Atmedia research: How media effects our shopping habits?
Atmedia and Gfk Hungária examined the media usage of main shopping groups of GfK household panel . The results were then compared to FMCG shopping volumes. It turned out that each media channel ’has’ a main shopping crowd focusing ont hat specific medium and even the smallest group spends hundreds of billion forints in FMCG.

László Karácsony: All groups mean a huge crowd and a significant FMCG shopping volume
In May, 2021, GfK asked main shoppers in 4000 households about their preferences in different media types. The answers of 3477 shoppers were then organized in clasters and assigned one year long FMCG shopping volumens to them.
’This is an interesting and future based projekt for us, as we expanded our data about customer habits with the unique new area of Household panel. By doing this, our innovative research solutions provide answers concerning the presence and the future of different markets, brands and medium types’, Tünde Turcsán, Head of Consumer Panel, GfK.
László Karácsony, strategic and marketing director of Atmedia told: ’Each media type has a main shopper group for which the selected channel is highly important. All groups mean a huge crowd and a significant FMCG shopping volume. With the joint usage of the three media types (TV, internet, radio) we won’t miss any of those groups.’
Related news
The European Media Freedom Act has entered into full force
As of 8 August 2025, the European Media Freedom Act…
Read more >NMHH: streaming services are more popular in households with children
Families with children spend significantly more on communications services than…
Read more >Retail kept its position in terms of employer attractiveness
Honouring Hungary’s most attractive employers, the Randstad Awards have been…
Read more >Related news
The Chamber launches free training for budding entrepreneurs
The Hungarian Chamber of Commerce and Industry (MKIK), in collaboration…
Read more >Lidl Switzerland Sees ‘Record’ Growth In Cheese Exports In 2024
Lidl Switzerland saw record cheese export growth in 2024, marking…
Read more >Non-alc beer brand Heaps Normal gets Robbie Williams backing
The brand’s “core range” is being rolled out across “select…
Read more >