Media Planning & Buying Calculators

 

  Brand Development Index (BDI) and Category Development Index (CDI)

Brand Development Index (BDI) relates the percent of a brand's sales in a market to the percent of the U.S. population in that same market.

Category Development Index (CDI) relates the percent of a category's sales in a market to the percent of the U.S. population in that same market.

  Formula:

BDI's Formula
 
CDI's Formula


  Points to remember...
  • Indexes should be expressed as whole numbers.
  • BDI and CDI assume that the U.S. population represents the "norm" or base of "100."
  • Markets with the highest index numbers do not necessarily represent
    the best potential.
  Source: Media Math, NTC Publishing

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