Buyer: Audience Planning Tool: Calculations Explained

The audience planning tool allows you to compare inventory based on your target audience. This article highlights how values are calculated.

To learn about the planning tool click here.
To learn how to build audiences click here.

Key Terminology

Index - a single number used to compare the magnitude of differences within a single audience segment (e.g. 1.53 for billboard A is better than 1.02 for billboard B.)

Composite Score - an overall score for inventory based on one or more audience datasets (e.g. index, custom audience data) for the plan.

Quintile - any of five equal groups into which the composite score can be divided according to the distribution of values for the composite score.

How we calculate an index:

Maximum of the data set = 100%
Minimum of the data set = 0%
Every billboard index score = (raw value - min) / (max-min) *100
For a single audience, the index is equal to the composite score.

How we calculate the Composite Score

We calculate the index for each audience in the plan.
We normalize the data to keep scores from 0 to 100. An empty composite score indicates underlying data is missing.
Each audience data set is weighted equally.

Quintiles

Inventory is broken into five groups based on the composite score.

Green: 81%-100% is the top quintile which represents the best inventory for the audience(s)
Light Green: 61% - 80% is the 2nd best quintile
Yellow: 41% - 60% - is the 3rd quintile
Orange: 21% - 40% is the 4th quintile
Red: 0% - 20% is the bottom quintile

Control which quintiles display on the map

The green-to-red quintile shading corresponds to the row color in the results and the pin color on the map