AB / GfK MRI AUTO PROFILE: Kia
[Pages:60]AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Adults 18+
Unwgtd Weighted (000)
Horz % Vert %
Index
48646 244084 100.00 100.00
100
247 1547 0.63 100.00
100
138 827 0.34 100.00 100
157 840 0.34 100.00 100
Male
Unwgtd Weighted (000)
Horz % Vert %
Index
24620 117785 100.00
48.26 100
134 872 0.74 56.38 117
55 266 0.23 32.11
67
71 419 0.36 49.92 103
Female Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
24026 126299 100.00
51.74 100
3885 30253 100.00 12.39
100
8183 43389 100.00 17.78
100
8605 40230 100.00 16.48
100
8861 43105 100.00 17.66
100
8498 40725 100.00 16.68
100
10614 46383 100.00 19.00
100
113 675 0.53 43.62
84 *
21 263 0.87 17.03 137
* 40 233 0.54 15.08 85
* 45 221 0.55 14.30 87
61 423 0.98 27.37 155
* 42 262 0.64 16.94 102
* 38 144 0.31 9.28 49
83 562 0.44 67.89 131
* 16 171 0.57 20.69 167
* 24 95 0.22 11.54 65
* 17 107 0.27 12.99 79
* 28 125 0.29 15.13 86
* 36 236 0.58 28.51 171
* 17 92 0.20 11.14 59
86 421 0.33 50.08
97 *
17 144 0.47 17.08 138
* 33 174 0.40 20.74 117
* 49 279 0.69 33.23 202
* 22 109 0.25 12.94 73
* 17 66 0.16 7.80 47
* 19 69 0.15 8.20 43
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
281 1609 0.66 100.00
100
142 797 0.68 49.53 103
139 812 0.64 50.47
98 *
25 196 0.65 12.18
98 *
37 225 0.52 13.99
79
64 368 0.91 22.85 139
56 294 0.68 18.28 104
62 336 0.83 20.91 125
* 37 190 0.41 11.79 62
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Age 21+ Age 18-34
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
47284 232046 100.00
95.07 100
12068 73642 100.00 30.17
100
237 1398 0.60 90.36
95
61 497 0.67 32.11 106
133 779 0.34 94.11
99 *
40 267 0.36 32.23 107
150 787 0.34 93.70
99
50 318 0.43 37.82 125
Age 18-49
Unwgtd Weighted (000)
Horz % Vert %
Index
24996 134658 100.00
55.17 100
140 988 0.73 63.85 116
66 411 0.30 49.63
90
109 636 0.47 75.68 137
Age 25-54
Unwgtd Weighted (000)
Horz % Vert %
Index
25649 126724 100.00
51.92 100
146 878 0.69 56.75 109
69 328 0.26 39.66
76
104 562 0.44 66.92 129
Age 35-64 Age 50+ Median Age
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
25964 124059 100.00
50.83 100
23650 109426 100.00
44.83 100
47.00
100
148 907 0.73 58.61 115
107 559 0.51 36.15
81
46.00
98
81 468 0.38 56.63 111
72 417 0.38 50.37 112
50.20
107
88 453 0.37 53.98 106
* 48 204 0.19 24.32 54
38.30
82
Race: White Only
Race: Black/African-American Only
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
34564 179823 100.00
73.67 100
5909 29535 100.00 12.10
100
176 1187 0.66 76.74
104 *
42 177 0.60 11.42
94
98 613 0.34 74.09 101
* 22 149 0.50 18.02 149
118 694 0.39 82.62 112
* 14 65 0.22 7.72 64
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
268 1502 0.65 93.33
98
62 421 0.57 26.17
87
151 911 0.68 56.64 103
157 887 0.70 55.13 106
182 998 0.80 62.05 122
130 698 0.64 43.36
97
45.60
97
227 1339 0.74 83.23
113 *
24 99 0.34 6.18 51
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Race: Asian
Unwgtd Weighted (000)
Horz % Vert %
Index
Race: Other Race/Multi-Racial
Unwgtd Weighted (000)
Horz % Vert %
Index
Hispanic, Latino, Spanish Origin or Descent
Unwgtd Weighted (000)
Horz % Vert %
Index
Hispanic, Personally Speak Only English at Home
Unwgtd Weighted (000)
Horz % Vert %
Index
Hispanic, Personally Speak Mostly English, But Some Spanish at Home
Unwgtd Weighted (000)
Horz % Vert %
Index
Hispanic, Personally Speak Only Spanish at Home
Unwgtd Weighted (000)
Horz % Vert %
Index
Hispanic, Personally Speak Mostly Spanish, But Some English at Home
Unwgtd Weighted (000)
Horz % Vert %
Index
Hispanic, Personally Speak Spanish and English Equally at Home
Highest Level Education Completed/Highest Degree Received: Master's, Professional School or Doctorate Degree
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
2388 8358 100.00 3.42
100
8173 34726 100.00 14.23
100
6851 37743 100.00 15.46
100
1739 6214 100.00 2.55
100
2047 9439 100.00 3.87
100
1280 10474 100.00
4.29 100
1668 9512 100.00 3.90
100
99 1751 100.00 0.72
100
6825 26213 100.00 10.74
100
* 7 45 0.54 2.91 85 * 29 183 0.53 11.85 83 * 36 253 0.67 16.35 106 * 12 53 0.85 3.40 134 * 12 108 1.14 6.97 180 * 4 20 0.19 1.30 30 * 8 72 0.76 4.67 120 * 0 0 0.00 0.00 0 * 22 101 0.39 6.54 61
* 0 0 0.00 0.00 0 * 18 65 0.19 7.89 55 * 24 175 0.46 21.17 137 * 7 25 0.41 3.06 120 * 9 41 0.43 4.96 128 * 3 35 0.34 4.26 99 * 5 74 0.77 8.89 228 * 0 0 0.00 0.00 0 * 10 39 0.15 4.74 44
* 6 9 0.11 1.09 32 * 25 81 0.23 9.66 68 * 24 148 0.39 17.63 114 * 6 15 0.25 1.83 72 * 9 41 0.43 4.86 126 * 5 61 0.58 7.20 168 * 3 19 0.20 2.22 57 * 1 13 0.73 1.51 211 * 20 79 0.30 9.41 88
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
* 8 20 0.24 1.26 37 * 30 170 0.49 10.59 74 * 33 231 0.61 14.38 93 * 12 46 0.74 2.87 113 * 14 95 1.01 5.90 152 * 5 52 0.50 3.22 75 * 1 3 0.03 0.16 4 * 1 36 2.05 2.23 311 * 35 208 0.79 12.91 120
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Highest Level Education Completed/Highest Degree Received: Bachelor's Degree
Unwgtd Weighted (000)
Horz % Vert %
Index
Highest Level Education Completed/Highest Degree Received: Associate Degree, Academic
Unwgtd Weighted (000)
Horz % Vert %
Index
Highest Level Education Completed/Highest Degree Received: Associate Degree, Occupational/Vocational
Unwgtd Weighted (000)
Horz % Vert %
Index
Highest Level Education Completed/Highest Degree Received: Some College, but No Degree
Respondent - Highest Level Education Completed/Highest Degree Received: High school graduate (High School Diploma or Equivalent, such as GED)
Respondent - Highest Level Education Completed/Highest Degree Received: 11th Grade or Less or 12th Grade, No Diploma
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Currently Attending College or University
Unwgtd Weighted (000)
Horz % Vert %
Index
10965 46746 100.00 19.15
100
2649 11210 100.00
4.59 100
3407 13775 100.00
5.64 100
10089 44682 100.00 18.31
100
10356 71816 100.00 29.42
100
4355 29641 100.00 12.14
100
3403 19372 100.00
7.94 100
64 335 0.72 21.67 113
* 16 99 0.88 6.37 139
* 17 95 0.69 6.12 108
53 244 0.55 15.77
86
59 536 0.75 34.66 118
* 16 137 0.46 8.87 73
* 23 219 1.13 14.16 178
* 23 120 0.26 14.52 76
* 11 73 0.65 8.80 192
* 14 84 0.61 10.09 179
* 39 198 0.44 23.89 130
* 31 247 0.34 29.88 102
* 10 67 0.23 8.08 67
* 9 93 0.48 11.29 142
* 38 231 0.49 27.45 143
* 10 46 0.41 5.48 119
* 15 41 0.29 4.83 86
* 37 199 0.45 23.71 130
* 23 166 0.23 19.72 67
* 14 79 0.27 9.40 77
* 14 98 0.51 11.71 148
Employed Full Time Employed Part Time
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
25438 119890 100.00
49.12 100
5730 28854 100.00 11.82
100
148 923 0.77 59.69 122
* 23 181 0.63 11.73 99
85 446 0.37 53.93 110
* 14 111 0.38 13.40 113
91 438 0.37 52.15 106
* 25 160 0.55 19.02 161
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
64 341 0.73 21.21 111
* 19 72 0.65 4.49 98
* 29 117 0.85 7.25 128
59 308 0.69 19.16 105
61 489 0.68 30.40 103
* 14 74 0.25 4.57 38
* 22 104 0.54 6.46 81
166 936 0.78 58.17 118
* 36 235 0.81 14.60 124
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Not Employed
Temporarily Unemployed
Retired from Employment
Not Employed, Principal Shopper for Household
Occupation: Professional and Related Occupations
Occupation: Management, Business and Financial Operations
Occupation: Sales and Office Occupations
Occupation: Natural Resources, Construction and Maintenance Occupations
Occupation: Other Employed
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
17478 95339 100.00 39.06
100
1886 12314 100.00
5.05 100
10143 46820 100.00 19.18
100
2543 16573 100.00
6.79 100
7405 34142 100.00 13.99
100
6595 24720 100.00 10.13
100
5959 32636 100.00 13.37
100
2756 13728 100.00
5.62 100
8453 43519 100.00 17.83
100
76 442 0.46 28.58
73 * 6
45 0.37 2.94
58 *
43 181 0.39 11.72
61 *
10 44 0.27 2.87 42
* 29 213 0.62 13.77 98
* 36 147 0.60 9.53 94
* 44 282 0.86 18.21 136
* 13 128 0.93 8.26 147
* 49 335 0.77 21.65 121
* 39 270 0.28 32.68 84
* 4 18 0.14 2.14 42 * 19 100 0.21 12.03 63 * 5 42 0.26 5.12 75 * 15 55 0.16 6.68 48 * 20 102 0.41 12.38 122 * 21 98 0.30 11.90 89 * 5 22 0.16 2.61 46 * 38 279 0.64 33.76 189
* 41 242 0.25 28.82 74
* 1 12 0.10 1.42 28 * 16 78 0.17 9.31 49 * 18 93 0.56 11.05 163 * 25 114 0.33 13.54 97 * 26 133 0.54 15.82 156 * 28 177 0.54 21.08 158 * 7 22 0.16 2.63 47 * 30 152 0.35 18.12 102
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
79 438 0.46 27.23
70 * 9
52 0.42 3.23
64 *
44 217 0.46 13.50
70 *
11 68 0.41 4.21 62
* 41 229 0.67 14.25 102
* 45 196 0.79 12.19 120
* 49 318 0.97 19.77 148
* 5 34 0.25 2.10 37
62 393 0.90 24.46 137
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Household Income: $250,000+
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $200,000$249,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $150,000$199,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $100,000$149,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $75,000$99,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $60,000$74,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $50,000$59,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $40,000$49,999
Unwgtd Weighted (000)
Horz % Vert %
Index
Household Income: $30,000$39,999
Unwgtd Weighted (000)
Horz % Vert %
Index
1966 7800 100.00 3.20
100
1583 7178 100.00 2.94
100
3725 18847 100.00
7.72 100
7038 39997 100.00 16.39
100
6168 32585 100.00 13.35
100
4945 24958 100.00 10.23
100
3824 18483 100.00
7.57 100
4928 20001 100.00
8.19 100
4676 21673 100.00
8.88 100
* 11 72 0.92 4.65 146
* 5 19 0.27 1.24 42 * 26 177 0.94 11.44 148 * 34 273 0.68 17.65 108 * 36 254 0.78 16.39 123 * 42 240 0.96 15.53 152 * 25 181 0.98 11.73 155 * 18 59 0.30 3.84 47 * 20 113 0.52 7.34 83
* 2 10 0.13 1.21 38 * 1 19 0.27 2.33 79 * 9 43 0.23 5.17 67 * 11 69 0.17 8.37 51 * 13 86 0.26 10.36 78 * 22 79 0.32 9.59 94 * 15 95 0.52 11.54 152 * 17 143 0.72 17.32 211 * 22 116 0.54 14.02 158
* 4 9 0.11 1.05 33 * 4 14 0.20 1.67 57 * 17 94 0.50 11.14 144 * 31 196 0.49 23.36 143 * 12 100 0.31 11.92 89 * 16 105 0.42 12.51 122 * 10 50 0.27 5.92 78 * 20 77 0.39 9.20 112 * 13 48 0.22 5.77 65
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
* 6 14 0.18 0.87 27 * 9 36 0.50 2.23 76 * 15 84 0.45 5.22 68 * 41 286 0.71 17.77 108
53 334 1.03 20.77 156
* 30 171 0.69 10.63 104
* 26 150 0.81 9.35 123
* 34 135 0.67 8.37 102
* 29 218 1.01 13.57 153
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Household Income: $20,000$29,999
Household Income: Under $20,000
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
4378 21286 100.00
8.72 100
5415 31275 100.00 12.81
100
*
*
*
17
14
21
83
89
107
0.39
0.42
0.50
5.39
10.72
12.74
62
123
146
*
*
*
13
12
9
74
77
40
0.24
0.25
0.13
4.80
9.36
4.72
37
73
37
Median Household Income
Marital Status: Single, Never Married
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
65.60
100
12107 69105 100.00 28.31
100
77.10
118
56 416 0.60 26.89
95
49.50
75 *
39 244 0.35 29.45 104
74.00
113 *
33 204 0.30 24.33
86
Marital Status: Currently Married
Marital Status: Divorced or Legally Separated
Marital Status: Widowed
Marital Status: Engaged to Be Married
Marital Status: Living with Partner/Fianc?/Boyfriend or Girlfriend (Same or Opposite Sex)
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
24506 129071 100.00
52.88 100
8229 31030 100.00 12.71
100
3804 14879 100.00
6.10 100
2120 11812 100.00
4.84 100
3596 21557 100.00
8.83 100
134 937 0.73 60.58 115
* 41 138 0.45 8.94 70
* 16 56 0.37 3.59 59
* 13 88 0.74 5.67 117
* 20 120 0.55 7.73 88
61 416 0.32 50.28
95 *
31 130 0.42 15.71 124
* 7 38 0.25 4.55 75 * 6 16 0.13 1.91 39 * 9 34 0.16 4.06 46
95 555 0.43 66.08 125
* 20 57 0.18 6.75 53
* 9 24 0.16 2.84 47 * 12 37 0.32 4.46 92 * 15 64 0.30 7.63 86
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
* 21 106 0.50 6.61 76
* 17 74 0.24 4.61 36
70.60
108
68 464 0.67 28.86 102
146 823 0.64 51.18
97
57 279 0.90 17.32 136
* 10 42 0.28 2.64 43
* 9 37 0.31 2.28 47 * 27 140 0.65 8.72 99
AB / GfK MRI AUTO PROFILE: Kia
Adults 18+
Own\Lease Kia Optima
Own/Lease Kia Rio/Rio 5
Own\Lease Kia Sedona
Own\Lease Kia Soul
Any Child(ren) Under Age 18 Living at Home
1 Child Under Age 18 Currently Living at Home
2 Children Under Age 18 Currently Living at Home
3 Children Under Age 18 Currently Living at Home
4 Children Under Age 18 Currently Living at Home
5 or More Children Under Age 18 Currently Living at Home
Own Home/Residence
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
18201 94932 100.00 38.89
100
7127 38013 100.00 15.57
100
6935 34366 100.00 14.08
100
2804 14813 100.00
6.07 100
872 4873 100.00 2.00
100
463 2867 100.00 1.17
100
32775 160976 100.00
65.95 100
100 577 0.61 37.32
96 *
48 282 0.74 18.23 117
* 32 160 0.47 10.37 74
* 15 98 0.66 6.30 104
* 3 34 0.69 2.18 109 * 2 4 0.13 0.24 20
172 1128 0.70 72.91
111
56 336 0.35 40.66 105
* 22 165 0.43 19.90 128
* 19 104 0.30 12.53 89
* 8 34 0.23 4.17 69 * 4 24 0.49 2.89 145 * 3 10 0.34 1.17 100
86 487 0.30 58.84
89
101 568 0.60 67.63 174
* 21 117 0.31 13.97 90
* 35 189 0.55 22.54 160
* 27 170 1.15 20.21 333
* 14 75 1.53 8.89 445
* 4 17 0.59 2.02 172
102 575 0.36 68.48 104
Rent Home/Residence
Live Rent-Free in Home/Residence
Unwgtd Weighted (000)
Horz % Vert %
Index
Unwgtd Weighted (000)
Horz % Vert %
Index
15306 80205 100.00 32.86
100
565 2903 100.00 1.19
100
73 409 0.51 26.43
80 * 2
10 0.35 0.65
55
52 341 0.42 41.16 125
* 0 0 0.00 0.00 0
54 261 0.33 31.05
95 * 1 4
0.13 0.47
39
GfK MRI Doublebase - 2017 - Weighted to Population (000); No audit was generated for this report; *Projections relatively unstable Radio Advertising Bureau /
115 678 0.71 42.13 108
56 343 0.90 21.31 137
* 42 205 0.60 12.72 90
* 14 112 0.76 6.99 115
* 2 14 0.29 0.88 44 * 1 4 0.13 0.23 19
198 1075 0.67 66.82
101
80 526 0.66 32.72 100
* 3 7 0.25 0.46 38
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