconds in the past 15 years.  According to GfK Consumer Life, Americans are more than twice as likely to watch short video clips as movies/TV shows via streaming services on their smartphones in an average month.

    And as a sign of these times, Snapchat passed Twitter in daily users earlier this summer.  Consumer appetite for shorter bursts of entertainment is only going to intensify, creating a mandate for advertisers and content creators.

    Pepsi has responded to this trend by developing five-second broadcast ads to support its latest emoji campaign, appealing to the viewer’s dual desire for more visual communications and fast, dynamic content.  And it was recently announced that major network shows like “The Voice” and “Saturday Night Live” will be producing original shows for Snapchat.  What will your brand do to adapt?

    The rules of real-time

    Despite the flexibility of viewing times that the new TV landscape affords, live programming has not completely lost its appeal.  Recent findings from GfK Consumer Life show that two in three Americans consumed video content live or in real-time in the last 30 days, well ahead of those who time-shifted with streaming or recorded content.  And when they’re in the mood for sports or news but don’t have anything specific in mind, more than half of consumers turn first to their favorite TV network or channel.

    While the success of broadcast scripted programs continues to be a challenge, real-time content such as sports, competition series, and musical specials are still a safe bet.  And while this is good news for TV programmers and advertisers, it still takes effort to capture consumer attention – whether it’s embracing new technologies like virtual/augmented reality or enhancing the social media experience during live viewing “events.”

    Adapt to new viewing behaviors

    At the recent Television Critic’s Association press tour, NBCUniversal unveiled new research confirming that TV viewing is consistently pushed back among many viewers.  Delayed consumption is the new normal for scripted programs, as most viewers find it unnecessary to watch new episodes of shows when they first air.  Instead, they prefer to pick their own preferred time even when live viewing fits into their schedules.  Many would also watch more TV if an entire season was available to them at once instead of the standard five episodes that on-demand channels typically offer – this has actually become a deal-breaker for most.

    GfK Consumer Life data supports this preference – over half of Americans watch TV programming when it’s convenient to them on a streaming service (54%) or DVR (51%) monthly or more often.  With traditional advertising models still based on three or seven days within an episode airing, brands and broadcasters need to evolve their offerings to meet consumer demand.

    Conclusion

    As streaming services, technology disruptors, and other unpredictable shifts continue to push the TV world into uncharted territory, brands and content developers need to act quickly to capitalize on changing consumer preferences.  Understanding their desires to view more “snackable” content, enhance the live viewing experience, and watch on their own terms is essential for the future of TV.

    Rachel Bonsignore is a Senior Consultant for GfK Consumer Life.  She can be reached at rachel.bonsignore@gfk.com.

  • Home Technology: Physical Vs. Digital Video
    • 08/22/16
    • Media and Entertainment
    • Media Measurement
    • United States
    • English

    Home Technology: Physical Vs. Digital Video

    With so much content now available at will via online and subscription video services, ownership and renting of individual titles has become surprisingly rare, according to a new study from GfK.

  • Buying, Renting Videos by Title Is Not Making the Leap to the Digital Marketplace
    • 08/22/16
    • Media and Entertainment
    • Technology
    • Media Measurement
    • United States
    • English

    Buying, Renting Videos by Title Is Not Making the Leap to the Digital Marketplace

    With so much content now available at will via online and subscription video services, ownership and renting of individual titles has become surprisingly rare, according to a new study from GfK.

  • In 6th NextGen Competition, GfK Prompts Undergraduates to Research Brand Relationships, Product Innovation, “Omnishopping”
    • 08/17/16
    • Media and Entertainment
    • GfK-MRI
    • United States
    • English

    In 6th NextGen Competition, GfK Prompts Undergraduates to Research Brand Relationships, Product Innovation, “Omnishopping”

    In its 6th Next Generation (“NextGen”) Competition, GfK is encouraging undergraduate students to design and execute research on top-of-mind issues for today’s marketers – from the “out of box” experience to brand loyalty to “omnishopping.”

  • Providing comprehensive product information for a hi-fi publication
    • 08/16/16
    • Media and Entertainment
    • Product Catalogs
    • Global
    • English

    Providing comprehensive product information for a hi-fi publication

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

  • Providing comprehensive product information for a hi-fi publication
    • 08/16/16
    • Media and Entertainment
    • Product Catalogs
    • United Kingdom
    • English

    Providing comprehensive product information for a hi-fi publication

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

  • Providing comprehensive product information for a hi-fi publication
    • 08/16/16
    • Media and Entertainment
    • Product Catalogs
    • United States
    • English

    Providing comprehensive product information for a hi-fi publication

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

    • 08/15/16
    • Media and Entertainment
    • Connected Consumer
    • Global
    • English

    Using Appreciation Panels to check TV audiences’ views

    Let’s be honest: it is complicated being an audience researcher for a broadcaster. Gone are the days when most prime time TV shows got double-digit ratings and the only reviews to worry about were those of the notoriously cynical newspaper journalist. Now, when a new TV program disappoints, thousands of people can share their own negative opinions about it on social media, in discussion forums or on the show’s website. But are these opinions representative of the entire audience’s appreciation of the relevant piece of content?

    In short, no. Broadcasters should not assume those views shared online are representative of the wider audience, or see them as explaining why a program is underperforming. There are many reasons for poor ratings, including scheduling and marketing.

    Check the audiences’ opinions… constantly!

    As you’ll know only too well, audience reactions to content change over time. Not only must you keep a constant check on audience opinions, but you’ll want to benchmark your content’s performance against similar programs. And you need to do this with a real audience. It’s crucial to do this with real viewers who watch programs every day of the week – not just with a group of people who are vocal on social media. We call these “Appreciation Panels”.

    Appreciation Panels = real viewers + real feedback

    Impossible? Not necessarily. With Appreciation Panels, you can obtain daily feedback from real viewers in a specified market. Using a short online survey, you can anonymously poll a representative group of respondents on anything they’ve watched in a given day.

    In just a few minutes, panel members will reveal what programs they’ve watched, what they liked or disliked about them, or what could have been improved. Some panel members even write mini essays on their favorite show. Others provide raw, honest feedback on why watching a particular program was a waste of their time.

    Shortly after the broadcast, you can dive into this treasure trove of information. By asking panel members to rate the program on a scale of one to ten, you are provided with a key indicator of whether or not a show is healthy and successful. But this is only one of the many questions that can be asked. If it’s a drama series you’re researching, you can ask the audience about the actors or storyline. If your focus is a news program, you could ask about the topics covered and the presentation style. Asking panelists about what they liked and what could be improved is always beneficial too.

    Is relevant audience research a guarantee for success?

    Knowing all of this about a program is no guarantee that it will be a success. Creating successful TV content – whether a news program or drama series – is not simply dependent on following up on audience feedback. However, it can prevent directors and producers from overlooking essential adjustments that could help to improve a program. And it can help channel planners determine if a program is targeting the right audience at the right time, or if it is a failure and should be taken off the air. Additionally, it can highlight when a program is eliciting positive viewer reactions but lacking high TV ratings, indicating that it might benefit from modifications to how it is promoted.

    Audience research is a powerful tool. One that can be used across media – TV, radio and even websites – to improve content and programing. The key to harnessing its power, however, lies in ensuring you are working with a Content Appreciation Panel that is representative of your target audience.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Find out more about our Content Appreciation Solution

     

     

     

    Understand the benefits

     

     

     

     

     

     

     

     

     

     

     

     

     

  • Take a TV binge watching journey
    • 08/11/16
    • Media and Entertainment
    • Media Measurement
    • GfK-MRI
    • United States
    • English

    Take a TV binge watching journey

    Binge viewing is on the rise in the US. 57% of people regularly binge watch, which is up from 51% in 2015.

  • GfK Radio Insights New Zealand - Keeping it Real with Radio
    • 08/11/16
    • Media and Entertainment
    • Media Measurement
    • New Zealand
    • English

    GfK Radio Insights New Zealand - Keeping it Real with Radio

    The first GfK Radio Insights for New Zealand has been released today.  The video featuring focus group respondents discussing their relationship with radio provides rich insights into the power of radio.

    • 08/10/16
    • Media and Entertainment
    • Connected Consumer
    • Global
    • English

    Plug and play: Connecting with the home television system

     

     

     

    The Connected Consumer is not only adding new connections regularly but reconfiguring old ones as well. Media devices are seeing old connections cut, new connections added or hybrid connections that create a change in primacy of one connection over another.

    Let’s consider the TV set, or to think of it in the broadest sense, the “television-centric entertainment system” in each home. Aside from the set itself, these can include connections to a pay TV service and to devices such as videogame consoles, Blu-ray players, DVRs, and digital media players – and some or all of the devices can have their own connection to the home’s internet.

    An ever-changing system of connections

    GfK’s benchmark household measure, the Ownership and Trend Report from The Home Technology Monitor™, has been measuring such home TV systems for 36 years. In those years, we’ve seen devices go through complete life cycles (VCRs), reach maturity (DVD players), die early (laserdiscs, 3-D sets) and achieve multiple reincarnations (videogame consoles). But the continuing theme is that since the early 1980s, with the emergence of cable TV and VCRs, the television has been a connected device within an ever-changing system of connections.

    In today’s living rooms, we see the constant evolution of connections to the TV continue. Most notably, the pay TV connection to the TV set – now including not only cable TV but satellite and telco TV service – appears to be eroding ever more quickly. Although the loss of subscribers is a slow trickle, the drops in that trickle are getting bigger, so that we saw a statistically significant decrease in pay TV subscribers in the past year – this compares with prior years when it has taken two to three years to add up to a significant decline.

    Going digital: The current landscape

    Our trend data shows that those homes which have cancelled pay TV service have grown more affluent and more connected to digital sources of video content over the past five years – changing the decision from one dominated by a home’s financial situation in the wake of the Great Recession to increasingly being a lifestyle choice among homes that could afford pay TV if they wanted it.

    The decline in that wired connection has been offset by more reliance on the original wireless connection (broadcast TV) and by increased connections to both internet-connection devices and internet services. Over the past five years, our trend data shows that homes actually using an internet-connected device to watch TV or movies on a TV set has grown three-fold, from 15% of all TV homes in 2011 to 43% in 2016.

    An evolution of connections: Streaming and SVOD services

    Even among these new streaming devices connected to a TV set, there has been an evolution of connections. Five years ago, the most common way to stream to a TV set was through a videogame console; today, digital media players (such as a Roku and Apple TV) outdo both videogame consoles and smart TVs as the way to get streaming content to a TV set.

    And, of course, hand in hand with the evolution of streaming to a TV set has been the rise of the streaming service, connected to the set through the internet-connected TV device. In the USA, Netflix is the dominant SVOD service and has effectively eliminated its DVD-mail-rental sibling (making the DVD/Blu-ray player a less valuable connection for your TV set). With larger SVOD services (Amazon, Hulu) slowly increasing market share, and a bevy of smaller SVOD services servicing niche audiences, the streaming-to-TV connections will only get more and more complicated as consumers try to build their own streaming bundles to get connected to the content they want.

    Will the TV set remain at the forefront of the connected revolution?

    The TV set – being for decades the most important media device in people’s lives – has been at the forefront of the connected revolution, despite being “under the radar” in comparison with shiny new devices like smartphones or tablets. Whether it was analog, wired connections to a VCR or digital, wireless broadband connections to the internet, the system of devices and services connected to TV sets has been in constant motion and disruption for many years.

    Thus, TV screen stakeholders – whether broadcast, cable, or streaming – have an imperative to track and understand innovation and consumer attitudes towards the TV set and the content sources feeding to it. Whether it’s long-term trends from The Home Technology Monitor, audience segments from GfK MRI, or changes in consumer attitudes from GfK Consumer Life/Roper Reports, GfK stands ready to be an engaged partner to help our clients understand where media has been, where it is, where it will be, and how to best harness that knowledge to drive business success among Connected Consumers.

    Get similar insights – and many more – as soon as they get published by subscribing to The Home Technology Monitor in 2016. Aside from our annual Ownership and Trend Report, our report topics this year include Comparing Streaming Services, Over-the-Top TV, Digital Media Players, and Physical-Digital Video.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    Want more details about The Home Technology Monitor?

     

     

     

    Contact the HTM team

     

     

     

     

     

     

     

     

     

     

     

     

     

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