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GfK Media Measurement Newsletter

March 2024

Content

Introduction

Author: Lee Risk

As we head into Q2, we have lots of news to share with you. Our combination with NIQ is a great opportunity for the Media Measurement team and we’re working closely together, to blend our significant assets, namely world-class technology, data quality, processes, and exceptional people. What is so exciting is that both companies have always been at the forefront of our industry, constantly innovating and improving to maximize our relevance to the media sector. I believe this shared vision and continual investment will deliver even greater value for all our clients, and I look forward to having more to say on that in the coming months.

In the meantime, it's business as usual - but with an increased purpose and focus on meeting your evolving needs and strengthening relationships. As part of this, we’ve recently appointed a Global Head of Strategy, Dr Morten Boyer. This is a new role for the business with an emphasis on developing the solutions that deliver the most value to you. You can find out more about Morten below.

We recently presented papers in both the radio and the TV sessions at egta’s Market Intelligence Meeting in Madrid, March 12/13.

Also, I’m pleased to say that the first data from GfK’s MediaWatch in Australia was published by Commercial Radio & Audio (CRA) in February. The results challenged some industry perceptions around summer listening behavior. And in Spain, our digital audience meter has been officially ratified as the reference data for the advertising market which represents a giant leap forward for the digital sector.  

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

Lee_Risk
Lee Risk
Vice President Media Measurement, GfK
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Meet our new Global Head of Strategy

Author: Lee Risk

We’ve recently appointed a Global Head of Strategy, Dr Morten Boyer. Many of you will know Morten as he's worked across all three of GfK’s business pillars: custom research, Media Measurement (ANZ and APAC), and retail as Managing Director of the ANZ business. With his wealth of experience, he'll ensure that our combined offer gives you the solutions you need to tackle the challenges of the rapidly evolving media landscape. He will optimize the use of not only our Media Measurement data, but also how we can combine data sets from our other assets, such as Retail Measurement Services (RMS) and Consumer Panels. We're the only global company that can combine these types of datasets and are in the unique position of owning RMS data which includes both FMCG and Technology and Durables.

  • Morten-Boyer
    NIQ and GfK have significant global assets in Media Measurement, retail market data for the FMCG, technology and durables sectors, consumer panels, and world-leading consumer intelligence expertise. We call this unique and powerful combination the Full View, and our new Strategy for Media Measurement will focus on utilizing these new capabilities to deepen your understanding of consumers via the role of media.”
    Morten Boyer
    Global Head of Strategy
Lee_Risk
Lee Risk
Vice President of Media Measurement
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Egta (MiM) Market Intelligence Meeting

Author: Rolf Müller 
MM Newsletter March 2024 - 3.1

GfK presented two papers at egta’s MIM conference in Madrid on March 12/13. As part of the radio session, Deb Hishon, Media Measurement Director ANZ provided an update on the life after launch for our Radio 360 initiative in Australia: Integrating diary, streaming and meter to measure total radio. 2023 saw a huge step forward in the Australian radio ratings with the introduction of Radio 360. Deb shared our experience following the successful launch, our expertise on hybrid audience measurement and where we might head next with an appreciative egta audience.  

In the TV session, I gave a joint presentation with Danielle Alden, co-COO of MMS (the Swedish TV currency JIC). The Swedish approach to total video measurement covered the release of advertising and content ratings in the Swedish market. The ratings comprise data integration from traditional panels, streaming data and census data of online video into a single currency. This includes traditional and time-shifted TV viewing on the big screen as well as all online viewing across four screens.  

The TV industry now has access to traditional TV currency overnight plus online video currency and total video measurement on a daily basis.

56208_Müller_Rolf_650_x_520
Rolf Müller
Commercial Director Media Measurement, Europe
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Australia’s MediaWatch shows there’s no summertime blues for radio audiences

Author: Deb Hishon 
MediaWatch

This first data from GfK’s MediaWatch, which captures and encrypts the sounds the wearer is listening to and matches it to recordings of every station in the metro markets was released in February by Commercial Radio & Audio (CRA). With more than 90% of daily radio listeners continuing to tune in between 3rd December 2023 and 28th January 2024, the data challenges the common misconception that radio listening drops off during the summer months. Deb Hishon Media Measurement Director for GfK ANZ said: “To have our GfK MediaWatch operational and delivering these new insights to our clients is a huge achievement. To finally quantify listener behavior over a non-survey period is a huge step in the right direction for Radio 360.” See the first data. 

Deb-Hishon
Deb Hishon
Media Measurement Director GfK ANZ
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Spain’s digital sector confirms GfK as the official Media Measurement provider

Author: David Sánchez 
MM Newsletter March 2024 - 5.1

In February, the associations representing the Spanish digital industry, AIMC, WFA Spain and IAB Spain - officially ratified GfK DAM as the digital audience measurement provider. This makes it the reference in the advertising market and the only valid data required by public administrations in the planning of digital advertising campaigns. This decision underlines the importance of having transparent, audited, and consensual measurement in our sector. David Sánchez, Director of Digital Solutions at GfK says "Accurate measurement is, today more than ever, essential to grow digital ad spend. We work every day with the goal of making it more transparent, more reliable, bigger. However, it should not be forgotten that this does not only depend on GfK DAM, all industry players must work together in the same direction.”

Read the local press release.

David S
David Sánchez
Director of Digital Solutions
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