{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/dfbb6c108f414a5fad4e5c1c875a30c0\" frameborder=\"0\" width=\"1920\" height=\"1440\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":1440,"width":1920,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":1440,"thumbnail_width":1920,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/dfbb6c108f414a5fad4e5c1c875a30c0-dbc06e749efd4735.gif","duration":327.899989,"title":"Mastering the Basics of Crosstabs","description":"This Loom explains how to build and use cross tabs to compare audience behavior across generations and European markets. It starts by applying an active urban audience as columns, then using Edit Expression to create separate generations (starting with Gen Z, then millennials, Gen X, and baby boomers) and adding social media platform users as rows with column percentage heatmaps to see which platforms each generation favors. Next, it rebases the cross tab at the market level to make like for like comparisons and adds average time spent browsing in the last week to assess engagement, not just reach. Finally, it creates an audience overlap view for Facebook, Instagram, and TikTok by using both rows and columns to show how platform audiences intersect within the active urban population."}