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What are media quintiles, terciles and half-codes, and how does MRI create them?

June 19, 2022create media MRI quintiles

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What are media quintiles, terciles and half-codes, and how does MRI create them?

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Media quintiles, terciles and half-codes are created by ranking all MRI respondents according to their reported usage of a given medium, then dividing those respondents as equally as possible into a given number of groups. For quintiles, it’s 5 groups, for terciles, 3 groups, and for half-codes, 2 groups. Quintiles are created for Total TV, Primetime TV, Magazines, Newspapers, Outdoor, Radio, Internet and Yellow Pages; Terciles are created for Daytime TV. Half-codes are created for all media.