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Polk Audiences

Auto segments that deliver real results

Complete, 360 view of the entire ownership lifecycle. Leveraging ownership, loyalty and financial analytics to create in-market and future in-market scores, for 125+MM U.S. households.

Learn how you can optimize your automotive audiences Talk to an IHS Markit representative
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A marketer's guide to 2022 US vehicle launches Download this quick reference guide to learn more about key launches to watch.


Polk Audiences help savvy marketers reach consumers based on their automotive behaviors

  • What vehicles do they own?
  • Are they loyal to a brand?
  • What will they buy next?
  • When is their lease ending?
  • When will they be in-market for their next vehicle?

Engage your audience across all channels

Polk Audience Segments

Owner Audiences

Polk owner audiences enable marketers to reach households owning specific vehicles, based on predictive modeling and statistical analytics of vehicle buying patterns. We provide marketers the flexibility to reach audiences based on current or historic ownership of every vehicle make and model in the US, as well as attributes like vehicle age, brand loyalty, credit profile, and automotive payment.

In-market Audiences

Polk in-market audiences enable marketers to reach households modeled to be in-market for a vehicle. We identify the best prospects for campaigns based on attributes like in-market timing, vehicle make, model, fuel type, or lease term ending.

B2B Audiences

Polk B2B audiences enable marketers to reach businesses based on vehicle fleet size, types of vehicles in the fleet, and the category of business owning the fleet.


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