logo EN


​​​​​Technology has reinvented how consumers watch TV

In today’s multi-screen environment brands have more opportunity to engage with viewers - the challenge is that there are many different viewer journeys to understand. Today’s viewing habits are fragmented across many screens, and this trend is only going to deepen. 

As screens on smartphones, PCs and tablets play different roles in the total viewing experience, “tuning in” will become even more varied. The size of the screen will increasingly dictate content’s format; from a two-minute narrative on a smartphone, to trailers on a PC, to watching films on TV.

So we need to understand the viewer’s multi-dimensional, multi-screen experience. This means device-level measurement with individual level viewing behavior to maximise the long-tail that delivers advertisers highly targeted audiences. When will this become a reality?

Download our white paper

Related Products

  • GfK Audience Ascription Modelling

    GfK’s Audience Ascription Modelling combines our panel-based audience measurement with site census data to provide viewing figures for the multitude of smaller digital entertainment channels.

    Read more
  • GfK Cross Media Measurement

    The GfK Measurement Platform captures and quantifies cross-media consumer behavior, across all devices - PCs, tablets and mobile.

    Read more
  • GfK Content Appreciation Solution

    Evaluate content across all channels. Metrics are delivered 48 hours post-broadcast by audience group for viewer motivation, promo performance and impact of key figures.

    Read more

Related Insights

  • 22.06.2020


    COVID-19 - Changes in online behavior across LATAM

    Which categories of online use are increasing and decreasing across LATAM?

  • 29.06.2020


    Map of the Month: Retail share of private consumption, Europe 2019

    GfK’s Map of the Month for June illustrates the brick-and-mortar retail turnover share of private consumption in Europe in 2019.

  • 26.06.2020


    GfK Coronavirus Recovery Atlas: forward mapping for the new market ...

    Our latest in-depth, far-reaching report of market insights, commentary and forward projection for the global TCG market. It is richly illustrated ...

View all Insights