sql server - SSRS, For row groups that yield multiple rows, how to merge duplicate column groups cells -

i using sql server reporting services 2012, matrix of 1 columns group, several row groups. when row group warrants new row, column group rows duplicate values each row.

how can values in column group cells display once merged rows? "toots mcgee" row, cells a.1, a.2, a.3 show respective values once, in merged row cells.