The perception of television by advertisers
On behalf of the Association of Hungarian Electronic Broadcasters, GfK conducted a survey among the most important media agencies and advertisers between September and October 2019 to understand the situation of television on the advertising market.
The following were the main topics of the research:
The perception, advantages and disadvantages of each medium on the advertising market
The strengths and weaknesses of TV compared to other media types
The perception of television media planning and buying and the possible directions for development
The background, drivers of market changes and their effect on the television advertising market
The growing role of the digital world on the advertising market and the potentials of TV in this environment
The perception of television audience measurement and the expected directions of development
The perception of television by advertisers
The TV, as second screen
It is being raised more and more often at both international and national levels that in certain dayparts not only do particular demographic segments use multiple screens, but also, television is being pushed into the background, and thus, in such situations instead of high attention level, conscious consumption, television viewing becomes a kind of audio-visual sampling process. The question arises if content providers of the television market should react to this changing situation, or if the situation has changed at all? How substantial is multiscreen consumption (where one of the screens is the TV), and how this impacts the situation of the viewer/perceiver, and the efficiency of the information flow?
The study of changing media consumption habits through human life
Background of the research:
To start with, we plan to collect data to be used as the starting point of a prospective cohort study. We intend to repeat the data collection later on every two to three years. This year the data were gathered as starting point complemented also with a study based on Nielsen’s TAM database (Research Phase 1). The desk research study was rely on retrospective data of television audience measurements and foundation studies. The study was made available to the research company (Ipsos) selected in Phase 2, and the results were utilized in the compilation of the questionnaires applied in Phase 2.
Goal of the research:
The goal of the cohort research is to examine changes occurring within the same demographic group or phenomenon by collecting data at different points in time. Our study focuses primarily on the audio-visual content consumption of young people (the research can be extended to other types of media too).
Audio-visual media consumption habits of Hungarian citizens living in Western Europe
Over the past decades several hundred thousands of active Hungarian citizens—typically 18 to 49 years of age—migrated from Hungary mostly to Western Europe to settle down and take up employment for a longer (or in many cases indefinite) period of time. The first primary research on this population was carried out by KSH, the Hungarian Central Statistical Office in 2013 within the framework of the SEEMIG project. The survey relied mostly on data obtained from family members who remained in Hungary. Very little, or we could say, almost nothing has been known about the media consumption habits of, not to mention audio-visual content consumed by this significant target group, therefore the launch of the first quantitative research was highly topical.
General research goal:
Our goal is to compare the media consumption habits of expatriate Hungarians to those of consumers in Hungary with similar demographic variables, as well as to their own habits from the times before they left the country. We can draw interesting conclusions from the findings on how a media market that is more developed than the domestic one influences the consumers’ content-related preferences, or on how loyal these consumers are to Hungarian content, and which exactly are the content they remain loyal to.
The algorithm of content consumption, that is, the details, phases and main questions, as well as the importance of individual parameters in the course of the viewer’s decision making process from the rise of the need for content consumption to the viewing of the selected content.
In addition to the television screen, watching and consumption of television content also on other tools and platforms, in different forms. Evolution and changing of the content, different uses, their appearance on several portable tools and other platforms. Expectations, habits, trends and the most important limitations and difficulties that multi-screen content consumers face, as well as the potential inherent to this area.
Survey on the Hungarian market of on-demand media services, evolution of the methodology of measurement, expected market trends, the future of the market of on-demand media services, their likely expansion at the cost of linear media services, potential future regulatory solutions
Analysis of on-line on-demand media services of members of the Association of Hungarian Television Broadcasters (MEME) from the aspect of the protection of minors