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Time Frames

Weekly 

This is a time frame of a single week period, defined as 7 days. For the purposes of assigning sales to weeks, GfK considers a week to start on Sunday and end on Saturday. However, this definition may vary by country or retailer (e.g. Monday to Sunday). For details by country, please speak to your contact person. 

Monthly 

This is a time frame of a single month period. A month as defined by GfK is a period of either 4 or 5 weeks (28 or 35 days), based on GfK period mapping. These do not necessarily align to the calendar months. For example, some days at the end of January may be counted as part of February’s data. 

For full information, see the GfK Wiki and the period mapping documentation. 

Rolling Quarter 

This is a time frame aggregate of 3 months that uses your focus period as the end point. In other words, if your focus month is May 2025, then the rolling quarter would run from March 2025 to May 2025.  The previous rolling quarter would be February 2025 to April 2025. 

Calendar Quarter 

This is a time frame aggregate of 3 months, aligned to one of the 4 calendar quarter periods: January to March, April to June, July to September, and October to December. For example, if you selected April 2025 to June 2025, the previous calendar quarter would be January 2025 to March 2025. 

Year to Date (YTD) 

This is a time frame aggregate of a variable number of periods, running from January / Week 1 to your focus period as the end point. For example, if your focus month is May 2025, then the YTD would run from January 2025 to May 2025. The previous YTD would be January 2025 to April 2025. 

At a client level, it is possible to alter your starting period for YTD calculations, for example to align with your financial years instead of calendar year. Speak to your account manager to arrange this. 

Moving Annual Total (MAT) 

This is a time frame aggregate of 12 months / 52 weeks that uses your focus period as the end point. In other words, if your focus month is May 2025, then the MAT would run from June 2024 to May 2025. The previous MAT would be May 2024 to April 2025.