GfK’s Audience Ascription Modelling combines our panel-based audience measurement with site census data to provide viewing figures for the multitude of smaller digital entertainment channels. The resulting fully integrated, respondent-level dataset provides a reliable basis for granular analysis and reporting of even the most niche digital channels.
The beauty of GfK’s Audience Ascription Modelling is that because it is rooted in our high-quality audience measurement panels, it provides the same information that is available on channels with larger audiences, so broadcasters can:
The use of online panels to derive deep and high-quality information about website audiences is standard practice. Panels provide insight into the cross-use of measured digital properties and cross-device usage for reach and frequency figures. However, as the media market has fragmented, it has been challenging to measure smaller, digital channels (‘the longtail’) as these need a huge sample size to report valid data, including sites and campaigns with a small reach. GfK’s Audience Ascription Modelling provides the solution.
15.12.2020
Infographics
This infographic covers the key learnings and trends observed in the United Kingdom across the period, outlining what it took for brands to win and ...
17.11.2020
Reports
Has our Black Friday spending power been cannibalised by previous lockdown purchases? Or is it set for a record boost as we cheer ourselves with the ...
03.11.2020
Reports
What are the specific criteria that are tipping these purchase decisions? If you know what factors your shoppers care most about, you can focus your ...