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Members of the audience sample are assigned to one of five groups according to the amount of television they watched during a given week. Each of these five groups is referred to as a viewing quintile. The 1st viewing quintile is the 20% of the sample that viewed television the least during a selected week. The 5th quintile is the 20% of the sample that viewed television the most during the selected week.
During any given week a portion of the sample is
out of tab
for the entire week and cannot be assigned to one of the five quintiles because none of their television watching was recorded. These are assigned to quintile zero.
A media plan optimization process based on
recall
will naturally place greater value on light television viewers than it will on heavy television viewers. Because of this, viewing quintile values do not need to be included explicitly in
optimization
as one of the measures of
audience valuation
.
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