SRDS LMAA: PRIZM Target Group Concentration Report Description

Report-at-a-Glance | How to Run | How to Read | For More Assistance | Video Help

 

Report-at-a-Glance

  • Select the PRIZM Target Group Concentration Report to view each DMA's count, penetration and Index for the PRIZM target you want to analyze.
  • This report provides an aggregate HH count and ranking, by Index, of the segments that make up the Social or Lifestage Group you select.
  • This report allows you to quickly find the DMA's that have an above-average, average or below-average incidence of the PRIZM target you select.
  • PRIZM Social Groups contain 14 targets that group PRIZM segments together by their common urbanicity (urban, suburban, second city, town and country) and wealth traits.
  • PRIZM Lifestage Groups contain 11 targets that group PRIZM segments together by their common family composition (no children, children 18 or younger at home, empty nest) and wealth traits.

How to Run a PRIZM Target Group Concentration Report

How to Read a PRIZM Target Group Concentration Report

  • A  Geo Code – DMA Code.
  • B  Market Name – Name of DMA.
  • C  Base Count – Base Household count for each DMA. This is the total number of Households in the market listed. The DMA of San Francisco, CA has a base count household population of 2,529,617.
  • D  Base Count  % Comp – The base Household count in each DMA as compared to the total Household count for all U.S. DMAs. This DMA equals 3.30% of the U.S. household population
  • E  Target Group Count – The number of Households for all segments within the Target. The Urban Uptown Social Group has a count of 1,066,496 households in the San Francisco DMA.
  • F  Target Group Count % Comp – The target Household count in each DMA compared to the Target Household count for all DMAs in the U.S. In this market, the Urban Uptown population is 11.30% of the 1,066,496 Social Group Count.
  • G  % Penetration – The number of Households in each DMA compared to the base Household count for the DMA. This is calculated by the Social Group Count % Comp / Base Count % Comp x 100. The Urban Uptown group comprises 42.16% of Households within the San Francisco DMA.
  • H  Index – An Index of the likelihood for presence of Households in this Target as compared to the average of all DMAs. This DMA has a very high index ranking at 342. The national U.S. average is 100.

 

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