Homework_02 • JOMC 272.001
NAME______________________________________
Use the data in the Homework_02data.xls spreadsheet on the course web site to complete this assignment.
This assignment is due at the beginning of class on Wednesday, September 3. Please TYPE your answers in
the spaces provided and print out this page to turn in. Be sure to keep a copy for yourself.
The data you are given:
 Nielsen’s estimate of the number of television households in each Designated Market Area (DMA)
for the 2013–2014 television season.
 Sales (in units) for the product category “X”.
 Sales (in units) for a particular brand “X1” within the category “X”.
Assignment
1. Compute the percent of total TV HH in each individual DMA. Round your answers to 2 decimal
places (i.e., New York = 6.44).
2. What percentage of total TV HH are in the Top 10 (largest) markets combined?
_______%
The Top 25? _______%
The Top 50? _______%
3. Compute the percent of total Category sales for each DMA. Round your answers to 2 decimal
places.
4. What is the smallest number of markets you can combine to account for 50% of sales in this
product category?
_______ markets
5. Compute the percent of total Brand “X1” sales fro each DMA. DMA. Round your answers to 2
decimal places.
6. What is the smallest number of markets you can combine to account for 50% of sales of Brand
“X1”?
_______ markets
7. Compute a Category Development Index (CDI) for each DMA. (Divide % category “X” sales by %
TV HH and multiply by 100.)
8. Compute a Brand Development Index (BDI) for each DMA. (Divide % Brand “X1” sales by % TV HH
and multiply by 100.)
9. How would you explain the relationship between CDI & BDI for each of these markets?
New York
BDI = _______ CDI = _______
Los Angeles
BDI = _______ CDI = _______
Chicago
BDI = _______ CDI = _______
Boston (Manchester)
BDI = _______ CDI = _______