Method and sources
How every number in this build was made, and where it is measured, inferred, a proxy or a judgement.
| Source | Waves | Used for |
|---|---|---|
| GWI Core passion maps | Q1 2023 to Q1 2025 | Passion map, ten country tabs, four Samsung segments. |
| GWI Core and Sports, General | Q2 2025 to Q1 2026 | Demographics, interests, sports followed, social and viewing behavior. Main source for reach. |
| GWI Core, Behavior Traits | Q3 2024 to Q2 2025 | Trait groups. Some traits asked only in USA, UK, France, Germany and India. |
| GWI Kids | Q1 2023 to Q1 2026 | Ages 13 to 15 in USA, Brazil, UK, Germany, France, China and Australia. |
| GWI Core and Sports, sports consumption | Q4 2024 to Q2 2026 | Pooled sheet: USA, UK, France, Germany, 19 other European markets and Turkey. |
| Samsung documents | 2025 to 2026 | RFP, Q and A responses, Brand Handbook (confidential), Brand Attitude Survey 2025, Brand Image BAS, Landor BAV, Partnership Status. |
| Desk research | As of 2 Nov 2026 | Competitor partnerships, property category holders and partnership trends. Every row carries its source link. |
Waves differ between exports, so each view names its wave. Figures from different exports are not added together.
| Cut | Definition | Status |
|---|---|---|
| MX teens 13 to 15 | Not in GWI Core. Sports measured in GWI Kids for seven markets. Interests inferred. | Inferred |
| MX teens 16 to 17 | GWI Core, ages 16 and 17. Thin in Korea (n=420) and Brazil (n=479). | Measured |
| MX core 16 to 34 | GWI Core, ages 16 to 34. The brief says 18 to 29. | Measured |
| VD premium 25 to 44 | GWI Core, premium attitude statements, ages 25 to 44. | Measured |
| VD 45+ proxy | The DA high income cut, used as a stand in for premium TV owners aged 45 and over, the group whose proud to own is falling. | Proxy |
| DA high income | GWI Core, top household income band in each market. | Measured |
The overall view is built from the ten country universes. For each row, people reached are added across markets and divided by the combined segment universe. Index is then recomputed against the combined base. Indexes are never averaged. The GWI All Internet Users tab is not used, because it covers every GWI market rather than Samsung's ten.
China is about 41 percent of the pooled internet population, so every overall figure can be shown with and without it. Behavior Traits carries column percent only, so its overall is weighted by each market's segment universe from the General export.
Sports watched or played come straight from GWI Kids in seven markets. For India, Thailand and Korea, each sport is the 16-17 follow rate in that market multiplied by the median ratio of 13-15 watched or played to 16-17 follow across the seven measured markets. For example, the football ratio is 0.7 and the basketball ratio is 0.78.
Interests outside sport are inferred. The 16-17 group sits one step below the 16-34 core, so the same step is taken again at half strength: the 16-17 share times the square root of the 16-17 to 16-34 ratio, held within 60 and 140 percent of the 16-17 share. Every inferred cell is marked. The teen universe comes from GWI Kids and is not sized for India, Thailand and Korea.
- Competitor holdsA named competitor holds the business unit category at a headline property, or holds official category rights at league or event level. The only hard signal.
- ContestedCompetitors are present at team, ambassador, media rights or content level, or a brand outside the set holds the category. An availability risk, not a gate.
- OpenA sourced partner roster shows no holder in the category.
- To verifyNot confirmed either way. Never treated as open.
- Samsung holdsSamsung already holds the category at a headline property, from the partnership status file.
Ranking factors are competitive space, audience fit, reach and market spread, which are measured, plus brand gap fit and technology role, which are CAA BC judgements set from Samsung's brand documents and marked as such. Weights start at 3 or 2 and can be moved.
Competitor research covers 7 of 9 brands. Bosch and Whirlpool are pending, so appliance conflicts may be understated.
- 01Audience figures describe who follows a passion. They do not show that a partnership changes purchase.
- 02Property category holders change often. Cells marked to verify need a check before any rights conversation.
- 03Landor BAV positions are read from the published chart and are approximate.
- 04Teen 13 to 15 interests, the VD 45+ proxy and the passion proxies for Olympics, women’s sport and design are not direct measures.
- 05Thin samples are flagged in the market where they occur and should be read as directional.