The present disclosure provides systems and methods for enhancing audience measurement data. Offline and online audience measurement data may be compared and correlated to improve the quality of each data and source set. Positive correlations between the offline and online data sets related to a particular event may indicate demographic traits that are likely true, such that outliers may be removed from the set or considered at a reduced weight. Negative correlations may indicate that demographic information within a source set, such as the online measurement data, may be false or suspect.