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Brand Data Management System Calculations
There are at least 2 ways to estimate national brand return share.
Total Units / Return Share Calculation
One way is to add up all units carrying a
specific brand across all regional programs where brands were counted, then divide the total number of units
collected nationwide by the total number of brand units. This is the “total units” method where all units are
equal regardless of where they were counted. For brands that show significant regional variation in return shares,
this method may over - or underestimate return share due to a larger brand counting program in one region compared
with another program.
Average Reported Return Share
The “Average Reported Return Share” method differs from the traditional method of calculating return shares,
known as the “total unit” method. Under the traditional method, units carrying a specific brand across all
regional programs where brands were counted, then divide the total number of units collected nationwide by the
total number of brand units. The second method, shown here, takes the return share for each brand calculated by
individual collection programs where brands were counted, then averages the program-specific return shares to
estimate the brand’s national return share. This approach removes the skewing of any regional difference due to
the size of the regional brand counting program, but can magnify abnormally high or low return shares in smaller
programs.
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