Often you want to know where you can reach a specific type of person or household relevant to your business' customer profile, ie, your target market. We need to evaluate your needs fully; to look beyond the 'how' and 'when' to the 'if' and the 'why'. A statistical report can provide the information you need by ranking postcodes in order of the highest penetration of a requested target market. It contains the following data: Target: If you have requested specific type of targeting (for example - ABC1 households) the figures in the 'Target' column are the number of households that fall within that target market. This information can either be requested by number of households or people. Base: The base is the total number of people or households within that specific area. They give a good indication to penetration. Note: Neither the Target or the Base represent actual distribution figures; they reflect Census data, but do give a good indication to penetration. Target %: Figures in this column represent the % of requested target market within the postcode sector. Index: The requested target market and the % that falls within the postcode sector are ranked against the UK national average. For example - if the Index is 100 it matches the UK national average - if it is above 100, for example 120, the target market in that postcode sector is 20% above the UK national average. Cumulative: Cumulative of all the above. Usually used if you want to select a cut off point. © Trinity Mirror Digital Midlands