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, cross-platform data was analyzed utilizing the industry-leading comScore MRI Multiplatform Fusion database in concert with direct measurement of TEN’s enthusiasts across web, print and social via a custom study.