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.
07.01.2021
News
GfK's Map of the Month for January shows the projected distribution of purchasing power in Germany in 2021.
03.12.2020
Articles
Data insights from this year’s Black Friday show that promotions started earlier and lasted longer than in previous years, and premium products were ...
02.12.2020
News
GfK’s Map of the Month for December illustrates the 2020 regional distribution of purchasing power for toys and hobbies via online and ...
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