Overview

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

• Presence of Children
• Affluence
• Age Gender
• Decision Maker
• Marital Status

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 percent breakdown of the audience by affluence.

• Reach Index By Affluence chart: This chart provides insights about the affluence likely to be reached by the target audience compared to Samsung Universe audience.

• Affluence Composition table: This table provides information about audience composition across different affluence levels.

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 percent breakdown of the audience based on the decision maker.

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

• Decision Maker Composition table: This table provides information about audience composition across different decision makers

Marital Status

• Reach by Marital Status chart: This chart provides insights into the % audience composition by maritial status, for example, married, in relationship, 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: If the Male_Single category has an audience composition percent of 30%, 30 percent of TV households in the audience are males and have a maritial status as 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 the 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 of the target audience reach compared with the Samsung Universe audience. The reach index for the Samsung Universe audience is benchmarked as 100. For example, if the single male maritial status have 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 a list of insights about the audience composition across different maritial status types. The marital status is for the main shopper in a TV household. Each TV household can only be assigned to one of the values.