The composition percentage is calculated from your base demo. If you remove the base demo column, Tapscan will calculate composition percentage based on the first age column on the left and you may experience unexpected results.This report shows how much of a station's overall audience falls into a particular gender and/or age range. The Age/Gender Composition report can also show how a station targets a segment of an advertiser's demo that other stations miss. The Age/Gender Composition report illustrates how well a station's age and gender makeup mirrors that of a prospective advertiser. One of radio's major benefits is its ability to target consumers in a specific age group.
The composition percentage is calculated from your base demo. If you remove the base demo column, Tapscan will calculate composition percentage based on the first age column on the left and you may experience unexpected results.
For example...
• If the base demo is Persons 12+, and the Persons 18-24 column shows 10%, that means 10% of the station's Persons 12+ audience is persons aged 18-24.
• Or, if the base demo is Persons 18-49, and the Females 18-24 column shows 25%, that means 25% of the station's Persons 18-49 audience is females aged 18-24.
You can view or print PDF versions of each report view. You can also export the report to a comma-delimited .csv file which will look like the table view without formatting.
View samples:
• Age/Gender Composition table — a vertical orientation that allows you to use the most possible estimates. It shows selected age cells by station.
• Age/Gender Composition graph — a vertical bar, horizontal bar or pie chart based on the sort estimate and selected stations (see Related topics... below).
• Pop/Intab view provides details about the source used for population, in-tab and any socioeconomic selections.
To create an Age/Gender Composition report:
1 Select a base demo:
• Choose the gender.
• Select a start and end age.
2 Select breakout age cells:
• Double-click one of the provided breakouts at the top of the dialog.
• Or select gender, start and end ages for your own cells.
All age cell breakouts must be a subset of the base demo. You can also add your own age cells to a provided breakout.
The Provided Breakout section in the Age Cells dialog offers common gender and age breakouts that allow you to quickly show how much of a station's audience falls in or out of a targeted demo. It's a great way to tell an efficiency story without showing too many columns. Instead of using seven columns to tell your story, you can do it better with three.
Related topics...