GfK GXL provides insight into Talpa Media’s total commercial video reach through the addition of YouTube reach data.
In an increasingly fragmented video landscape, it is difficult for advertisers to gain a complete cross-media view of their advertising reach. GfK therefore introduces a technical innovation within GXL, which for the first time delivers a comprehensive picture of commercial online video reach in combination with TV. This enables advertisers to better compare campaigns, optimize them in a more targeted way, and ultimately manage total video reach more effectively. This measurement was developed in collaboration with Talpa Media, the first party to also make its commercial reach on YouTube available.
Since March 1, 2026, GXL has been measuring the total commercial reach of Talpa Media on YouTube, including both broadcaster content and influencer content. This creates, for the first time, a fully integrated view of Talpa Media’s total video reach across all platforms. Talpa Media uses this insight within its commercial offering “Videonetwerk Compleet”.
Results of March 2026 show that Talpa Media Videonetwerk Compleet reaches 42.1% of all Dutch people aged 13 and older, corresponding to a reach of 6.5 million people. Reach is highest among younger target groups:
- 13–24 years: 48,5%
- 25–34 years: 48,2%
The addition of YouTube and influencer content expands total reach. Especially among younger audiences, YouTube generates incremental reach that is not achieved through Talpa Media’s other online video channels.
For the total 13+ target group, overlap with other online video channels amounts to 7.0%, meaning that YouTube adds a substantial group of new viewers to the overall network. This results in an incremental reach of 8.5%.
Within the 25–34 age group, YouTube delivers an incremental reach of 14.7%, while overlap is 7.9%. YouTube also clearly generates additional reach among 13–24-year-olds, on top of the existing online video offering.
With this step, Talpa Media is the first sales house in the Netherlands to provide full transparency into commercial online video reach, including YouTube and influencer content.
Source: GfK GXL, cross-media research
Jeroen Nikkel, consultant Media Measurement at GfK:
“Thanks to this recent innovation, GXL XM can rightfully be called the most complete Total Video and Audio study. In addition to TV and radio channels, (S)AVOD platforms, online video and digital audio streams, commercial podcasts, individual global and retail media brands, GXL now also includes the commercial reach of Talpa Media on YouTube. All continuously measured using a single-source methodology. GXL remains open to new participants.”
Boudewijn van der Voort, Sr. Marketing Intelligence Analist at Talpa Media:
“The addition of our commercial YouTube reach in GfK GXL enables us to include all of our online video packages in campaign planning. This not only offers greater transparency, but also a more realistic view of how target groups are actually reached. At the same time, it highlights that online video is a substantial component of our total video reach. This allows agencies and advertisers to better manage a total video strategy and plan campaigns more effectively.”
More information about the continuous research and results can be obtained from Jeroen Nikkel, consultant Media Measurement (jeroen.nikkel@gfkniqmedia.com).
