--- title: "UK Demographic insights" slug: "uk-demographic-insights" updated: 2024-09-13T14:54:46Z published: 2024-09-13T14:54:46Z canonical: "help.dsp.samsungads.com/uk-demographic-insights" --- > ## Documentation Index > Fetch the complete documentation index at: https://help.dsp.samsungads.com/llms.txt > Use this file to discover all available pages before exploring further. # UK Demographic insights ## Overview The Demographics tab provides insights across the demographic attributes described below: - [State](/v1/docs/uk-demographic-insights#state) - [BARB Regions](/v1/docs/uk-demographic-insights#barb-region) - [Presence of Children](/v1/docs/uk-demographic-insights#presence-of-children) - [Affluence](/v1/docs/uk-demographic-insights#affluence) - [Retail Spend](/v1/docs/uk-demographic-insights#retail-spend) - [Automotive](/v1/docs/uk-demographic-insights#automotive) - [Social Class](/v1/docs/uk-demographic-insights#social-class) - [Age Gender](/v1/docs/uk-demographic-insights#age-gender) - [Decision Maker](/v1/docs/uk-demographic-insights#decision-maker) By default, the tables and charts display data for the target audience. Select the **Compare Audiences toggle** to display the data for both the target audience and comparison audience. ![UK Top Reach by States.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Top%20Reach%20by%20States.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) ### State Provides the % breakdown of the audience by states. - **Top Reach by States** chart: This chart provides insights into the audience composition percent by different countries within the UK. These countries are determined from the IPs associated with the TVs. For example, if Scotland (SCT) has an audience composition percent of 10%, this means that the 10 percent of TV households in the audience are based out of Scotland. ![UK Top Reach by States.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Top%20Reach%20by%20States.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **States by Reach Index** chart: This chart provides insight about countries most likely to be reached by the target audience compared to Samsung Universe audience. The reach index by the State is the statistical average of the reach of the specific country target audience compared with the Samsung Universe audience. The reach index for the Samsung Universe audience is benchmarked at 100. For example, if Scotland has a reach index of 150, the target audience is 50 percent more likely to have TVs in Scotland compared to the Samsung Universe audience. ![UK States by Reach Index.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20States%20by%20Reach%20Index.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **State Composition** table: This table provides a list of insights about the audience's composition across different countries. ![UK State Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20State%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Barb Region - **Top Reach by UK BARB regions** chart: This chart provides the percent breakdown of the audience by UK BARB regions. ![UK Top Reach by UK BARB Regions.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Top%20Reach%20by%20UK%20BARB%20Regions.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **UK BARB regions by Reach Index** chart: This chart provides insights about how much more likely the audience was reached in a UK BARB region compared to the Samsung Universe audience. ![UK UK BARB regions by Reach Index.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20UK%20BARB%20regions%20by%20Reach%20Index.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **UK BARB Regions** table: This table provides information about audience composition across different UK BARB regions. ![UK BARB Regions.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20BARB%20Regions.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Presence of Children - **Reach by Presence of Children** chart: This chart provides insights into the audience composition percent by the presence of children in the household. If the Presence of Children value is **Yes**, the household has children. If the Presence of Children value is **Unknown** no information is available. For example, if the Presence of Children audience composition has 30% for the **Yes** value, 30 percent of TV households in the audience have a Yes value for Presence of Children. This demographic data is powered by 3P demo data providers like Experian in the US and UK, Kantar in Germany, and France, and GWI for Italy and Spain. ![UK Reach by Presence of Children.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Presence%20of%20Children.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Reach Index By Presence of Children** chart: This chart provides insight about whether the target audience households have a Presence of Children **Yes** value compared to the Samsung Universe audience. **Yes** is the statistical average of the target 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 Presence of Children with a value of Yes has a reach index of 150, this the target audience is 50 percent more likely to have households that have children compared to the Samsung Universe audience. This demographic data is powered by 3P demo data providers like Experian in the US and UK, Kantar in Germany, and France, and GWI for Italy and Spain. ![UK Reach Index By Presence of Children.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20By%20Presence%20of%20Children.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Presence of Children Composition** table: This table provides a list of insights about the audience composition using the Presence of Children condition. ![UK Presence of Children Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Presence%20of%20Children%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Affluence - **Reach by Affluence** chart: This chart provides the audience composition percent across different affluence groups. Affluence refers to the status of the aggregate income of residents living in the same household. Each TV household can only be assigned to one of the Affluence values, for example, **High**, **Low**, **Mid Low**. The reach index for the Samsung Universe audience is benchmarked at 100. For example, if the audience composition percent for the **High** affluence group is 50%, then 50 percent of the audience belongs to **High** affluence groups. ![UK Reach by Affluence.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Affluence.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Reach Index By Affluence** chart: This chart provides insight about the affluence group most likely to be reached by the target audience compared to the Samsung Universe audience. Affluence refers to the status of the aggregate income of residents living in the same household. Each TV household can only be assigned to one of the Affluence values, for example, **High**, **Low**, **Mid Low**. The reach index for the 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, a **High** affluence group that has a reach index of 150 indicates the audience has households that are 50 percent more likely to be the **High** affluence group when compared to all the Samsung Universe audience. ![UK Reach Index By Affluence.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20By%20Affluence.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Affluence Composition** table: This table provides information about audience composition across different affluence levels. ![UK Affluence Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Affluence%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Retail Spend - **Reach by Retail Spend** chart: This chart provides insights into the audience composition percent by retailer spend types. A retailer spend type is a defined category of retailer spending for the household. All TV households can have more than one preference for retailer spending For example: If the **Spend Health and Beauty** category has % of the audience reached as 30%, then 30 percent of TV households in the audience have a preference to spend on products in the **Spend Health and Beauty** category. ![UK Reach by Retail Spend.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Retail%20Spend.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Reach Index By Retail Spend** chart: This chart provides insight into retailer spend categories most likely to be reached by the target audience compared to the Samsung Universe audience. The reach index by retailer spend category is the statistical average of the specific retailer spend category's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked at 100. For example, if the **Spend Health and Beauty** category has a reach index of 150, the target audience is 50 percent more likely to have households that purchase products in the Spend Health and Beauty category compared to the Samsung Universe category. ![UK Reach Index by Retail Spend.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20by%20Retail%20Spend.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Retail Spend Composition** table: This table provides information about audience composition across different retail spend categories. ![UK Retail Spend Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Retail%20Spend%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Automotive - **Reach by Vehicle Owned** chart: This chart provides insights into the audience composition percent by automotive preferences. An automotive preference is a defined type of car usage in a household. All TV households can have more than one automotive preference. For example, if the **New Hybrid EV Propensity** category has an audience reached percent of 30%, then 30 percent of TV households in the audience have a car usage of New Hybrid EV Propsensity vehicles. ![UK Reach by Vehicle Owned.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Vehicle%20Owned.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Reach Index By Vehicle Owned** chart: This chart provides insight into automotive preferences most likely to be reached by the audience compared to Samsung Universe. The reach index by automotive preference is the statistical average of the specific automotive preference's audience reach compared with the Samsung Universe audience. The reach index for Samsung Universe audience is benchmarked at 100. For example, if the New Hybrid EV Propensity category has a reach index of 150, the target audience is 50 percent more likely to be in a household that has a New Hybrid EV Propensity preference compared to the Samsung Universe audience. ![UK Reach Index By Vehicle Owned.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20By%20Vehicle%20Owned.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Vehicle Owned Composition** table: This table provides a list of insights about the audience composition across different automotive preferences. ![UK Vehicle Owned Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Vehicle%20Owned%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Social Class - **Reach by Social Class** chart: This chart provides insights into the audience composition percent by social class of households. A social class is defined as the grade of the TV households in the audience. All TV households have a single grade, for example, **Social Grade A**, **Social Grade B**, or **Social Grade C**. For example, if a **Social Class A** grade has an audience composition of 30%, then 30 percent of TV households in the audience belong to **Social Class A**. The reach index by social class is the statistical average of the specific social class grade's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked as 100. If the social class grade A has a reach index of 150, this means that the target audience is 50 percent more likely to have households where social class is grade A compared to the Samsung Universe audience. ![UK Reach by Social Class.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Social%20Class.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) The reach index by social class is the statistical average of the specific social class grade's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked as 100. For example, suppose the social class grade A has a reach index of 150, this means that this audience is 50% more likely to have HHs where social class is grade A compared to the Samsung universe. - **Reach Index By Social Class** chart: This chart provides insight into social class grades most likely to be reached by the audience compared to Samsung Universe. The reach index by social class is the statistical average of the specific social class grade's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked as 100. For example, if the social class grade A has a reach index of 150, this means that the target audience is 50 percent more likely to have households where social class is grade A compared to the Samsung Universe audience. ![UK Reach Index by Social Class.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20by%20Social%20Class.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Social Class Composition** table: This table provides a list of insights about the audience composition across different social class grades. ![UK Social Class Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Social%20Class%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### Age Gender - **Reach by Age and Gender** chart: This chart provides the percent breakdown of the audience by age and gender. ![UK Reach by Age and Gender.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Age%20and%20Gender.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **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. ![UK Reach Index By Age and Gender.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20By%20Age%20and%20Gender.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Age and Gender Composition** table: This table provides information about audience composition across different ages and genders. ![UK Age and Gender Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Age%20and%20Gender%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) --- ### 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 are considered in this analysis. For example, % of 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. ![UK Reach by Decision Maker.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20by%20Decision%20Maker.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Reach Index By Decision Maker** chart: This chart provides insight about age gender groups that are most likely to reached by audience compared to Samsung Universe. A TV household can contain multiple adult members and all 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. For ex,suppose the 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 male : 19-24 TV households in the Samsung universe. ![UK Reach Index By Decision Maker.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Reach%20Index%20By%20Decision%20Maker.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D) - **Decision Maker Composition** table: This table provides list of insights about the audience's provide information about audience's composition across different age groups. ![UK Decision Maker Composition.png](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/UK%20Decision%20Maker%20Composition.png?sv=2026-02-06&spr=https&st=2026-11-02T07%3A27%3A34Z&se=2026-11-02T08%3A27%3A34Z&sr=c&sp=r&sig=Jd8O7KtRb%2FctK45dN4lwFW%2F%2BFM46wf0uODuZ1lZdZ3o%3D)