Mediamark Research 
Spring 2005 Technical Guide

Definition of Media Quintiles

Magazines

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
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 15+ 59.8% 26.2   18+ 56.4% 29.4
Quintile II 8-14 24.1% 10.6 10-17 24.2% 12.6
Quintile III 4-7 11.9% 5.2   5-9 13.1% 6.8
Quintile IV 1-3 4.2% 1.8 2-4 5.7% 3.0
Quintile V 0  0.0 0.0   0-1 0.5% 0.3
Top 1/2 (Heavy) 6+ 90.9%  15.9 7+ 88.3% 18.4
Bottom 1/2 (Light) 0-5 9.1% 1.6   0-6 11.7% 2.4

 

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Newspapers

Number of newspapers read in an average 28-day period developed from a weighted average of the number 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
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 25+ 49.8% 42.1   25+ 48.7% 36.4
Quintile II 21-24 28.2% 23.8 20-24 31.0% 23.2
Quintile III 9-20 17.6% 14.9   7-19 16.5% 12.3
Quintile IV 1-8 4.4% 3.7 1-6 3.8% 2.8
Quintile V 0 0.0% 0.0   0 0.0% 0.0
Top 1/2 (Heavy) 16+ 88.9% 30.0 13+ 90.0% 26.9
Bottom 1/2 (Light) 0-15 11.1% 3.8   0-12 10.0% 3.0

 

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Radio

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
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 60+ 60.0% 102.7   42+ 63.5% 88.5
Quintile II 26-59 22.5% 38.6 21-41 20.4% 28.5
Quintile III 14-25 11.3% 19.3   12-20 10.7% 15.0
Quintile IV 5-13 5.6% 9.6 3-11 5.2% 7.3
Quintile V 0-4 0.5% 0.9   0-2 0.2% 0.2
Top 1/2 (Heavy) 20+ 89.1% 61.0 15+ 90.1%      50.3
Bottom 1/2 (Light) 0-19 10.9% 7.4   0-14 9.9% 5.5

 

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TV - Total

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
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 85+ 46.0% 128.3   95+ 47.0% 141.8
Quintile II 57-84 24.7% 69.0 60-94 24.7% 74.6
Quintile III 38-56 16.6% 46.3   39-59 15.9% 48.1
Quintile IV 19-37 9.9% 27.7 20-38 9.6% 28.9
Quintile V 0-18 2.8% 7.9   0-19 2.8% 8.5
Top 1/2 (Heavy) 47+ 79.8% 89.2 49+ 80.6% 97.2
Bottom 1/2 (Light) 0-46 20.2% 22.5   0-48 19.4% 23.5

 

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Outdoor

Number of miles driven in town, city or suburb as driver or passenger in a car or truck in the past week.

Men

Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 300+ 35.8% 300.0   201+ 49.1% 299.1
Quintile II 201-299 33.4% 279.3 125-200 27.8% 169.9
Quintile III 125-200 19.4% 161.4   75-124 14.0% 85.2
Quintile IV 44-124 8.7% 72.5 28-74 7.1% 43.1
Quintile V 0-43 2.7% 22.1   0-27 2.1% 12.8
Top 1/2 (Heavy) 126+ 81.2% 271.0 76+ 84.7% 206.8
Bottom 1/2 (Light) 0-125 18.8% 62.8   0-75 15.3% 37.4

 

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TV Prime Time

Number of half hours viewed per week for the daypart.

Men

Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 37+ 42.0% 41.8   38+ 40.5% 41.8
Quintile II 26-36 30.6% 30.4 27-37 30.5% 31.5
Quintile III 14-25 19.1% 19.0   15-26 19.5% 20.1
Quintile IV 3-13 7.8% 7.8 4-14 8.8%  9.1
Quintile V 0-2 0.4% 0.4   0-3 0.7% 0.7
Top 1/2 (Heavy) 20+ 83.7% 33.3 21+ 82.2% 33.9
Bottom 1/2 (Light) 0-19 16.3% 6.5   0-20 17.8% 7.3

 

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Internet

Number of times used in a typical month.

Men

Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Quintile I 56+ 49.1% 56.0   56+ 53.0% 56.0
Quintile II 28-55 36.5% 41.7 19-55 34.3% 36.2
Quintile III 6-27 14.1% 16.1   2-18 12.5% 13.2
Quintile IV 1-5 0.3% 0.4 1 0.2% 0.2
Quintile V 0 0.0% 0.0   0 0.0% 0.0
Top 1/2 (Heavy) 18+ 94.9% 43.4 18+ 95.9% 40.4
Bottom 1/2 (Light) 0-17 5.1% 2.4   0-17 4.1% 1.7
 

Beginning with the Spring 04 report, Internet quintiles are based on total adults. Prior to Spring 04, Internet quintiles were based on Internet users.

 

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Mediamark Research 
Spring 2005 Technical Guide

Definition of Media Terciles  

TV Daytime

Number of half hours viewed in an average weekday between 9am and 4pm.

Men

Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Tercile I (Heavy) 7+ 63.8% 10.1   8+ 61.6% 10.9
Tercile II (Medium) 3-6 25.7% 4.1 4-7 27.8% 4.9
Tercile III (Light) 1-2 10.5% 1.7   1-3 10.6% 1.9
Non-Viewers 0 0% 0 0 0% 0

 

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Yellow Pages

Number of times referred to Yellow Pages (at home, work, or elsewhere) in past 7 days.

Men

Women
Range Share of Volume Average Penetration Range Share of Volume Average Penetration
Tercile I (Heavy) 3+ 66.7% 5.5   3+ 64.5% 5.0
Tercile II (Medium) 1-2 21.1% 1.7 1-2 22.5% 1.7
Tercile III (Light) 1 12.2% 1.0   1 13.0% 1.0
Non-Users 0 0% 0 0 0% 0

 

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Zip HH Income Quintiles Median Income Range for Adults

Zip HH Income Quintile Range - Adults
Quintile I 76,000+
Quintile II 60,000 - 75,999
Quintile III 50,000 - 59,999
Quintile IV 41,000 - 49,999
Quintile V 40,999 or less

 

 

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Copyright 2005,  Mediamark Research