GfK Media Measurement Newsletter Q4 2024

Introduction

Author: Lee Risk

We hope you’ve all had a good few months.

If you were able to make it, we hope you had an enjoyable time at the asi conference in early November. In case you missed it, we are sharing findings from two new groundbreaking projects – Unlocking the potential of the audio ecosystem and the award winning Broadcast, VOD and social media measurement in Asia. 

As we continue to combine the significant media measurement assets of GfK and NIQ, we’ve been focusing on data integration quite a bit ourselves. It is also the topic of our latest expert Roundtable debate which has just been published. Read about it here.

We’ve been very active in Asia since the last update. Radio360 launched in Malaysia in August and generated a lot of attention. The story of launch makes an interesting read. In Singapore, we also launched next-level TV measurement with our partner IMDA.

If you’re interested in finding out more, you can contact the authors of each article – you’ll find the details as you read on. 

Thank you for your continued support and interest 

Tune into our papers from the asi conference

Author: Rolf Müller 

2024 asi International Radio & Audio Conference: Mapping the audio landscape and the International Television & Video Conference: Video measurement redefined was held at the Hilton Molino Stucky Hotel, Giudecca, Venice November 6-8th this year. We are delighted to announce that the 2nd paper from Giacomo Catanoso won the prestigious Tony Twyman Award. Since 2007, this award has been presented each year to the author of the conference paper that makes the ‘best contribution to a greater understanding of the TV medium and its audiences’.

Unlocking the potential of the audio ecosystem: audience measurement and effectiveness working together

Discover radio’s cost-effective opportunities for revenue growth through programmatic trading and big data integration in Deb Hishon’s paper.

Audio is one of the most opportunity-rich environments for advertisers to reach audiences at scale. The successful launch of the new GfK hybrid audience measurement system, GfK Radio360, has initiated conversations about market strategies that extend beyond traditional survey data. Deb Hishon, Media Measurement Director at GfK, unlocks the potential possibilities enabled by GfK Radio360 through additional big data integration and programmatic trading with an update on GfK AudioID solution.

On behalf of Commercial Radio & Audio, Deb also provides insights based on a recent Australian study into improving radio’s ROI by changing the way that radio is planned. Other sources of evidence-based research will be presented that prove the effectiveness of radio advertising and the role audio plays in the marketing funnel.

In his award-winning paper, Giacomo Catanoso from GfK Asia presented brand-new findings from this innovative video measurement approach. In ‘New measurement unifying reach across broadcast, VOD and social media’ he’ll share reach, usage, day part and consumption pattern analyses comparing the different video formats. Don’t miss this exclusive reveal of the research.

Just published: The challenge of data integration

Author: Morten Boyer

What do experts from organisations such as AGF, CIM, CIMM, Mediapulse, Meta, RTL, Thinkbox, UKOM and others think about the many challenges of data integration? Our latest white paper summarises the recent discussion on this topic with our expert panel of 10 media measurement leaders. They debated the pros and cons of panels and big data, the role of synthetic and hybrid datasets, and the solution to the ‘crisis of understanding’. You can download the White Paper here. We’ve been running annual roundtables with industry stakeholders since 2017, we hope these conversations will help the industry today and tomorrow.

Ready for take-off: Radio360 launches in Malaysia

Author: June Pang 

Radio 360 launched in the Malaysian media industry with some fanfare this summer. The hybrid measurement system has uncovered new, granular audience insights, allowing users to analyze the stations’ FM and streaming audiences as they do total audience figures. A collaboration with Astro Radio, it offers comprehensive streaming listener surveys across 13 Astro radio stations in languages including Malay, English, Chinese, and Tamil. Radio stations will be able to better tailor their content to listeners and advertisers. The methodology provides a solid foundation for the future of radio. Read the press release.

Switching on next-level TV measurement 2.0 in Singapore

GfK Media Measurement and the Infocomm Media Development Authority (IMDA) are delighted to have launched the next level of TV Audience Measurement in Singapore. SG-TAM 2.0 unifies data insights across broadcast, social media, and streaming platforms to help media and advertising companies better engage with their target audiences. For the first time, there are insights on unique reach by audience segments for content on Smart TVs, mobile devices, and key VOD and social media platforms including Netflix, Prime Video, Disney+, YouTube, Facebook, and TikTok. Read the announcement.