An Introduction to Grocery TV's Demographic Audience Dashboard

Grocery TV's audience is made up of supermarket shoppers— who are widely recognized as household decision-makers. But what other purchase activities are they in charge of? And what does the demographic data reveal about who our audience is throughout the country?

Our team actually ran a survey with over 800 grocery shoppers which revealed that 98% of them also make purchase decisions for their household in areas like finance, insurance, auto, real estate, education, and entertainment.

That means even if a brand isn't carried in stores, they can still feel confident about reaching people who could be their customer.

As for our demographics, our Analytics team breaks down how they gather and represent data about our audience below.

Grocery TV's Network Demographics Dashboard

We've created a dashboard with visualizations of our network's demographic data to give our advertising and retail partners (or any curious cats) a closer look at who our audience is and where they live.*

Above you'll find our current network size in grocery stores.

This geographic map shows us where our audience can be found across the U.S. The map has a color scale based on the number of unique customers aggregated to the state level. That means states with darker colors on the map have more unique customers who watch our displays.

If you click on each state, you'll find additional details including the number of stores within that state, the unique customers, and the monthly impressions.

The chart above shows the household incomes of the population that visit our locations. Each income bucket is grouped into increments of $25k.

To display our network's age and gender, we grouped the age of our population into increments of 10. There are more unique customers within the 20 to 29 age group than any other segment near our stores.

We visualize our race metrics with a pie chart to show the population percentages throughout our entire store network. We've combined the American Indian (0.96%), Pacific Islander (0.14%), and multiracial (2.58%) populations within the "Other" category.

How We Work with Demographic Data

We're currently able to view the demographic data for each store location in our network using the ESRI data within ArcGIS. The area around these stores is based on a location polygon, a shape that represents a point of interest using geospatial coordinates, that uses the amount of time a customer takes to drive to the grocery store. This location polygon allows us to pull only the demographics data for likely shoppers.

Our locations are designated as metro, urban, or rural based on the DMA and county they're located in. In our metro areas, we assume that those who shop at our locations are driving the shortest time of 10 minutes. Those that are classified as urban have a 15 minute drive time area, and those within rural areas will see longer drive times of 20 minutes.

Once we define a geographic polygon for a grocery store, we pull anonymized and aggregated data from the households in those polygons to build a detailed demographic profile of each of our stores — which includes income, race, age, and gender metrics.

On top of analyzing drive time areas, we also adjust the demographics for stores that serve a specific subset of the population. For these stores, we assume the subset is 2 times more likely to shop at the store than the rest of the population.

An example would be the El Rancho store chain, which caters primarily to the Hispanic or Latino/a community.

We’ll continue to work on how we gather information about our audience. Whether it be with survey research or demographic data collection, our goal is to help advertisers reach the right consumers with relevant campaign messages.

There's Always Room for Improvement

In the future, we could take a look at how well our assumptions of 10, 15, or 20 minute drive times appear to be collecting demographic data within our locations. We could also consider expanding the range of drive times to include 5 and 25 minutes.

Our current data collection gives us a good understanding of Grocery TV's demographic base, but we hope to expand our data with additional key metrics so advertisers can learn more about their customers.

If you're interested in learning more about our network demographics, or maybe launching a targeted campaign, reach out to our team!

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