Demographic Profile

The Demographic Profile report shows Retail Spending Power estimates in dollars and percentages for gender/age groups that you choose and a specific retail/service category. This report is helpful in new business pitches when you may not exactly know your advertiser's primary target.

This report requires a subscription to Nielsen respondent level radio data service.

Different views

You can view or print PDF versions of each report view. You can also export Retail Spending Power reports to a comma-delimited .csv file for importing into a spreadsheet.

View samples:

• Market view — shows population and spending estimates for each demographic group selected. The estimates are provided in both numbers and percentages.

• Station view — shows your station's share of listeners' and their spending by gender/age range demo. Estimates are based on a station's cume ratings applied to the market sales totals of the retail or service category selected.

• Station view with male-female age range breakouts

• Pop/Intab view shows population and in-tab numbers for each demographic included in the report.

To create a Demographic Profile report:

1 Select a retail category or store/business type:

• Click the Category* link.

• Click the Show arrow and select Collapse All to view available categories.

• Click category buttons to select all options in the category.

OR click to display all the items in the category and click an individual item.

• Click OK.

You can choose only one category or one store/business type.

2 Select a station:

• Click the Station* link.

• Select a station from the drop-down list.

OR create a station combo for the report by clicking the Add/Edit/Delete Combos link.

• Optionally, type your client's name in the box.

The client's name appears in the text on this report.

• Click OK.

3 Click the Annual link to change the time period displayed in the report:

• Choose Annual, Monthly, Weekly, or Daily.

• If you choose Monthly, select the start and end months in the drop-down boxes.

The report shows totals for the time period you select.

• Optionally, clear checkboxes to limit the estimates included on the report.

A check in a Display Columns box means the estimate will appear on the report.

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

• Click OK.

4 Change the age ranges shown for the 18+ base demo:

• Click the Age Ranges link.

• Select one of the provided age breakouts in the top section 1.

A series of age ranges will display in the Selected box in section 2.

• Change the age ranges in the Selected box by removing unwanted options and adding new gender/age range combinations from the Available box.

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

• Click OK.

5 Select a daypart.

Your daypart selection will impact the demo estimates, weekly population and expenditure values in the report.