TV & VIDEO AUDIENCE MEASUREMENT
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GfK Audience Measurements & Insights
TV & VIDEO AUDIENCE
MEASUREMENT
GfK Audience Measurements & Insights GfK Audience Measurements & Insights
“Never before in the history of modern communications have
there been so many fundamental shifts in the distribution
and measurement of media. With the development of video
streaming and the multiplication of devices, TV and video
consumption is evolving rapidly. Staying ahead of the curve
can be daunting for both product brands and channel
operators.
GfK continually innovates, developing cutting-edge
technology to bring a fragmented market into greater focus.
Across the world, our experts turn research into smart
business decisions. In Saudi Arabia, we will introduce the first-
ever electronic TV audience measurement system. Our radio
ratings survey in Australia covers more than 60,000 listeners.
In Brazil we work with four of the leading TV stations to
measure the consumer viewer behavior. Everywhere in the
world, we are able to build up consumer panels and drive
insight through data, making marketing research work harder.
Read more about how we turn research into real business
opportunity for you.”
MEDIA RESEARCH AT GfK
Consumers can access content anytime, media content and a trusted trading
anywhere; from a smart phone on their currency. For media owners that means
daily commute to their PCs at home. In understanding consumers’ TV and
this fractured landscape, capturing their video viewing behavior to help optimize
viewing patterns has become increasingly programming and sell advertising space
difficult for marketers and media owners. more efficiently, increasing revenue.
That’s where GfK can help. Agencies benefit too. They can more
accurately measure their target’s TV and
Throughout the world, we measure video viewing habits across all devices
the audiences for any given medium to help make informed decisions for
across a range of platforms. Our data is optimized media buying and higher
used to analyze consumer preferences return on investment.
and engagement with TV, print, radio,
digital, mobile, out-of-home and social
Stefan Raum
Global Head
Audience Measurement & Insights
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GfK Audience Measurements & Insights
ALL TV VIEWS ALL ONLINE
VIDEO EVENTS
RPD SENSIC
(CABLE, SAT, (HEARTBEAT)
IPTV) TAGGED
VIEWS
RPD
ASCRIBED
VIRTUAL
PANEL
MEASURING TV AND
PANEL
ONLINE VIDEO USAGE
With the development of video streaming To give this measurement even more
TOP MO and the multiplication of viewing devices, depth, we collect set top box viewing
SK BI
DE L measurement of TV has become much data, return path data, “RPD” on a big
more complicated. scale. This ensures robust ratings even
E
CONNECTED for niche programs. Reflecting consumers’
SCREEN Yet the majority of viewing still occurs at changing behavior, we measure online
PANELISTS home on TV screens. Through a state-of- video viewing on all existing devices—
the-art, transparent system we monitor from PCs to tablets—with our tracking
the TV viewing behavior of our panelists agents. Given the range of requirements,
TAM including terrestrial, cable, IPTV and our measurement program is modular
HOUSEHOLDS satellite sources. By measuring both live and designed specifically for the needs of
and time-shifted viewing we capture the each market and client.
long tail of consumption—gaining a more
robust view of opportunity to see.
TOTAL VIDEO PANEL
TV & video audience measurement | 5
GfK Audience Measurements & Insights GfK Audience Measurements & Insights
PEOPLE METER WITH AUDIO ADDITIONAL DATA
MATCHING TECHNOLOGY CAPTURE TECHNOLOGY
Our people meter solution uses audio The audio matching technology captures People meters capture live TV and time media players on a range of mobile
matching technology that has a 15 years the signals recorded through the people shift viewing. But to provide a complete devices and for PCs. This event-based
track record meeting different market meter system. Those are matched with video measurement we need to be able to measurement approach, with its
demands. Ensuring a complete and broadcasted programs – collected in capture the long tail of TV viewing. Our “heartbeat technology” that measures
comprehensive measurement down to the our Sound Sampling Units. This ensures state-of-the-art Genius Digital Agent duration of view, was designed to record
second, the panel includes viewing on all reliable channel and content identification captures Return Path Data, whilst our all relevant user actions during all phases
TVs in the household and to all connected in a completely independent way, making technological platform, Sensic Stream of video interaction.
equipment like DVDs and video games our assessments free of any bias toward Agent, collects user interaction with
consoles. It captures information for each channels and content.
household member and offers the ability
to register guests.
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GfK Audience Measurements & Insights GfK Audience Measurements & Insights
ESTABLISHMENT SURVEY ATTRIBUTING AUDIENCES
AND PANEL SET UP TO EVENTS
Core to effective TV audience This rigorous process helps us create the Who’s watching what and when is easy of viewers—from TV to tablet to set
measurement is the recruitment, highest quality panels available; making enough to gain through traditional top box and every device in between.
equipping and training a sample of the data we generate more valuable people meters. But our audience We’ve developed a series of processes to
viewers. To begin with, we conduct for our clients. Our dedicated team of attribution techniques go further. clean, truncate, ascribe and profile the
establishment surveys to gain precise expert technicians supports panelists Users have multiple devices. Devices measured and tagged viewing events
information about the availability of with people meter and tracking agent have multiple users. Our techniques to gain an even sharper picture of the
TV and digital equipment and each installation, training and data quality allow us to observe the complex patterns viewer.
household’s corresponding consumption. control.
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GfK Audience Measurements & Insights GfK Audience Measurements & Insights
DATA REPORTING
AND QUALITY
Delivery Software Data quality and data privacy
GfK offers a flexible and dynamic set of Our TV and video measurement services
solutions for data production, reporting are guided by our global quality standards.
and media planning, that enable the These ensure data protection and boost
detailed analysis of TV consumption the quality of information collected.
data aligned to client need. Our We continuously monitor panels and
software allows valuations from different measuring equipment, as well as ratings.
perspectives to cater to the needs of
broadcasters and other industry players. We work with the MRC, CESP and other
certification bodies in the areas of media
research and database convergence.
CONTACT US
Dominique Vancraeynest
Global Head of Business Development
TV Audience Measurement & Insights
dominique.vancraeynest@gfk.com
Rolf Mueller
Director of Global Business Development
TV Audience Measurement & Insights
rolf.mueller@gfk.com
OR visit
www.gfk.com/solutions/audience-measurement-and-insights
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