TV & VIDEO AUDIENCE MEASUREMENT

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TV & VIDEO AUDIENCE MEASUREMENT
GfK Audience Measurements & Insights

              TV & VIDEO AUDIENCE
              MEASUREMENT
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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TV & VIDEO AUDIENCE MEASUREMENT
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

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TV & VIDEO AUDIENCE MEASUREMENT
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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TV & VIDEO AUDIENCE MEASUREMENT
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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TV & VIDEO AUDIENCE MEASUREMENT
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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