June 8, 2011

Cum Weighted Weeks (CWW)

Cum Weighted Weeks (CWW) - Each retailer trading area offered by Nielsen/IRI also has a “remaining market”. The remaining market represents that retailer’s competition in that geographic region. This remaining market is important for benchmarking.
To create the remaining market for a retailer, IRI and Nielsen include all competitive stores physically located within the boundaries of that retailer’s trading area.  IRI calls it the CRMA (short for “Competitive Retailer Market Area”). Nielsen calls the retailer’s competitive market the ROM (short for “Rest of Market”).
The ROM/CRMA gives you a single comparison point for each retailer, a weighted average of all the competitors.

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