GfK Media Measurement Global View Q1 2023

Introduction

Author: Dominique Vancraeynest

We’ve started the new year with a real buzz around our hybrid radio measurement approach, which has launched in Australia. What’s ground-breaking about Radio360 is that we’re able to report on streaming radio whether that be through a smartphone, smart speaker or PC.

Fascinating for us as media researchers of course, as we get heavily entrenched in the technicalities and the operational details, but what’s interesting for me is to see how much press coverage this methodology has generated. It has reassured me of the importance that Radio still occupies in our daily lives. On 27th and 28th March we presented Radio360 at the annual conference ”Radiodays Europe” in Prague, a major event in the Radio, Podcast and Audio world – bringing together over 1,200 visitors from 65 countries over 3 days.

We’re always here to talk about your media measurement challenges and requirements, and to hear your ideas. Just get in touch.

New Radio, TV and Print currency wins

Author: Dominique Vancraeynest

We’re extremely proud to announce major new currency wins: 

• The radio currency for Switzerland: A new five-year contract for 2023–2027 with Mediapulse, the JIC for media measurement in Switzerland. Collaborating since 2001, in this latest contract we’ll continue to employ the GfK Mediawatch system to collect information in three language regions. 
• TV audience measurement in Austria: We are delighted to continue delivering the TAM currency contract from the TV JIC AGTT for 2023 to 2029. This will include Time Shift Viewing and Streaming.  
• Radio Currency and Print Currency in Austria: We are pleased to have renewed with the contract for 2023/2024 for the Radio Audience Measurement, which involves conducting 20,000 CATI Day-After-Recall interviews. For the Print Currency, GfK will carry out half of the online interviews to 2024. 
• Our TAM service in Portugal started in 2012 and has been repeatedly renewed over the past years. Eventually, the contract was put to Tender in 2019. Out of two possible candidates, the Portuguese JIC (CAEM), decided for GfK on the condition that the meter equipment was replaced in the existing TAM panel, and a further calibration of its composition was done. This delicate migration process was rolled out during the pandemic period and successfully completed in 2022. As a consequence, CAEM now signed a new 5-year contract, up to March 2028 with GfK. 

New: GfK’s Continuous Survey solution

Author: Marij Tillmanns

Sometimes you need access to the latest audience insights fast, to understand media consumption and appreciation so you can make informed decisions at speed. Our new, fully automated, continuous survey solution has been designed to meet this need. Quick to set up, cost-efficient and easily adaptable to your exact requirements, it also offers a DIY option. The new platform is ideal for longitudinal studies such as content appreciation projects and eDiaries.

Audience Activation

Author: Bjoern Sprung

Advertise with precision. Tap into the growth potential of shopper audience activation. Access data-backed insights into consumer purchases (eg food and FMCG categories), demographics, attitudes and media consumption from our off-the-shelf solutions such as our eight shopper profiles. Or craft your own bespoke segments to suit your needs. 

Achieve category growth by addressing actionable relevant shopper audiences across Category Management, Marketing & Media. This will enable you to drive shopper acquisition with enriched profiles that deliver maximum ROI on your marketing and advertising spend. 

GfK’s Hybrid Radio measurement approach makes waves

Author: Deb Hishon

Our new Radio360 measurement system has been designed to deliver more in-depth insights into listeners’ behavior. This ground-breaking solution took five years to develop using the latest measurement technology and employing all our expertise from years of audience research. Now active in Australia, 60,000 respondents annually use electronic and paper diaries alongside our proprietary watch meters to track listening habits, including streaming through smartphones, smart speakers and computers. Crucially, this means networks can profile listeners to linear and streamed radio so they can develop and curate the right content and better target advertising. 

The launch in Australia – the first market to adopt the approach – has attracted the attention of the press. Read our interview in The Australian Business Review, published 13th February. John Musgrove, head of research for Australia’s Commercial Radio & Audio discussed the development in the media too. Read his views in the official press release, and in articles published in RedTech, Media Week, Radio Today and Radio Info.com.

We were also delighted that GfK’s Rolf Müller and myself were asked to present the approach at the start of March to egta, the European Association of Radio and TV Sales Houses, in Milan at the annual Market Intelligence Meeting.  

On March 27th, I presented at Radiodays Europe in Prague. Following an introduction on the stage from Grant Blackley, CEO & MD of Southern Cross Austereo, where he praised NIQ’s passion, collaboration and expertise, as well as being a safe pair of hands, I also described the hybrid methodology and how the analysis of the integrated listening will enable stations to better plan their campaigns and grow their audiences and revenue. 

White paper: What will tomorrow’s media industry need from audience measurement?

Author: Dominique Vancraeynest

We recently published our annual media measurement white paper: What will tomorrow’s media industry need from audience measurement? To get a balanced discussion we posed this question to both the sell side and the buy side. We’’ve highlighted 5 key take outs. These are just top line summaries so for more information, be sure to download the full paper to read at your leisure. 

5 Key Takeouts

1. Whilst there is much debate about the desire to move ‘beyond exposure’, accurate measures of exposure across platforms remain the priority for the currencies, the foundation on which other metrics can be built.
2. There is great interest in attention metrics on both the buy- and sell side, but less consensus on the possibility of agreed industry measures of attention being incorporated into the currencies, with an emphasis more on the usefulness of attention measures for planning as opposed to trading.
3. The need to measure outcomes is acknowledged by all parties and currencies need to be compatible with, and able to facilitate, outcomes measurement. Nonetheless there is little expectation that it is practical for currencies to directly measure outcomes. The outcomes that need to be measured will vary greatly from advertiser to advertiser, making agreed industry metrics impractical.
4. There is agreement on both buy- and sell side that measuring content is an essential part of the currencies’ mission, in order to demonstrate the value of context. In the long term it is acknowledged that the growth of programmatic is breaking the link between content and advertising.
5. There is support for cross-media measurement initiatives, but concern on the sell side that initiatives should take account of quality environments and not commoditise advertising. There is some frustration on the buy side at the speed of recent cross-media initiatives and, in some cases, even the direction of travel is being questioned.