arrow and select a market from the list for which you have access to Qualitative TV data.A Qualitative TV Ranker report is used to analyze Television and Cable viewing tendencies among a target group within specific stations and time periods.
It can answer basic questions such as How many viewers do you have? or How many people will see my ad?, or you can find the answer to more complex questions like Which Television station ranks highest among people who plan to buy a new car?.
Use a Qualitative TV Ranker report to tell stories within a story. Maybe a particular station isn't top-rated overall, but perhaps it ranks #1 among people who plan to purchase furniture or among people who shop a particular grocery store.
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.
• Qualitative TV Ranker table - A vertical orientation that allows you to use the most possible estimates. It shows selected TV stations and time periods by demo.
• Qualitative TV Ranker graph - A horizontal or vertical bar chart based on the sort estimate and the selected demo to graph. Click the Stations to Graph link in the parameters pane to narrow the report contents even more.
• Pop/Intab view shows the qualitative population and in-tab. This same information also appears at the bottom of the one-page printed report.
To create a Qualitative TV Ranker report:
1 Create the report:
• Select the Research tab, and then select the Radio sub-tab.
• Click the arrow and select a market from the list for which you have access to Qualitative TV data.
The Qualitative TV Ranker report requires qualitative data from Scarborough, Scarborough Mid-Tier, or Retail Direct.
• On the Qualitative Rankers section, at the top of the Radio sub-tab, select the TV Ranker check box.
• Click Generate Report.
2 Select a qualitative survey.
3 Select one or more demos:
• Choose gender and an age range.
• Click check boxes to change 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 Qual Category: Who do you want to look at? link.
You can run the Qualitative TV Ranker without qualitative data 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.
• Select items from the Category, Question and Answer boxes:
– You can highlight categories, questions, or specific answers.
When you select a single category, all questions and answers associated with that category are automatically displayed in the Questions list. When you select 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.
– Optionally, type a name and click Save to create a favorite.
The name can contain letters, numbers, or special characters.
• Click OK to save your choices.
5 Select stations and time periods (rows) to include in the report:
• Click the TV Station*: What Stations do they use? link.
• Click to select stations/time periods (rows) in the Available box and then click the 
arrow to move them to the Selected box.
Standard Windows commands for selecting multiple items work.
6 In Scarborough markets only, you can edit inventory and create custom inventory rows: Click the Manage TV Inventory link to display the inventory dialog.
• From the Standard tab, you can change Program Names in the provided inventory for display in the report.
• From the Custom tab, you can create and edit custom inventory rows:
- Select a Station from the drop-down box.
- Click the edit icon beside the Time Period field, and then select a Time Period from the Time Period dialog.
- Type in a Program name.
• Click OK to return to the TV Stations dialog.
Your inventory changes are now available in the TV Stations dialog.
7 In Scarborough markets only, you can select to show station details in the table view of the report.
• Click the Include Station Details link to display the Station Details dialog.
• Move the Station Detail columns you want to include in the report to the Selected list.
• Click OK to return to the TV Station dialog.
8 Optionally, save your selections as a favorite if you frequently use these selections:
• Type a name to represent all the items in the Selected box, and the click Save.
The name can contain letters, numbers, or special characters.
• Click OK.
9 Change the parameters as desired. See Related topics... for more information.
10 Click Apply Changes to generate the report.
• Use only those estimates that:
– Are requested.
– You understand.
– You can explain to non-agency clients in an easy-to-understand manner.
• Don't cram your ranker full of estimates just because they are available. Keep it focused on the estimates that let you tell your story.
Related topics...