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+ |
61.6% |
25.9 |
17+ |
56.5% |
28.4 |
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| Quintile II |
7-14 |
23.8% |
10.0 |
9-16 |
24.2% |
12.2 |
|
| Quintile III |
3-6 |
11.1% |
4.7 |
5-8 |
13.1% |
6.6 |
|
| Quintile IV |
1-2 |
3.5% |
1.5 |
2-4 |
5.6% |
2.8 |
|
| Quintile V |
0 |
0.0% |
0.0 |
0-1 |
0.6% |
0.3 |
|
| |
|
|
|
|
|
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| Top ½ (Heavy) |
5+ |
92.0% |
15.5 |
7+ |
88.4% |
17.8 |
|
| Bottom ½ (Light) |
0-4 |
8.0% |
1.3 |
0-6 |
11.6% |
2.3 |
|
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+ |
50.0% |
38.8 |
|
25+ |
48.8% |
34.2 |
| Quintile II |
20-24 |
29.9% |
23.1 |
|
17-24 |
32.3% |
22.5 |
| Quintile
III |
8-19 |
16.6% |
12.9 |
|
5-16 |
15.7% |
11.0 |
| Quintile IV |
1-7 |
3.4% |
2.7 |
|
1-4 |
3.2% |
2.3 |
| Quintile
V |
0 |
0.0% |
0.0 |
|
0 |
0.0% |
0.0 |
| |
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| Top ½ (Heavy) |
13+ |
90.2% |
27.9 |
|
12+ |
91.0% |
25.5 |
| Bottom
½ (Light) |
0-12 |
9.8% |
3.0 |
|
0-11 |
9.0% |
2.5 |
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 |
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| Range | Share of Volume | Average Penetration | Range | Share of Volume | Average Penetration | ||
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| Quintile
I |
55+ |
61.8% |
102.8 |
|
42+ |
64.2% |
88.3 |
| Quintile II |
25-54 |
22.3% |
37.0 |
|
21-41 |
21.0% |
28.9 |
| Quintile
III |
13-24 |
10.9% |
18.2 |
|
11-20 |
10.6% |
14.6 |
| Quintile IV |
3-12 |
4.9% |
8.1 |
|
1-10 |
4.2% |
5.8 |
| Quintile
V |
0-2 |
0.1% |
0.2 |
|
0 |
0.0% |
0.0 |
| |
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|
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| Top ½ (Heavy) |
19+ |
90.5% |
60.2 |
|
15+ |
91.4% |
50.3 |
| Bottom ½ (Light) |
0-18 |
9.5% |
6.3 |
|
0-14 |
8.6% |
4.7 |
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 |
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| Range | Share of Volume | Average Penetration | Range | Share of Volume | Average Penetration | ||
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| Quintile I |
82+ |
46.3% |
124.1 |
|
87+ |
48.0% |
133.3 |
| Quintile II |
54-81 |
24.7% |
66.1 |
|
56-86 |
24.9% |
69.3 |
| Quintile III |
35-53 |
16.5% |
44.2 |
|
35-55 |
16.0% |
44.6 |
| Quintile IV |
18-34 |
9.9% |
26.5 |
|
16-34 |
9.1% |
25.3 |
| Quintile V |
0-17 |
2.6% |
6.8 |
|
0-15 |
2.0% |
5.6 |
| Top ½ (Heavy) |
45+ |
80.2% |
85.8 |
|
45+ |
81.8% |
91.0 |
| Bottom ½ (Light) |
0-44 |
19.8% |
21.3 |
|
0-44 |
18.2% |
20.3 |
Number of miles driven in town, city or suburb as driver or passenger in a car or truck in the past week.
|
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+ |
36.1% |
300.0 |
|
300+ |
46.1% |
300.0 |
| Quintile II |
201-299 |
34.1% |
282.7 |
|
126-299 |
30.6% |
199.0 |
| Quintile III |
125-200 |
19.2% |
159.5 |
|
75-125 |
14.1% |
91.5 |
| Quintile IV |
43-124 |
8.2% |
67.8 |
|
28-74 |
7.2% |
46.6 |
| Quintile V |
0-42 |
2.4% |
19.9 |
|
0-27 |
2.1% |
13.9 |
| |
|
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| Top ½ (Heavy) |
126+ |
81.9% |
271.8 |
|
76+ |
85.0% |
221.2 |
| Bottom ½ (Light) |
0-125 |
18.1% |
60.1 |
|
0-75 |
15.0 |
39.2 |
Number of half hours viewed per week for the daypart.
|
Men |
Women |
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| Range | Share of Volume | Average Penetration | Range | Share of Volume | Average Penetration | ||
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| Quintile I |
37+ |
41.9% |
41.4 |
|
36+ |
43.1% |
41.2 |
| Quintile II |
26-36 |
30.9% |
30.5 |
|
25-35 |
31.0% |
29.7 |
| Quintile III |
14-25 |
19.4% |
19.2 |
|
13-24 |
18.5% |
17.7 |
| Quintile IV |
3-13 |
7.5% |
7.5 |
|
3-12 |
7.1% |
6.8 |
| Quintile V |
0-2 |
0.2% |
0.2 |
|
0-2 |
0.2% |
0.2 |
| |
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| Top ½ (Heavy) |
20+ |
84.1% |
33.3 |
|
18+ |
85.0% |
32.5 |
| Bottom ½ (Light) |
0-19 |
15.9% |
6.3 |
|
0-17 |
15.0% |
5.7 |
Number of times used in a typical month.
|
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+ |
60.1% |
140.0 |
|
85+ |
60.1% |
134.3 |
| Quintile II |
29-139 |
32.3% |
75.1 |
|
29-84 |
31.4% |
70.1 |
| Quintile III |
2-28 |
7.6% |
17.6 |
|
6-28 |
8.2% |
18.3 |
| Quintile IV |
1 |
0.1% |
0.2 |
|
1-5 |
0.3% |
0.6 |
| Quintile V |
0 |
0.0% |
0.0 |
|
0 |
0.0% |
0.0 |
| |
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|
|
|
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| Top ½ (Heavy) |
19+ |
97.6% |
90.9 |
|
19+ |
96.9% |
86.5 |
| Bottom ½ (Light) |
0-18 |
2.4% |
2.2 |
|
0-18 |
3.1% |
2.8 |
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+ |
76.2% |
4.1 |
|
3+ |
69.2% |
4.7 |
| Quintile II |
.26-1 |
17.3% |
0.9 |
|
1-2 |
20.5% |
1.4 |
| Quintile III |
.25 |
4.6% |
0.3 |
|
.25-.99 |
7.4% |
0.5 |
| Quintile IV |
.05-.24 |
1.5% |
0.1 |
|
.06-.24 |
2.4% |
0.2 |
| Quintile V |
0-.04 |
0.3% |
0 |
|
0-.05 |
0.4% |
0 |
| |
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| Top ½ (Heavy) |
.25+ |
95.8% |
2.1 |
|
.26+ |
95.3% |
2.6 |
| Bottom ½ (Light) |
0-.24 |
4.2% |
0.1 |
|
0-.25 |
4.7% |
0.1 |
Tercile codes are available for Daytime TV. For each medium the appropriate quantitative measure was developed, and respondents with a zero value (i.e. non-viewers or non-users) were excluded. Respondents with a non-zero value were divided into three equal terciles, requiring the random assignment of a single frequency level into two adjacent terciles. Terciles were developed separately for men and women. Also shown is the share of Volume and average Penetration for each tercile
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) |
6+ |
63.8% |
9.8 |
|
7+ |
61.5% |
9.9 |
| Tercile II (Medium) |
3-5 |
25.8% |
4.0 |
|
3-6 |
27.8% |
4.5 |
| Tercile III (Light) |
1-2 |
10.5% |
1.6 |
|
1-2 |
10.8% |
1.7 |
| Non-Viewers |
0 |
0% |
0 |
|
0 |
0% |
0 |
| Zip HH Income Quintile | Range - Adults |
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Quintile
I |
76,000+ |
|
Quintile
II |
59,000 – 75,999 |
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Quintile
III |
47,000 – 58,999 |
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Quintile
IV |
38,000 – 46,999 |
|
Quintile
V |
37,999 or less |
For more information regarding Mediamark
Research, contact MRI at info@mediamark.com
Copyright 2006, Mediamark Research