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.
04/29/2021
Webinars
A GfK webinar exploring the changing nature of brand engagement and purchase decision making, as well as general pandemic attitudes.
04/07/2021
Podcast
A discussion on sustainability challenges in the corporate world, the rise of the circular economy, consumer needs, and more.
03/22/2021
Events
Get ready for a showdown! For the third year running, GfK is giving undergraduates a chance to work with real consumer data and develop their own ...
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