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Demographic Group A group of people who are selected based on their fitting some set of human or geographical characteristics.
Demographic grouping of a sample is possible using all demographic measures reported, which include:
- Age
- Gender
- Household income
- Head of household race
- Territory
- Timezone
- County size
- Head of household occupation
- Cable status
- Viewing quintile
- Household size and makeup
See also
exposure group
.
Reach for Sitcom by Income for Network B
In the figure above, for example, we examine the
reach
for one week of prime time programming for Network B for all adults, and for adults by income. Over 30% of high income adults were reach by Network B prime time programming during the selected week, while only slightly over 25% of lower income adults were reached.
Reach for Drama by Income for Network B
Now if we look at reach for Network B during prime time by county size, we can also see that there are significant differences in the audiences and their viewing patterns.
Reach for Drama by County Size for Network B
Similar demographically based analysis can be done for all other analysis tools, such as
loyalty
,
co-viewing
,
audience flow
, etc.
Using the
Audience Analysis System
, the figures above required about 2 seconds of computing time to generate on a standard stand-alone MS Windows PC.
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