Key Definitions

Unwgt
Number of actual people interviewed. Also called number of respondents or sample size (e.g. 25,666 adults aged 18+were interviewed in all product markets).

(00)
Projected Population. Number or people (in hundreds) that the sample (unwgt) represents, (e.g. there are 14,669,900 adults in all the product.

Vert%
Composition of the column. Represents the relationship of the cell population to the total column, (e.g. 10.93% = 9306 divided by 85155). This reads: 10.93% of all adults, in all product markets, who read any paper yesterday, are 18-24 years old.

Horz%
Composition of the row. Represents the relationship of the cell population to the total row population, (e.g. 52.23% = 9306 divided by 17819). This reads: 52.23% of all 18-24 year olds, in all product markets, read a paper yesterday.

Index
A comparative measure. Points out strengths or weaknesses based on 100 being average. It is a comparison of the cell to the base (e.g. 90 = 10.93 divided by 12.15 or 52.23 divided by 58.05). This reads  Adults 18-24 are 10% less likely to read a daily newspaper than All Adults 18+.

Summary Data Presented in a Cross Tab Format

Average Age: The Unwgt is the number of adults interviewed in all the product markets who read a paper yesterday (14,887 respondents). The average age is the data in the (00) row. This reads as: the average age of all adults, in all product markets, who read a newspaper yesterday is 45.

Total and Average Amount Spent on Women’s Clothing: The Unwgt is the number of adults interviewed in all product markets who read a newspaper yesterday and purchased women’s clothing last year (10,810 respondents). The total dollars spent was $35.8 million and the average spent was $618.