Refined Ratings are based on three principal factors: population, fequency of visits, and store mix.
To be conservative, we take only 25% of the female, and 12.5% of the male populations within specified radii, typically ranging from 3-5 miles depending on population density. (Smaller for urban, bigger for suburban. Up to 10 miles for rural, or when the centers are located in strictly commercial zones, and residential areas are farther away). For grocery-anchored centers — as many of our centers are — we multiply the result by 1.6, the number of weekly grocery visits the Food Marketing Institute has determined are made by US households.
Home improvement, sporting goods, and entertainment are skewed male.
In these cases, the population percentages are reversed, (25% male, 12.5% female). Chuck E Cheese, Rain Forest etc., are family-oriented venues so children are included in the population mixes.
Per unit, the results are further weighted depending on a display’s proximity to an anchor store. And whether it is along an ingress route that funnels traffic equally to all on-premise stores.
POSO units are static and double-faced, so we could multiply the result by two, although in our example we did not do so.