Brand Development Index and Category Development Index
Media Planning & Buying Calculators
Brand Development Index (BDI) relates the percent of a brand’s sales in a market to the percent of the U.S. population in that same market.
Category Development Index (CDI) relates the percent of a category’s sales in a market to the percent of the U.S. population in that same market.
Important points to remember about brand development index:
- Indexes should be expressed as whole numbers.
- BDI and CDI assume that the U.S. population represents the “norm” or base of “100.”
- Markets with the highest index numbers do not necessarily represent the best potential.
Source: Media Math, NTC Publishing
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