Consumers with higher incomes are heavier users of newspapers than radio

1
Consumers with higher incomes are heavier users
of newspapers than radio
Top Quintile Index
Top Quintiles. Quintile refers to an audience
divided into five equal groups ranging from the
heaviest to lightest media usage levels. Index is
a number expressed as the percentage above or
below the base. The base (total adults) has an
index of 100. Source Mediamark Research Inc.
2002.
2
Higher-educated consumers are advertisers best
customers and use newspaper more heavily than
radio
Top Quintile Index
Top Quintiles. Quintile refers to an audience
divided into five equal groups ranging from the
heaviest to lightest media usage levels. Index is
a number expressed as the percentage above or
below the base. The base (total adults) has an
index of 100. Source Mediamark Research Inc.
2002.
3
Consumers living in higher-valued homes are
heavier users of newspaper than radio
Top Quintile Index
Top Quintiles. Quintile refers to an audience
divided into five equal groups ranging from the
heaviest to lightest media usage levels. Index is
a number expressed as the percentage above or
below the base. The base (total adults) has an
index of 100. Source Mediamark Research Inc.
2002.
4
Adults with more job responsibility are heavier
users of newspaper than radio
Top Quintile Index
Top Quintiles. Quintile refers to an audience
divided into five equal groups ranging from the
heaviest to lightest media usage levels. Index is
a number expressed as the percentage above or
below the base. The base (total adults) has an
index of 100. Source Mediamark Research Inc.
2002.