The best for planning (b4p) 2024 study from the Society for Integrated Communication Research (GIK) is Germany's largest media market study. It provides valuable data on consumer behavior and media usage. New features like AGF X REACH data and an expanded consumer typology make b4p 2024 an essential resource for developing precise marketing strategies in an increasingly fragmented media landscape.

Crossmedia Planning in Focus:

AGF X REACH Data Integration:
The inclusion of AGF X REACH data offers combined reach figures for TV and streaming for the first time. This allows for a comprehensive analysis of how target audiences consume digital content, making it easier to integrate TV and streaming into unified crossmedia campaigns.

Expanded TV Channel Set:
To provide more detailed insights into TV usage, b4p has expanded its channel set to include additional networks such as WELT, ProSieben MAXX, and Kabel Eins Doku. This ensures that specialized target groups are effectively reached through TV, supporting efficient crossmedia campaign planning.

Print and Digital Synergy:
Despite the growth of digital media, print continues to play an important role in the media mix, particularly in crossmedia approaches. The b4p 2024 study highlights the interaction between print and digital media, with new motivational statements exploring how print influences information-seeking behavior and complements online media.

Understanding User Behavior Across Channels:
The new consumer typology, which divides consumers into eight prototype profiles, allows for a more nuanced understanding of media users. This helps advertisers plan campaigns across multiple channels, ensuring a better understanding of media usage patterns and maximizing crossmedia effectiveness.

Media Planning Takeaway:
With the b4p 2024, media agencies and businesses now have an enhanced dataset that elevates the measurability and planning of crossmedia campaigns. The connection between TV, streaming, and print provides a solid foundation for navigating media convergence and applying it strategically in advertising efforts.