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.