The study, commissioned by Singapore Press Holdings (SPH), aims to understand the changes to the audience profile with the proliferation of multiple media platforms, products and formats with insights that will go beyond just reach and frequency.
To get these findings, GfK will introduce a fresh approach for a measurement that combines survey data with digitally collected data in a single-source approach. In two main surveys per year, 3,000 individuals selected to ensure an accurate representation of the population will provide their print and radio habits. This will be combined with digital data collected by GfK and SPH to give a total picture of consumption. For in-depth analysis of the data, GfK offers its own software solution which will be available to the industry.
GfK’s analysis will identify media engagement and examine media consumption, with deep dives into SPH’s print, digital media and radio platforms. Specific to print, there will be insights from general consumers and paying subscribers.
The study will be released in 2 waves of data to track audience behaviour and changes. The first integrated report, which includes the use of print, radio and digital, is targeted to be released in June this year, with a second integrated report scheduled for the end of the year.
Mr Ignatius Low, Chief Commercial Officer, SPH, explains: “The current survey in Singapore on media consumption was established a few decades ago at a very different time when offline channels like print, television and radio dominated the advertising market. Although it has been improved over time to take into account changing patterns of media consumption, it remains at its heart a largely quantitative measure of audience size. For a long time, national reach was indeed the headline reason for advertisers to invest in an SPH media solution, but other vital distinguishing characteristics tended to go under the radar. This includes the fact that an advertising campaign run on SPH media is always publicly visible and audible, sparking conversations that improve recall and move consumers closer to conversion. This is especially since the SPH news audience still pays for its news at a time online news sources are mostly free and subscribers that pay to secure a regular supply of credible news are likely to be decision-makers in the office or the home. The new GfK study will shed more light on media engagement and other qualitative aspects of SPH audience and show how they interact with our content across our various platforms. We think this will be useful for savvy marketeers who know that advertising is only a means to an end and the consumer’s decision to buy something or visit an event or a store is the result of human fuzzy logic that processes impressions and conversations that happen both offline and online.”
Mr Lee Risk, Commercial Director at GfK, comments: “GfK are very proud of this new project in Singapore with SPH. It goes beyond previous services with increased delivery, a single-source and digital approach focused on all consumption and measuring both what people read and listen to but also why they consume these media. Importantly, this research is the first measure of its kind in Singapore for GfK and SPH.”
For more than four decades, GfK has been providing media audience research globally and has its APAC headquarters in Singapore. GfK radio research operates in Australia, New Zealand and Malaysia as well as in a number of European countries. GfK has also been conducting the integrated TV ratings service in Singapore since 2016.
