GfK Content Appreciation Solution

Comprendere le opinioni degli telespettatori sui contenuti proposti per mantenere l’audience esistente ed attrarre nuove tipologie di pubblico

I Media Owners devono valutare in maniera costante la reazione ai contenuti proposti sui loro canali da parte delle differenti tipologie di audience. Questo è proprio ciò che lo strumento Content Appreciation consente di fare ai clienti GfK – tra i quali ci sono ad esempio la BBC nel Regno Unito e la NPO nei Paesi Bassi. Lo strumento prevede la somministrazione di questionari quotidiani per ciascun programma su tutti i canali e fornisce i risultati 48 ore dopo la trasmissione.

Il nostro Panel rappresentativo di telespettatori risponde a un breve questionario online ogni giorno. Ogni 24 ore è disponibile un nuovo questionario. Oltre a rispondere a un set di domande standardizzate per ciascun programma guardato, gli intervistati rispondono ad una serie di domande di approfondimento che possono differire per canale, genere e programma. In questo modo, è anche possibile raccogliere preziosi commenti testuali.

GfK Content Appreciation consente inoltre di porre domande specifiche in base ai contenuti della trasmissione (ad esempio, domande sugli ospiti di un talk show) e di concludere con domande non relative al programma. Il report è disponibile due giorni dopo la trasmissione, di prima mattina, e può variare da una sofisticata analisi dei dati a un semplice elenco dei programmi di maggior gradimento.

Comprendere che cosa interessa al pubblico di oggi... e di domani

Per trattenere il pubblico esistente e attrarre nuove fette di audience, gli indici di ascolto non sono sufficienti. Per i Media Owners è fondamentale conoscere che cosa interessa agli spettatori, in modo da capire come migliorare i contenuti esistenti e se è necessario acquistarne di nuovi. Grazie agli insight ottenuti dalla soluzione Content Appreciation di GfK, è possibile capire non solo quali contenuti hanno successo oggi, ma anche cosa il pubblico di domani vorrà guardare. Nel dettaglio, è possibile:

comprendere che cosa motiva o dissuade le persone a guardare un programma
stabilire se una clip promozionale è in grado di attivare effettivamente la visione del programma

valutare l'impatto di un particolare presentatore, ospite o attore, ed esaminare come questo cambia per i diversi segmenti di audience

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23='{type=string, value=Контактные данные}', 24='{type=string, value=contact}', 25='{type=string, value=연락처}', 26='{type=string, value=contact}', 27='{type=string, value=お問合せ}', 28='{type=string, value=contact}', 29='{type=string, value=contact}'}], [About-GfK, Quick-Links, Legal]

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GfK Content Appreciation Solution

Comprendere le opinioni degli telespettatori sui contenuti proposti per mantenere l’audience esistente ed attrarre nuove tipologie di pubblico

Comprendere che cosa interessa al pubblico di oggi... e di domani

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Ricerca GfK per TER: la Radio torna a crescere nella Fase 2 (+20%)

Disponibile il numero di maggio di 5 Minuti, la newsletter GfK

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