Mediamark Research 
Fall 2002 Technical Guide

Definition of Media Quintiles

Magazines

Number of reported magazines for which respondent read the average issue, computed on a monthly basis (weeklies weighted by 4, monthlies weighted by 1, and so forth).

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 16+ 59.9% 28.1 17+ 54.5% 27.2
Quintile II 8-15 24.0% 11.2 10-16 25.0% 12.5
Quintile III 4-7 11.8% 5.5 5-9 13.7% 6.9
Quintile IV 1-3 4.1% 1.9 2-4 6.1% 3.0
Quintile V 0 0.2% 0.1 0-1 0.6% 0.3
Top 1/2 (Heavy) 6+ 90.9% 17.1 7+ 87.5% 17.5
Bottom 1/2 (Light) 0-5 9.1% 1.7 0-6 12.5% 2.5

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Newspapers

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.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 28+ 48.1% 43.0 25+ 46.7% 35.4
Quintile II 24-27 27.2% 24.3 20-24 30.9% 23.4
Quintile III 11-23 19.2% 17.1 8-19 17.5% 13.2
Quintile IV 1-10 5.6% 5.0 1-7 4.9% 3.7
Quintile V 0 0.0% 0.0 0 0.0% 0.0
Top 1/2 (Heavy) 17+ 86.7% 31.0 13+ 88.5% 26.8
Bottom 1/2 (Light) 0-16

13.3%

4.7

 0-12

11.5%

3.5

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Radio

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.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 61+ 60.7% 106.7 47+ 61.9% 91.0
Quintile II 26-60 22.4% 39.5 23-46 22.0% 32.3
Quintile III 14-25 10.9% 19.2 12-22 11.0% 16.2
Quintile IV 5-13 5.5% 9.6 3-11 5.0% 7.4
Quintile V 0-4 0.5% 0.9 0-2 0.2% 0.2
Top 1/2 (Heavy) 20+ 89.4% 62.9 16+ 90.3% 53.2
Bottom 1/2 (Light) 0-19 10.6% 7.5 0-15 9.7% 5.7

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TV - Total

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.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 77+ 46.2% 116.4 87+ 48.8% 134.6
Quintile II 52-76 25.2% 63.2 55-86 24.8% 68.5
Quintile III 34-51 16.7% 42.1 33-54 15.7% 43.2
Quintile IV 16-33 9.6% 24.1 15-32 8.6% 23.8
Quintile V 0-15 2.3% 5.8 0-14 2.1% 5.7
Top 1/2 (Heavy) 42+ 80.7% 81.1 43+ 82.4% 90.9
Bottom 1/2 (Light) 0-41 19.3% 19.4 0-42 17.6% 19.4

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Outdoor

Number of miles driven in town, city or suburb as driver or passenger in a car or truck in the past week.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 300 35.1% 300.0 300 44.1% 300.0
Quintile II 201-299 33.4% 285.3 126-299 32.3% 219.8
Quintile III 125-200 19.3% 164.7 75-125 14.1% 95.6
Quintile IV 44-124 9.4% 80.6 29-74 7.4% 50.1
Quintile V 0-43 2.9% 24.6 0-28 2.2% 14.9
Top 1/2 (Heavy) 200+ 80.2% 274.1 76+ 84.9% 231.2
Bottom 1/2 (Light) 0-199 19.8% 67.8 0-75 15.1%

41.0


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TV Prime Time

Number of half hours viewed per week for the daypart.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 35+ 43.3% 40.6 35+ 43.8% 40.5
Quintile II 24-34 31.1% 29.1 24-34 31.3% 29.0
Quintile III 12-23 18.6% 17.4 11-23 18.1% 16.8
Quintile IV 2-11 6.9% 6.5 2-10 6.7% 6.3
Quintile V 0-1 0.2% 0.2 0-1 0.1% 0.1
Top 1/2 (Heavy) 18+ 85.3% 32.0 17+ 85.8% 31.8
Bottom 1/2 (Light) 0-17 14.7% 5.5 0-16 14.2% 5.3

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Internet

Number of times used in a typical month.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 56 37.2% 56.0 56 40.6% 56.0
Quintile II 29-55 27.8% 41.8 29-55 24.7% 34.2
Quintile III 28-28 18.6% 28.0 19-28 19.5% 27.0
Quintile IV 18-27 13.3% 20.1 7-18 12.4% 17.1
Quintile V 1-17 3.2% 4.7 1-6 2.7% 3.8
Top 1/2 (Heavy) 28+ 74.2% 44.7 28+ 75.4% 41.7
Bottom 1/2 (Light) 1-27 25.8% 15.5 1-27 24.6% 13.6

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Mediamark Research 
Fall 2002 Technical Guide

Definition of Media Terciles  

TV Daytime

Number of half hours viewed in an average weekday between 9am and 4pm.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Tercile I (Heavy) 6+ 63.6% 9.4 7+ 60.6% 10.2
Tercile II (Medium) 3-5 25.6% 3.8 4-6 28.3% 4.8
Tercile III (Light) 1-2 10.8% 1.6 1-3 11.1% 1.9
Non-Viewers 0 0% 0 0 0% 0

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Yellow Pages

Number of times referred to Yellow Pages (at home, work, or elsewhere) in past 7 days.

Men Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Tercile I (Heavy) 3+ 65.7% 5.2 3+ 64.4% 5.1
Tercile II (Medium) 1-2 21.8% 1.7 1-2 23.1% 1.8
Tercile III (Light) 1 12.6% 1.0 1 12.5% 1.0
Non-Users 0 0% 0 0 0% 0

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Zip HH Income Quintiles Median Income Range for Adults

Zip HH Income Quintile Range
Quintile I $69,700+
Quintile II $57,100 - 69,699
Quintile III $47,600 - 57,099
Quintile IV $38,900 - 47,599
Quintile V $38,899 or less

 

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