Disclosed are novel non-linear vinyl polymers comprised of a multifunctional peroxide, and a cross-linking agent and/or a chain transfer agent, and methods of making such polymers having: at least 0.03 branches/1000 backbone carbons; linear portions with a molecular weight (Mw) of 350,000 or less; 0.2 to 3.0 branches/molecule; or, a Mz/Mw of from 1.7 to 5.7. Methods of quantifying branching are disclosed using a linear reference having 0.0 to 0.06 branches/1000 backbone carbons along with SEC techniques and measurements of molecular weight, molecular size, and concentration. Also discovered is a vinyl polymer resin comprised of from 0.1 to 50 weight percent of non-linear polymers having at least 0.06 branches/1000 backbone carbons, where branching is measured using a heat polymerized polystyrene having from 0.0 to 0.06 branches/1000 backbone carbons as a linear reference.