APPLICATION Exercise #
Marketing Index Numbers
Opportunity Index Numbers
Selecting Demographic
Markets
Advertising Decision-Making
Specialized Buying Power
Indexes
Market Segmentation
Nielsen Television Research
and Analysis
Brand Positioning
New Product Planning
Breakeven Analysis
Pricing Analysis
Subject(s)
1 Index Number Development
Segmentation, Targeting,
2 Pricing, Customer
Relationships
Marketing Research, New
3 Product, Distribution, Global,
Strategy
4 Segmentation, Advertising
Research, Marketing
5
Environment
Segmentation, Consumer
6
Behavior, Research
Research, Consumer
7
Behavior
Segmentation, Competitive
8
Strategy
New Product Development,
9
Product Planning
10 Pricing, Pricing Strategy
Pricing, Marketing Planning,
11
Strategy
 1-Index

#I Marketing Index Numbers

Purpose: Development of easy-to-use means for selecting demographic targets

Example: Pizza Use (See Appendix)

Total # Female, ages 18-65

74,795 (Input)
Total # Users
37,791 (Input)

(Input) (Calc.) (Input) (Calc.) (Calc.)

Ages Tot. # Age % # users % all users Index #
35-44 12,512 16.7% 8,132 21.5% 129
55-64 10,905 14.6% 4,780 12.6% 87
Index Calculation: percent of all users / percent of age group users

Question: Which is the best market segment:

One with a larger total size and a lower index number or one with a smaller market size
and higher index number?
Note: 100 index indicates average sales potential (129 = 1:1.29 ratio)

Page 2
#2 Opportunity Index Numbers

1. Brand Develolpment Index (BDI) = Percent of total brand sales divided by percent of population, times 100
2. Category Development Index (CDI) = Percent of total category sales divided by percent of total population, times 100

Example: Market area Area % of Area % of

% Total U.S. U.S. category U.S. Brand
Market Popul. Sales Sales CDI BDI
A 10 9 12 90 120
B 15 18 12 120 80
Input Input Input Calculated Calculated

Analysis of Example: Brand doing well in Mkt A, but competition hurting; In Mkt B brand doing poorly but category doing well.
 3-BPI

# 3 Selecting Demographic Markets

Instructions: Insert variable data/information within red borders

Questions/Response:
Where (geographically) to sell/advertise
Sales and Marketing Management/survey of Buying Power and BPI
BPI Factors
Population/Income after taxes
(Effective Buying Income-EBI )/Retail sales (all SMSAs/counties)
Basis of BPI:
Population = sales opportunity
EBI reflects a market’s ability to buy. Example: Conversion
Area "X" Percent of U.S. to BPI
(per SM&M) Weighting Total Equivalent
Population 0.0390 2 0.0780
EBI 0.0202 5 0.1010
Retail Sales 0.0111 3 0.0333
Must Total 10 10 0.2123 0.0212

TOTAL = .1753/10 = .0175 BPI

Uses of BPI:
1 Largest population and the rank by BPI (can be customized)
2 Where to distribute (versus others)
3 Budget allocation

Discussion Question: What is the basis for the BPI weightings?

Page 4
3-BPI

Page 5
 4-Advert. Wt.

# 4 Advertising Decision-Making

Instructions: Insert variable data/information within red borders

Sales of Brand by District

Percent TV Advertising Brand Category
District Households Budget Sales BDI Sales CDI
Atlanta 10% $100,000 12% 120 9% 90
Baltimore 5% $50,000 4% 80 5% 100
Chicago 20% $200,000 22% 110 15% 75
Detroit 5% $50,000 3% 60 4% 80
Boston 10% $100,000 9% 90 10% 100
Miami 5% $50,000 3% 60 7% 140
New York 15% $150,000 15% 100 15% 100
Los Angleles 10% $100,000 11% 110 12% 120
San Francisco 15% $150,000 15% 100 18% 120
Houston 5% $50,000 6% 120 5% 100
100% $1,000,000 100% 100%

Add Add Bring Opport.

Input Input Input 5.0% 20.0% Mkts up to
Budget BDI CDI To Total to problem CDI levels Totals
Problem Markets * Mkts
Baltimore $50,000 120 90 $8,333 $10,000 $68,333
Detroit 50,000 60 80 $8,333 $10,000 $68,333
Boston 100,000 90 100 $8,333 $20,000 $128,333
x 100,000 90 100 $8,333 $20,000 $128,333
y 100,000 90 100 $8,333 $20,000 $128,333
z 100,000 90 100 $8,333 $20,000 $128,333
Opportunity Markets **
Miami $50,000 60 140 $8,333 $66,667 $125,000
Los Angeles 100,000 110 120 $8,333 $9,091 $117,424
San Francisco 150,000 100 120 $8,333 $30,000 $188,333
x 150,000 100 120 $8,333 $30,000 $188,333
y 150,000 100 120 $8,333 $30,000 $188,333
z 150,000 100 120 $8,333 $30,000 $188,333

calc. All 10 Markets $800,000 $100,000 $100,000

calc. All Other Markets $200,000
calc. Total $1,000,000
input Add x% to all mkts 5.0%
calc. Total added $50,000
calc. Add to each market* $8,333
input Add x% -problem mkts 20.0%

Notes: *% x Total / 6 ** (1) Market CDI-BDI

(2) Net/BDI
(3) Budget* result

Page 6
 5-Custom BPI

# 5 Specialized Buying Power Indexes

Instructions: Insert variable data/information within red borders
Note: Due to internal formula rounding, totals are not always accurate.

Categories: Food/eating and drinking places/general merchandise/

furniture and appliances/automotive, etc.
Technique:
Example: dishwashers (special need), so focus on:
1. households versu. population data
2. household income over $25,000 versus effective buying income
3. Use of major household appliances sales date versus total retail sales
4. Use two consumer age groups

Metro No. of Hseholds Appliance Ages Sum of Percent Marketing

Area Hseholds $25,000 + Sales 25-49 factors Share Budget Allocation
1 1366.4 449.5 548 1287.5 3651.4 70.44 $352,193
2 204 51.8 66.7 182.4 504.9 9.74 $48,700
3 222.2 63.8 105.5 200.5 592 11.42 $57,101
4 170.2 33.9 83.1 148.3 435.5 8.40 $42,006
5183.8 100.00 $500,000 $500,000

A B C D E F G H I

A: (Input) Named Metro Areas

B: (Input) Area households per SM&M Survey of Buying Power
C: (Input) Percent with 25,000+ incomes times number of households
D: (Input) Appliance sales from SM&M
E: (Input) Percentage of age 25-34 and 35-49, added, times population
F (1): (Calculated) Add across = sum of factors
F (2): (Calculated) Add down; divide into each area total = Index number or percent
G: (Calculated) Resulting Index Number
H: (Input) Total Marketing Budget available
I: (Calculated) Marketing allocation by metro area

Page 7
 6-1 Mkt.Seg.

#6-1 Market Segmentation

Instructions: Insert variable data within red borders

FROZEN PIZZAS: USAGE

(format based on Simmons Market Research Data)

TOTAL U.S.

ALL USERS HEAVY USERS MEDIUM USERS LIGHT USERS

A B C D E F G H I J K L M N O P Q

% ACROSS

% ACROSS

% ACROSS

% ACROSS
% DOWN

% DOWN

% DOWN

% DOWN
INDEX

INDEX

INDEX

INDEX
(000)

(000)

(000)

(000)

(000)
TOTAL 74975 37791 100% 50% 100 7684 100% 10% 100 13487 100% 18% 100 16621 100% 22% 100
18-24 9348 5006 13% 54% 106 752 10% 8% 78 1899 14% 20% 113 2355 14% 25% 114
25-34 17130 9457 25% 55% 110 1713 22% 10% 98 3225 24% 19% 105 4519 27% 26% 119
35-44 12512 8132 22% 65% 129 2236 29% 18% 174 3283 24% 26% 146 2613 16% 21% 94
45-54 11886 6757 18% 57% 113 1554 20% 13% 128 2366 18% 20% 111 2839 17% 24% 108
55-64 10905 4780 13% 44% 87 837 11% 8% 75 1553 12% 14% 79 2389 14% 22% 99
65+_ 13214 3659 10% 28% 55 593 8% 4% 44 1160 9% 9% 49 1906 11% 14% 65
18-34 26478 14464 38% 55% 108 2465 32% 9% 91 5125 38% 19% 108 6874 41% 26% 117
18-49 44834 26204 69% 58% 116 5587 73% 12% 122 9595 71% 21% 119 11019 66% 25% 111
25-54 41506 24346 64% 59% 116 5502 72% 13% 129 8873 66% 21% 119 9971 60% 24% 108
35-49+ 18355 11741 31% 64% 127 3122 41% 17% 166 4474 33% 24% 136 4145 25% 23% 102
GRADUATED COLLEGE 9133 4389 12% 48% 95 682 9% 7% 73 1504 11% 16% 92 2203 13% 24% 109
ATTENDED COLLEGE 11518 6223 16% 54% 107 999 13% 9% 85 2436 18% 21% 118 2787 17% 24% 109
GRADUATED HIGH SCHOOL 30995 17290 46% 56% 111 3888 51% 13% 122 5886 44% 19% 106 7513 45% 24% 109
DID NOT GRADUATE HIGH SCHOOL 23333 9889 26% 42% 84 2114 28% 9% 88 3560 26% 15% 85 4115 25% 18% 80
EMPLOYED 36063 20449 54% 57% 112 4272 56% 12% 116 7258 54% 20% 112 8920 54% 25% 112
EMPLOYED FULL-TIME 27990 15660 41% 56% 111 3288 43% 12% 115 5573 41% 20% 111 6819 41% 24% 110
EMPLOYED PART-TIME 8073 4769 13% 59% 117 984 13% 12% 119 1685 12% 21% 116 2101 13% 26% 117
NOT EMPLOYED 38912 17342 46% 45% 88 3412 44% 9% 86 6229 46% 16% 89 7701 46% 20% 89
PROFESSIONAL/MANAGER 9320 4941 13% 53% 105 869 11% 9% 91 1866 14% 20% 111 2206 13% 24% 107
CLERICAL/SALES 14571 8718 23% 60% 119 2027 26% 14% 136 2880 21% 20% 110 3811 23% 26% 118
CRAFTSMEN/FOREMEN 731 434 1% 59% 118 84 1% 11% 112 152 1% 21% 116 198 1% 27% 122
OTHER EMPLOYED 11441 6386 17% 56% 111 1292 17% 11% 110 2360 17% 21% 115 2704 16% 24% 107
SINGLE 8476 3850 10% 45% 90 480 6% 6% 55 1374 10% 16% 90 1997 12% 24% 106
MARRIED 49417 26761 71% 54% 107 5780 75% 12% 114 9804 73% 20% 110 11178 67% 23% 102
DIVORCED/SEPARATED/WIDOWED 17082 7180 19% 42% 83 1424 19% 8% 81 2309 17% 14% 75 3447 21% 20% 91
PARENTS 30584 19667 52% 64% 128 5204 68% 17% 166 7439 55% 24% 135 6745 41% 22% 99
WHITE 65754 33686 89% 51% 102 6949 90% 11% 103 11967 89% 18% 101 14720 89% 22% 101
BLACK 7875 3418 9% 43% 86 618 8% 8% 77 1297 10% 16% 92 1503 9% 19% 86
OTHER 1346 738 2% 55% 109 117 2% 9% 85 222 2% 16% 92 398 2% 30% 133
NORTHEAST-CENSUS 16347 7822 21% 48% 95 1460 19% 9% 87 3116 23% 19% 106 3246 20% 20% 90
NORTH CENTRAL 18367 10889 29% 59% 118 2757 36% 15% 146 3747 28% 20% 113 4384 26% 24% 108
SOUTH 24634 12212 32% 50% 98 2387 31% 10% 95 4247 31% 17% 96 5579 34% 23% 102
WEST 15626 6868 18% 44% 87 1079 14% 7% 67 2377 18% 15% 85 3412 21% 22% 98
NORTHEAST-MARKETING 17609 8695 23% 49% 98 1686 22% 10% 93 3320 25% 19% 105 3709 22% 21% 95
EAST CENTRAL 11334 5821 15% 51% 102 1012 13% 9% 87 2003 15% 18% 98 2806 17% 25% 112
WEST CENTRAL 12967 7962 21% 61% 122 2421 32% 19% 182 2499 19% 19% 107 3041 18% 23% 106
SOUTH 20627 10088 27% 49% 97 1935 25% 9% 92 3713 28% 18% 100 4440 27% 22% 97
PACIFIC 12439 5225 14% 42% 83 649 8% 5% 51 1951 14% 16% 87 2624 16% 21% 95
COUNTY SIZE A 28052 14211 38% 51% 101 2521 33% 9% 88 5313 39% 19% 105 6378 38% 23% 103
COUNTY SIZE B 21724 10812 29% 50% 99 2178 28% 10% 98 3992 30% 18% 102 4643 28% 21% 96
COUNTY SIZE C 13007 6318 17% 49% 96 1401 18% 11% 105 2047 15% 16% 87 2870 17% 22% 100
COUNTY SIZE D 12219 6450 17% 53% 105 1684 22% 14% 134 2135 16% 17% 97 2730 16% 22% 101
METRO CENTRAL CITY 23082 11491 30% 50% 99 2243 29% 10% 95 4213 31% 18% 101 5035 30% 22% 98
METRO SUBURBAN 31254 15726 42% 50% 100 2805 37% 9% 88 5706 42% 18% 101 7214 43% 23% 104
NON-METRO 20639 10575 28% 51% 102 2636 34% 13% 125 3567 26% 17% 96 4372 26% 21% 96
HSHOLD INC.$35,000+ 8229 4486 12% 55% 108 891 12% 11% 106 1769 13% 21% 120 1726 10% 21% 95
$25,000 OR MORE 19918 11175 30% 56% 111 2630 34% 13% 129 3879 29% 19% 108 4668 28% 23% 106
$20,000-24,999 9366 5559 15% 59% 118 1080 14% 12% 113 1896 14% 20% 113 2622 16% 28% 126
$15,000-$19,999 10045 5440 14% 54% 107 1008 13% 10% 98 2134 16% 21% 118 2298 14% 23% 103
$10,000-14,999 15094 7819 21% 52% 103 1454 19% 10% 94 2373 18% 16% 87 3364 20% 22% 101
$5,000-9,999 11542 5063 13% 44% 87 956 12% 8% 81 1883 14% 16% 91 2223 13% 19% 87
UNDER $5,000 9010 3320 9% 37% 73 965 13% 11% 105 1320 10% 15% 81 1444 9% 16% 72
HOUSEHOLD OF 1 PERSON 11507 3858 10% 34% 67 0% 0% 0 1194 9% 10% 58 2311 14% 20% 91
2 PEOPLE 25031 10648 28% 43% 84 353 5% 1% 14 3507 26% 14% 78 5860 35% 23% 106
3 OR 4 PEOPLE 27025 16454 44% 61% 121 1281 17% 5% 46 6132 45% 23% 126 8512 51% 31% 142
5 OR MORE PEOPLE 11412 7140 19% 63% 124 3501 46% 31% 299 2684 20% 24% 131 1938 12% 17% 77
NO. OF CHILDREN IN HSHLD 42501 17323 46% 41% 81 2567 33% 6% 59 5697 42% 13% 75 9429 57% 22% 100
CHILDREN UNDER 2 YRS 5834 3277 9% 56% 111 2197 29% 38% 367 1225 9% 21% 117 1529 9% 26% 118
2-5 YRS 10959 6546 17% 60% 119 523 7% 5% 47 2535 19% 23% 129 2277 14% 21% 94
6-11 YEARS 14565 8977 24% 62% 122 1434 19% 10% 96 3509 26% 24% 134 3029 18% 21% 94
12-17 YEARS 15977 10777 29% 67% 134 2489 32% 16% 152 3920 29% 25% 136 3264 20% 20% 92
RESIDENCE OWNED 50798 26347 70% 52% 103 3596 47% 7% 69 9243 69% 18% 101 11395 69% 22% 101
VALUE: $40,000+ 28371 15126 40% 53% 106 5709 74% 20% 196 5573 41% 20% 109 6544 39% 23% 104
VALUE: UNDER $40,000 22414 11221 30% 50% 99 2703 35% 12% 118 3667 27% 16% 91 4854 29% 22% 98

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 6-2 Mkt Seg.

#6-2 Market Segmentation

AUTOMATIC DISHWASHING DETERGENT: USAGE
(format based on Simmons Market Research Data)

TOTAL U.S. ALL USERS HEAVY USERS MEDIUM USERS

A B C D E F G H I J K

% ACROSS

% ACROSS
% DOWN

% DOWN

% DOWN
INDEX

INDEX
(000)

(000)

(000)

(000)
HOMEMAKERS
TOTAL 74975 25202 100% 34% 100 11201 100% 15% 100 8273 100%
18-24 9348 1879 7% 20% 60 650 6% 7% 47 651 8%
25-34 17130 6028 24% 35% 105 2975 27% 17% 116 1893 23%
35-44 12512 5802 23% 46% 138 3359 30% 27% 180 1471 18%
45-54 11886 5107 20% 43% 128 2451 22% 21% 138 1757 21%
55-64 10905 3534 14% 32% 96 1031 9% 9% 63 1385 17%
65+_ 13214 2853 11% 22% 64 736 7% 6% 37 1118 14%
18-34 26478 7907 31% 30% 89 3625 32% 14% 92 2544 31%
18-49 44834 16173 64% 36% 107 8220 73% 18% 123 4776 58%
25-54 41506 16537 66% 40% 119 8785 78% 21% 142 5121 62%
35-49+ 18355 8256 33% 45% 134 4595 41% 25% 168 2232 27%
GRADUATED COLLEGE 9133 4660 18% 51% 152 2104 19% 23% 154 1803 22%
ATTENDED COLLEGE 11518 4855 19% 42% 125 2123 19% 18% 123 1688 20%
GRADUATED HIGH SCHOOL 30995 11279 45% 36% 108 5325 48% 17% 115 3414 41%
D NOT GRADUATE HIGH SCHOOL 23333 4409 17% 19% 56 1549 14% 7% 44 1368 17%
EMPLOYED 36063 13325 53% 37% 110 6072 54% 17% 113 4383 53%
EMPLOYED FULL-TIME 27990 9945 39% 36% 106 4032 36% 14% 96 3625 44%
EMPLOYED PART-TIME 8073 3380 13% 42% 125 2040 18% 25% 169 458 6%
NOT EMPLOYED 38912 11877 47% 31% 91 5129 46% 13% 88 3890 47%
PROFESSIONAL/MANAGER 9320 14668 58% 157% 468 2032 18% 22% 146 1757 21%
CLERICAL/SALES 14571 5812 23% 40% 119 2720 24% 19% 125 1844 22%
CRAFTSMEN/FOREMEN 731 203 1% 28% 83 120 1% 16% 110 31 0%
OTHER EMPLOYED 11441 2642 10% 23% 69 1199 11% 10% 70 750 9%
SINGLE 8476 1422 6% 17% 50 391 3% 5% 31 627 8%
MARRIED 49417 20257 80% 41% 122 9716 87% 20% 132 6551 79%
IVORCED/SEPARATED/WIDOWED 17082 3524 14% 21% 61 1094 10% 6% 43 1195 14%
PARENTS 30584 12317 49% 40% 120 7252 65% 24% 159 3095 37%
WHITE 65754 23173 92% 35% 105 10256 92% 16% 104 7704 93%
BLACK 7875 1414 6% 18% 53 669 6% 8% 57 323 4%
OTHER 1346 616 2% 46% 136 237 2% 18% 118 246 3%
NORTHEAST-CENSUS 16347 5456 22% 33% 99 2011 18% 12% 82 2133 26%
NORTH CENTRAL 18367 5845 23% 32% 95 2757 25% 15% 100 1795 22%
SOUTH 24634 7772 31% 32% 94 3687 33% 15% 100 2052 25%
WEST 15626 6130 24% 39% 117 2756 25% 18% 118 2294 28%
NORTHEAST-MKTG. 17609 6148 24% 35% 104 2310 21% 13% 88 2434 29%
EAST CENTRAL 11334 3290 13% 29% 86 1347 12% 12% 80 1024 12%
WEST CENTRAL 12967 4515 18% 35% 104 2218 20% 17% 114 1414 17%
SOUTH 20627 6268 25% 30% 90 3105 28% 15% 101 1514 18%
PACIFIC 12439 4981 20% 40% 119 2222 20% 18% 120 1887 23%

Page 9
 6-2 Mkt Seg.

COUNTY SIZE A 28052 10243 41% 37% 109 408 4% 1% 10 3606 44%
COUNTY SIZE B 21724 7250 29% 33% 99 3034 27% 14% 93 2592 31%
COUNTY SIZE C 13007 4290 17% 33% 98 2067 18% 16% 106 1122 14%
COUNTY SIZE D 12219 3419 14% 28% 83 1692 15% 14% 93 954 12%
METRO CENTRAL CITY 23082 6957 28% 30% 90 3134 28% 14% 91 2311 28%
METRO SUBURBAN 31254 12116 48% 39% 115 5176 46% 17% 111 4263 52%
NON-METRO 20639 6129 24% 30% 88 2891 26% 14% 94 1699 21%
HSHOLD INC.$35,000+ 8229 5493 22% 67% 199 2823 25% 34% 230 1871 23%
$25,000 OR MORE 19918 11902 47% 60% 178 5858 52% 29% 197 4083 49%
$20,000-24,999 9366 3952 16% 42% 126 1827 16% 20% 131 1328 16%
$15,000-$19,999 10045 3325 13% 33% 98 1473 13% 15% 98 1178 14%
$10,000-14,999 15094 3819 15% 25% 75 1305 12% 9% 58 1191 14%
$5,000-9,999 11542 1543 6% 13% 40 687 6% 6% 40 286 3%
UNDER $5,000 9010 656 3% 7% 22 201 2% 2% 15 208 3%
HOUSEHOLD OF 1 PERSON 11507 1829 7% 16% 47 318 3% 3% 18 565 7%
2 PEOPLE 25031 7740 31% 31% 92 2159 19% 9% 58 3404 41%
3 OR 4 PEOPLE 27025 10956 43% 41% 121 5561 50% 21% 138 3471 42%
5 OR MORE PEOPLE 11412 4658 18% 41% 121 3173 28% 28% 186 633 8%
NO. OF CHILDREN IN HSHLD 42501 12227 49% 29% 86 3485 31% 8% 55 5071 61%
CHILDREN UNDER 2 YRS 5834 2063 8% 35% 105 1067 10% 18% 122 552 7%
2-5 YRS 10959 3585 14% 33% 97 2005 18% 18% 122 1027 12%
6-11 YEARS 14565 5792 23% 40% 118 3626 32% 25% 167 1334 16%
12-17 YEARS 15977 7127 28% 45% 133 4479 40% 28% 188 1540 19%
RESIDENCE OWNED 50798 20658 82% 41% 121 9396 84% 18% 124 6809 82%
VALUE: $40,000+ 28371 15526 62% 55% 163 7863 70% 28% 186 5225 63%
VALUE: UNDER $40,000 22424 5131 20% 23% 68 1863 17% 8% 56 1584 19%

Page 10
 6-2 Mkt Seg.

MEDIUM USERS LIGHT USERS

L M N O P Q
% ACROSS

% ACROSS
% DOWN
INDEX

INDEX
(000)

11% 100 5728 100% 8% 100

7% 63 575 10% 6% 81
11% 100 1160 20% 7% 89
12% 107 972 17% 8% 102
15% 134 900 16% 8% 99
13% 115 1119 20% 10% 134
8% 77 1000 17% 8% 99
10% 87 1738 30% 7% 86
11% 97 3176 55% 7% 93
12% 112 3031 53% 7% 96
12% 110 1438 25% 8% 103
20% 179 752 13% 8% 108
15% 133 1044 18% 9% 119
11% 100 2540 44% 8% 107
6% 53 1392 24% 6% 78
12% 110 2871 50% 8% 104
13% 117 2288 40% 8% 107
6% 51 583 10% 7% 95
10% 91 2857 50% 7% 96
19% 171 879 15% 9% 123
13% 115 1248 22% 9% 112
4% 38 52 1% 7% 93
7% 59 692 12% 6% 79
7% 67 504 9% 6% 78
13% 120 3988 70% 8% 106
7% 63 1234 22% 7% 95
10% 92 1970 34% 6% 84
12% 106 5172 90% 8% 103
4% 37 422 7% 5% 70
18% 166 134 2% 10% 130
13% 118 1312 23% 8% 105
10% 89 1303 23% 7% 93
8% 75 2033 35% 8% 108
15% 133 1080 19% 7% 90
14% 125 1404 25% 8% 104
9% 82 919 16% 8% 106
11% 99 883 15% 7% 89
7% 67 1650 29% 8% 105
15% 137 871 15% 7% 92

Page 11
 6-2 Mkt Seg.

13% 116 2228 39% 8% 104

12% 108 1624 28% 7% 98
9% 78 1102 19% 8% 111
8% 71 773 13% 6% 83
10% 91 1512 26% 7% 86
14% 124 2677 47% 9% 112
8% 75 1539 27% 7% 98
23% 206 799 14% 10% 127
20% 186 1961 34% 10% 129
14% 128 803 14% 9% 112
12% 106 874 15% 9% 114
8% 72 1323 23% 9% 115
2% 22 720 13% 6% 82
2% 21 247 4% 3% 36
5% 44 945 16% 8% 107
14% 123 2177 38% 9% 114
13% 116 1944 34% 7% 94
6% 50 662 12% 6% 76
12% 108 3671 64% 9% 113
9% 86 444 8% 8% 100
9% 85 854 15% 8% 102
9% 83 835 15% 6% 75
10% 87 1107 19% 7% 91
13% 121 4453 78% 9% 115
18% 167 2769 48% 10% 128
7% 64 1685 29% 8% 98

Page 12
#6-3 Market Segmentation
DIET OR SUGAR FREE COLA DRINKS (CARBONATED)
Simmons Research ALL USERS, USERS IN LAST SEVEN DAYS AND KINDS (ADULTS)
ALL USERS HEAVY USERS BOTTLED
TOTAL A B C D E F G H I J K L

Across

Across

Across
Down

Down

Down
Index

Index

Index
'000

'000

'000

'000
Base Demographics
TOTAL ADULTS 184117 82380 100% 45% 100 18492 100% 10% 100 38980 100% 21% 100
MALES 88034 34807 42% 40% 88 7832 42% 9% 89 16371 42% 19% 88
FEMALES 96083 47573 58% 50% 111 10660 58% 11% 110 22609 58% 24% 111
PRINCIPAL SHOPPERS 109282 50658 61% 46% 104 11369 61% 10% 104 23962 61% 22% 104
18-24 24497 9594 12% 39% 88 2223 12% 9% 90 4771 12% 19% 92
25-34 43260 18811 23% 43% 97 4851 26% 11% 112 8646 22% 20% 94
35-44 38986 18885 23% 48% 108 5186 28% 13% 132 9312 24% 24% 113
45-54 25970 12549 15% 48% 108 3083 17% 12% 118 6100 16% 23% 111
55-64 21094 10021 12% 48% 106 1625 9% 8% 77 4644 12% 22% 104
65 OR OLDER 30310 12520 15% 41% 92 1525 8% 5% 50 5507 14% 18% 86
18-34 67757 28405 34% 42% 94 7074 38% 10% 104 13417 34% 20% 94
18-49 121464 54536 66% 45% 100 13930 75% 11% 114 26306 67% 22% 102
25-54 108216 50244 61% 46% 104 13119 71% 12% 121 24058 62% 22% 105
35-49 53707 26131 32% 49% 109 6856 37% 13% 127 12889 33% 24% 113
50 OR OLDER 62653 27843 34% 44% 99 4562 25% 7% 72 12674 33% 20% 96
GRADUATED COLLEGE 35927 18350 22% 51% 114 4631 25% 13% 128 8617 22% 24% 113
ATTENDED COLLEGE 36617 17662 21% 48% 108 3847 21% 11% 105 9304 24% 25% 120
GRADUATED HIGH SCHOOL 71964 31115 38% 43% 97 7029 38% 10% 97 15190 39% 21% 100
DID NOT GRADUATE HIGH SCHOOL 39709 15253 19% 38% 86 2986 16% 8% 75 6869 18% 17% 82
EMPLOYED MALES 68299 27643 34% 40% 90 6683 36% 10% 97 12834 33% 19% 89
EMPLOYED FEMALES 57981 30361 37% 52% 117 7526 41% 13% 129 14578 37% 25% 119
EMPLOYED FULL-TIME 111258 50938 62% 46% 102 12584 68% 11% 113 23953 61% 22% 102
EMPLOYED PART-TIME 15022 7067 9% 47% 105 1625 9% 11% 108 3460 9% 23% 109
NOT EMPLOYED 57837 24375 30% 42% 94 4292 23% 7% 74 11567 30% 20% 94
PROFESSIONAL/MANAGER 32455 16544 20% 51% 114 4078 22% 13% 125 8097 21% 25% 118
TECHNICAL/CLERICAL/SALES 38977 19159 23% 49% 110 4665 25% 12% 119 8877 23% 23% 108
PRECISION/CRAFT 14575 5439 7% 37% 83 1576 9% 11% 108 2590 7% 18% 84
OTHER EMPLOYED 40273 16862 20% 42% 94 3891 21% 10% 96 7849 20% 19% 92
SINGLE 40853 16193 20% 40% 89 3853 21% 9% 94 7571 19% 19% 88
MARRIED 109191 51258 62% 47% 105 11322 61% 10% 103 24822 64% 23% 107
DIVORCED/SEPARATED/WIDOWED 34073 14929 18% 44% 98 3316 18% 10% 97 6587 17% 19% 91
PARENTS 61493 28959 35% 47% 105 7323 40% 12% 119 14226 36% 23% 109
WHITE 157923 73921 90% 47% 105 17364 94% 11% 109 34806 89% 22% 104
BLACK 20812 6691 8% 32% 72 894 5% 4% 43 3427 9% 16% 78
OTHER 5382 1767 2% 33% 73 234 1% 4% 43 746 2% 14% 65
NORTHEAST-CENSUS 38649 14963 18% 39% 87 3173 17% 8% 82 9704 25% 25% 119
MIDWEST 44666 21980 27% 49% 110 5431 29% 12% 121 9205 24% 21% 97
SOUTH 63489 29100 35% 46% 102 7120 39% 11% 112 14490 37% 23% 108
WEST 37313 16337 20% 44% 98 2769 15% 7% 74 5581 14% 15% 71
COUNTY SIZE A 76568 32799 40% 43% 96 6998 38% 9% 91 15587 40% 20% 96
COUNTY SIZE B 55130 25448 31% 46% 103 5625 30% 10% 102 12007 31% 22% 103
COUNTY SIZE C 27932 13567 16% 49% 109 3342 18% 12% 119 6174 16% 22% 104
COUNTY SIZE D 24488 10565 13% 43% 96 2527 14% 10% 103 0% 0% 0
METRO CENTRAL CITY 56780 24220 29% 43% 95 4663 25% 8% 82 10731 28% 19% 89
METRO SUBURBAN 97268 40102 49% 41% 92 9301 50% 10% 95 19729 51% 20% 96
NON METRO 40069 18057 22% 45% 101 4527 24% 11% 112 9519 24% 24% 112
TOP 5 ADI'S 40617 16506 20% 41% 91 3517 19% 9% 86 7822 20% 19% 91
TOP 10 ADI'S 58305 24549 30% 42% 94 5180 28% 9% 88 12195 31% 21% 99
TOP 20 ADI'S 83203 36054 44% 43% 97 7511 41% 9% 90 17132 44% 21% 97
HSHLD. INC. $75,000 OR MORE 23141 11071 13% 48% 107 3074 17% 13% 132 5383 14% 23% 110
$60,000 OR MORE 39391 19149 23% 49% 109 4708 25% 12% 119 9103 23% 23% 109
$50,000 OR MORE 56031 26968 33% 48% 108 6633 36% 12% 118 12907 33% 23% 109
$40,000 OR MORE 78293 37252 45% 48% 106 8682 47% 11% 110 17983 46% 23% 108
$30,000 OR MORE 106314 50361 61% 47% 106 11647 63% 11% 109 24115 62% 23% 107
$30,000-$39,999 28032 9834 12% 35% 78 2964 16% 11% 105 6232 16% 22% 105
$20,000-29,999 30168 13110 16% 43% 97 3060 17% 10% 101 6048 16% 20% 95
$10,000-19,999 28894 13399 16% 46% 104 2448 13% 8% 84 5310 14% 18% 87
UNDER $10,000 18741 11426 14% 61% 136 1338 7% 7% 71 3507 9% 19% 88
HOUSEHOLD OF I PERSON 23960 9729 12% 41% 91 2106 11% 9% 88 4275 11% 18% 84
2 PEOPLE 60109 27347 33% 45% 102 5448 29% 9% 90 12475 32% 21% 98
3 OR 4 PEOPLE 72143 33009 40% 46% 102 9318 50% 13% 129 15920 41% 22% 104
5 OR MORE PEOPLE 27905 12294 15% 44% 98 2620 14% 9% 93 6309 16% 23% 107
NO CHILD IN HOUSEHOLD 110436 48617 59% 44% 98 10293 56% 9% 93 22143 57% 20% 95
CHILD(REN) UNDER 2 YEARS 14912 6345 8% 43% 95 1393 8% 9% 93 3156 8% 21% 100
2 - 5 YEARS 26204 12175 15% 46% 104 2893 16% 11% 110 6026 15% 23% 109
6 - 11 YEARS 34639 16047 19% 46% 104 3972 21% 11% 114 8043 21% 23% 110
12 - 17 YEARS 33965 157 0% 0% 1 4092 22% 12% 120 81 0% 0% 1
RESIDENCE OWNED 125812 599 1% 0% 1 13219 71% 11% 105 28105 72% 22% 106
VALUE: $70 000 OR MORE 73066 35598 43% 49% 109 7564 41% 10% 103 17189 44% 24% 111
VALUE: UNDER $70,000 52745 24397 30% 46% 103 5655 31% 11% 107 10916 28% 21% 98
RESIDENCE RENTED 53897 20649 25% 38% 86 4760 26% 9% 88 10159 26% 19% 89
DAILY NEWSPAPERS
NET ONE DAY REACH 115296 52686 64% 46% 102 11594 63% 10% 100 25064 64% 22% 103
READ ONLY ONE 92848 419 1% 0% 1 9283 50% 10% 100 19905 51% 21% 101
READ TWO OR MORE 22448 10688 13% 48% 106 2311 12% 10% 103 5159 13% 23% 109
WEEKEND/SUNDAY NEWSPAPERS
NET ONE DAY REACH 125940 57287 70% 45% 102 12459 67% 10% 98 26724 69% 21% 100
READ ONLY ONE 112598 50988 62% 45% 101 11355 61% 10% 100 23779 61% 21% 100
READ TWO OR MORE 13343 6399 8% 48% 107 1104 6% 8% 82 2945 8% 22% 104
ARBONATED)
D KINDS (ADULTS)
CANNED
M N O P
Across
Down

Index
'000

57563 100% 31% 100

24389 42% 28% 89
33174 58% 35% 110
35165 61% 32% 103
7474 13% 31% 98
13882 24% 32% 103
13862 24% 36% 114
8408 15% 32% 104
6530 11% 31% 99
7407 13% 24% 78
21356 37% 32% 101
40077 70% 33% 106
36152 63% 33% 107
18722 33% 35% 111
17486 30% 28% 89
13873 24% 39% 124
12906 22% 35% 113
21181 37% 29% 94
9602 17% 24% 77
20080 35% 29% 94
21950 38% 38% 121
36784 64% 33% 106
5246 9% 35% 112
15533 27% 27% 86
12160 21% 37% 120
14169 25% 36% 116
3971 7% 27% 87
11730 20% 29% 93
12081 21% 30% 95
35401 61% 32% 104
10081 18% 30% 95
20749 36% 34% 108
52593 91% 33% 107
3877 7% 19% 60
1093 2% 20% 65
9206 16% 24% 76
16687 29% 37% 119
19290 34% 30% 97
13380 23% 36% 115
22976 40% 30% 96
17713 31% 32% 103
 9601 17% 34% 110
0% 0% 0
16947 29% 30% 95
28000 49% 29% 92
12616 22% 31% 101
11603 20% 29% 91
16680 29% 29% 92
25220 44% 30% 97
9016 16% 39% 125
13929 24% 35% 113
175 0% 0% 1
26914 47% 34% 110
36109 63% 34% 109
9195 16% 33% 105
9246 16% 31% 98
7534 13% 26% 83
4674 8% 25% 80
6609 11% 28% 88
19822 34% 33% 105
23753 41% 33% 105
8380 15% 30% 96
33225 58% 30% 96
4313 7% 29% 93
8957 16% 34% 109
11664 20% 34% 108
11149 19% 33% 105
42244 73% 34% 107
25396 44% 35% 111
16847 29% 32% 102
14144 25% 26% 84

36914 64% 32% 102

29243 51% 31% 101
7671 13% 34% 109

40652 71% 32% 103

36066 63% 32% 102
4586 8% 34% 110
#6-4 Market Segmentation
DIET OR SUGAR FREE COLA DRINKS (CARBONATED): ALL USERS, USERS IN LAST SEVEN DAYS AND KINDS (ADU
SMRB ALL USERS HEAVY USERS BOTTLED
TOTAL A B C D A B C D A B C D

Across

Across

Across
Down

Down

Down
Index

Index

Index
'000

'000

'000

'000
MAGAZINE
TOTAL 184117 82380 100% 45% 100 18492 100% 10% 100 38980 100% 21% 100
AMERICAN BABY 2622 1185 1.4% 45% 101 266 1.4% 10.1% 101 555 1.4% 21% 100
AMERICAN HEALTH 2770 1386 1.7% 50.0 112 262 1.4% 9.5% 94 566 1.5% 20% 97
AMERICAN KAY (AMERICAN AIR) 509 271 0.3% 53.2 119 45 0.2% 8.8% 88 80 0.2% 16% 74
ARCHITECTURAL DIGEST 2804 1385 1.7% 49.4 110 285 1.5% 10.2% 101 701 1.8% 25% 118
BON APPETITE (GROSS) 6605 3374 4.1% 51.1 114 700 3.8% 10.6% 106 1640 4.2% 25% 117
AUDUBON 1416 571 0.7% 40.3 90 112 0.6% 7.9% 79 283 0.7% 20% 94
BABY TALK 1916 898 1.1% 46.9 105 226 1.2% 11.8% 117 423 1.1% 22% 104
BABY TALK/PARENTING (GROSS) 4536 1975 2.4% 43.5 97 406 2.2% 9.0% 89 1030 2.6% 23% 107
BARON'S 1083 527 0.6% 48.7 109 98 0.5% 9.0% 90 310 0.8% 29% 135
BETTER HOMES AND GARDENS 23552 12482 15% 53.0 118 2833 15% 12.0% 120 6011 15% 26% 121
BON APPETITE 3802 1989 2% 52.3 117 415 2% 10.9% 109 939 2.4% 25% 117
BRIDAL GUIDE 1461 698 1% 47.8 107 99 1% 6.8% 67 267 0.7% 18% 86
BRIDE'S AND YOUR NEW HOME 2415 1008 1% 41.7 93 197 1% 8.2% 81 514 1.3% 21% 101
BUSINESS WEEK 6530 3223 4% 49.4 110 675 4% 10.3% 103 1665 4.3% 25% 120
THE CABLE GUIDE/TV TIME
(TOTAL TV) GROSS 8630 4034 5% 46.7 104 1091 6% 12.6% 126 2210 5.7% 26% 121
CAR AND DRIVER 5265 1888 2% 35.9 80 491 3% 9.3% 93 907 2.3% 17% 81
CAR CRAFT 2169 764 1% 35.2 79 183 1% 8.4% 84 329 0.8% 15% 72
COLONIAL HOMES 1801 1022 1% 56.7 127 234 1% 13.0% 129 556 1.4% 31% 146
CONDE NAST SELECT (GROSS) 37926 18306 22% 48.3 108 4017 22% 10.6% 105 9496 24% 25% 118
CONDE NAST TRAVELER 1377 655 1% 47.6 106 103 1% 7.5% 74 385 1.0% 28% 132
CONSUMERS DIGEST 3742 1629 2% 43.5 97 326 2% 8.7% 87 841 2.2% 22% 106
COSMOPOLITAN 11702 6064 7% 51.8 116 1493 8% 12.8% 127 2975 7.6% 25% 120
COUNTRY HOME 3550 1805 2% 50.8 114 360 2% 10.1% 101 857 2.2% 24% 114
COUNTRY LIVING 9033 4530 5% 50.1 112 1154 6% 12.8% 127 2143 5.5% 24% 112
EBONY 9749 334.4 0% 3.4 8 519 3% 5.3% 53 1860 4.8% 19% 90
ELLE 2437 1175 1% 48.2 108 242 1% 9.9% 99 621 1.6% 25% 120
ENTERTAINMENT WEEKLY 3244 1297 2% 40.0 89 321 2% 9.9% 99 663 1.7% 20% 97
ESQUIRE 2235 815 1% 36.5 81 200 1% 8.9% 89 420 1.1% 19% 89
ESSENCE 5020 1832 2% 36.5 82 335 2% 6.7% 66 1109 2.8% 22% 104
FAMILY CIRCLE 17533 9137 11% 52.1 116 1976 11% 11.3% 112 4433 11.4% 25% 119
FAMILY CIRCLE/McCALL'S (GRS) 30226 15716 19% 52.0 116 3734 20% 12.4% 123 7708 19.8% 26% 120
THE FAMILY HANDYMAN 2602 1061 1% 40.8 91 146 1% 5.6% 56 627 1.6% 24% 114
FIELD & STREAM 9908 4108 5% 41.5 93 1005 5% 10.1% 101 1908 4.9% 19% 91
FIELD & STREAM/OUTDOOR
LIFE (GROSS) 16812 7063 9% 42.0 94 1764 10% 10.5% 104 3276 8.4% 19% 92
FINANCIAL WORLD 1231 580 1% 47.1 105 146 1% 11.9% 118 271 0.7% 22% 104
FIRST FOR WOMEN 4402 2401 3% 54.5 122 734 4% 16.7% 166 1185 3.0% 27% 127
FOOD & WINE 1981 848 1% 42.8 96 248 1% 12.5% 125 481 1.2% 24% 115
FORBES 3386 1501 2% 44.3 99 359 2% 10.6% 106 798 2.0% 24% 111
FORTUNE 3451 1525 2% 44.2 99 404 2% 11.7% 117 731 1.9% 21% 100
GOLF MAGAZINE 3018 1519 2% 50.3 112 118 1% 3.9% 39 680 1.7% 23% 106
GOOD HOUSEKEEPING 19685 10133 12% 51.5 115 2208 12% 11.2% 112 4706 12.1% 24% 113
GOURMET 2782 1411 2% 50.7 113 309 2% 11.1% 111 693 1.8% 25% 118
GUNS & AMMO 4179 1662 2% 39.8 89 383 2% 9.2% 91 906 2.3% 22% 102
HACHETTE HAG. NETWORK (GRS) 39430 17913 22% 45.4 102 4014 22% 10.2% 101 9159 23.5% 23% 110
HACHETTE MEN'S PACKAGE (GRS) 19338 6766 8% 35.0 78 1567 8% 8.1% 81 3480 8.9% 18% 85
HARPER'S BAZAAR 2425 1130 1% 46.6 104 233 1% 9.6% 96 507 1.3% 21% 99
HEARST HOME BUY (GROSS) 16411 8985 11% 54.7 122 2207 12% 13.4% 134 4563 11.7% 28% 131
HEARST WOMAN POWER (GROSS) 51374 27285 33% 53.1 119 6440 35% 12.5% 125 13158 33.8% 26% 121
HOME 3292 1524 2% 46.3 103 430 2% 13.1% 130 875 2.2% 27% 126
HOME MECHANIX 2000 662 1% 33.1 74 220 1% 11.0% 110 379 1.0% 19% 90
HOT ROD 5065 1917 2% 37.8 85 422 2% 8.3% 83 922 2.4% 18% 86
HG/HOUSE & GARDEN 3343 1661 2% 49.7 111 381 2% 11.4% 113 877 2.2% 26% 124
HOUSE BEAUTIFUL 4132 2121 3% 51.3 115 508 3% 12.3% 122 1168 3.0% 28% 134
HUNTING 3327 1380 2% 41.5 93 422 2% 12.7% 126 738 1.9% 22% 105
I Inc. 1155 503 1% 43.5 97 150 1% 13.0% 129 255 0.7% 22% 104
INSIDE SPORTS 4439 1743 2% 39.3 88 319 2% 7.2% 72 899 2.3% 20% 96
JET 9745 3088 4% 31.7 71 413 2% 4.2% 42 1682 4.3% 17% 82
KIPLINGER'S PERS FINANCE HAG 1718 889 1% 51.7 116 257 1% 15.0% 149 475 1.2% 28% 131
LADIES' HOME JOURNAL 14363 7717 9% 53.7 120 1868 10% 13.0% 129 3939 10.1% 27% 130
LIFE 11927 5130 6% 43.0 96 1234 7% 10.3% 103 2452 6.3% 21% 97
LOS ANGELES TIMES MAGAZINE 3775 1856 2% 49.2 110 372 2% 9.9% 98 734 1.9% 19% 92
MACWORLD 1006 538 1% 53.5 120 152 1% 15.1% 150 269 0.7% 27% 126
MADEMOISELLE 5015 2455 3% 49.0 109 464 3% 9.3% 92 1277 3.3% 25% 120
McCALL'S 12693 6578 8% 51.8 116 1758 10% 13.9% 138 3274 8.4% 26% 122
MONEY 6587 3265 4% 49.6 111 775 4% 11.8% 117 1598 4.1% 24% 115
MOTOR TREND 3919 1174 1% 30.0 67 251 1% 6.4% 64 626 1.6% 16% 75
MUSCLE & FITNESS 4070 1559 2% 38.3 86 392 2% 9.6% 96 715 1.8% 18% 83
NATIONAL ENQUIRER 19394 7991 10% 41.2 92 1915 10% 9.9% 98 3741 9.6% 19% 91
NATIONAL EXAMINER 3959 1793 2% 45.3 101 298 2% 7.5% 75 895 2.3% 23% 107
NATIONAL GEOGRAPHIC 24403 11015 13% 45.1 101 2122 11% 8.7% 87 5522 14.2% 23% 107
NATIONAL GEOGRAPHIC TRAVELER 1752 808 1% 46.1 103 171 1% 9.8% 97 468 1.2% 27% 126
NATURAL HISTORY 1470 643 1% 43.7 98 143 1% 9.7% 97 344 0.9% 23% 111
NEWSWEEK 20318 9629 12% 47.4 106 2115 11% 10.4% 104 4637 11.9% 23% 108
NEW WOMAN 3077 1452 2% 47.2 105 288 2% 9.4% 93 825 2.1% 27% 127
EN DAYS AND KINDS (ADULTS)
CANNED
A B C D Across
Down

Index
'000

57563 100.0 31% 100

829 1.4% 32% 101
967 1.7% 35% 112
191 0.3% 38% 120
955 1.7% 34% 109
2464 4.3% 37% 119
371 0.6% 26% 84
620 1.1% 32% 104
1359 2.4% 30% 96
357 0.6% 33% 105
8651 15.0% 37% 117
1508 2.6% 40% 127
508 0.9% 35% 111
760 1.3% 31% 101
2260 3.9% 35% 111

2672 4.6% 31% 99

1357 2.4% 26% 82
541 0.9% 25% 80
574 1.0% 32% 102
12824 22.3% 34% 108
404 0.7% 29% 94
1224 2.1% 33% 105
4175 7.3% 36% 114
1268 2.2% 36% 114
3110 5.4% 34% 110
1993 3.5% 20% 65
849 1.5% 35% 111
840 1.5% 26% 83
495 0.9% 22% 71
1152 2.0% 23% 73
6368 11.1% 36% 116
10739 18.7% 36% 114
671 1.2% 26% 82
2959 5.1% 30% 96

5107 8.9% 30% 97

433 0.8% 35% 113
1770 3.1% 40% 129
623 1.1% 31% 101
1064 1.8% 31% 101
1131 2.0% 33% 105
1254 2.2% 42% 133
7135 12.4% 36% 116
1050 1.8% 38% 121
1076 1.9% 26% 82
12549 21.8% 32% 102
4923 8.6% 25% 81
798 1.4% 33% 105
5864 10.2% 36% 114
18798 32.7% 37% 117
1008 1.8% 31% 98
440 0.8% 22% 70
1290 2.2% 25% 81
1066 1.9% 32% 102
1341 2.3% 32% 104
931 1.6% 28% 90
411 0.7% 36% 114
1323 2.3% 30% 95
1882 3.3% 19% 62
599 1.0% 35% 112
5357 9.3% 37% 119
3646 6.3% 31% 98
1615 2.8% 43% 137
429 0.7% 43% 136
1794 3.1% 36% 114
4371 7.6% 34% 110
2588 4.5% 39% 126
799 1.4% 20% 65
1187 2.1% 29% 93
5748 10.0% 30% 95
1150 2.0% 29% 93
7702 13.4% 32% 101
530 0.9% 30% 97
466 0.8% 32% 101
7115 12.4% 35% 112
1005 1.7% 33% 104
#6-5 Market Segmentation

DIET OR SUGAR FREE COLA DRINKS (CARBONATED): ALL USERS, USERS IN LAST SEVEN DAYS AND KINDS (ADU
SMRB ALL USERS HEAVY USERS
TELEVISION TOTAL A B C D A B
'000 '000 Down Across Index '000 Down
TOTAL TELEVISION 184117 82380 100% 44.7% 100 18492 100%
WKDY DAYTIME NTWK 7AM-4:30PM
ALL MY CHILDREN 7975 3720 4.5% 46.6% 104 744 4.0%
ANOTHER WORLD 3993 1885 2.3% 47.2% 106 592 3.2%
AS THE WORLD TURNS 6924 3182 3.9% 46.0% 103 581 3.1%
BOLD AND THE BEAUTIFUL 6699 2744 3.3% 41.0% 92 540 2.9%
CBS THIS MORNING-1 2795 1213 1.5% 43.4% 97 216 1.2%
CBS THIS MORNING-2 2615 1092 1.3% 41.8% 93 175 0.9%
CLASSIC CONCENTRATION 2646 1116 1.4% 42.2% 94 223 1.2%
DAYS OF OUR LIVES 6473 3150 3.8% 48.7% 109 1001 5.4%
FAMILY FEUD 2979 1302 1.6% 43.7% 98 217 1.2%
GENERAL HOSPITAL 5693 2685 3.3% 47.2% 105 708 3.8%
GOOD MORNlNG,AMERICA-7:30 6473 3107 3.8% 48.0% 107 750 4.1%
GOOD MDRNING,AMERICA-8:30 5077 2391 2.9% 47.1% 105 645 3.5%
GUIDING LIGHT 6210 2773 3.4% 44.7% 100 618 3.3%
HOME 1 2552 1174 1.4% 46.0% 103 217 1.2%
HOME 2 2656 1197 1.5% 45.1% 101 245 1.3%
HOME 3 986 360 0.4% 36.5% 82 64 0.3%
LOVING 2639 1110 1.3% 42.1% 94 248 1.3%
ONE LIFE TO LIVE 5031 2236 2.7% 44.4% 99 460 2.5%
PRICE IS RIGHT 1 9745 4137 5.0% 42.5% 95 895 4.8%
PRICE IS RIGHT 2 9677 4187 5.1% 43.3% 97 900 4.9%
SANTA BARBARA 2816 1191 1.4% 42.3% 95 294 1.6%
TODAY SHOW 4621 2050 2.5% 44.4% 99 439 2.4%
YOUNG AND THE RESTLESS 12127 5237 6.4% 43.2% 97 1074 5.8%
WEEKEND DAYTIME NTWK PRE 6PM
ABC WIDE WORLD OF SPORTS 3915 1610 2.0% 41.1% 92 365 2.0%
CBS MAJOR LEAGUE BASEBALL 4139 1612 2.0% 38.9% 87 390 2.1%
CBS MAJOR LEAGUE PRE-GAME 4006 1634 2.0% 40.8% 91 423 2.3%
NBA BASKETBALL 4745 2478 3.0% 52.2% 117 182 1.0%
SUNDAY MORNING 4383 1884 2.3% 43.0% 96 435 2.4%
THIS WEEK-DAVID BRINKLEY 3029 1267 1.5% 41.8% 93 201 1.1%
WDAY LOCAL EVENING TV NEWS
NETWORK AFFILIATES - EARLY 51601 23076 28.0% 44.7% 100 4482 24.2%
NETWORK AFFILIATES - LATE 41101 19614 23.8% 47.7% 107 4035 21.8%
INDEPENDENTS - LATE 4274 1774 2.2% 41.5% 93 365 2.0%
TV EVENING NTNK 6PM - 2AM
A DIFFERENT WORLD 15393 6995 8.5% 45.4% 102 1369 7.4%
ABC MONDAY NIGHT MOVIE 12638 5930 7.2% 46.9% 105 1177 6.4%
ABC NEWS: NIGHTLINE 3856 1672 2.0% 43.4% 97 1381 7.5%
ABC SUNDAY NIGHT MOVIE 12237 5758 7.0% 47.1% 105 1214 6.6%
ABC WRLD NEWS TONIGHT:M-F 13485 6430 7.8% 47.7% 107 1381 7.5%
AMERICAS FUNNIEST PEOPLE 13015 5976 7.3% 45.9% 103 1634 8.8%
AMER. FUNNIEST HOME VIEDEO 15905 7280 8.8% 45.8% 102 2011 10.9%
CBS EVENING NEWS - RATHER C 11541 5018 6.1% 43.5% 97 943 5.1%
CBS SUNDAY MOVIE C 17719 8204 10.0% 46.3% 103 1638 8.9%
CBS TUESDAY MOVIE C 14606 6655 8.1% 45.6% 102 1618 8.7%
CHEERS 22653 10462 12.7% 46.2% 103 2176 11.8%
COACH 19223 8946 10.9% 46.5% 104 2129 11.5%
DESIGNING WOMEN 18128 9757 11.8% 53.8% 120 2060 11.1%
EMPTY NEST 13746 6459 7.8% 47.0% 105 1223 6.6%
EVENING SHADE 19449 9085 11.0% 46.7% 104 1791 9.7%
48 HOURS 14907 6437 7.8% 43.2% 97 1407 7.6%
FRESH PRINCE OF BEL AIR 12458 5163 6.3% 41.4% 93 1175 6.4%
FULL HOUSE 13623 6442 7.8% 47.3% 106 1560 8.4%
HOME IMPROVEMENT 19802 9028 11.0% 45.6% 102 2192 11.9%
I'LL FLY AWAY 10790 4851 5.9% 45.0% 100 906 4.9%
IN THE HEAT OF THE NIGHT 14172 6498 7.9% 45.9% 102 1205 6.5%
LAW AND ORDER 12643 6111 7.4% 48.3% 108 1229 6.6%
L.A. LAW 18089 9201 11.2% 50.9% 114 1732 9.4%
MAJOR DAD 19581 9250 11.2% 47.2% 106 1801 9.7%
MURDER, SHE WROTE 20830 9617 11.7% 46.2% 103 1873 10.1%
MURPHY BROWN 25630 12269 14.9% 47.9% 107 2812 15.2%
NBC MONDAY NIGHT MOVIE 12392 5743 7.0% 46.3% 104 1140 6.2%
NBC NIGHTLY NEWS: M-F 10886 4708 5.7% 43.2% 97 822 4.4%
NBC SUNDAY NIGHT MOVIE 13768 6401 7.8% 46.5% 104 1427 7.7%
NORTHERN EXPOSURE 19870 9168 11.1% 46.1% 103 2265 12.2%
NURSES 11049 5294 6.4% 47.9% 107 1116 6.0%
PRIMETIME LIVE 18194 9259 11.2% 50.9% 114 1976 10.7%
QUANTUM LEAP 12221 5525 6.7% 45.2% 101 1296 7.0%
RESCUE 911 15724 6747 8.2% 42.9% 96 1670 9.0%
FRIENDS 22929 10790 13.1% 47.1% 105 2827 15.3%
SATURDAY NIGHT LIVE 6916 3189 3.9% 46.1% 103 691 3.7%
FRASIER 14618 6226 7.6% 42.6% 95 1444 7.8%
SIMPSONS 12438 5225 6.3% 42.0% 94 1232 6.7%
60 MINUTES 25105 11416 13.9% 45.5% 102 2114 11.4%
STREET STORIES 12331 5450 6.6% 44.2% 99 1158 6.3%
TONIGHT SHOW 7425 3552 4.3% 47.8% 107 733 4.0%
TOP COPS 13989 5983 7.3% 42.8% 96 1278 6.9%
20/20 17178 7925 9.6% 46.1% 103 1564 8.5%
UNSOLVED MYSTERIES 21104 9702 11.8% 46.0% 103 2051 11.1%
WINGS 16135 7171 8.7% 44.4% 99 1593 8.6%
WONDER YEARS 13116 6130 7.4% 46.7% 104 1553 8.4%
DAYS AND KINDS (ADULTS)
HEAVY USERS BOTTLED CANNED
C D A B C D A B C D
Across Index '000 Down Across Index '000 Down Across Index
10.0% 100 38980 100% 21.2% 92 57563 100% 31.3% 100

9.3% 93 1842 4.7% 23.1% 109 2549 4.4% 32.0% 102

14.8% 148 909 2.3% 22.8% 108 1342 2.3% 33.6% 107
8.4% 84 1531 3.9% 22.1% 104 2132 3.7% 30.8% 98
8.1% 80 1219 3.1% 18.2% 86 1874 3.3% 28.0% 89
7.7% 77 555 1.4% 19.9% 94 798 1.4% 28.6% 91
6.7% 67 497 1.3% 19.0% 90 725 1.3% 27.7% 89
8.4% 84 502 1.3% 19.0% 90 684 1.2% 25.9% 83
15.5% 154 1584 4.1% 24.5% 116 2290 4.0% 35.4% 113
7.3% 73 581 1.5% 19.5% 92 838 1.5% 28.1% 90
12.4% 124 1391 3.6% 24.4% 115 1718 3.0% 30.2% 97
11.6% 115 1478 3.8% 22.8% 108 2184 3.8% 33.7% 108
12.7% 126 1144 2.9% 22.5% 106 1571 2.7% 30.9% 99
10.0% 99 1513 3.9% 24.4% 115 1659 2.9% 26.7% 85
8.5% 85 561 1.4% 22.0% 104 801 1.4% 31.4% 100
9.2% 92 597 1.5% 22.5% 106 758 1.3% 28.5% 91
6.5% 65 122 0.3% 12.4% 58 277 0.5% 28.1% 90
9.4% 94 491 1.3% 18.6% 88 718 1.2% 27.2% 87
9.1% 91 1020 2.6% 20.3% 96 1492 2.6% 29.7% 95
9.2% 91 1850 4.7% 19.0% 90 2618 4.5% 26.9% 86
9.3% 93 1975 5.1% 20.4% 96 2642 4.6% 27.3% 87
10.4% 104 600 1.5% 21.3% 101 743 1.3% 26.4% 84
9.5% 95 1016 2.6% 22.0% 104 1304 2.3% 28.2% 90
8.9% 88 2324 6.0% 19.2% 91 3642 6.3% 30.0% 96

9.3% 93 799 2.0% 20.4% 96 973 1.7% 24.9% 79

9.4% 94 812 2.1% 19.6% 93 993 1.7% 24.0% 77
10.6% 105 893 2.3% 22.3% 105 995 1.7% 24.8% 79
3.8% 38 910 2.3% 19.2% 91 1849 3.2% 39.0% 125
9.9% 99 754 1.9% 17.2% 81 1343 2.3% 30.6% 98
6.6% 66 608 1.6% 20.1% 95 698 1.2% 23.0% 74

8.7% 86 10754 27.6% 20.8% 98 15683 27.2% 30.4% 97

9.8% 98 8834 22.7% 21.5% 102 12965 22.5% 31.5% 101
8.5% 85 715 1.8% 16.7% 79 1389 2.4% 32.5% 104

8.9% 89 3685 9.5% 23.9% 113 4669 8.1% 30.3% 97

9.3% 93 2952 7.6% 23.4% 110 3755 6.5% 29.7% 95
35.8% 357 618 1.6% 16.0% 76 1150 2.0% 29.8% 95
9.9% 99 2762 7.1% 22.6% 107 4002 7.0% 32.7% 105
10.2% 102 3040 7.8% 22.5% 106 4297 7.5% 31.9% 102
12.6% 125 3045 7.8% 23.4% 111 4244 7.4% 32.6% 104
12.6% 126 3565 9.1% 22.4% 106 5308 9.2% 33.4% 107
 8.2% 81 2484 6.4% 21.5% 102 2912 5.1% 25.2% 81
9.2% 92 3903 10.0% 22.0% 104 5379 9.3% 30.4% 97
11.1% 110 3206 8.2% 21.9% 104 4454 7.7% 30.5% 98
9.6% 96 5404 13.9% 23.9% 113 7369 12.8% 32.5% 104
11.1% 110 4254 10.9% 22.1% 105 6534 11.4% 34.0% 109
11.4% 113 4308 11.1% 23.8% 112 6241 10.8% 34.4% 110
8.9% 89 3377 8.7% 24.6% 116 4274 7.4% 31.1% 99
9.2% 92 4490 11.5% 23.1% 109 6246 10.9% 32.1% 103
9.4% 94 3059 7.8% 20.5% 97 4312 7.5% 28.9% 93
9.4% 94 2209 5.7% 17.7% 84 3512 6.1% 28.2% 90
11.5% 114 3086 7.9% 22.7% 107 4811 8.4% 35.3% 113
11.1% 110 4224 10.8% 21.3% 101 6622 11.5% 33.4% 107
8.4% 84 2442 6.3% 22.6% 107 2992 5.2% 27.7% 89
8.5% 85 3246 8.3% 22.9% 108 3921 6.8% 27.7% 88
9.7% 97 2943 7.6% 23.3% 110 3865 6.7% 30.6% 98
9.6% 95 4205 10.8% 23.2% 110 5536 9.6% 30.6% 98
9.2% 92 4395 11.3% 22.4% 106 6519 11.3% 33.3% 106
9.0% 90 4640 11.9% 22.3% 105 6079 10.6% 29.2% 93
11.0% 109 6113 15.7% 23.9% 113 8918 15.5% 34.8% 111
9.2% 92 2661 6.8% 21.5% 101 3967 6.9% 32.0% 102
7.6% 75 2103 5.4% 19.3% 91 3138 5.5% 28.8% 92
10.4% 103 3087 7.9% 22.4% 106 4404 7.7% 32.0% 102
11.4% 113 4674 12.0% 23.5% 111 6509 11.3% 32.8% 105
10.1% 101 2695 6.9% 24.4% 115 3683 6.4% 33.3% 107
10.9% 108 3991 10.2% 21.9% 104 5480 9.5% 30.1% 96
10.6% 106 2803 7.2% 22.9% 108 3738 6.5% 30.6% 98
10.6% 106 3551 9.1% 22.6% 107 4300 7.5% 27.3% 87
12.3% 123 5088 13.1% 22.2% 105 7664 13.3% 33.4% 107
10.0% 99 1632 4.2% 23.6% 111 2374 4.1% 34.3% 110
9.9% 98 2995 7.7% 20.5% 97 4470 7.8% 30.6% 98
9.9% 99 2468 6.3% 19.8% 94 3674 6.4% 29.5% 94
8.4% 84 5259 13.5% 20.9% 99 7642 13.3% 30.4% 97
9.4% 94 2437 6.3% 19.8% 93 3624 6.3% 29.4% 94
9.9% 98 1714 4.4% 23.1% 109 2578 4.5% 34.7% 111
9.1% 91 2909 7.5% 20.8% 98 3904 6.8% 27.9% 89
9.1% 91 3544 9.1% 20.6% 97 5372 9.3% 31.3% 100
9.7% 97 4558 11.7% 21.6% 102 6632 11.5% 31.4% 101
9.9% 98 3618 9.3% 22.4% 106 5146 8.9% 31.9% 102
11.8% 118 3185 8.2% 24.3% 115 4348 7.6% 33.2% 106
# 7 Nielsen Research & Analysis - Base TV Data
WOMEN

Working Women
Households

12-24

18-34

18-49

25-54

35-64

18-34
18+

55+

18+
BASE NUMBERS (Millions)#
COMPOSITE 77.80 31.64 81.53 25.00 32.20 50.85 42.63 35.52 24.81 73.37 31.07
TERRITORY
NORTHEAST 18.40 7.80 19.75 5.80 7.49 12.05 10.29 8.82 6.20 17.38 7.10
EAST CENTRAL 11.61 4.51 12.40 3.91 4.94 7.82 6.53 5.44 3.67 11.24 4.78
WEST CENTRAL 13.36 5.33 13.84 4.34 5.52 8.63 7.19 5.94 4.23 12.70 5.40
SOUTH 21.46 9.02 22.70 70.00 8.99 14.11 11.72 9.77 7.03 20.24 8.60
PACIFIC 12.97 4.98 12.84 19.50 5.26 8.24 6.90 5.55 3.68 11.81 5.13
COUNTY SIZE
A 29.91 12.93 31.37 9.55 12.74 20.12 16.90 13.76 8.69 27.94 12.08
B 22.14 9.14 23.31 7.28 9.41 14.77 12.26 10.04 6.89 20.80 7.01
C AND D 25.75 9.57 26.85 8.17 10.05 15.96 13.47 11.72 8.96 24.63 9.98
CABLE SUBSCRIBER
YES 17.83 7.49 18.87 5.81 7.47 11.95 10.13 8.43 5.50 17.21 7.35
NO 59.97 24.15 62.66 19.19 24.73 38.90 32.50 27.09 19.31 56.16 23.72
HOUSEHOLD SIZE
1 17.06 3.66 10.60 0.67 1.80 2.66 2.49 3.29 7.45 6.44 2.63
2 24.40 10.22 24.89 3.93 7.29 10.45 9.16 11.49 12.13 22.25 6.79
3+ 36.34 17.76 46.00 20.40 23.11 37.74 30.98 20.74 5.23 44.68 21.65
4+ 22.66 11.05 29.91 15.45 15.48 26.25 21.42 13.50 2.11 29.63 14.26
PRESENCE OF NON-ADULTS
NONE UNDER 18 46.60 17.55 45.14 6.87 12.13 18.00 15.33 19.95 22.94 40.61 14.87
ANY UNDER 18 31.20 14.09 36.39 18.13 20.07 32.84 27.30 15.57 1.87 32.76 16.20
ANY UNDER 12 22.96 9.37 25.97 10.30 17.00 24.00 19.94 8.23 0.93 22.93 13.08
ANY UNDER 6 13.67 4.74 15.32 5.73 12.34 14.64 10.15 2.78 0.48 13.52 9.71
ANY UNDER 3 8.59 2.62 9.61 4.00 8.17 9.22 6.20 1.33 0.27 8.67 6.80
ANY 6-11 14.53 6.37 16.52 6.00 9.45 15.52 14.31 6.78 0.63 14.53 6.40
ANY 12-17 15.24 7.80 18.87 14.24 6.09 16.19 14.24 12.26 1.27 17.35 5.44
HOUSEHOLD INCOME
UNDER $10,000 22.03 4.26 20.35 4.69 5.82 6.98 6.33 6.50 11.11 12.65 4.21
$10,000-$14,000 11.68 4.28 11.51 3.54 4.96 8.51 5.43 4.45 3.83 10.20 4.70
$15,000-19,999 11.80 5.14 12.08 3.93 5.85 8.51 7.02 5.08 2.75 11.70 5.81
20,000+ 32.29 17.96 37.59 12.84 15.57 27.09 23.85 19.49 7.12 38.82 16.35
$30,000+ 14.25 8.59 17.66 6.32 6.55 12.47 10.95 9.94 3.44 18.82 7.42
SELECTED UPPER DEMO'S
$20,000 WITH NON-ADULTS 15.94 8.40 19.38 9.52 9.45 17.50 9.52 7.31 0.92 19.58 8.66
$20,000 + HOH POM 12.34 6.58 13.83 4.83 5.98 10.70 11.94 8.48 1.94 14.78 5.99
$20,000 + HOH 1+ YRS COLL 16.03 8.15 17.74 5.68 8.17 13.45 11.84 8.48 2.94 18.31 8.19
MEN CHILDREN

Children 6-11
Teens 12-17

Total (2+)
18-49

25-54

35-64

55+

48.60 40.51 32.73 19.33 22.13 31.71 19.54

11.36 9.66 8.04 4.65 5.15 7.03 4.50

7.49 6.22 5.04 2.91 3.48 4.95 3.80
8.40 6.97 5.64 3.38 3.90 5.45 3.36
13.36 10.97 8.79 5.45 6.17 9.26 5.58
7.99 6.69 5.25 2.94 3.43 5.02 3.02

19.05 16.05 12.69 6.77 8.17 11.52 7.24

14.02 11.59 91.00 5.26 6.32 9.22 5.67
15.53 12.87 10.87 7.30 7.64 10.97 6.63

11.54 9.63 7.62 4.35 5.22 7.39 4.60

37.06 30.88 24.91 14.98 16.91 24.32 14.94

3.83 3.36 2.37 2.25 2.00 0.00 0.00

9.30 7.97 9.06 11.48 0.67 0.81 0.44
35.67 29.18 21.36 5.60 21.44 30.90 19.10
25.16 20.54 14.70 2.39 18.40 26.32 16.78

20.06 15.94 16.67 17.23 0.00 0.00 0.00

28.54 24.00 16.06 2.10 22.13 31.71 19.54
21.62 24.57 9.59 0.85 10.54 31.71 19.54
12.89 10.87 3.69 0.41 3.33 18.98 6.81
8.31 6.72 1.78 0.23 1.75 9.49 3.21
13.31 12.44 7.92 0.56 8.95 24.70 19.00
14.01 11.80 11.58 1.58 22.13 9.67 7.79

5.78 4.21 3.79 6.31 3.61 6.40 3.68

6.50 5.05 3.66 3.17 2.62 4.76 2.74
8.52 7.19 4.92 2.46 3.28 6.01 3.54
27.80 24.06 20.36 7.39 12.62 14.54 9.58
13.07 10.91 10.32 3.77 6.19 5.39 3.71

16.98 14.84 10.71 1.12 12.62 14.54 9.58

11.00 10.02 8.36 2.31 5.00 5.01 3.94
13.83 12.29 9.23 3.01 5.52 7.71 4.85
# 8 Nielsen TV Research and Analysis: Frasier

WOMEN MEN

Working Women

Children (6-11)
Teens (12-17)
Households

Total (2+)
12-24

18-34

18-49

25-54

35-64

18-34

18-49

25-54

35-64
18+

55+

18+

55+
RATINGS (PERCENT)
TOTAL U.S. 21.3 14.4 17.3 9.8 11.0 13.1 14.8 18.9 25.9 13.3 8.4 9.3 11.2 14.8 22.5 9.8 8.5 9.3
TERRITORY
NORTHEAST 19.9 13.5 17.4 7.1 11.0 11.7 12.9 17.8 28.7 9.8 7.5 7.5 8.3 10.1 16.9 6.4 4.6 4.2
EAST CENTRAL 20.9 13.5 16.8 9.7 8.7 11.5 12.7 16.0 26.2 14.1 9.6 8.9 10.0 14.1 26.5 6.9 6.1 4.5
WEST CENTRAL 25.1 18.0 20.2 11.5 12.9 14.9 16.4 22.6 31.0 18.0 10.0 13.1 16.1 22.5 27.8 11.5 10.5 9.5
SOUTH 22.9 17.2 10.0 12.4 13.1 15.2 18.5 20.2 22.9 14.0 6.4 9.1 12.7 17.5 22.1 17.5 12.6 16.9
PACIFIC 17.0 8.4 13.4 7.9 9.0 10.8 11.2 15.1 20.1 11.9 10.3 8.8 9.4 10.1 20.1 2.9 6.6 7.6
COUNTY SIZE
A 18.5 12.4 14.9 9.2 9.3 11.2 11.6 16.6 23.9 11.0 7.1 7.8 10.0 12.8 18.0 5.6 4.5 4.0
B 19.6 12.8 15.1 8.2 10.2 11.4 12.9 15.9 22.9 11.0 6.8 7.3 8.3 11.7 20.2 13.3 8.1 10.2
C AND D 26.0 18.9 22.2 12.1 15.1 17.0 20.5 24.1 29.9 18.0 11.3 12.8 15.4 19.8 28.4 11.8 12.8 14.2
CABLE SUBSCRIBER
YES 20.4 15.4 17.3 11.4 11.1 13.1 17.1 19.1 23.5 12.8 6.7 8.0 9.7 15.2 25.3 11.3 11.1 13.3
NO 21.6 14.2 17.3 9.3 11.4 13.0 14.0 18.9 26.5 13.5 8.9 9.7 11.7 14.7 21.6 9.4 7.6 8.0
HOUSEHOLD SIZE .
1 21.5 23.5 26.9 IFR 19.4 19.2 19.7 24.0 29.8 11.6 IFR 11.2 12.8 IFR IFR IFR IFR IFR
2 22.3 16.3 19.8 3.0 13.2 14.4 16.7 20.5 24.0 17.6 7.7 8.0 11.7 19.0 25.4 IFR IFR IFR
3+ 20.5 11.5 13.9 8.9 10.2 12.3 13.8 17.2 24.5 11.5 8.5 9.4 10.9 13.1 19.6 9.7 8.5 9.5
4+ 20.7 10.9 13.1 8.9 10.4 12.7 13.9 15.9 20.4 10.7 8.8 10.0 11.0 11.4 14.6 9.3 8.4 8.7
PRESENCE OF NON-ADULTS
NONE UNDER 18 22.7 16.8 20.4 9.9 12.1 13.5 16.9 21.0 26.0 14.4 6.3 7.4 11.2 16.3 22.2 IFR IFR IFR
ANY UNDER 18 19.1 11.6 13.5 9.8 10.9 12.8 13.6 16.4 IFR 12.1 10.4 10.7 11.3 13.3 24.3 9.9 8.5 9.3
ANY UNDER 12 18.9 12.9 14.8 12.2 11.9 14.3 14.9 20.2 IFR 12.6 11.5 11.8 11.1 10.3 13.8 IFR 8.5 9.3
ANY UNDER 6 17.8 12.0 14.8 14.8 13.4 14.8 15.0 21.6 IFR 12.6 11.9 11.2 10.3 13.8 IFR 9.0 7.4 7.8
ANY UNDER 3 15.5 IFR 14.5 17.8 14.9 14.6 12.7 IFR IFR 11.4 12.5 10.7 7.9 IFR IFR IFR 6.6 5.9
ANY 6-11 21.3 12.6 14.0 10.5 8.9 13.3 14.4 20.1 IFR 12.7 10.7 11.9 12.1 13.5 IFR 9.5 9.2 9.3
ANY 12-17 21.4 11.7 12.1 7.9 5.1 10.9 13.0 15.3 IFR 12.0 7.4 10.3 12.9 14.2 IFR 9.9 13.9 13.7
HOUSEHOLD INCOME
UNDER $10,000 22.4 19.2 20.3 10.9 12.2 15.0 15.5 20.8 25.0 13.8 8.6 8.1 7.4 9.8 20.1 13.3 2.7 2.2
$10,000-$14,000 23.5 15.4 20.8 11.9 15.1 15.5 17.7 23.8 30.5 15.8 12.1 11.2 10.3 18.9 25.9 8.0 9.2 8.4
$15,000-$19,999 19.4 12.1 15.7 10.9 12.5 15.4 17.0 19.5 16.4 14.8 11.5 13.1 13.1 15.9 20.7 12.5 12.3 14.4
$20,000+ 20.4 13.8 15.2 8.6 9.4 11.1 13.3 17.1 28.2 6.3 8.0 11.6 14.8 23.7 8.6 9.2 9.2 10.3
$30,000+ 19.3 11.6 12.3 6.0 7.5 9.1 10.6 13.8 23.0 11.2 5.8 7.0 10.4 13.0 22.5 8.2 7.8 9.2
SELECTED UPPER DEMO'S
$20,000 WITH NON-ADULTS 20.3 13.8 13.1 7.5 7.8 10.5 12.3 17.2 IFR 11.4 6.7 8.8 11.9 14.8 IFR 8.6 9.2 10.3
$20,000 + HOH POM 19.4 11.6 14.6 7.7 10.2 12.1 13.4 16.0 27.3 11.3 7.8 7.9 11.1 12.8 22.9 7.0 12.3 14.2
$20,000 + HOH 1+YRS COLL 17.2 13.7 13.7 8.5 11.9 11.2 11.4 12.4 25.9 9.8 7.2 7.5 9.8 11.5 17.3 7.4 8.0 9.9
# 7 Nielsen TV Research and Analysis: Friends
WOMEN MEN

Working Women
Households
Ratings (Percent) 18+ 12-24 18-34 18-49 25-54 35-64 55+ 18+ 18-34
Total U.S. 19.6 15.1 15.4 17.2 14.8 14.9 15.1 15.7 16.6 11.9 10.3
TERRITORY
NORTHEAST 19.6 12.7 14.5 19.3 13.6 13.5 13.1 16.3 15.3 11.2 9.2
EAST CENTRAL 16.7 14.6 15.1 16.6 15.9 14.2 14.4 13.8 18.0 9.3 10.0
WEST CENTRAL 20.4 14.4 15.1 16.6 15.9 17.3 17.8 15.7 11.8 13.6 9.8
SOUTH 21.8 15.5 16.6 13.0 12.7 13.9 14.5 16.0 22.0 14.4 13.6
PACIFIC 17.8 19.1 16.1 24.1 19.4 17.1 17.7 16.2 13.0 9.7 7.4
COUNTY SIZE
A 20.1 16.6 15.5 19.5 15.1 14.3 13.0 15.5 19.0 12.3 10.1
B 20.6 14.1 15.2 21.2 13.3 15.3 16.6 17.9 14.4 11.5 7.7
C AND D 18.1 13.8 5.6 11.3 16.2 15.5 16.7 14.3 16.3 11.8 13.0
CABLE SUBSCRIBER
YES 19.5 17.6 15.8 17.9 12.2 14.4 16.9 19.1 16.2 11.2 8.4
NO 19.6 14.2 15.4 16.9 15.6 15.0 14.6 14.7 16.8 12.1 10.9
HOUSEHOLD SIZE
1 12.4 13.9 15.6 IFR 16.7 14.7 10.8 14.3 15.6 9.0 IFR
2 17.4 15.4 15.6 19.3 14.8 14.3 14.7 15.7 16.2 13.5 10.3
3+ 24.5 15.1 15.4 16.4 14.8 15.1 15.6 16.2 19.7 11.6 11.0
4+ 25.3 15.0 14.4 14.8 12.0 14.1 16.0 17.5 18.5 11.1 9.9
PRESENCE OF NON-ADULTS
NONE UNDER 18 15.9 14.0 15.0 14.4 13.4 13.0 13.3 15.0 16.4 11.1 8.5
ANY UNDER 18 25.2 6.4 16.1 18.3 15.7 16.0 16.2 17.0 IFR 12.8 12.0
ANY UNDER 12 25.7 8.5 18.2 21.7 16.6 17.8 18.4 22.1 IFR 14.3 11.9
ANY UNDER 6 21.6 20.7 19.1 21.3 19.4 19.3 19.3 18.3 IFR 13.4 22.2
ANY UNDER 3 22.1 IFR 19.0 15.8 18.7 18.1 18.4 IFR IFR 15.3 14.8
ANY 6-11 27.9 16.9 16.6 22.7 14.0 16.0 17.1 0.9 IFR 13.8 10.1
ANY 12-17 20.1 13.7 13.1 18.0 9.7 13.5 13.9 14.9 IFR 11.9 11.9
HOUSEHOLD INCOME
UNDER $10,000 15.3 11.3 15.8 15.4 12.0 14.4 15.8 17.7 16.7 11.1 5.0
$10,000-$14,000 20.0 14.0 16.2 17.2 16.7 16.2 18.4 19.9 15.9 11.4 10.6
$15,000-$19,999 20.5 20.4 16.7 19.1 18.6 17.4 16.2 15.4 15.6 17.1 16.0
20000+ 21.9 14.0 14.1 17.5 14.0 14.1 14.1 14.6 17.8 10.8 9.7
$30,000+ 21.1 13.4 12.5 17.1 11.8 11.6 12.1 12.7 14.0 9.6 8.9
SELECTED UPPER DEMO'S
$20,000 WITH NON-ADULTS 26.2 13.1 13.7 17.9 14.5 13.9 13.7 12.7 IFR 11.0 12.0
$20,000 + HOH POM 22.9 17.9 4.3 19.9 12.5 13.6 14.3 15.0 17.0 10.1 9.8
$20,000 + HOH 1+ YRS COLL 23.3 17.3 16.1 19.4 15.9 14.1 14.3 13.4 24.5 11.0 10.0
 MEN CHILDREN

Teens (12-17)

Total (2+)
18-49 25-54 35-64 55+ 6-11
11.3 11.6 12.0 14.1 15.3 9.9 13.8

9.9 10.8 11.4 14.6 15.0 9.1 13.1

9.7 10.9 8.7 7.9 14.4 10.1 11.0
11.9 15.9 7.5 14.5 15.9 13.0 17.6
13.2 11.2 11.7 18.2 11.8 8.5 13.4
9.1 9.7 11.0 12.6 23.0 10.4 14.9

11.0 10.8 11.4 17.7 13.2 12.8 18.9

11.0 1.2 13.6 14.6 22.6 6.4 8.8
12.1 12.9 11.0 10.5 11.6 9.8 12.5

9.8 10.4 14.6 13.6 19.0 8.1 11.1

11.8 11.9 11.2 14.1 14.1 10.4 14.7

7.3 7.1 IFR IFR IFR IFR IFR

12.2 10.9 12.0 15.3 IPR IFR IFR
11.6 12.3 12.1 12.5 4.8 9.2 12.6
11.5 12.2 12.1 10.0 15.2 8.9 11.9

9.7 9.0 10.3 13.8 IFR IFR IFR

12.5 13.3 13.8 17.7 15.3 9.9 13.8
13.8 14.7 17.5 IFR 20.5 9.9 13.8
12.6 12.2 16.0 IFR 21.6 5.4 8.5
14.8 15.0 IFR IFR IFR 4.8 9.3
13.8 15.6 16.9 IFR 19.4 11.6 13.8
12.1 12.8 12.2 IFR 15.3 11.8 13.5

8.9 11.4 12.1 13.0 16.9 2.8 3.8

10.0 11.3 10.1 14.8 17.2 8.6 13.5
17.5 15.6 17.9 17.1 14.6 11.3 17.5
10.0 10.5 11.0 14.2 14.8 13.1 16.6
9.4 9.5 9.4 9.8 14.9 6.2 22.6

11.1 11.4 10.3 IFR 14.7 12.9 16.5

9.8 9.3 9.9 12.6 18.8 18.8 23.6
10.6 10.8 11.3 13.0 18.7 13.1 17.7
 8-Positioning

# 8 Brand Positioning
Instructions: Insert variable data/information within red borders

Consumers were asked to rank the importance of each benefit when making a decision
to purchase a car. After rating the importance of each benefit on a scale of 1 to 7 (7 is the
most important), the results are as follows:

Note: Due to internal formula rounding, totals are not always accurate.

Table 1
Rating (Calculated)
Benefits 1 2 3 4 5 6 7 Total
Fuel efficiency 25 35 40 615
Styling and design 15 15 10 35 15 10 450
Low maintenance 5 15 15 20 20 25 510
Low cost of parts 10 10 15 15 15 20 15 435
Good reputation 10 15 15 10 15 20 15 425
$2,435
Note: The total numbers to the right are obtained by multiplying
each benefit rating times the number of responses for that rating.

When asked to rate each car on each benefit, on a scale of 1 to 7 where 7 is the highest
rating, consumers gave the following, as shown in Table 2 (below).

Table 2
Average Ratings for Each Brand on Each Benefit

Toyota VW Chevy BMW Infiniti

Benefits Tercel Jetta Camaro 525 Q45
Fuel efficiency 7 4 4 3 5
Styling & design 4 1 1 5 7
Low maintenance 7 1 3 6.7 5
Low cost of parts 7 1 4 2 3
Good reputation 5 2 1 6.5 7

Multiply the importance rating by the average rating for each car to derive the
relative perceptions for each car as shown in Table 3.

Table 3
(all Calculated)
Toyota VW Chevy BMW Infiniti
Benefits Tercel Jetta Camaro 525 Q45
Fuel efficiency 1.77 1.01 1.01 0.76 1.26
Styling & design 0.74 0.18 0.18 0.92 1.29
Low maintenance 1.47 0.21 0.63 1.40 1.05
Low cost of parts 1.25 0.18 0.71 0.36 0.54
Good reputation 0.87 0.35 0.17 1.13 1.22

Page 30
 8-Positioning

Plot the profiles of these vehicles using a semantic differential display.

Discuss the semantic differential information as it pertains to each vehicle.

Position the vehicles in a 2-dimensional space where:

Fuel efficiency
Low maintenance form a dimension called "Economy"
Low cost of parts
and
Styling & design form a dimension called "Image"
Good reputation

Table 4 (all calculated)

Toyota VW Chevy BMW Infiniti
Benefits Tercel Golf Camaro 525 Q45
Fuel efficiency 1.77 1.01 1.01 0.76 1.26
Low maintenance I 1.47 0.21 0.63 1.40 1.05
Low cost of parts 1.25 0.18 0.71 0.36 0.54
Total 4.48 1.40 2.35 2.52 2.85

Dimension I - Economy 1.49 0.47 0.78 0.84 0.95

(Total / 3)

Styling & design 0.74 0.18 0.18 0.92 1.29

Good reputation 0.87 0.35 0.17 1.13 1.22
Total 1.61 0.53 0.36 2.06 2.51

Dimension II - Image 0.54 0.18 0.12 0.69 0.84

( Total / 2) ::

IMAGE MAP (Plot Vehicle Positions)

High Image

Low Economy High Economy

. Low Image
Questions for Discussion:
How could a given manufacturer reposition its car?
What are some of the issues to stress?
What should the company ignore or play down?

Page 31
 8-Positioning

(Calculated)
Percent
25.3%
18.5%
20.9%
17.9%
17.5%
100.0%

Page 32
8-Positioning

Page 33
 9-Payout Plng

# 9 New Product Planning

Instructions: Insert variable data/information within red borders
Price/Cost
Input 1 2

1. Size of total market (in cases) Input 8,000,000 8,800,000

2. Average market share for new brand Input 10% 12%
3. Year-end total share Input 15% 20%
4. Cases bought by pipeline Input 400000 200000
5. Cases bought at consumer level Calculated 800,000 1,056,000
6. Total shipments from factory Calculated 1,200,000 1,256,000
7. Factory sales (based on input price) $10.00 $12,000,000 $12,560,000
8. Less cost per case (input) $5.00 $6,000,000 $6,280,000
9. Dollars available for promotion and advertising Calculated $6,000,000 $6,280,000
10. Reallocation of dollars Input 11,000,000 6,600,000
11. Percent of total dollar Calculated 50.8% 30.5%
12. Allocation of dollars: To advertising (%) 85.00% $9,350,000 $5,610,000
To sales promotion (%) 15.00% $1,650,000 $990,000
13. Profit (or Loss) Calculated ($5,000,000) ($320,000)
14. Cumulative investment Calculated ($5,000,000) ($5,320,000)

Page 34
 9-Payout Plng

Price/Cost
3 Totals

8,880,000
20%
25%
100000
1,776,000
1,876,000
$18,760,000
$9,380,000
$9,380,000 $21,660,000
4,400,000
20.3% 101.6%
$3,740,000 $18,700,000
$660,000 $3,300,000
$4,980,000
($340,000)

Page 35
 10-BEP

# 10 Breakeven Analysis

Instructions: Insert variable data/information within red borders

Input
Unit Revenue $5.00
Unit Variable Expenses $3.00
Unit Contribution Margin $2.00

Problem 1:
Calculate the break-even point (a) in dollars; and (b) in units,
for the product / brand: Use data shown below:

(1) (2) (3) (4) (5) (6) (7)

Volume Volume Profit/loss
in in Variable Contrib. Fixed Total and
Units Dollars Expenses Margin Costs Costs Breakeven
(Input) Calc. (Input) Calc. (Input) Calc. Calc.
5,000 $25,000 $15,000 $10,000 $40,000 $55,000 ($30,000)
10,000 $50,000 $30,000 $20,000 $40,000 $70,000 ($20,000)
15,000 $75,000 $45,000 $30,000 $40,000 $85,000 ($10,000)
20,000 $100,000 $60,000 $40,000 $40,000 $100,000 $0
25,000 $125,000 $75,000 $50,000 $40,000 $115,000 $10,000
30,000 $150,000 $90,000 $60,000 $40,000 $130,000 $20,000
35,000 $175,000 $105,000 $70,000 $40,000 $145,000 $30,000

Problem 2:
Using the data from question 1, construct a table showing losses,
break-even points, and profits at various price and volume levels.

(1) (2) (3) (4) (5) (6) (7)

Volume Volume Profit/loss
in in Variable Contrib. Fixed Total and
Units Dollars Expenses Margin Costs Costs Breakeven
(Carry) (Calc.) (Carry) Calc. (Input) (Calc.) (Calc.)
5,000 $25,000 $15,000 $10,000 $40,000 $55,000 ($30,000)
10,000 $50,000 $30,000 $20,000 $40,000 $70,000 ($20,000)
15,000 $75,000 $45,000 $30,000 $40,000 $85,000 ($10,000)
20,000 $100,000 $60,000 $40,000 $40,000 $100,000 $0
25,000 $125,000 $75,000 $50,000 $40,000 $115,000 $10,000
30,000 $150,000 $90,000 $60,000 $40,000 $130,000 $20,000
35,000 $175,000 $105,000 $70,000 $40,000 $145,000 $30,000

Problem 3:
Using the profit-volume ratio, calculate the dollar volume of business needed
to attain a specified profit, using the data shown below as a guide.

Page 36
 10-BEP

Specified Profits (input) $200,000

All Calculated
$ Volume
needed to
Unit Unit Profit- attain
Selling Variable Contribution Volume Specified
Price Cost Margin ratio Fixed cost Profit
Original price $5.00 $3 $2.00 0.4000 $40,000 $600,000
10% increase $5.50 $3 $2.50 0.4545 $40,000 $528,000
10% decrease $4.50 $3 $1.50 0.3333 $40,000 $720,000

Page 37
# 11 Pricing Analysis

Instructions: Insert variable data/information within red borders

Table 1 - Calculating gross profit and contribution margin

[based on income statement information]

Direct Absorption
Costing Costing
Sales revenue $800,000 $800,000
Variable manufacturing costs 550,000 550,000
Add: Fixed manufacturing costs - 100,000
Total costs of goods produced 550,000 650,000
Less inventory at year's end:
Variable cost -100,000
Fixed and variable cost - -115,000
Cost of goods sold $450,000 $535,000
CONTRIBUTION MARGIN $350,000 -
GROSS PROFIT - $265,000
Variable selling and adm. exp. 60,000 60,000
FINAL CONTRIBUTION MARGIN $290,000 -
Fixed manufacturing costs $130,000 -
Capacity variance* - $40,000
Fixed selling & Adm. exp. $60,000 $60,000
Total $190,000 $160,000
Net income before taxes $100,000 $105,000

Table 2 - Price Comparisons for Absorption and Direct Costing

Possible Prices
$4.00 $3.80 $3.60 $3.40
ABSORPTION COSTING
Estimated unit sales 10,000 12,000 16,000 20,000
Estimated dollar sales $40,000 $45,600 $57,600 $68,000
Mfg. cost [per unit]
$3.40
(includes fixed cost) $34,000 $40,800 $54,400 $68,000
Gross profit in dollars $6,000 $4,800 $3,200 $0
Gross profit percent 15.0% 10.5% 5.6% 0.0%
DIRECT COSTING
Estimated unit sales 10,000 12,000 16,000 20,000
Estimated dollar sales $40,000 $45,600 $57,600 $68,000
Variable costs [per unit]
$2.70
(no fixed costs) $27,000 $32,400 $43,200 $54,000
Variable selling cost @% of sales
2% 800 912 1,152 1,360
Total Direct Cost $27,800 $33,312 $44,352 $55,360
Marginal contribution $ 12,200 12,288 13,248 12,640
Marginal contribution % 30.5% 26.9% 23.0% 18.6%

Table 3 - Fast Comparison - Absorption Costing versus Direct Costing

Absorption Direct
Costing Costing
Cost of materials $2,891 $2,891
Labor costs 1,479 725
Estimated maintenance costs 430 430
Total cost $4,800 $4,046
Plus 10 percent markup 480
Competitive selling price 4,400
Target selling price $5,280
Potential contribution $354
Additional Information - Consumer Spending Trends

Table 1. SPENDING TRENDS

Average annual spending of households by product and service category, based on
percent change, 1990-2000, in 2000 dollars

Category 2000 1990 1990-2000

Average annual spending $34,819 $34,493 0.90%
Food 4,801 5,177 -7.3
Food at home 2,880 2,966 -2.9
Food away from home 1,921 2,211 -13.1
Alcoholic Beverages 309 408 -24.3
Housing 11,272 10,694 5.4
Shelter 6,344 5,869 8.1
Utilities, fuels, public services 2,412 2,361 2.2
Household services 548 524 4.5
Housekeeping supplies 455 482 -5.6
Household furnishings and equipment 1,512 1,458 3.7
Apparel and Services 1,729 2,043 -15.4
Men, 16 and over 323 417 -22.5
Boys, 2 to 15 84 93 -9.9
Women, 16 and over 574 721 -20.3
Girls, 2 to 15 106 114 -7.4
Children under 2 77 82 -6
Footwear 315 260 21.2
Transportation 6,457 6,499 -0.6
Cars and trucks, new 1,229 1,615 -23.9
Cars and trucks, used 1,464 1,215 20.5
Vehicle rental, leases, licenses, other 501 226 121.6
Public transportation 393 386 1.9
Health Care 1,841 1,604 14.8
Health insurance 881 554 59.1
Medical services 531 660 -19.5
Drugs 320 287 11.6
Medical supplies 108 103 4.7
Entertainment 1,813 1,686 7.6
Fees and admissions 471 456 3.2
Television, radios, sound equipment 577 535 7.8
Pets, toys, playground equipment 327 308 6.2
Other entertainment products and ser 439 386 13.8
Personal Care Products & Services 528 466 13.2
Reading 164 201 -18.3
Education 571 476 19.9
Tobacco Products and Supplies 264 328 -19.5
Miscellaneous 847 794 6.7
Cash contributions 1,001 1,047 -4.4
Personal insurance and pensions 3,223 3,073 4.9
Life and other personal insurance 379 415 -8.8
Pensions and Social Security 2,844 2,658 7
Table 2. AVG HH SPENDING, TOTAL
Percent change in average annual speSpending Pattern
indexed average annual spending, 1990 and 2000
Spending Trend
Category % change 2000 1990
Total households 0.9 100 100
Under age 25 -9.1 53 59
Aged 25-34 2.2 100 99
Aged 35-44 -9.1 116 129
Aged 45-54 1 130 130
Aged 55-64 -1 103 105
Aged 65-74 4.1 80 77
Aged 75+ 17.4 58 50

Table 3. AVG HH SPENDING, WOMEN'S APPAREL

Percent change in average annual speSpending Pattern
indexed average annual spending, 1990 and 2000
Spending Trend
Category % change 2000 1990

Total households -20.3 100 100

Under age 25 -2.5 76 62
Aged 25-34 -4.8 101 85
Aged 35-44 -32.4 101 119
Aged 45-54 -31.2 125 145
Aged 55-64 -26.7 110 120
Aged 65-74 -16.8 91 87
Aged 75+ 8.7 66 49

Table 4. AVG HH SPENDING, ENTERTAINMENT

Percent change in average annual speSpending Pattern
indexed average annual spending, 1990 and 2000
Spending Trend
Category % change 2000 1990
Total households 7.6 100 100
Under age 25 -0.1 58 62
Aged 25-34 1.5 103 109
Aged 35-44 -10.4 117 141
Aged 45-54 16.4 133 123
Aged 55-64 18.3 105 95
Aged 65-74 5.4 72 73
Aged 75+ 97.9 47 26

Table 5. AVG HH SPENDING, FOOD AWAY FROM HOME

Spending Trend
Percent change in average annual speSpending Pattern
indexed average annual spending, 1990 and 2000

Category % change 2000 1990

Total households -13.1 100 100
Under age 25 -22.3 66 74
Aged 25-34 -15.1 99 101
Aged 35-44 -23.1 119 134
Aged 45-54 -8.4 135 128
Aged 55-64 -12.7 101 101
Aged 65-74 -3.4 76 69
Aged 75+ 0.3 45 39

Table 6. AVG HH SPENDING, HEALTH CARE

Spending Trend
Percent change in average annual speSpending Pattern
indexed average annual spending, 1990 and 2000

Category % change 2000 1990

Total households 14.8 100 100
Under age 25 -11 23 30
Aged 25-34 14.2 67 67
Aged 35-44 4.7 87 96
Aged 45-54 9.7 106 111
Aged 55-64 11.9 119 122
Aged 65-74 21.6 158 149
Aged 75+ 24.1 152 141

Table 7. AVG HH SPENDING, FURNITURE

Spending Trend
Percent change in average annual speSpending Pattern
indexed average annual spending, 1990 and 2000

Category % change 2000 1990

Total households -13 100 100
Under age 25 4.5 66 55
Aged 25-34 1.3 123 105
Aged 35-44 -34.4 111 147
Aged 45-54 -8.4 133 126
Aged 55-64 -17.8 101 107
Aged 65-74 -5.6 69 64
Aged 75+ 12.1 25 19

Table 8. AVG HH SPENDING, COMPUTERS

Average annual and indexed spending of households on computer products
and services for nonbusiness use, by age of householder, 2000

Category Total Less Than 25 25-34 35-44 45-54 55-64 65-74 75+
AVERAGE SPENDING ON
COMPUTER PRODUCTS AND SERV 211 127 206 252 340 218 116 32
Computer information services 21 10 28 25 32 17 7 2
Computer hardware and accessories 163 104 150 191 267 177 94 24
Computer software and accessories 25 11 27 34 38 21 11 3
Repair of computer systems 2 2 1 2 3 3 4 3
INDEXED SPENDING ON
COMPUTER PRODUCTS AND SERV 100 60 98 119 161 103 55 15
Computer information services 100 48 133 119 152 81 33 10
Computer hardware and accessories 100 64 92 117 164 109 58 15
Computer software and accessories 0 44 108 136 152 84 44 12
Repair of computer systems 100 100 50 100 150 150 200 150

Table 9. AVG HH SPENDING, TRAVEL

Average annual and indexed spending of households on computer products
and services for nonbusiness use, by age of householder, 2000

Category total less than 25 25-34 35-44 45-54 55-64 65-74 75+
AVERAGE SPENDING ON TRAVEL 1,259 590 1,022 1,230 1,801 1,706 1,287 664
Food and alcohol on trips 308 183 266 305 429 401 304 146
Lodging 359 92 204 344 563 533 419 226
Transportation 456 245 427 429 616 610 448 245
Entertainment 136 70 125 151 192 162 116 47
INDEXED SPENDING ON TRAVEL 100 47 81 98 143 136 102 53
Food and alcohol on trips 100 59 86 99 139 130 99 47
Lodging 100 26 57 96 157 148 117 63
Transportation 100 54 94 94 135 134 98 54
Entertainment 100 51 92 111 142 120 85 35