Media Quintile

A Media Quintile report is used help determine how much your clients and prospects’ customers use specific media. Quintiles are a five-scale measurement, in 20% increments of an individual’s media usage. The first quintile measures the heaviest use and the fifth quintile measures the lightest use. The Media Quintile report provides quintile information for television, radio, and newspaper, representing the weight of viewership, listenership, and readership of a given target. When using quintiles, select your client’s customer as the demographic and qualitative target (Who) to determine their propensity to use certain media.

The five quintiles for each media are determined based on various criteria:

• Newspaper: The quintile group is determined by the number of different issues or newspapers read each week.
Examples

• If a respondent read three issues of the Daily News and one issue of the Wall Street Journal last week, their total issues read equals 4.

• If the most issues that were read by any one respondent in our survey period was 15, and the least number of issues read by any one respondent was 0, the quintiles would be represented as follows:

1st Quintile: read 13-15 issues

2nd Quintile: read 10-12 issues

3rd Quintile: read 7-9 issues

4th Quintile: read 4-6 issues

5th Quintile: read 0-3 issues

The respondent who read a total of 4 issues last week would be part of the 4th Quintile.

• Television: The quintile placement is determined by the number of half-hours that a respondent viewed the television.

• Radio: The quintile placement is determined by the number of quarter-hours that a respondent listened to the radio.

• Out of Home:The quintile placement is determined by the number of miles traveled each week.

The readership, viewership, listenership, and miles traveled values vary by market and survey period.

Different views

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.

• Media Quintile graph - A report-specific graphical view containing a bar graph representing each quintile value, a summary of the first (heaviest) quintile, and a summary of population and respondent numbers.

• Media Quintile table - A vertical orientation that allows you to customize the display of estimates.

• Pop/Intab view provides details about the source used for population and in-tab.

To create a Media Quintile report:

1 Create the report:

• Select the Research tab, and then select the Radio sub-tab.

• Click and select a market from the list for which you have access to Scarborough mean and median measures.

The Media Quintile report requires qualitative data from Scarborough. This report is not available with Scarborough Mid-Tier, Retail Direct, and Qual Diary data.

• On the Qualitative Reports section, at the top of the Radio sub-tab, select the Media Quintile check box.

• Click Generate Report.

2 Select a Scarborough qualitative survey.

3 Select one or more demos.

• Select the gender and age range.

• Click check boxes to change the ethnicity settings.

The default is All. Click the All check box to clear it and select other ethnicity combinations. If you limit the ethnicity and there aren't enough respondents Tapscan alerts you with a message.

• Optionally, type a name and click Save to keep your selections as a favorite.

• Click OK.

4 Select the target audience.

• Click the QualCategory: Who do you want to look at? link.

You can run the Media Quintile report without qualitative and base the report on the demo and geography alone. Use the Run Report Without a WHO or Clear WHO button to remove any selections.

• Create one or more category-question-answer selections to add to the query in the WHO lists:

• Select items from the Category, Question and Answer boxes:

- You can highlight categories, questions, or specific answers.

When you highlight a single category, all questions associated with that category are automatically displayed in the Questions list. When you highlight a single question, all answers associated with that question are automatically displayed in the Answers list.

- Click the Add Selections button to add your selections to the selected box.

You can add answers to either list. You can also click the AND/OR toggle link between answers to switch.