GfK Media

The GfK Media team guides content providers, agencies and digital publishers to optimal audience value, advertising effectiveness, and delivery efficiency. We excel at identifying the action in the facts, drawing on a unique blend of expertise in measuring digital and traditional media alike.

We provide the insights clients need to

  • assess the size of an audience across multiple properties and platforms
  • measure the effectiveness of advertising according to a variety of metrics
  • understand consumer reaction to new media options to inform strategy and investments, and
  • provide innovative, custom research to address strategic issues facing media stakeholders

Media audience measurement and planning

Marketers and agencies rely on our syndicated and custom single-source measurements of total media use, simultaneous use of multiple media, and true duplication of reach – without "fusion" models.

With MultiMedia Mentor®, you can allocate media dollars more efficiently by using a people-centric lens of how media time is spent, coupled with the ability to filter by demos and brand targets. You can learn:

  • Time spent at the media level and within a medium
  • Time spent across a customized set of branded media properties across media

Total Touch helps primary rights holders for big-ticket events demonstrate ROI to their sponsors. We measure total exposure to a major event and its primary sponsors across all media – a capability tapped by NBCU in measuring audiences to the 2010 Vancouver Olympics, and by ESPN for its 2010 FIFA World Cup coverage across dozens of properties.

GfK has also conducted hundreds of custom single-media studies, defining consumer use of everything from the Internet to newspapers.

Media technology insights

Our syndicated The Home Technology Monitor™ and How People Use® reports give media companies and marketers insights into technology penetration and usage trends, along with the public's attitudes toward advertising within these technologies. We also excel at designing custom studies of technology ownership and usage for new devices and interfaces.

Media & advertising effectiveness

Clients from both sides of the ad sales table come to GfK to measure the value of their media and advertising. For both sides, we can provide accurate measures of campaign effectiveness that can be used to validate effectiveness of a current buy and inform negotiations for future buys.

Audience insights

Meeting the challenge of media company ad sales, GfK's custom A&U capabilities can highlight the value of a media audience to help meet advertiser needs, among them:

  • Showing the value of a youth audience in the face of a recession
  • Profiling "moms" and their importance in family purchase decisions
  • Demonstrating the value of the Latino audience to mainstream advertisers