GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought
to you by The 2015 Media Insights &
Engagement Conference
, I caught up with David
, senior vice president, Media and Entertainment at GfK Custom
Research, to discuss how the explosion of devices and services for viewing is
impacting audience measurement.
This year, The Media
Insights & Engagement Conference
gives you an up-close, contextual view
on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
According to Tice, the two screen environment has made it
easier for people to see an advertisement on TV and then go onto their
smartphone or tablet and visit the website if they are interested. And, this in
turn, has been really helpful to advertisers.
‘People’s use of television is, whether it’s younger or
older folks, hasn’t changed a lot. What’s changing is the source of what they
are watching,’ he said. ‘In the past it was your broadcast or cable networks,
now people are using their TV sets to watch Netflix, Amazon or Hulu, because
they want to use that bigger screen, that better quality sound than just
watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year
they have seen that more digital viewers are using a TV set than are using

Check out my full
podcast interview with Tice below:

Want to hear more
from David Tice? Don’t’ miss his session, ‘Insights into the effects of
internet technology and video platform proliferation on viewing behaviors’ at
The Media Insights & Engagement Conference at 2:00 pm on Wednesday,
February 4, 2015. To learn more about this event or to register, please visit our
About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at Follow her at @AmandaCicc.