|
To provide O-O-H buyers with more descriptive
audience estimates, The User Friendly Data
Committee has released multipliers for various
age breakdowns between 5+ and 50+ and for
gender that can be applied to adjust DEC's
derived from TAB's 1.35-based data as well
as data based on the newly adopted 1.38
factor for calculating Daily Effective Circulation
(DEC).
(The factors required to convert official
24-hour counts and 15-minute hand counts
to DECs can be found in TAB's brochure,
Calculating Daily Effective Circulation
(DEC) , a copy of which can be obtained
by calling TAB).
|
AGE
BREAKDOWNS |
NEW
LOAD FACTORS
|
MULTIPLIERS
TO ADJUST A 1.38 BASED DEC(A)
|
MULTIPLIERS
TO ADJUST A 1.35 BASED DEC(B)
|
|
5+
|
1.59
|
1.152
|
1.177
|
|
12+
|
1.48
|
1.072
|
1.096
|
|
18+
|
1.38
|
1.152
|
1.022
|
|
5-11
|
.11
|
.080
|
.081
|
|
5-17
|
.21
|
.152
|
.156
|
|
18-24
|
.17
|
.12
|
.123
|
|
18-34
|
.52
|
.375
|
.383
|
|
18-49
|
1.00
|
.725
|
.741
|
|
25-54
|
.94
|
.682
|
.697
|
|
35-49
|
.48
|
.350
|
.358
|
|
50+
|
.38
|
.275
|
.281
|
|
MALE
|
.87
|
.548
|
.548
|
|
FEMALE
|
.72
|
.452
|
.452
|
|
Above based on personal miles traveled
in privately owned vehicles.
(A) = based on percentage of age breakdowns
of total POV.
(B) = 2.2% greater than (A) - represents
the difference between 1.35 and 1.38
|
