-Executive Summary- Table of Contents Total Landscape Analyses Overview Incidence of use Share of users Number of different brands used Brand loyalty rates Brands used by target brand members Target brand usage among users of competing brands Brands that compete most strongly with target brand Brands that represent the greatest opportunity for target brand growth Brands that represent the greatest opportunity for target brand growth Brands that pose the greatest threat to target brand Table of Contents Competitive Set Landscape Analyses Share of users Number of different brands used Brand loyalty rates Brands used by target brand members Target brand usage among users of competing brands Brands that compete most strongly with target brand Brands that represent the greatest opportunity for target brand growth Brands that represent the greatest opportunity for target brand growth Brands that pose the greatest threat to target brand Table of Contents Demographic Analyses Top 10 measures in terms of index Top 10 measures in terms of incidence ratio Top 10 best predictors Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of competitive set index/ composition rank Top 10 measures in terms of competitive set index/ composition rank Table of Contents Psychographic Analyses Top 10 measures in terms of overall level of agreement Top 10 measures in terms of index Top 10 measures in terms of incidence ratio Top 10 best predictors Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of overall audience/incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of competitive set audience/ incidence rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of overall index/composition rank Top 10 measures in terms of competitive set index/ composition rank Top 10 measures in terms of competitive set index/ composition rank Table of Contents Publication Analyses Publication Analyses Top 10 publications in reaching target brand members Top 10 publications in terms of index Top 10 publications in terms of incidence ratio Top 10 publication predictors Publication Type Analyses Top 10 publication types in reaching target brand members Top 10 publication types in terms of index Top 10 publication types in terms of incidence ratio Top 10 publication type predictors Table of Contents Website Analyses Website Analyses Top 10 websites in reaching target brand members Top 10 websites in terms of index Top 10 websites in terms of incidence ratio Top 10 website predictors Publication Type Analyses Top 10 website types in reaching target brand members Top 10 website types in terms of index Top 10 website types in terms of incidence ratio Top 10 website type predictors Table of Contents Television Network/Program Type Analyses Television Network Analyses Top 10 networks in reaching target brand members Top 10 networks in terms of index Top 10 networks in terms of incidence ratio Top 10 network predictors Program Type Analyses Top 10 program types in reaching target brand members Top 10 program types in terms of index Top 10 program types in terms of incidence ratio Top 10 program type predictors Table of Contents Definitions Landscape Analyses Weighted Number of Brand Users (Wgt # Brand Users) - Column C Incidence % of Base Using Brand - Column D Total Number of Brands Used (Total # Brands Used) - Column E Share of Users - Column F Percent Loyalty - Column G Brands Used Per Brand User - Column H Number of Target Brand Users Who Use Brand - Column I Percent of Target Brand Users Who Use Brand - Column J Number of Other Brand Users Using Target Brand - Column K Percent of Other Brand Users Using Target Brand - Column L Concomitant User Index - Column M Target Brand Opportunity Index - Column N Target Brand Vulnerability Index - Column O Table of Contents Definitions All Other Analyses Unweighted Base (Unwgt Base) - Column B Weighted Base (Wgt Base) - Column C Composition Base (Comp Base) Column D Unweighted Target (Unwgt Target) Column E Weighted Target (Wgt Target) - Column F Composition Target (Comp Target) - Column G Coverage - Column H Index - Column I Population Rank Versus All Brands In The Analysis (Pop Rank Vs. All) - Column J Population Rank Versus All Brands In The Analysis (Pop Rank Vs. All) - Column J Table of Contents Definitions All Other Analyses Index Rank Versus All Brands In The Analysis (Index Rank Vs. All) - Column K Index Rank Versus All Brands In The Analysis (Index Rank Vs. All) - Column K Incidence Ratio - Column L Correlation Coefficient Phi Coefficient - Column M Variance Explained - Column N 95% Confidence Intervals - Columns O through Q Population Rank Versus Competitive Set (Pop Rank Vs. Set) - Column R Population Rank Versus Competitive Set (Pop Rank Vs. Set) - Column R Index Rank Versus Competitive Set (Index Rank Vs. Set) - Column S Index Rank Versus Competitive Set (Index Rank Vs. Set) - Column S Overview The Integrated Data Exploratory and Analytical System (IDEAS) is a series of programs that are specifically designed to provide advertisers, ad agencies and media companies with an in-depth understanding of a given "target" brand and its competitors. Using advanced statistical and analytical approaches, IDEAS provides comprehensive profiles of the target brand for up to 30 analytical categories of the client's choosing (e.g., demography, psychographics, publication read, TV networks viewed, websites visited, vehicles owned, travel, stores shopped, financial assets) Overview Additionally, by examining simultaneous or concomitant brand usage within a specified time period, IDEAS calculates the following metrics in order to provide a basic understanding of the brand dynamics for the product category in which the target brand competes: Incidence of use, Share of users, Number of different brands used by brand user group, Brand loyalty rates, Other brands used by target brand users, Usage of the target brand among competing brand users, The relative likelihood of competing brand users using the target brand, The brands that potentially pose the greatest opportunity for growth for the target brand, The brands that potentially pose the greatest threat to the target brand in the marketplace. Total Landscape Analysis Incidence of Use Total Landscape Analysis Share of Users Total Landscape Analysis Number of Different Brands Used Total Landscape Analysis Percent Brand Loyalty Total Landscape Analysis Brands Used Most Often By Target Brand Total Landscape Analysis Usage of Target Brand by Competing Brands Total Landscape Analysis Target Brand Competition/Interaction Total Landscape Analysis Opportunity Indices Total Landscape Analysis Vulnerability Indices Competitive Set Landscape Analysis Share of Users Competitive Set Landscape Analysis Number of Different Brands Used Competitive Set Landscape Analysis Percent Brand Loyalty Competitive Set Landscape Analysis Brands Used Most Often By Target Brand Competitive Set Landscape Analysis Usage of Target Brand by Competing Brands Competitive Set Landscape Analysis Target Brand Competition/Interaction Competitive Set Landscape Analysis Opportunity Indices Competitive Set Landscape Analysis Vulnerability Indices Demographic Analysis Top 10 Measures in Terms of Index Demographic Analysis Top 10 Measures in Terms of Incidence Ratio Demographic Analysis Top 10 Best Predictors Demographic Analysis Top 10 Overall Audience/Incidence Ranks Demographic Analysis Top 10 Competitive Set Audience/Incidence Ranks Demographic Analysis Top 10 Overall Index/Composition Ranks Demographic Analysis Top 10 Competitive Set Index/Composition Ranks Psychographic Analysis Top 10 Statements With Highest Levels of Agreement Psychographic Analysis Top 10 Measures in Terms of Index Psychographic Analysis Top 10 Measures in Terms of Incidence Ratio Psychographic Analysis Top 10 Best Predictors Psychographic Analysis Top 10 Overall Audience/Incidence Ranks Psychographic Analysis Top 10 Competitive Set Audience/Incidence Ranks Psychographic Analysis Top 10 Overall Index/Composition Ranks Psychographic Analysis Top 10 Competitive Set Index/Composition Ranks Publication Analysis Top 10 Publications in Terms of Reach Publication Analysis Top 10 Publications in Terms of Index Publication Analysis Top 10 Publications in Terms of Incidence Ratio Publication Analysis Top 10 Best Predictors Publication Type Analysis Top 10 Publication Types in Terms of Reach Publication Type Analysis Top 10 Publication Types in Terms of Index Publication Type Analysis Top 10 Publications Types in Terms of Incidence Ratio Publication Type Analysis Top 10 Best Predictors Website Analysis Top 10 Websites in Terms of Reach Website Analysis Top 10 Websites in Terms of Index Website Analysis Top 10 Websites in Terms of Incidence Ratio Website Analysis Top 10 Best Predictors Website Type Analysis Top 10 Website Types in Terms of Reach Website Type Analysis Top 10 Website Types in Terms of Index Website Type Analysis Top 10 Websites Types in Terms of Incidence Ratio Website Type Analysis Top 10 Best Predictors Television Network Analysis Top 10 Networks in Terms of Reach Television Network Analysis Top 10 Networks in Terms of Index Television Network Analysis Top 10 Networks in Terms of Incidence Ratio Television Network Analysis Top 10 Best Predictors Program Type Analysis Top 10 Program Types in Terms of Reach Program Type Analysis Top 10 Program Types in Terms of Index Program Type Analysis Top 10 Programs Types in Terms of Incidence Ratio Program Type Analysis Top 10 Best Predictors Definitions Columns B-E Definitions Columns F-H Definitions Columns I-K Definitions Column L Definitions Column M Definitions Columns N-R Definitions - Column S Landscape Definitions Columns C-G Landscape Definitions Columns H-L Landscape Definitions Columns M-O