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 % audience composition by presence of children in the household. Presence of children yes implies the household has children and Unknown implies no information is available.

For example, if the Presence of Children value is Yes has a percent of audience composition as 30%, 30 percent of TV households in the audience have children in the home.

• Reach Index By Presence of Children chart: This chart provides insight about how many target audience households have children compared with the Samsung Universe audience.

The reach index by the presence of children: Yes is the statistical average of the audience reach of households with children compared with the Samsung Universe audience. The reach index for the Samsung Universe audience is benchmarked at 100. For example, if the target audience of households that have a Presence of Children value of Yes has a reach index of 150, this means that this audience is 50 percent more likely to have households who have children compared to the Samsung Universe audience.

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

Affluence

• Reach by Affluence chart: This chart provides the % audience composition across different affluence groups. Affluence refers to the Income status of all individuals living in the same household. Each TV household can only be assigned to one of the affluence values.

For example, if the % of audience composition for the high-affluence group is 50%, 50 percent of the audience belongs to high-affluence groups.

• Reach Index By Affluence chart: This chart provides insight about the affluence group most likely to reached by the target audience compared to the Samsung Universe audience. Affluence refers to the Income status of all individuals living in the same household. Each TV household can only be assigned to one of the affluence values. The reach index for an affluence group is the statistical average of the specific affluence group's audience reach compared with the Samsung Universe audience.

The reach index for the Samsung Universe audience is benchmarked at 100. For example: If the high affluence group has a reach index of 150, the target audience has households that are 50 percent more likely to belong to a high affluence group compared to all the TV households in the Samsung Universe audience.

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

Age Gender

• Reach by Age and Gender chart: This chart provides the percent breakdown of the audience by age and gender.

• Reach Index By Age and Gender chart: This chart provides insights about the age and gender likely to be reached by the target audience compared to the Samsung Universe audience.

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

Decision Maker

• Reach by Decision Maker chart: This chart provides the % audience composition across the different age gender groups. A TV household can contain multiple adult members and all their age-gender values are considered in this analysis. For example, the percent of audience reached for the age-gender group of males between the ages of 19 and 24 is 25%, 25 percent of the TV households audience has a male between the age of 19 and 24.

• Reach Index By Decision Maker chart: This chart provides insight about age gender groups that are most likely to be reached by the target audience compared to the Samsung Universe audience. A TV household can contain multiple adult members and all their age-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. For example, if males between the ages of 19 and 24 has a reach index of 150, this means that the TV households in the target audience who have a male between the ages of 19 and 24 are 50 percent more likely than TV households that contain males between the ages of 1 and 24 in the Samsung Universe audience.
  

• Decision Maker Composition table: This table provides a list of insights about the about audience composition across different age groups.

Marital Status

• Reach by Marital Status chart: This chart provides insights into the % audience composition by maritial status, for example, "married," "in relationship," or "single." The marital status is for the main shopper in the TV household. Each TV household can only be assigned to one of the values.

For example, Male_Single has a % of audience composition of 30%, 30 percent of TV households in the audience are males and have a maritial status of single.

• Reach Index by Marital Status chart: This chart provides insight about the maritial status type most likely to be reached by the target audience compared to the Samsung Universe audience. The marital status is for the main shopper in a TV household. Each TV household can only be assigned to one of the values.

The reach index by the maritial status is the statistical average of the specific maritial status target audience reach compared with the Samsung Universe audience. The reach index for the Samsung Universe audience is benchmarked at 100. For example, suppose the male - single maritial status has a reach index of 150, the target audience is 50 percent more likely to have households that contain a single male compared to the Samsung Universe audience.

• Decision Marital Status table: This table provides information about the audience composition across different marital status values. The marital status is for the main shopper in TV households. Each TV household can only be assigned to one of the values.