Through groundbreaking research, GfK MRI and TEN: The Enthusiast Network partnered to quantify the marketplace power and influence of Enthusiasts. Marketers know influencers are influential and enthusiasts are enthusiastic, but what is the economic multiplier of their influence when compared to other audiences?
What if, across categories and platforms, whether through digital, social and print, they knew enthusiasts were — indeed — between twice and four times as valuable, and actually more effectively reached in their own environment?
Now they do.
GfK created Automotive, Home Tech, Adventure Sports enthusiast categories to reflect the core Audiences of TEN’s brands.
For the first time in any such study by GfK. the effort incorporated data across digital, social and print, utilizing industry-standard ComScore data—a first-of-its-kind GfK MRI/ComScore Multiplatform Fusion database cross-platform analysis. This 360-degree perspective—across digital and traditional channels—on enthusiasts has never been accomplished before.