Close the measurement gaps to understand small digital audiences
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.
Insights for a 360-degree understanding of your audience
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:
Close your measurement gaps
Make a true “apples-to-apples” comparisons of your performance with the huge numbers delivered by our online census measurement.
Get in-depth knowledge for the longtail
Enjoy the advantages of both the in-depth profiles from the panel and reliable information on the longtail of digital channels.
Understand reach and frequency
Evaluate cross-use of measured digital properties and cross-device use for reach and frequency figures.
Get granular details and insights about your audience
Undertake granular analysis in a fully integrated, respondent-level dataset.
Enrich cookie data while staying compliant
Use panel information for cookie enrichment to be used in online trading, for instance integrated into your own data management platform.
Integrate data sets for a complete view
Connect the right data from different sources, systems, and agencies to fully understand your audience.
Delivering panel-standard measurement quality for digital channels
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.
Our Audience Ascription Modelling complements our media measurement platform, which serves as the industry gold standard for audience measurement.
Learn more about how the global pandemic has impacted media and advertising
As urgency buying starts to fall off, GfK looks at the changes in the UK's buying patterns for consumer goods throughout March, and looks at the pattern seen in China for when things might get back to normal.
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