percentage of a brand's sales in an area in relation to the population in that area as compared to the sales throughout the entire United States in relation to the total U.S. population. For example, if Brand X has 15% of its U.S. sales in Area A, in which 20% of the U.S. population lives, the BDI for Area Ais 75.
percentage of a brand's sales in an area in relation to the population in that area as compared to the sales throughout the entire United States in relation to the total U.S. population. For example, if Brand X has 15% of its U.S. sales in Area A, in which 20% of the U.S. population lives, the BDI for Area A is 75. The BDI allows the media planner to see the concentration of current customers of a brand on a market-by-market basis and thus concentrate advertising dollars in the markets where the brand enjoys the most usage.
