b4p 2025: Germany's market media study provides new insights into fake news and AI

The Gesellschaft für integrierte Kommunikationsforschung (GIK) is launching the 13th edition of its cross-media market-media study best for planning (b4p). The content of b4p 2025 has been significantly expanded and sets new standards in the recording of media use and consumer behavior.

A core topic of the current study is media trust. The newly launched study satellite "b4p extra" examines how people perceive fake news and which media channels they trust. Based on an online survey of 6,000 people, the study provides insights into how users check the truthfulness of news and what role artificial intelligence can play in detecting false information.

With the "b4p trendmonitor", GIK is also introducing a new tool that regularly records the consumer climate and the mood of the German population. "The insights help brand owners to react more quickly to changes, adapt messages and place campaigns at the right moment," explains Michael Hallemann, GIK Spokesperson 2025.

Numerous new detailed features have been added to the study, including categories on TV shows, paid media offerings, podcast topics and social media brands. The consumer area was also expanded to include new aspects such as forms of nutrition, savings and investments as well as technical topics.

The integration of the AGF X-REACH and agma DNA digital reach standards offers particular added value. This allows cross-media media usage to be mapped holistically - an important step towards market standardization.

To coincide with the publication of the study, GIK is launching a new digital presence at www.gik.media. The website bundles all information on b4p and supplementary study offers and makes the world of GIK data and services even more accessible.