GFK AND TEN PROVE THE POWER & ROI OF ENTHUSIASTS

DOWNLOAD THE ‘POWER OF ENTHUSIASTS’ STUDY NOW

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.

DID YOU KNOW?

  • Enthusiasts as a whole are twice as valuable to marketers.
  • Auto Enthusiasts are over 4x more valuable to auto marketers.
  • Outdoor enthusiasts are over 5x more valuable to outdoor marketers.
  • Home tech enthusiasts are over 3x more valuable to electronics marketers.
  • Enthusiast have an average net worth 50% higher than the national average


THE POWER OF ENTHUSIASTS CROSSES ALL OF TEN’S KEY CATEGORIES.

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.