GfK MRI Introduces 'Share Of Clock' Data, New Innovations Team Shifting From Impressions-Based Logic

by Joe Mandese @mp_joemandese, August 4, 2015

In a sign that media planning is shifting from a historic share of media exposure framework to more of a time-spent logic, media research giant GfK MRI this morning unveiled a new product analyzing television’s “share of clock.” The report is the first to come out of a new “innovation” team created by GfK MRI, whose Survey of the American Consumer is regarded as Madison Avenue’s primary media planning tool.

The team includes two former top researchers from big media companies -- Kevin King and Karen Ramspacher -- who will be focused on leveraging GfK MRI’s existing consumer research databases to understand emerging trends that are changing and disrupting the way people consume media, especially electronic media like streaming video and mobile, and the impact it has on the “changing value of media brands.”

King, who serves as senior vice president-mobile measurement and trends, joins from smart TV audience data startup Samba TV. Before that he was a top digital research and advertising executive at Viacom’s MTV Networks, and previously handled audience measurement for A&E Networks’ online properties, and worked at Univision before that.

Ramspacher, who serves as senior vice president-consumer insights, has 20 years of experience as an account planner and researcher, and held senior roles at NBC Universal, Oxygen Media, Fuse, and Participant Media. Most recently, she worked with TruthCo’s semioticians developing cultural insights on TV and video.

The team’s first product, the new Share of Clock report, is part of a “Future of TV” series that is planned. It tracks how people are consuming content over time based on a new sample of “5,000-7,000” consumers completing its Share of Clock study.

Because that sample is drawn from a direct “re-contact” from GfK MRI’s broader Survey of the American Consumer, the company said the time-based TV exposure data can directly correlated with all of the of the other media, brand and product consumption data GfK MRI collects about people.

media planning, research, tv

5 comments about "GfK MRI Introduces 'Share Of Clock' Data, New Innovations Team Shifting From Impressions-Based Logic".

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Drew Corry from Particpant Media, August 4, 2015 at 9:46 a.m.
Congrats Karen!!!
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Philip Moore from Philip Moore, August 4, 2015 at 2 p.m.

I hope the share of clock measure separates time spent watching TV (only) and time spent watching TV while also checking Facebook, playing on Twitter, and getting up and going to the fridge to avoid watching the commercials.

Clare-Marie Harris panno from Posterscope USA, August 5, 2015 at 7:31 a.m.

Hoping time spent out of home correlated to OOH media consumption is included or can be tabulated. Looking forward to seeing the Share of Clock study. Sounds like Touchpoints.

M Cohen from marshall cohen associates, August 5, 2015 at 9:26 a.m.

Having worked with both of you, I was very pleased to see that you are working together at GfK on this important initiative. Best of luck!

Ed Papazian from Media Dynamics Inc, August 5, 2015 at 9:28 a.m.

I'm not a big fan of time spent estimates as supplied by respondents, even if the study is carefully orcestrated to make people answer about specific time frames, locations, etc. not just generally. Still, this will be the first time, as far as I know, where such findings can be cross roughed with lots of other audience data---for individual TV shows, magazines, etc. as well as mindsets and product usage/brand preference information ----all from the same people. So handled with appropriate care, the folks at MRI may be on to something. I wish them success in this and other new initiatives.