Gfk Group to launch research business for media in the UK

The Gfk Group, a supplier of quantitative media research, is launching a media-research business in the UK.

Gfk Media, which will compete against the likes of RSMB, Ipsos-RSL and Taylor Nelson, will offer research services to advertising agencies, broadcasters and advertisers. Its first major project is the co-ordination of Rajar's testing of Radiocontrol, a new system of radio and television measurement.

The new company will be run by Nick North and Tanya Koshechkina. North was previously the marketing director at the research group Roy Morgan International. Koshechkina was the international research divisional director at the sister business Martin Hamblin Gfk.

As well as working directly for agencies and advertisers in supplying quantitative research, Gfk plans to pitch for further media measurement such as Barb. It currently supplies industry-standard measurement systems for the TV industry in seven European markets, including Germany and France.

The company's aims are to measure exposure of clients' communications strategies across all media and to improve media accountability by developing electronic measurement technology.

Gfk is already established in the UK as a provider of information on consumer purchasing of technology hardware.

North said: "We are looking to provide services across the entertainment industry and beyond to advertisers because we have a strong consumer panel business. We can combine consumer-purchase information with media-usage behaviour to create a strong combined product."

Gfk's work with Rajar will focus on the testing of a wristwatch-based system capable of registering listening habits without relying on listeners to recall their own listening patterns.

German-based Gfk offers media research in 22 countries. As well as broadcast research it offers measurement of print readership, measurement of outdoor and internet usage. It is the fifth largest international market research company.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).