Media owners need to continually evaluate how content is received by different audiences across all their channels. GfK’s Content Appreciation tool enables clients such as the BBC in the UK, and NPO in the Netherlands to do just that. It hosts daily questionnaires on each program on all channels and reports the findings 48 hours after broadcast.
Our representative panel of viewers completes a short online questionnaire each day, with a new questionnaire available every 24 hours. In addition to answering a set of standardized questions for each program they’ve seen, panelists provide responses to a range of in-depth questions that can differ by channel, genre and program to provide rich verbatims. We can also ask content specific questions to rate the guests in a talk show, for instance, and end with non-program related questions. The reporting is available in the early morning two days after broadcast, and ranges from sophisticated data analysis to a simple list of the highest appreciated programs.
To retain existing audiences and attract new ones, it is not enough for media owners to only understand ratings. It’s vital to understand what engages viewers to know how to improve content and what content to acquire. With GfK’s Content Appreciation tool, broadcasters know not only what content is selling today, but also what the audiences of tomorrow will want to watch. They can:
05.12.2020
Reports
2020年，受新冠疫情影响，各行业、各品牌的业务均遭到一定程度的冲击，营销领导者们也不得不面临预算缩减和KPI调整的双重挑战。如何用更少的资金投入实现超预期的效果，成为大多数企业当前面临的现实问题。
04.12.2020
White papers
新冠疫情让全世界陷入不确定的状况，根据GfK的最新调查，科技消费品最坏的时期已经过去，智能手机的销售正在复苏。
30.11.2020
Articles
一直以来，消费者选择品牌的原因有很多，例如：相关性、可靠性、地位和声誉。然而当下，消费者更倾向于支持那些以目标为导向、体现价值观并展现可持续发展的品牌。
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