Overview

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

• Age Group
• Education
• Gender
• Household Income
• State

Demographics data is powered by 3P demographics data providers.

Age Group

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

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

• Age Group Composition table: This table provides list of insights about the audience's provide information about audience's composition across different age groups. This data is included in the downloaded report.

Education

• Reach By Education Level chart: This chart provides insights into the percentage audience composition across the education level for members of the TV household. A TV household can contain mutiple adult members and they are considered in this analysis. For example, percentage audience composition for graduate degree is 50%, this means that 50% of the audience TV households have an adult who has a graduate degree.

• Reach Index By Education Level chart: This chart provides insight about education levels most likely to associated with the audience compared to Samsung Universe. The reach index by the education level is the statistical average of the specific education level's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked as 100. For example, suppose the education level Graduate degree have a reach index of 150, this means that the TV households in the audience who have graduate degree are 50% more likely than the TV households with graduate degree in the Samsung universe.

• Education Level Composition table: This table provides list of insights about the audience's composition across different education levels. This data is included in the downloaded report.

Gender

• Reach by Gender chart: This chart provides the percentage audience composition across different genders. A TV household can contain mutiple adult members and they are considered in this analysis. For example, the percentage of audience reached for gender female is 50%, this means that 50% of the audience TV households have an adult who is a female.

• Reach Index by Gender chart: This chart provides insight about the gender most likely to reached by audience compared to Samsung Universe. A TV household can contain multiple adult members and they are considered in this analysis. The reach index for gender is the statistical average of the specific gender's audience reach compared with the Samsung universe. For example, female has a reach index of 150, this means that the TV households in the audience who have an female adults are 50% more likely than the TV households in the Samsung universe.

• Gender Composition table: This table provides a list of insights about audience composition across different genders. 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. This data is included in the downloaded report.

Household Income

• Reach by Household Incomes chart: This chart provides insights into the percentage audience composition across the different tiers of household income. A TV household can contain multiple adult members and all their incomes are accounted for the TV household HHI. For example, 100-125k HHI tier has percentage audience composition as 30% , this means that the 30% of TV households in the audience have a HHI in the range of 100k-125k

• Reach Index By Household Income chart: This chart provides insight about HH income tiers most likely to associated with the audience compared to Samsung Universe. The reach index by the Household income is the statistical average of the specific HHI tier's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked as 100. For example, suppose the HHI of 75k-100k have a reach index of 150, this means that the TV households in the audience who have HHI 75k-100k are 50% more likely than the TV households with 75k-100k HHI in the Samsung universe.

• Household Income Composition table: This table provides list of insights about the audience's composition across HHI Tiers. This data is included in the downloaded report.

State

• Reach by Regions (Heatmap) chart: This chart provides insights into the percentage audience composition and reach index analysis across the different states. Choose the percentage of audience or reach index as the metric to update the heatmap. These states are determined from the IPs associated with the TVs.

• Top Reach by States chart: This chart provides insights into the percentage audience composition by different states. These states are determined from the IPs associated with the TVs. For example, California (CA) has a percentage of audience composition as 30%, this means that the 30% of TV households in the audience are based out of California.

• States by Reach Index chart: This chart provides insight about US states most likely to reached by audience compared to Samsung Universe. The reach index by state is the statistical average of the specific state's audience reach compared with the Samsung universe. The reach index for Samsung universe is benchmarked as 100. For example, if California has a reach index of 150, this means that this audience is 50% more likely to have TV in California compared to the Samsung universe.

• State Composition table: This table provides list of insights about the audience's composition across different states. This data is included in the downloaded report.