Mediamark Research
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile
I |
15+ |
62.5% |
27.6 |
17+ |
57.5% |
31.2 |
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| Quintile
II |
7-14 |
23.1% |
10.2 |
10-16 |
23.3% |
12.6 |
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| Quintile
III |
3-6 |
10.9% |
4.8 |
5-9 |
12.7% |
6.9 |
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| Quintile
IV |
1-2 |
3.5% |
1.5 |
2-4 |
5.9% |
3.2 |
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| Quintile
V |
0 |
0.0% |
0.0 |
0-1 |
0.6% |
0.3 |
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| Top
½ (Heavy) |
5+ |
92.1% |
16.2 |
7+ |
88.2% |
19.1 |
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| Bottom
½ (Light) |
0-4 |
7.9% |
1.4 |
0-6 |
11.8% |
2.6 |
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Number of newspapers read in an average 28-day period developed from a weighted average of the number of daily newspapers read in a week (weighted by 4) and the number of Sunday papers read in 4 weeks (weighted by 1), based on the number of issues of newspapers respondent reported reading for each of the two periods.
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile
I |
25+ |
51.2% |
40.1 |
25+ |
50.3% |
36.5 |
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| Quintile
II |
20-24 |
29.7% |
23.3 |
18-24 |
31.4% |
22.8 |
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| Quintile
III |
6-19 |
16.3% |
12.7 |
5-17 |
15.1% |
11.0 |
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| Quintile
IV |
1-5 |
2.9% |
2.2 |
1-4 |
3.2% |
2.3 |
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| Quintile
V |
0 |
0% |
0.0 |
0 |
0.0% |
0.0 |
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| Top ½ (Heavy) |
13+ |
91.3% |
28.6 |
12+ |
91.3% |
26.5 |
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| Bottom
½ (Light) |
0-12 |
8.7% |
2.7 |
0-11 |
.7% |
2.5 |
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Number of half hours listened to per week, developed from a weighted average of the number of half hours listened to on an average day.
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile
I |
54+ |
61.8% |
100.2 |
|
44+ |
63.0% |
86.8 |
| Quintile
II |
24-53 |
21.2% |
34.5 |
|
21-43 |
21.4% |
29.6 |
| Quintile
III |
13-23 |
11.0% |
17.8 |
|
11-20 |
10.9% |
15.1 |
| Quintile
IV |
5-12 |
5.6% |
9.1 |
|
2-10 |
4.7% |
6.4 |
| Quintile
V |
0-4 |
0.4% |
0.6 |
|
0-1 |
0.1% |
0.1 |
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| Top ½ (Heavy) |
18+ |
89.4% |
58.0 |
|
15+ |
90.7% |
50.1 |
| Bottom
½ (Light) |
0-17 |
10.6% |
6.9 |
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0-14 |
9.3% |
5.1 |
Number of half hours viewed per week for all time periods, developed from a weighted average of the number of half hours viewed on an average day.
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile
I |
80+ |
46.3% |
122.6 |
|
89+ |
48.4% |
137.2 |
| Quintile
II |
54-79 |
24.8% |
65.5 |
|
56-88 |
24.9% |
70.7 |
| Quintile
III |
36-53 |
16.5% |
43.8 |
|
35-55 |
15.7% |
44.4 |
| Quintile
IV |
18-35 |
9.9% |
26.2 |
|
17-34 |
8.9% |
25.2 |
| Quintile
V |
0-17 |
2.5% |
6.6 |
|
0-16 |
2.1% |
5.9 |
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| Top ½ (Heavy) |
44+ |
80.2% |
84.9 |
|
45+ |
82.1% |
93.0 |
| Bottom
½ (Light) |
0-43 |
19.8% |
21.0 |
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0-44 |
17.9% |
20.3 |
Number of miles driven in town, city or suburb as driver or passenger in a car or truck in the past week.
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile I |
300 |
36.7% |
300.0 |
300 |
46.5% |
300.0 |
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| Quintile
II |
201-299 |
33.5% |
274.5 |
126-299 |
30.7% |
198.2 |
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| Quintile
III |
125-200 |
19.1% |
156.5 |
75-125 |
13.8% |
89.4 |
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| Quintile
IV |
43-124 |
8.2% |
67.0 |
28-74 |
6.9% |
44.5 |
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| Quintile
V |
0-42 |
2.5% |
20.3 |
0-27 |
2.1% |
13.5 |
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| |
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| Top ½ (Heavy) |
126+ |
81.7% |
267.4 |
76+ |
85.2% |
220.2 |
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| Bottom ½ (Light) |
0-125 |
18.3% |
59.9 |
0-75 |
14.8% |
38.2 |
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Number of half hours viewed per week for the daypart.
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile I |
36+ |
43.4% |
41.1 |
36+ |
43.1% |
40.9 |
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| Quintile
II |
24-35 |
31.1% |
29.5 |
24-35 |
31.2% |
29.5 |
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| Quintile
III |
12-23 |
18.3% |
17.3 |
12-23 |
18.5% |
17.5 |
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| Quintile
IV |
2-11 |
7.0% |
6.7 |
2-11 |
7.0% |
6.7 |
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| Quintile
V |
0-1 |
0.2% |
0.2 |
0-1 |
0.2% |
0.2 |
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| |
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| Top ½ (Heavy) |
18+ |
85.3% |
32.3 |
18+ |
85.2% |
32.3 |
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| Bottom ½ (Light) |
0-17 |
14.7% |
5.6 |
0-17 |
14.8% |
5.6 |
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Number of times used in a typical month.
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Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile I |
140 |
55.4% |
140.0 |
140 |
56.1% |
140.0 |
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| Quintile
II |
29-139 |
35.2% |
88.8 |
29-139 |
34.3% |
85.7 |
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| Quintile
III |
7-28 |
8.9% |
22.5 |
7-28 |
9.0% |
22.5 |
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| Quintile
IV |
1-6 |
0.5% |
1.4 |
1-6 |
0.7% |
1.7 |
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| Quintile
V |
0 |
0.0% |
0.0 |
0 |
0.0% |
0.0 |
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| |
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| Top ½ (Heavy) |
28+ |
96.1% |
97.1 |
19+ |
95.9% |
95.9 |
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| Bottom ½ (Light) |
0-27 |
3.9% |
3.9 |
0-18 |
4.1% |
4.1 |
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Beginning with the Spring 04 report, Internet quintiles are based on total adults. Prior to Spring 04, Internet quintiles were based on Internet users.
Number of times referred to Yellow Pages (at home, work, or elsewhere) in past 7 days.
|
Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Quintile I |
2+ |
77.4% |
3.9 |
3+ |
69.5% |
4.6 |
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| Quintile
II |
.26-1 |
16.3% |
0.8 |
1-2 |
20.9% |
1.4 |
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| Quintile
III |
.11-.25 |
4.5% |
0.2 |
.25-.99 |
7.0% |
0.5 |
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| Quintile
IV |
.05-.10 |
1.5% |
0.1 |
.06-.24 |
2.3% |
0.2 |
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| Quintile
V |
0-.04 |
0.3% |
0 |
0-.05 |
0.4% |
0 |
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| Top ½ (Heavy) |
.25+ |
96.2% |
1.9 |
.26+ |
95.4% |
2.5 |
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| Bottom ½ (Light) |
0-.24 |
3.8% |
0.1 |
0-.25 |
4.6% |
0.1 |
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Prior to the Fall 06 report, Yellow Page usage was reported in Terciles and only included those respondents who indicated using the Yellow Pages in the last 7 days. Beginning with the Fall 06 report, Yellow Pages are reported in Quintiles and include all respondents. MRI collects data on “times used” for those respondents who used the Yellow Pages in the last 7 days. MRI estimates “times used” (standardized on the last 7 days) for those respondents who indicated they used the Yellow Pages, but not in the last 7 days. In addition, the Yellow Pages Media Usage Score and the estimate of Non-Users will now reflect all Yellow Page users, not just those who used the Yellow Pages in the last 7 days.
| Block Group HH Income Quintile | Range - Adults |
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Quintile
I |
86,000+ |
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Quintile
II |
58,000-85,999 |
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Quintile
III |
42,000-57,999 |
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Quintile
IV |
26,000-41,999 |
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Quintile
V |
25,999 or less |
Number of half hours viewed in an average weekday between 9am and 4pm.
|
Men |
Women |
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Range |
Share of Volume |
Average Penetration |
Range |
Share of Volume |
Average Penetration | ||
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| Tercile I (Heavy) |
7+ |
63.9% |
10.0 |
|
7+ |
62.2% |
10.4 |
| Tercile II (Medium) |
3-6 |
25.9% |
4.1 |
|
3-6 |
27.3% |
4.6 |
| Tercile III (Light) |
1-2 |
10.2% |
1.6 |
|
1-2 |
10.5% |
1.8 |
| Non-Viewers |
0 |
0% |
0 |
|
0 |
0% |
0 |
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Research, contact MRI at info@mediamark.com
Copyright 2008, Mediamark Research