A method for enhancing audience measurement data, comprising: receiving, by an audience measurement server from an audience panel provider, demographic data of a broadcast event, the demographic data comprising characteristic and first value pairs, the first value identifying what percentage of the audience of the broadcast event has said characteristic; identifying, by the audience measurement server, a plurality of communications from a corresponding plurality of client devices, the plurality of communications associated with the broadcast event; receiving, by the audience measurement server, demographic information from each of the plurality of client devices; aggregating the received demographic information for the plurality of client devices to generate one or more characteristic and second value pairs, the second value indicating a percentage of appearance of the characteristic within the plurality of client devices, and correlating, with respect to the one or more characteristics, the corresponding second value with the corresponding first value within the received demographic data of the broadcast event; determining, by the audience measurement server, whether the correlation exceeds a first threshold and, when the correlation exceeds the first threshold, increasing a confidence score for the characteristic of the received demographic data of the broadcast event, and, when the correlation does not exceed the first threshold, decreasing the confidence score for the characteristic of the received demographic data of the broadcast event; determining, by the audience measurement server, whether the confidence score exceeds a second threshold, and when the confidence score exceeds the second threshold, identifying demographic information of a first client device of the plurality of client devices as false by the audience measurement server, responsive to the demographic information of the first client device not including the characteristic, and, when the confidence score does not exceed the second threshold, identifying the demographic data provided by the panel provider for the broadcast event as false, by the audience measurement server. receiving, by an audience measurement server from an audience panel provider, demographic data of a broadcast event, the demographic data comprising characteristic and first value pairs, the first value identifying what percentage of the audience of the broadcast event has said characteristic; identifying, by the audience measurement server, a plurality of communications from a corresponding plurality of client devices, the plurality of communications associated with the broadcast event; receiving, by the audience measurement server, demographic information from each of the plurality of client devices; aggregating the received demographic information for the plurality of client devices to generate one or more characteristic and second value pairs, the second value indicating a percentage of appearance of the characteristic within the plurality of client devices, and correlating, with respect to the one or more characteristics, the corresponding second value with the corresponding first value within the received demographic data of the broadcast event; determining, by the audience measurement server, whether the correlation exceeds a first threshold and, when the correlation exceeds the first threshold, increasing a confidence score for the characteristic of the received demographic data of the broadcast event, and, when the correlation does not exceed the first threshold, decreasing the confidence score for the characteristic of the received demographic data of the broadcast event; determining, by the audience measurement server, whether the confidence score exceeds a second threshold, and when the confidence score exceeds the second threshold, identifying demographic information of a first client device of the plurality of client devices as false by the audience measurement server, responsive to the demographic information of the first client device not including the characteristic, and, when the confidence score does not exceed the second threshold, identifying the demographic data provided by the panel provider for the broadcast event as false, by the audience measurement server.