Format row based on content of column using tabular reports

Format row based on content of column using tabular reports

I would like to be able to format rows on a tabular report based on that contents of a single column.  So, if a list of open Potentials has a "Created on" Date, I'd like to color code the whole row for that potential based on how many days it has been open. I can see how to do it for individual cells, but I'd like the whole row to be colored.