Mediamark Research Spring 1999 DEFINITION OF MEDIA QUINTILES
Number of reported magazines for which respondent read the average issue, computed on a monthly basis (weeklies weighted by 4, monthlies weighted by 1, and so forth).
Men Women
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Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Quintile I 15+ 54.5% 23.5 17+ 53.8% 27.3
Quintile II 9-14 25.9% 11.2 10-16 24.8% 12.6
Quintile III 5-8 13.9% 6.0 6-9 14.0% 7.1
Quintile IV 1-4 5.5% 2.4 2-5 6.7% 3.4
Quintile V 0 0.3% 0.1 1 or less 0.7% 0.3
Top 1/2 (Heavy) 6+ 88.5% 15.3 8+ 86.6% 17.6
Bottom 1/2 (Light) 0-5 11.5% 2.0 0-7 13.4% 2.7
Number of newspapers read in an average 28-day period developed from a weighted average of thenumber of daily newspapers read in a week (weighted by 4) and the number of Sunday papers read in 4 weeks (weighted by 1), based on the number of issues of newspapers respondent reported reading for each of the two periods.
Men Women
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Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Quintile I 25+ 45.9% 40.0 25+ 44.3% 33.9
Quintile II 24 27.5% 24.0 23-24 31.3% 24.0
Quintile III 12-23 20.6% 17.9 9-22 19.4% 14.8
Quintile IV 1-11 6.0% 5.2 1-8 5.0% 3.8
Quintile V 0 0.0% 0.0 0 0.0% 0.0
Top 1/2 (Heavy) 19+ 85.7% 29.9 15+ 87.7% 26.8
Bottom 1/2 (Light) 0-18 14.3% 5.0 0-14 12.3% 3.8
Number of half hours listened to per week, developed from a weighted average of the number of half hours listened to on an average day.
Men Women
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Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Quintile I 54+ 58.9% 96.9 42+ 60.6% 82.4
Quintile II 26-53 22.0% 36.2 22-41 21.6% 29.3
Quintile III 15-25 12.0% 19.7 12-21 11.9% 16.2
Quintile IV 6-14 6.5% 10.7 3-11 5.8% 7.9
Quintile V 5 or less 0.7% 1.1 2 or less 0.1% 0.2
Top 1/2 (Heavy) 20+ 87.6% 57.7 16+ 89.0% 48.4
Bottom 1/2 (Light) 0-19 12.4% 8.1 0-15 11.0% 6.0
Number of half hours viewed per week for all time periods, developed from a weighted average of the number of half hours viewed on an average day.
Men Women
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Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Quintile I 68+ 46.2% 101.8 74+ 48.7% 111.2
Quintile II 46 -67 25.2% 55.5 46-73 25.6% 58.4
Quintile III 29 -45 16.8% 37.1 28-45 15.9% 36.2
Quintile IV 13 -28 9.5% 21.0 11-27 8.1% 18.6
Quintile V 12 or less 2.2% 4.9 19 or less 1.8% 4.0
Top 1/2 (Heavy) 38+ 80.8% 71.2 37+ 83.2% 76.0
Bottom 1/2 (Light) 0-37 19.2% 16.9 0-36 16.8% 15.4
Number of miles driven in town, city or suburb as driver or passenger in a car or truck in the past week.
Men Women
--- -----
Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Quintile I 300+ 37.1% 300.0 201+ 49.6% 297.8
Quintile II 201-299 33.6% 271.6 125-200 27.4% 164.6
Quintile III 76-200 18.5% 149.2 75-124 13.5% 80.9
Quintile IV 43-75 8.3% 67.2 29-74 7.3% 43.6
Quintile V 42 or less 2.5% 20.1 28 or less 2.3% 13.9
Top 1/2 (Heavy) 126+ 81.8% 264.5 76+ 84.2% 202.3
Bottom 1/2 (Light) 0-125 18.2% 58.8 0- 75 15.8% 38.0
Number of half hours viewed per week for the day part.
Men Women
--- -----
Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Quintile I 34+ 45.3% 39.3 32+ 45.6% 38.3
Quintile II 22-33 31.8% 27.6 21-31 31.8% 26.7
Quintile III 10-21 17.4% 15.1 10-20 17.4% 14.6
Quintile IV 1-9 5.5% 4.7 1-9 5.2% 4.4
Quintile V 0 0.0% 0.0 0 0.0% 0.0
Top 1/2 (Heavy) 15+ 87.8% 30.5 15+ 87.9% 29.5
Bottom 1/2 (Light) 0-14 12.2% 4.2 0-14 12.1% 4.1
DEFINITION OF MEDIA TERCILES
Number of half hours viewed in an average weekday between 9am and 4pm.
Men Women
--- -----
Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ----- ------ -----------
Tercile I (Heavy) 6+ 62.5% 9.4 7+ 61.8% 10.5
Tercile II (Medium) 3-5 26.2% 3.9 3-6 27.5% 4.7
Tercile III (Light) 1-2 11.3% 1.7 1-2 10.7% 1.8
Non-Viewers 0 0% 0 0 0% 0
Number of times referred to Yellow Pages (at home, work, or elsewhere) in past 7 days
Men Women
--- -----
Share of Average Share of Average
Range Volume Penetration Range Volume Penetration
------- ------ ----------- ------- ------ -----------
Tercile I (Heavy) Over 2 64.8% 4.9 Over 2 62.8% 4.4
Tercile II (Medium) Over 1 -2 21.8% 1.6 Over 1 -2 22.8% 1.6
Tercile III (Light) 1 13.3% 1.0 1 14.3% 1.0
Non-Users 0 0% 0 0 0% 0
ZIP HH INCOME QUINTILES MEDIAN INCOME RANGE FOR ADULTS
ZIP QUINTILE RANGE
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Quintile I $67,200 or more
Quintile II $54,500 - 67,199
Quintile III $46,400 - 54,499
Quintile IV $37,800 - 46,399
Quintile V $37,799 or less