GfK Media Measurement Newsletter Q4 2023

Introduction

Author: Lee Risk

We’re dedicating this issue to ‘The sound of success’, the asi Radio and Audio and Television & Video Conference held in Nice on 8-10th November. I know some of you were there, but others will have missed this annual meeting of the audience measurement community so we’re peeking into the papers we presented, all of which you can download.

On day one, during the segment entitled ‘Recipes for success in currency audio measurement’, we discussed life after the successful launch of the Radio 360 methodology in Australia and the challenges for the future. 

Our next session tackled AI. Every year we host a debate with some of the best minds in our sector who join us to address some of the most taxing topics of our time. 2023’s edition is no exception as it addresses AI. As well as the conference paper, there’s a more detailed White Paper too. 

Our last session focused on the TV audience measurement service in Singapore. Together with our partner there, IMDA, GfK’s Giacomo Catanoso discussed and shared the results of a pilot project to extend the reach and scope of our TV Measurement currency. 

Finally, it was a pleasure, as always, to host our clients, partners, and friends at the traditional NIQ Dinner and Drinks at a rooftop location overlooking the beautiful shoreline of Nice. Many thanks to everyone who joined us – old friends and new.

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

Meet our new Global Head of Strategy

Author: Deb Hishon

GfK’s Deb Hishon shared insights from the impact of Radio 360, the new audience measurement system in Australia that was launched in Q2 this year. This single and holistic ratings model has transformed the understanding of radio listeners and the way the networks and advertisers are using the metrics.  

Deb outlined the key challenges facing the industry in today’s digital audio environment and how the next phases of Radio 360 will address them. Anyone working in radio will find the journey so far, and the outlook for the future, a fascinating read. 

Artificial Intelligence: assessing the impact on the media industry

Author: Lee Risk

Within the first joint session entitled ‘How sustainable is the business of measurement?  ’, we shared findings from our latest industry roundtable with key figures from the media ecosystem. We debated and discussed the opportunities and risks that AI presents for the media research industry around content, advertising, planning, and data. Download  our session which covers:

• Present experience with AI including current activities, knowledge, planning testing, and policies
• Where AI may have a role in content, advertising, trading and data
• The likely impact of AI, the key priorities, and the main concerns for the future.

We have just published the roundtable White Paper which covers the asi presentation topics in detail and much more on this important subject. Be among the first to read it and see how your peers are using AI and how they expect to do so in the future. Will AI replace your role? The white paper addresses this too!

Extending the reach and the scope of a TAM currency in Singapore

Author: Giacomo Catanoso

We have been working closely with our partners in Singapore to keep pace with the country’s evolving TV and digital audience measurement needs. Our latest project was to capture the integrated consumption of content across TV, digital, and key OTT, VOD and social media platforms . We developed five prototypes aimed at extending the reach and scope of traditional TV measurement. 

The pilot started earlier this year and it was very successful. We were able to follow any content across all platforms and screens and we managed to add an additional measurement layer focused on audience engagement. Read this paper  to see how our Asian media measurement team and their partners tackled the project’s goals and obstacles, and to find the results of the pilot. 

GfK White Paper: What is the likely impact of Artificial Intelligence on the media industry?

Author: David Sánchez

If you enjoyed our AI conference paper, then you might be interested in more of a deep dive on the subject matter. In our latest white paper we cover how Gen AI is being used for content generation, advertising, data and research. Among the topics explored we discuss: 

• Can Gen AI be creative, or does it always regress to the mean?
• Is AI sexist or discriminatory 
• Is your brand integrity at risk?  
• What job functions are likely to be replaced and who owns the IP?   

Download the latest GfK media roundtable white paper to see what some of your peers think