logo
search
EN

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 Cross Media Measurement

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

    Read more
  • 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 Integrated Solutions

    Build campaigns that reach your consumers and drive results. Insights to plan, execute, and measure successful marketing campaigns.

    Read more

Related Insights

  • 25.02.2021

    GfK Audience Ascription Modelling Events

    GfK continue content partnership at Retail Connect One-to-One EMEA

    GfK is happy to continue with it’s ongoing content partnership with ChannelHub’s Retail Connect event which will take place virtually between 2-4 ...

  • 19.02.2021

    GfK Audience Ascription Modelling Events

    GfK collaborates with Distree Online as content provider for event

    GfK is happy to announce a long-term collaboration with Distree, as we open as keynote on 23^rd^ February forming part of a broad range of channel ...

  • 19.02.2021

    GfK Audience Ascription Modelling Webinars

    Webinar: New features in RegioGraph 2021

    Register now for our free GfK webinar on the new geomarketing software on March 17 at 3pm.

Show all insights