How to Read: With Base, HH Variables, Population Weight 

Base: A more focused universe from which you select your target. All measures are within the context of the chosen universe or filter. 

Unweighted: The number of people surveyed who meet both the column & row criteria. 

Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column & row criteria. 

Vertical %: Percent of the column reached by the row.
Horizontal %: Percent of the row reached by the column. 

Index: The likelihood of the target to meet a specified criteria, expressed in relation to the base.  

** The following uses an older platform, but still will work in how to read a cross tab 

Reading the Vertical Percent

For reading the vertical percent in a cross tab, we read from top (1),  down to the vertical percent( 2), then left to the comparable variable in the row (3). In this example we would read this as follows:

1.  Of those people in the survey who said they were very interested in NFL football,
2. 7.8 percent of them
3.  Eat at Cracker Barrel the most.  

In other words, 7.8 percent of people surveyed who are very interested in NFL football said that they eat at Cracker Barrel the most. 

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Reading the Horizontal Percent

For reading the horizontal percent in a cross tab, we read from left, across to the horizontal percent, then up to the comparable variable in the row. In this example we would read this as follows:

1.  Of those people in the survey who said they eat at Bob Evans the most,
2. 17.9 percent of them
3. Are very intested in Major League Baseball

In other words, 17.9 percent of people surveyed who said they eat at Bob Evans the most are also very interested in Major League Baseball.