2012 Radio Survival Kit Contents - Nielsen

BUILDING “WITH CHILDREN” DEMOGRAPHICS
IN RADIO ADVISOR
When building demographics in Radio Advisor that include the “With Children” option (eg.
Grocery Buyers With Children….”), you MUST follow the instructions outlined below to obtain
correct results.
It is important to realise that when building “With Children” demographics you are selecting
PEOPLE WHO HAVE CHILDREN IN THE HOME, not the children themselves. It may sometimes
looks as though you are doubling up when making selections but you must remember that a
person who has a 0-4 year old in the house is a DIFFERENT individual from one with a 0-4 year
old AND a 5-9 year old. However, both have a 0-4 year old in the house.
Therefore, if you require “With Children 0-4”, you must have the same elements highlighted as
the example below (in the top left box). Selecting anything less, or more, will produce incorrect
results.
Select the elements indicated with , for each “With Child” demographic listed.
NEVER select elements from both “Children in home aged (A)” AND “Children in home aged (B)”
as your audience figures will be duplicated.
With Children In Home Aged (A)
With Cld 0-4 With Cld 0-9
No children No children
0-4 only 0-4 only
5-9 only 5-9 only
10-17 only 10-17 only
0-4 & 5-9 0-4 & 5-9
0-4 & 10-17 0-4 & 10-17
5-9 & 10-17 5-9 & 10-17
0-4,5-9 & 10-17 0-4,5-9 & 10-17
With Cld 0-17 With Cld 5-9
No children No children
0-4 only 0-4 only
5-9 only 5-9 only
10-17 only 10-17 only
0-4 & 5-9 0-4 & 5-9
0-4 & 10-17 0-4 & 10-17
5-9 & 10-17 5-9 & 10-17
0-4,5-9 & 10-17 0-4,5-9 & 10-17
With Cld 5-17 With Cld 10-17
No children No children
0-4 only 0-4 only
5-9 only 5-9 only
10-17 only 10-17 only
0-4 & 5-9 0-4 & 5-9
0-4 & 10-17 0-4 & 10-17
5-9 & 10-17 5-9 & 10-17
0-4,5-9 & 10-17 0-4,5-9 & 10-17
Nielsen – 2012 Radio Survival Kit Page 1 of 2