What does Person in charge of the household mean?
Person who is responsible for everyday shopping in a private household. The Mediapulse TV Data differentiates between a traditional and a modern definition of the person running the household. According to the traditional definition, there can only be one head of household per household. Such a person is identified according to logical-demographic criteria based on age and gender. The modern determination of the household head, however, is left to the panel members; according to this criterion, up to two household heads per household are possible.
This term is assigned to TV, OOH, Audio and Online in the Goldbach Advertising Glossary.
Editorially reviewed by Goldbach.