Overview

The Demographics tab provides insights across the demographic attributes described below:

• Presence of children
• Affluence
• Age gender
• Decision maker
• Marital status

Demographic data is powered by 3P demo data providers including Kantar.

Presence of children

• Reach by Presence of Children chart: This chart provides insights into the composition of the audience based on the presence of children in the household. When Presence of children is set to Yes, it indicates that the household has children. When set to Unknown, it indicates that no information is available.

• Reach Index by Presence of Children chart: This chart provides insights about the presence of children likely to be reached by the target audience compared to the comparison audience. Note that when using the Samsung Universe as the comparison audience that the reach index is benchmarked at 100. For example, when the presence of children = Yes has a reach index of 150, this means that this audience is 50% more likely to have HHs who have children compared to the Samsung universe.

• Presence of Children Composition table: This table provides list of insights about the audience's composition by presence of children.

Affluence

• Reach by Affluence chart: This chart captures the audience composition across different affluence groups. Affluence refers to the income status of all individuals living in the same household. Each TV HH can only be assigned to one of the values in Affluence. For example, when the percentage of audience composition for the high-affluence group is 50% means that 50% of the audience belongs to the high-affluence group.

• Reach Index By Affluence chart: This chart provides insight about the affluence group most likely to be reached by the target audience compared with comparison audience. Affluence refers to the income status of all individuals living in the same household. Each TV HH can only be assigned to one of the values in Affluence. The reach index for affluence group is the statistical average of the specific affluence group's audience reach compared with the Samsung universe. For example, when the high affluence group has a reach index of 150, it means that the audience has HHs who are 50% more likely than to belong to the affluent group.

• Affluence Composition table: This table provides a list of insights about audience composition across affluence groups . Affluence refers to the Income status of all individuals living in the same household. Each TV HH can only be assigned to one of the values in Affluence.

Age gender

• Reach by age and gender chart: This chart captures the audience composition across the different age gender groups . A TV household can contain multiple adult members and all of their age-gender are considered in this analysis. For example, the percentage of the target audience reached for age-gender group Male : 19-24 is 25%, this means that 25% of the audience TV households have an adult aged who is male and 19-24.

• Reach Index By Age and Gender chart: This chart provides insight about the age gender groups that are most likely to reached by the target audience compared to the comparison audience. A TV household can contain multiple adult members and all of their ages-gender groups are considered in this analysis. The reach index by the age-gender group is the statistical average of the specific age-gender group's audience reach compared with the Samsung Universe or comparison audience, whichever was used. For example, when the age gender group Males: 19-24 has a reach index of 150, this means that the TV households in the audience who have an adult who is male and 19-24 are 50% more likely than the Males: 19-24 TV households in the Samsung Universe.

• Age and Gender Composition table: This table provides a summary about audience composition across different ages and genders.

Decision maker

• Reach by decision maker chart: This chart provides the percentage breakdown of the audience by decision maker. Decision makers are either male or female.

• Reach Index By Decision Maker chart: This chart provides insights about the decision maker to be reached by audience compared to Samsung Universe.

• Decision maker composition table: This table provides information about audience composition across different decision maker groups.

Marital status

• Reach by marital status chart: This chart captures the audience composition by marital status. The groups include married, in relationship, single, etc. The marital status is for the main shopper in TV HH. Each TV HH can only be assigned to one of the values. For example, when a Male_Single has a percentage of audience composition as 30%, this means that the 30% of TV households in the audience are males and have maritial status as single.

• Reach Index By Marital Status chart: This chart provides insight about the maritial status types most likely to reached by the target audience compared to the comparison audience or Samsung Universe, whichever was selected as a comparison audience. The marital status is for the main shopper in TV HH. Each TV HH can only be assigned to one of the values. The reach index by the marital status is the statistical average of the specific marital status audience reach compared with the comparison audience or Samsung Universe if it was selected during AI report creation. The reach index for Samsung universe is benchmarked as 100. For example, when the male - single maritial status group has a reach index of 150, it means that this audience is 50% more likely to have HHs where adult is male -single compared to the Samsung Universe.

• Decision Marital Status table: This table captures the audience composition across different marital status types. The marital status is for the main shopper in TV HH. Each TV HH can only be assigned to one of the values.