logo EN-US

GfK Audience Ascription Modelling

Understanding niche audiences. 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.

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 any measurement gaps through the huge numbers delivered by the online census measurement and make apples-to-apples comparisons of performance
  • Enjoy the advantages of both the in-depth profiles from the panel and reliable information on the longtail of digital channels
  • Evaluate cross-use of measured digital properties and cross-device use for reach and frequency figures
  • Undertake granular analysis in a fully integrated, respondent-level dataset
  • Use panel information for cookie enrichment to be used in online trading, for instance integrated into your own Data Management Platform

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.

Related Products

  • GfK Content Appreciation Solution

    Evaluate content across all channels. Metrics are delivered 48 hours post-broadcast by audience group for viewer motivation, promo performance and impact of key figures.

    Read more
  • GfK Cross Media Measurement

    The GfK Measurement Platform captures and quantifies cross-media consumer behavior, across all devices - PCs, tablets and mobile.

    Read more

Related Insights

  • 10.07.2020

    News

    Bringing new precision to programmatic targeting

    At a time when consumer behavior – and data – is wildly unpredictable, agencies and brands need to bring extra diligence to the process of creating ...

  • 23.06.2020

    Articles

    Testing wisely for an uncertain future

    As shoppers wants and needs continue to evolve in the midst of today’s disruptions, FMCG brands, marketers and retailers need to adapt. New or ...

  • 22.06.2020

    Articles

    Get a clear picture of consumers’ heightened expectations in the wake ...

    COVID-19 has set US culture on edge, raising concerns that companies and consumers never expected to face.

View all Insights