Media QuadMaps visually display the media usage habits of demographic groups and product users, providing an alternative to the ordinary data run. The media use index values for demographics, product users or other qualities are plotted on a two-dimensional graph.

The two media serve as the X and Y axes. Magazine readership is plotted on the vertical axis and TV viewership on the horizontal axis. The center point on the graph where the two lines intersect represents the 100/100 indexes of the two media.

The location in one of the four comparative quadrants represents simultaneous TV viewership and magazine readership among consumers. For example, quadrant #1 represents heavier magazine readership and lighter TV viewership. Consumers falling in this quadrant are more likely to read magazines and less likely to watch TV than the average U.S. adult. Those consumers appearing in the next quadrant, labeled "Heavier Magazine/Heavier TV", are more likely to read magazines and to watch TV than the average U.S. adult.

The capability of plotting Media QuadMaps is available through Interactive Market Systems (IMS), Telmar, and other service providers. Please contact your service provider for more information.