Tim Tam Media Plan

US Launch
April 02, 2013
Media Strategy and Planning

Bobby Vasquez
Ashley Malan
Jessica Madsen
Kyle Wismer
Kami Clark
Dan Sisco
Table of Contents

Executive Summary........................................... 3
Situation Analysis ............................................. 4
SWOT Analysis ................................................. 5
Marketing Goals ................................................ 6
Media Objectives ............................................... 6
Target Audience ................................................. 7
Media Strategy ................................................... 8
Media Execution ............................................... 10
Creative .............................................................. 11
Budget ................................................................ 12
Conclusion ........................................................ 15
Team Bios .......................................................... 16
Appendix ........................................................... 18
Executive Summary
Pepperidge Farm is preparing to launch a new brand of cookie called Tim Tams.
The cookie has already enjoyed overwhelming success in Australia, and Pepperidge Farm
hopes to replicate that success here in the United States and use the excitement of a new
brand to increase sales of all cookies by 12%.

Consumers over the age of 45 are more likely to purchase Pepperidge Farm
cookies like Milanos and Genevas, but younger adults tend to buy more “exciting” cookies
like Oreos. Targeting our advertising to younger adults ages 18-34 with the U.S. launch of
Tim Tams will help position Pepperidge Farm as a cookie for the younger generation and
increase sales of all Pepperidge Farm cookies across the board.

While traditional media like television and newspaper will be heavily utilized to
promote Tim Tams, the campaign will also involve less traditional forms of advertising
via social media channels like Facebook, Twitter and Pinterest and some celebrity
promotions.

The campaign will be mostly national, though we will target the 10 most populated
college towns in America with some spot buys to help reach the primary target audience.

The total cost of the campaign will be $13,333,200.

3
Situation Analysis
Although Tim Tams are Australia’s favorite cookie and have been for a while, they
are relatively new to the United States. Now that Tim Tams have been adopted by Pep-
peridge Farm, there is potential to develop a loyal and vast following in the United States.
Historical Perspective
Historically, Pepperidge Farm has re-created successful cookies from around the
world and sold them in the United States. The company was founded in 1937 when Mar-
garet Rudkin bought the rights to produce and sell a European cookie she later named the
Milano. Since then the company has produced a wide variety of cookies as well as frozen
pastry items and snack crackers. In 1961 Rudkin sold the business to Campbell Soup
Company. Campbell continues to nurture the brand.
Pepperidge Farms launch of the Tim Tam is another re-creation of an international
cookie being marketed in the United States. The cookie sales will help boost the perfor-
mance for Pepperidge Farm in the baking and snacking industry. b.
Competitive Analysis
Pepperidge Farm is a well-known brand and does well in the market considering
giants like Oreo and Keebler. Mondelez Intl, Inc., which makes Oreos and Chips Ahoy,
is the most dominant competitor, spending an average of over $65.8 million per year on
advertising. Kellogg Co., which makes Keebler cookies, spends $19.7 million. Currently
Pepperidge Farm spends $15.2 million. Our budget for 2014 will remain in this range,
though the addition of end caps will add an extra $4 million to the total.
Mondelez currently holds the highest share of voice at 60% and Kellogg comes in
second at 18%. Cambell’s holds 14% SOV.
Despite the smaller SOV, our creative problem solving and innovative methods of
guerrilla advertising will position Pepperidge Farm to claim a portion of cookie sales from
Mondelez by the end of the fiscal year.
SWOT Analysis
Strengths
• Tim Tams are much different than other cookies sold in the United States in their shape
and portion size.
• Pepperidge Farm cookies have a large and loyal following that will transfer well to Tim
Tams.
• It is Australia’s favorite cookie.
Weaknesses
• In the United States Tim Tams are not well known. If given a choice, most Americans are
more likely to choose a more popular cookie, such as Oreos.
• Since Tim Tams are imported into the United States, the price of the cookie is higher
than competing cookie brands.
Opportunities
• Tim Tams have a great opportunity with the younger demographics, especially college
students ages 18-23. College students are the heaviest consumers of enrobed cookies.
• Tim Tams complement hot drinks like coffee and hot chocolate. Australians have been
eating Tim Tams with with their coffee for ages, a tradition which could continue well into
the United States.
Threats
• Cooke brands such as Oreo and Chips Ahoy dominate the packaged cookie market and
have been around longer. Therefore they have a larger, more loyal following.
• The law of supply and demand is a threat to the success of Tim Tams as other cookie
companies that produce larger quantities are able to charge less.
5
Marketing Goals
1. Increase cookies sales by 12%. Although the entire cookie category is not expected to
grow more than 3% next year.
2. Achieve $18 million in Tim Tam sales. Pepperidge Farm cookie sales reached $187.4
million last year, with Milanos taking the majority at $92.1 million and the remaining
products generating the rest at $95.3 million. Tim Tams will make up 10% of Pepperidge
Farm cookie sales, a realistic expectation given the allotted budget.
3. Take 9% from competitor’s market share, the majority of which will likely come from
Oreo.
Media Objectives
Using the Ostrow Model (see Appendix), the campaign reach, frequency and GRP
goals were determined. Because Tim Tam cookies are a new, relatively unheard of brand
with a small share of the market the frequency goal was 2.5. The campaign target reach
has been set at 60, giving us a monthly GRP goal of an even 150.
Because our media strategy varies by month, many months will have stronger
showings than others. Therefore, these goals are merely averages.
To reach our target audience, we’ve researched the media that college students are
most likely to use. The media that our target audience most consumes throughout the day
is Prime network and cable television, as well as the Internet. Our secondary audience are
heavy consumers of newspaper. With these media we will work to obtain a high number
of GRPs. To reach our market we will place ads nationally, as well as focus on some spot
markets.
Our goals for reach and frequency fluctuate throughout the year sales as cookie
sales increase or decrease. The peak months for sales are February, September and Decem-
ber. We will invest heavily in these months and we hope to obtain reaches of 78.7.0, 84.3
and 83.4, respectively, as well as frequencies of 2.8, 3.5 and 3.6. These are the peak months
and they will account for roughly two thirds of our expenditures on ads.
Not included in our projections or flow chart are the grocery store end caps and social
media efforts. Though the flow chart does not project these goals being met, we are confi-
dent that with the additional use of social media and end caps, these reach and frequency
goals are easily attainable.
Target Audience
Primary:
Pepperidge Farm is an established cookie brand that shares about 2.2% of all
packaged bakery purchases in the United States. Pepperidge Farm sells its products in a
market composed mainly of women ages 35 and older, however the established consumers
of Pepperidge Farm cookies are women ages 45 and older. To help Pepperidge Farm
increase their market share we will introduce Tim Tams to the younger generation.
Our target audience is adults ages 18-34 of all ethnicities. These adults have just
graduated high school and have recently entered the workforce, have started college or
have young children. They are beginning to shop for groceries on their own and will
likely begin to develop brand loyalty. Tim Tam will draw in the younger demographic and
increase Pepperidge Farm’s market share.
According to MFP’s Pepperidge Farm Case Study, the index numbers for
Pepperidge Farm are as follows: Women purchase more cookies than men with an index
number of 113 compared to men at 72; Adults ages 45-54 have an index of 125 while
adults ages 18-24 have a significantly lower index of 95; college graduates are the biggest
consumers of cookies with an index of 137 compared to people with some college at 97.
It appears that the older population are the highest consumers of Pepperidge Farm
cookies, but mothers are the biggest consumers of packaged cookies and young adults are
the biggest consumers of enrobed cookies overall. Index numbers for enrobed cookies, the
main Tim Tam market, resemble overall packaged cookies. Again, women purchase the
most enrobed cookies with an index of 109 while men have an index number of 90. The
index number for adults ages 18-24 is 157 and adults ages 25-34 is 128. Different from the
education levels of Pepperidge Farm consumers, enrobed cookie consumers have a higher
index number for those with “some college” (110) than “graduates of college” (93). This
means that Tim Tams have a much better probability than other Pepperidge Farm cookies
to be purchased by college age adults and young mothers.
Media Habits:
The media habits of adults ages 18-34 is as follows. They are heavy internet and
magazine users. They watch an average amount of TV, but they are a little below average
for Primetime TV.
Secondary:
The secondary audience is women ages 45 and older. This demographic is the
established consumers of Pepperidge Farm Cookies and we want to utilize their loyalty to
Pepperidge Farm by offering another quality product they will love.
Media Habits:
The media habits of the secondary audience are as follows. They are heavy
newspaper and internet consumers. They listen to the radio slightly more than others.
7
 Media Strategy
Flowchart 3/31/13 2:16 AM To promote the launch of the Pepperidge Farm Tim Tams we will utilize a flight-
ing strategy, beginning in January, 2014. Most of the campaign will be national, though we
Flowchart
will focus on 10 specific spot markets where a large portion of college students live. These
Student: Dan Sisco spot markets make up 15% of the national population.
Professor: Jeff Hochstrasser
Because our target audience is adults 18-34 we will focus primarily on national
Semester: Winter 2013
Flowchart television, newspapers and Internet advertising.
Default Flowchart Title
Default Flowchart SubTitle
In February, leading up to and surrounding Valentine’s Day we will explode the
Target Demo: All Adults ages 18-34 campaign on national television, newspapers and across the Internet and then return to
Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Across
normal levels in March and into the summer.
Net TV-Daytime 5 5 3 GRPS: 13
$(000) 194.7 194.7 116.8 COST: 506.3 We will ramp up again in September as children are preparing to return to school
Net TV-Early News 2 2 GRPS: 4 and in December we will have our biggest ad blitz of the year leading up to Christmas.
$(000) 61.6 61.6 COST: 123.2

Net TV-Prime 5 5 4 GRPS: 14

The following chart shows the frequency of Google searches containing keywords “Choco-
$(000) 230.0 230.0 184.0 COST: 643.9 late” and “Cookies.” Notice especially the spikes in February surrounding Valentine’s Day
Net TV-L Nite/L News
$(000)
10
203.9
2
40.8
2
40.8
2
40.8
7
142.8
5
102.0
5
102.0
20
407.9
GRPS:
COST: 1080.9
53
and December leading up to Christmas.
Net Cable-Prime 25 2 2 10 5 GRPS: 44
$(000) 713.3 57.1 57.1 285.3 142.7 COST: 1255.4

Net Cable-L Fringe 25 3 2 2 10 10 GRPS: 52

$(000) 264.1 31.7 21.1 21.1 105.7 105.7 COST: 549.4

National Newspapers 2 2 2 GRPS: 6

$(000) 169.0 169.0 169.0 COST: 507.0

Internet-Keyword/Search 10 10 10 GRPS: 30
$(000) 236.5 236.5 236.5 COST: 709.5

Spot TV-Daytime 25 50 25 15 35 5 15 30 75 35 30 100 GRPS: 440

$(000) 116.4 232.8 116.4 69.9 163.0 23.3 69.9 139.7 349.3 163.0 139.7 465.7 COST: 2049.1

Spot TV-Early Fringe/News 5 GRPS: 5

$(000) 23.8 COST: 23.8

Spot TV-Prime 15 35 10 10 5 15 10 75 15 25 50 GRPS: 265

$(000) 179.3 418.4 119.5 119.5 59.8 179.3 119.5 896.5 179.3 298.8 597.6 COST: 3167.5

Spot TV-Late Fringe/News 50 50 20 25 15 5 10 10 100 30 50 100 GRPS: 465

$(000) 225.5 225.5 90.2 112.8 67.7 22.6 45.1 45.1 451.0 135.3 225.5 451.0 COST: 2097.2 Mendelez International, Inc., the company that manufactures Oreos, dominates
National Only Area
GRPS 2 81 4 2 5 1 3 2 49 5 5 54 GRPS: 215
the sphere of television advertising. Because they’re essentially the only company that
$(000) 61.6 2011.6 97.9 61.6 88.8 21.1 61.9 40.8 1363.9 102.0 102.0 1362.5 Cost: 5375.6 advertises on television nationally (with the exception of Kellogg and Suncore, each taking
Reach 1.9 47.3 3.9 1.9 4.7 1.9 3.8 2.0 35.5 4.6 4.6 36.7
Avg. Freq. 1.0 1.7 1.0 1.0 1.1 1.0 1.0 1.0 1.4 1.1 1.1 1.5 less than 10% of the SOV), it should be relatively easy to achieve a substantial share of our
Spot Only Area
GRPS 90 135 54 50 54 14 39 49 250 80 105 250 GRPS: 1,175
own, given our substantive ad budget.
$(000) 521.2 876.7 326.2 302.1 290.4 69.6 294.3 304.3 1696.8 477.6 664.0 1514.3 Cost: 7337.6 No significant company utilizes newspapers as a form of advertising, which is why
Reach 50.3 62.3 37.2 35.5 35.1 13.7 30.7 33.8 77.8 47.0 55.5 76.1
in the heavy months (February, September and December) we’ve chosen to advertise in
Avg. Freq. 1.8 2.2 1.5 1.4 1.6 1.1 1.3 1.5 3.2 1.7 1.9 3.3
Plan Total
several national newspapers; doing so will give us the dominant voice in the market at
GRPS 92 216 58 52 59 16 43 51 299 85 110 304 GRPS: 1,391 over 98% SOV and a unique audience that likely hasn’t already been exposed to our or our
$(000) 582.8 2888.3 424.0 363.7 379.2 90.8 356.2 345.1 3060.7 579.6 766.0 2876.9 Cost: 12713.2
Reach 51.2 78.7 39.6 36.7 38.1 15.3 33.3 35.1 84.3 49.3 57.4 83.4 competitor’s message.
Avg. Freq. 1.8 2.8 1.5 1.4 1.6 1.1 1.3 1.5 3.5 1.7 1.9 3.6
Magazines were not chosen because the cost of advertising is too high and the
© Deer Creek Software, Provo, UT
amount of money required to gain a worthwhile SOV is outside of our budgetary restric-
tions. Outdoor will not be used because it is not necessary for this campaign.
The entire year plan will cost us just over $13 million, with the additional $500,000
for end caps.
For less traditional forms of advertising, we’ve also chosen to pay a number of
carefully selected celebrities to tweet about Tim Tams. This will help us reach a large por-
tion of our target audience, as well as provide a unique angle that many of them won’t have
been exposed to before. Most celebrities charge between $8-15,000 per tweet, but they can
reach millions of users online.

9
Media Execution
Television: We will focus TV advertisements on national and spot markets. We will nar-
rowcast our media buys based on the following specific television shows in order to most
effectively reach our target audience:
My Name is Earl (TBS) - Daytime
Vampire Diaries (CW) - Prime
The Simpsons (FOX) - Prime
Family Guy (FOX) - Late Fringe/News
Cake Boss (TLC) - Late Fringe/News
Saturday Night Live (NBC) - Late Fringe
Newspaper: We will focus solely on national markets.
National Newspapers: New York Times (daily), Wall Street Journal, USA Today
(Non-Traditional Efforts)
Facebook: There only seems to be activity on the Facebook page during the months that
Tim Tams are available in the states. We cannot let those months that Tim Tams are not
available go to waste. Being active and promoting the product all year can have consum-
ers and fans excited for the arrival of the product. Contests and promotions can be added
onto the page.
Twitter: Tim Tam will hire celebrities to endorse their product on Twitter. For less than
$15,000 per tweet we can reach a very large audience. The first step will be creating a
hashtag such as #timtamslam or #timtamming. To go along with that, we will pay carefully
selected celebrities to post tweets about Tim Tams as explained in the media execution.
Potential Twitter Celebrities:
• P. Diddy ($15,000 per tweet) - 9.1 million followers
• Snoop Lion ($8,000 per tweet) - 10.6 million followers
• Lindsay Lohan ($3,500 per tweet) - 5.7 million followers
• Kim Kardashian ($8,000 per tweet) - 17.5 million followers
If we buy 10 Twitter endorsements from various celebrities, it will cost us roughly $86,000
and have the potential to make an average of 107,000,000 impressions.
Slam that Tim Tam with the NBA: Along with the tagline, “Slam that Tim Tam”, we will
do a creative marketing campaign with an NBA superstar such as Lebron James, Blake
Griffin, or Kevin Durant. These players are very successful in their fields and are loved by
the fans. This will be a great tool in bringing the younger age group and the sports lover
towards the Tim Tam product. This could blossom into a partnership with the NBA in the
future.
Because we are focus additional GRPs on three different colleges in Florida, we will focus
our commercials with LeBron James on these areas especially as he plays for the Miami
Heat and will likely have a larger impact there than the other players mentioned.
Cross Promotion: You are going to need a hot drink before you start slamming your Tim
Tam because when slamming a Tim Tam you bite both ends of the cookie and use it as a
straw for your beverage which then turns into something very delicious. But before it gets
too messy you slam the Tim Tam in your mouth and get a wonderful feeling. Since the hot
drink is so essential, we will cross promote with a hot chocolate and coffee brand such as
Starbucks.
We also recommend approaching Starbucks about sharing the end caps at the various
grocery stores we’ve chosen to purchase. This will cut our end cap cost from $4 million to
$2 million while still potentially increasing sales 3-5%.
Pinterest: With an audience composed mostly of women, the Tim Tam will likely have
a large following on Pinterest. This is a free way for the product to gain recognition and
popularity. With all the ideas for recipes and creative ways to consume treats on Pinterest,
the Tim Tam has an opportunity to thrive in this relatively new social media sphere.
Spot Markets:
Arizona State University (Tempe, AZ) University of Minnesota (Minneapolis, MN)
University of Central Florida (Orlando, FL) Florida International (Miami, FL)
Ohio State (Columbus, OH) University of Florida (Gainsville, FL)
Texas A&M (College Station, TX) Michigan State (Detroit)
University of TX (Austin, TX) University of California, Los Angeles
Creative
Tagline: Slam That Tim Tam!
Suggested Positioning: A new way to enjoy your favorite hot drink with your favorite
cookie. No other cookie can do the Tim Tam Slam!
Motivation to Buy: Not only is the Tim Tam a one of a kind cookie, but it also brings
people together. Great to have at socials especially during Christmas time and a great
snack to have when spending time with family andfriends.
Purpose of Advertising: Help people feel part of a great movement. Tim Tams will
revolutionize the cookie aisle and become a staple at holiday gatherings and other times of
the year mentioned previously: Valentine’s Day, Back to School and Christmas.
Suggested Approach: The majority of the marketing and promoting will be aimed at
college students and the younger generation, especially those who are willing to try new
things and have fun. Social media will be a driving force in our marketing campaign.
11
 National vs. Spot
Budget
Spot Market Allocation
It is necessary to allocate our budget in a strategic manner that will assist us
in achieving our goals. As has been stated previously, we will spend the majority of
our advertising budget in the months of February, September and December. Our
expenditures for the campaign will total $13,333,200, with $8,825,900 in the peak months.
Our national campaign will receive $5,375,600 of our total advertising budget. We
feel this is necessary as we will reach the largest amount of people via national ads. The
largest recipients of our cash flow will be Network Late Night/News and Cable Prime.
This medium is the best way for our target audience to consume our ads. We will invest
funds into other mediums such as Network TV Daytime and Network Early News, but the
majority will be in Cable Prime and Network Late Night/News.
We’ve listed previously that we will focus on 10 specific spot markets. The
allocation of our budget will be based on the population of our total target market in
comparison to the other nine. The larger the market, the more of the budget it will receive.
Pepperidge Farm has asked that we reserve $4 million to spend on end cap
advertising in grocery stores across the country, but because the promotion includes every National Budget Allocation
brand of Pepperidge Farm cookie we feel this expense should be shared across the board.
Therefore, this should only cost Tim Tam $500,000 instead of the original $4 million.

Monthly Budget Allocation

Spot Campaign

13
 Conclusion
Pepperidge Farm has a tremendous opportunity to take advantage of the launch
of Tim Tams in the United States in order to boost sales of their cookies all around. By
implementing the strategies outlined in this book, Pepperidge Farm is extremely likely to
achieve their stated goals and objectives for the coming year. There is no reason Tim Tams
can’t compete with the likes of Oreo and Keebler cookies, while still spending less than
either of them.
Our plan has been meticulously crafted in order to help Pepperidge Farm achieve
their desired results and help them forge ahead into the future as a leader in the packaged
cookie industry. Through both traditional and non-traditional forms of media, this plan
will help Tim Tams become a family favorit--no one in America will be able to resist doing
The Tim Tam Slam!

15
 Team Biographies
Name: Ashley Malan Name: Bobby Vasquez
Major: Communication with an emphasis in Public Major: Communication with an emphasis in Public Relations
Relations and minor in Business Management
Year in School: Senior Year in School: Senior
Contribution to Campaign: Researching the Contribution to Campaign: The creative and non-traditional
target audiences and writing about them. Also efforts of the campaign. Also helped with the presentation-
helped research and write the media execution of team.
thecampaign.

Name: Kami Clark

Major: Communications with an emphasis in Public Rela-
tions. Name: Jessica Madsen
Year in School: Senior Major: Communication with emphasis in Public Relations
Contribution to Campaign: The situation analysis and the Year in School: Senior
media execution. Contribution to Campaign: The marketing goals, appendix,
and the PowerPoint/presentation.

Name: Dan Sisco Name: Kyle Wismer

Major: Communication with an emphasis in Public Major: Business Management with an emphasis in Finance and
Relations minor in Accounting
Year in School: Senior Year in School: Senior
Contribution to Campaign: The executive summary Contribution to Campaign: The creation of the media objectives,
and contributed to the development of the Media budget, and contributed to the MediaStrategy.
Strategy. Book design and compilation of contents.
Final editorial review.

17
Year At a Glance Appendix 3/31/13 2:16 AM Ostrow Model
Year At a Glance Market Factors
Student: Dan Sisco
Established brand -.2 -.1 +.1 +.2 New brand
High brand share -.2 -.1 +.1 +.2 Low brand share
Professor: Jeff Hochstrasser
High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty
Semester: Winter 2013
Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle
Year at a Glance (2014) Less frequent usage -.2 -.1 +.1 +.2 Frequency usage
Reach Avg Freq GRPS $(000) Low share of voice -.2 -.1 +.1 +.2 High share of voice
Goal Est Goal Est Goal Est Balance Goal Est Balance Target other group -.2 -.1 +.1 +.2 Target old people or children
January 0.0 51.2 0.0 1.8 0 92 -92 0 582.8 0 Total: 0
February 0.0 78.7 0.0 2.8 0 217 -216 0 2888.3 0
Message Factors
March 0.0 39.6 0.0 1.5 0 59 -58 0 424.0 0
Low message complexity -.2 -.1 +.1 +.2 High message complexity
April 0.0 36.7 0.0 1.4 0 52 -52 0 363.7 0 High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness
May 0.0 38.1 0.0 1.6 0 60 -59 0 379.2 0 Continuing campaign -.2 -.1 +.1 +.2 New campaign
June 0.0 15.3 0.0 1.1 0 17 -16 0 90.8 0 Product-focused message -.2 -.1 +.1 +.2 Image-focused message
July 0.0 33.3 0.0 1.3 0 44 -43 0 356.2 0 Low message variety -.2 -.1 +.1 +.2 High message variety
August 0.0 35.1 0.0 1.5 0 52 -51 0 345.1 0
High wearout -.2 -.1 +.1 +.2 Low wearout
Large advertising units -.2 -.1 +.1 +.2 Small advertising units
September 0.0 84.3 0.0 3.5 0 299 -299 0 3060.7 0
Total: -.4
October 0.0 49.3 0.0 1.7 0 85 -85 0 579.6 0
November 0.0 57.4 0.0 1.9 0 110 -110 0 766.0 0 Media Factors
December 0.0 83.4 0.0 3.6 0 304 -304 0 2876.9 0 Low clutter -.2 -.1 +.1 +.2 High clutter
Total 0 1391 -1391 14000 12713.185 1286.815 Favorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting
National Contingency $(000): 1,000
High audience attentiveness -.2 -.1 +.1 +.2 Low audience attentiveness
Spot Contingency $(000): 1,000 Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling
© Deer Creek Software, Provo, UT Few media vehicles -.2 -.1 +.1 +.2 More media vehicles
High repeat exposure media -.2 -.1 +.1 +.2 Low repeat exposure media
Total: -.1

3 + -.5 = 2.5

Optimal Average Frequency = 2.5

Reach: 60
GRPs: 150

http://mfpapp.mediaflightplan.com//reports/yag/f9avqrdomuk0rejgqdttv24k94 Page 1 of 1 19
 Total Sample Total Sample Total Principal Shoppers Total Principal Shoppers
Total Adults Enrobed Cookie Bars Total Adults Total Enrobed Cookie Bars Pepperidge Farm Total Pepperidge Farm
Fudge Cookies Fudge
Chocolate Cookies
Covered Cookies Chocolate Covered Cookies
Heavy Cookies Heavy Cookies
(000) Vert% (000) Vert% Horz% (000)
Index Vert% (000) (000)
Vert% Vert% (000)
Horz% IndexVert% Horz% (000) Index Vert% (000) (000) Vert% Horz%
Vert% Horz% Index Index (000) (000) Vert% Horz%
Vert% Horz% Index Index (000) (000) Vert% Horz%
Vert% Horz% Index Index (000) Vert% Horz% Index
Totals Totals 230375 100.0 26043 100.0 230375 100 100.0 141954 26043
11.3 100.0 100.0 6336 11.3 100
100.0 4.5141954 100 100.0 5444 6336
100.0 100.0 3.8 4.5
100 100 6220 5444
100.0 100.04.4 3.8
100 100 24027 6220
100.0 100.0
16.9 4.4
100 100 24027 100.0 16.9 100
MEN MEN 111471 48.4 11387 43.7 111471 90
10.2 48.4 44537 11387 31.4 43.7 1429
10.2 90
22.6 3.2 4453772 31.4 1427 1429
26.2 22.6
3.2 3.2
84 72 1579 1427
25.4 26.2
3.6 3.2
81 84 6709 1579
27.9 25.4
15.1 3.6
89 81 6709 27.9 15.1 89
WOMEN WOMEN 118904 51.6 14657 56.3 118904 109
12.3 51.6 97417 14657 68.6 56.3 4907
12.3 109
77.5 5.0 97417 113 68.6 4017 4907
73.8 77.5
4.1 5.0
108 113 4641 4017
74.6 73.8
4.8 4.1
109 108 17318 4641
72.1 74.6
17.8 4.8
105 109 17318 72.1 17.8 105
WORKING WOMEN WORKING WOMEN 64630 28.1 8263 31.7 64630 113
12.8 28.1 53117 8263
37.4 31.7 2795
12.8 113
44.1 5.3 53117 118 37.4 2093 2795
38.5 44.1
3.9 5.3
103 118 2253 2093
36.2 38.5
4.2 3.9
97 103 8521 2253
35.5 36.2
16.0 4.2
95 97 8521 35.5 16.0 95
GRAD COLL PLUS GRAD COLL PLUS 63003 27.4 6647 25.5 63003 93
10.6 27.4 41268 6647
29.1 25.5 2517
10.6 93
39.7 6.1 41268 137 29.1 1355 2517
24.9 39.7
3.3 6.1
86 137 1645 1355
26.5 24.9
4.0 3.3
91 86 5778 1645
24.1 26.5
14.0 4.0
83 91 5778 24.1 14.0 83
SOME COLLEGE SOME COLLEGE 64690 28.1 8027 30.8 64690 110
12.4 28.1 39900 8027
28.1 30.8 1730
12.4 110
27.3 4.3 3990097 28.1 1476 1730
27.1 27.3
3.7 4.3
96 97 1620 1476
26.1 27.1
4.1 3.7
93 96 6322 1620
26.3 26.1
15.8 4.1
94 93 6322 26.3 15.8 94
GRADUATED HIGH SCHOOL GRADUATED HIGH 71029 SCHOOL 30.8 7708 29.6 71029 96
10.9 30.8 43122 7708
30.4 29.6 1540
10.9 96
24.3 3.6 4312280 30.4 1600 1540
29.4 24.3
3.7 3.6
97 80 1760 1600
28.3 29.4
4.1 3.7
93 97 7949 1760
33.1 28.3
18.4 4.1
109 93 7949 33.1 18.4 109
TWELFTH GRADE/LESS TWELFTH GRADE/LESS 31652 13.7 3661 14.1 31652 102
11.6 13.7 17664 3661
12.4 14.1 11.6
549 102
8.7 3.1 1766470 12.4 1012 549
18.6 8.7
5.7 3.1
149 70 1196 1012
19.2 18.6
6.8 5.7
155 149 3979 1196
16.6 19.2
22.5 6.8
133 155 3979 16.6 22.5 133
AGE 18-24 AGE 18-24 29377 12.8 5207 20.0 29377 157
17.7 12.8 11239 52077.9 20.0 17.7
476 157
7.5 4.2 1123995 7.9 643 476
11.8 7.5
5.7 4.2
149 95 675 643
10.9 11.8
6.0 5.7
137 149 1683 6757.0 10.9
15.0 6.0
88 137 1683 7.0 15.0 88
AGE 25-34 AGE 25-34 41280 17.9 5958 22.9 41280 128
14.4 17.9 25569 5958
18.0 22.9 14.4
945 128
14.9 3.7 2556983 18.0 997 945
18.3 14.9
3.9 3.7
102 83 1099 997
17.7 18.3
4.3 3.9
98 102 3739 1099
15.6 17.7
14.6 4.3
86 98 3739 15.6 14.6 86
AGE 35-44 AGE 35-44 40737 17.7 5402 20.7 40737 117
13.3 17.7 26225 5402
18.5 20.7 1034
13.3 117
16.3 3.9 2622588 18.5 1095 1034
20.1 16.3
4.2 3.9
109 88 1161 1095
18.7 20.1
4.4 4.2
101 109 4840 1161
20.1 18.7
18.5 4.4
109 101 4840 20.1 18.5 109
AGE 45-54 AGE 45-54 44531 19.3 4616 17.7 44531 92
10.4 19.3 28958 4616
20.4 17.7 1612
10.4 92
25.4 5.6 28958 125 20.4 1129 1612
20.7 25.4
3.9 5.6
102 125 1163 1129
18.7 20.7
4.0 3.9
92 102 5474 1163
22.8 18.7
18.9 4.0
112 92 5474 22.8 18.9 112
AGE 55-64 AGE 55-64 35695 15.5 2659 10.2 35695 66
7.5 15.5 23737 2659
16.7 10.2 11397.5 66
18.0 4.8 23737 108 16.7 902 1139
16.6 18.0
3.8 4.8
99 108 1081 902
17.4 16.6
4.6 3.8
104 99 3990 1081
16.6 17.4
16.8 4.6
99 104 3990 16.6 16.8 99
AGE 65+ AGE 65+ 38754 16.8 2203 8.5 38754 50
5.7 16.8 26225 2203
18.5 8.5 11305.7 50
17.8 4.3 2622597 18.5 678 1130
12.5 17.8
2.6 4.3
67 97 1040 678
16.7 12.5
4.0 2.6
91 67 4300 1040
17.9 16.7
16.4 4.0
97 91 4300 17.9 16.4 97
Median Age (Years) Median Age (Years) 46 38 46 83 48 38 50 83 48
104 45 50 94 104 47 45 98 94 48 47 100 98 48 100
EMPLOYED EMPLOYED 138001 59.9 16412 63.0 138001 105
11.9 59.9 81054 16412 57.1 63.0 3693
11.9 105
58.3 4.6 81054 102 57.1 2908 3693
53.4 58.3
3.6 4.6
94 102 3134 2908
50.4 53.4
3.9 3.6
88 94 12428 3134
51.7 50.4
15.3 3.9
91 88 12428 51.7 15.3 91
EMPLOYED FULL TIME EMPLOYED FULL TIME 110329 47.9 12701 48.8 110329 102
11.5 47.9 63463 12701 44.7 48.8 2768
11.5 102
43.7 4.4 6346398 44.7 2168 2768
39.8 43.7
3.4 4.4
89 98 2220 2168
35.7 39.8
3.5 3.4
80 89 9703 2220
40.4 35.7
15.3 3.5
90 80 9703 40.4 15.3 90
EMPLOYED PART TIME EMPLOYED PART TIME 27672 12.0 3711 14.3 27672 119
13.4 12.0 17591 3711
12.4 14.3 13.4
924 119
14.6 5.3 17591 118 12.4 740 924
13.6 14.6
4.2 5.3
110 118 914 740
14.7 13.6
5.2 4.2
119 110 2725 914
11.3 14.7
15.5 5.2
92 119 2725 11.3 15.5 92
NON EMPLOYED NON EMPLOYED 92373 40.1 9631 37.0 92373 92
10.4 40.1 60900 9631
42.9 37.0 2644
10.4 92
41.7 4.3 6090097 42.9 2536 2644
46.6 41.7
4.2 4.3
109 97 3086 2536
49.6 46.6
5.1 4.2
116 109 11599 3086
48.3 49.6
19.1 5.1
113 116 11599 48.3 19.1 113
Professional and Related Occupations Professional and Related
30625 Occupations
13.3 3419 13.1 30625 99
11.2 13.3 20577 3419
14.5 13.1 1043
11.2 99
16.5 5.1 20577 114 14.5 764 1043
14.0 16.5
3.7 5.1
97 114 853 764
13.7 14.0
4.2 3.7
95 97 2842 853
11.8 13.7
13.8 4.2
82 95 2842 11.8 13.8 82
Management Business and Financial Operations Management Business and Financial 9.3
21389 Operations 2335 9.0 21389 97
10.9 9.3 12198 23358.6 9.0 10.9
613 97
9.7 5.0 12198 113 8.6 307 6135.6 9.7
2.5 5.0
66 113 336 3075.4 5.6
2.8 2.5
63 66 1610 3366.7 5.4
13.2 2.8
78 63 1610 6.7 13.2 78
Sales and Office Occupations Sales and Office Occupations
32500 14.1 4228 16.2 32500 115
13.0 14.1 20791 4228
14.7 16.2 1153
13.0 115
18.2 5.6 20791 124 14.7 843 1153
15.5 18.2
4.1 5.6
106 124 899 843
14.5 15.5
4.3 4.1
99 106 3268 899
13.6 14.5
15.7 4.3
93 99 3268 13.6 15.7 93
Natural Resources Construction
Natural Resources Construction and Maintenance Occupations 12920 and Maintenance
5.6 Occupations
1426 5.5 12920 98
11.0 5.6 4813 14263.4 5.5 11.0*
161 98
2.5 3.4 481375 3.4 139 * 1612.6* 2.5
2.9 3.4
75 75 193 * 1393.1
* 2.6
4.0 2.9
92 75 745 1933.1
* 3.1
15.5 4.0
91 92 745 3.1 15.5 91
Other employed Other employed 40568 17.6 5004 19.2 40568 109
12.3 17.6 22676 5004
16.0 19.2 12.3
723 109
11.4 3.2 2267671 16.0 854 723
15.7 11.4
3.8 3.2
98 71 853 854
13.7 15.7
3.8 3.8
86 98 3962 853
16.5 13.7
17.5 3.8
103 86 3962 16.5 17.5 103
Management Occupations Management Occupations16026 7.0 1745 6.7 16026 96
10.9 7.0 8696 17456.1 6.7 10.9
443 96
7.0 5.1 8696 114 6.1 218 4434.0 7.0
2.5 5.1
65 114 239 2183.8 4.0
2.8 2.5
63 65 1183 2394.9 3.8
13.6 2.8
80 63 1183 4.9 13.6 80
Business and Financial Operations Occupations Business and Financial5363Operations Occupations
2.3 589 2.3 11.05363 97 2.3 3502 5892.5 2.3 11.0
170 97
2.7 4.9 3502 109 2.5 89 * 1701.6 2.7
2.5 4.9
66 109 97 * 891.6
* 1.6
2.8 2.5
63 66 428 971.8
* 1.6
12.2 2.8
72 63 428 1.8 12.2 72
Computer and Mathematical Occupations Computer and Mathematical
4062 Occupations1.8 432 1.7 10.64062 94 1.8 2053 4321.5 1.7 10.6
74 * 94
1.2 3.6 205381 1.5 76 * 741.4
* 1.2
3.7 3.6
97 81 98 * 761.6
* 1.4
4.8 3.7
109 97 284 981.2
* 1.6
13.8 4.8
82 109 284 1.2 13.8 82
Architecture and Engineering Occupations Architecture and Engineering
2370 Occupations1.0 244 0.9 10.32370 91 1.0 1082 2440.8 0.9 10.3
62 * 91
1.0 5.7 1082 128 0.8 31 * 620.6
* 1.0
2.9 5.7
75 128 45 * 310.7
* 0.6
4.2 2.9
95 75 114 * 450.5
* 0.7
10.5 4.2
62 95 114 * 0.5 10.5 62
Life Physical and Social Science Occupations Life Physical and Social Science Occupations
1343 0.6 163 * 0.6 12.11343 107 0.6 889 1630.6* 0.6 12.1
55 * 107
0.9 6.2 889 139 0.6 37 * 550.7
* 0.9
4.2 6.2
109 139 15 * 370.2
* 0.7
1.7 4.2
39 109 106 * 150.4
* 0.2
11.9 1.7
70 39 106 * 0.4 11.9 70
Community and Social Services Occupations Community and Social2461 Services Occupations
1.1 277 1.1 11.32461 100 1.1 1658 2771.2 1.1 11.3
94 * 100
1.5 5.7 1658 127 1.2 116 * 942.1
* 1.5
7.0 5.7
182 127 101 * 1161.6
* 2.1
6.1 7.0
139 182 223 * 1010.9
* 1.6
13.5 6.1
79 139 223 * 0.9 13.5 79
Legal Occupations Legal Occupations 1494 0.7 133 0.5 8.91494 79 0.7 905 1330.6 0.5 8.9*
66 79
1.0 7.3 905 163 0.6 21 * 660.4
* 1.0
2.3 7.3
61 163 12 * 210.2
* 0.4
1.3 2.3
30 61 96 * 120.4
* 0.2
10.6 1.3
63 30 96 * 0.4 10.6 63
Education Training and Library Occupations Education Training and8331Library Occupations
3.6 925 3.6 11.18331 98 3.6 6293 9254.4 3.6 11.1
340 98
5.4 5.4 6293 121 4.4 224 * 3404.1 5.4
3.6 5.4
93 121 302 2244.9
* 4.1
4.8 3.6
110 93 1012 3024.2 4.9
16.1 4.8
95 110 1012 4.2 16.1 95
Arts Design Entertainment Sports and Media Arts Design Entertainment
3328Sports and1.4Media 360 1.4 10.83328 96 1.4 2220 3601.6 1.4 10.8*
119 96
1.9 5.4 2220 120 1.6 42 * 1190.8* 1.9 5.4
49 120 66 * 421.1
* 0.8
3.0 1.9
68 49 241 661.0
* 1.1
10.9 3.0
64 68 241 1.0 10.9 64
Healthcare Practitioner and Technical Healthcare Practitioner7236
and Technical3.1 885 3.4 12.27236 108 3.1 5477 8853.9 3.4 12.2
233 108
3.7 4.3 547795 3.9 217 * 2334.0 3.7
4.0 4.3
103 95 215 * 2173.5
* 4.0
3.9 4.0
90 103 767 2153.2
* 3.5
14.0 3.9
83 90 767 3.2 14.0 83
Healthcare Support Occupations Healthcare Support Occupations
2716 1.2 371 1.4 13.72716 121 1.2 2056 3711.5 1.4 13.7
88 * 121
1.4 4.3 205696 1.5 115 * 882.1
* 1.4
5.6 4.3
146 96 69 * 1151.1
* 2.1
3.4 5.6
77 146 336 691.4
* 1.1
16.3 3.4
97 77 336 1.4 16.3 97
Protective Service Occupations Protective Service Occupations
2326 1.0 244 0.9 10.52326 93 1.0 1057 2440.7 0.9 10.5
47 * 93
0.7 4.5 1057 100 0.7 62 * 471.1
* 0.7
5.9 4.5
153 100 31 * 620.5
* 1.1
2.9 5.9
67 153 178 310.7
* 0.5
16.8 2.9
99 67 178 0.7 16.8 99
Food Preparation Serving Related Occupations Food Preparation Serving7235Related Occupations
3.1 1008 3.9 13.97235 123 3.1 4419 10083.1 3.9 13.9*
144 123
2.3 3.3 441973 3.1 177 * 1443.3* 2.3
4.0 3.3
104 73 134 * 1772.2
* 3.3
3.0 4.0
69 104 687 1342.9
* 2.2
15.6 3.0
92 69 687 2.9 15.6 92
Building and Grounds Cleaning and Maintenance Building and Grounds 4812
Cleaning and Maintenance
2.1 515 2.0 10.74812 95 2.1 2938 5152.1 2.0 10.7
65 * 95
1.0 2.2 293850 2.1 131 * 652.4
* 1.0
4.5 2.2
116 50 115 * 1311.9
* 2.4
3.9 4.5
89 116 518 1152.2
* 1.9
17.6 3.9
104 89 518 2.2 17.6 104
Personal Care and Service Occupations Personal Care and Service
4805 Occupations2.1 605 2.3 12.64805 111 2.1 3617 6052.6 2.3 12.6*
142 111
2.2 3.9 361788 2.6 148 * 1422.7* 2.2
4.1 3.9
107 88 156 * 1482.5
* 2.7
4.3 4.1
98 107 622 1562.6
* 2.5
17.2 4.3
102 98 622 2.6 17.2 102
Sales and related occupations Sales and related occupations
16532 7.2 2060 7.9 16532 110
12.5 7.2 9174 20606.5 7.9 12.5
497 110
7.8 5.4 9174 121 6.5 467 4978.6 7.8
5.1 5.4
133 121 427 4676.9 8.6
4.7 5.1
106 133 1434 4276.0 6.9
15.6 4.7
92 106 1434 6.0 15.6 92
Office and Administrative Support Occupations Office and Administrative
15968 Support Occupations
6.9 2168 8.3 15968 120
13.6 6.9 11616 21688.2 8.3 13.6
656 120
10.4 5.7 11616 127 8.2 376 6566.9 10.4
3.2 5.7
84 127 471 3767.6 6.9
4.1 3.2
93 84 1834 4717.6 7.6
15.8 4.1
93 93 1834 7.6 15.8 93
Farming Fishing and Forestry Occupations Farming Fishing and Forestry
818 Occupations
0.4 71 * 0.3 8.7 818 77 0.4 313 710.2
* 0.3 8.7*
33 77
0.5 10.5 313 236 0.2 1* 330.0
* 0.5
0.3 10.5
8 236 1* 10.0
* 0.0
0.3 0.3
7 8 50 * 10.2
* 0.0
16.0 0.3
94 7 50 * 0.2 16.0 94
Construction and Extraction Occupations Construction and Extraction
6150 Occupations2.7 717 2.8 11.76150 103 2.7 2369 7171.7 2.8 11.7
72 * 103
1.1 3.0 236968 1.7 61 * 721.1
* 1.1
2.6 3.0
67 68 100 * 611.6
* 1.1
4.2 2.6
96 67 355 1001.5
* 1.6
15.0 4.2
89 96 355 1.5 15.0 89
Installation Maintenance and Repair Occupations Installation Maintenance and Repair Occupations
5951 2.6 639 2.5 10.75951 95 2.6 2130 6391.5 2.5 10.7
56 * 95
0.9 2.6 213059 1.5 76 * 561.4
* 0.9
3.6 2.6
93 59 91 * 761.5
* 1.4
4.3 3.6
98 93 340 911.4
* 1.5
16.0 4.3
94 98 340 1.4 16.0 94
Production Occupations Production Occupations 9195 4.0 1164 4.5 12.79195 112 4.0 4376 11643.1 4.5 12.7*
128 112
2.0 2.9 437666 3.1 133 * 1282.4* 2.0
3.0 2.9
79 66 166 * 1332.7
* 2.4
3.8 3.0
87 79 821 1663.4
* 2.7
18.8 3.8
111 87 821 3.4 18.8 111
Transportation and Material Moving Occupations Transportation and Material
8750 Moving Occupations
3.8 1008 3.9 11.58750 102 3.8 3901 10082.8 3.9 11.5
91 * 102
1.4 2.3 390152 2.8 86 * 911.6
* 1.4
2.2 2.3
57 52 174 * 862.8
* 1.6
4.5 2.2
102 57 765 1743.2
* 2.8
19.6 4.5
116 102 765 3.2 19.6 116
Military Specific Occupations Military Specific Occupations
729 0.3 88 * 0.3 12.1 729 107 0.3 314 880.2
* 0.3 12.1
17 * 107
0.3 5.4 314 121 0.2 1* 170.0
* 0.3 5.4
8 121 7* 10.1
* 0.0
2.2 0.3
51 8 36 * 70.2
* 0.1
11.5 2.2
68 51 36 * 0.2 11.5 68
HHI <$10000 HHI <$10000 11818 5.1 1548 5.9 13.111818 116 5.1 9486 15486.7 5.9 13.1
427 116
6.7 4.5 9486 101 6.7 540 4279.9 6.7
5.7 4.5
148 101 457 5407.4 9.9
4.8 5.7
110 148 1853 4577.7 7.4
19.5 4.8
115 110 1853 7.7 19.5 115
HHI $10000-$19999 HHI $10000-$19999 20097 8.7 2039 7.8 20097 90
10.2 8.7 15323 2039
10.8 7.8 10.2
402 90
6.3 2.6 1532359 10.8 745 402
13.7 6.3
4.9 2.6
127 59 776 745
12.5 13.7
5.1 4.9
116 127 2693 776
11.2 12.5
17.6 5.1
104 116 2693 11.2 17.6 104
HHI $20000-$29999 HHI $20000-$29999 22989 10.0 2546 9.8 22989 98
11.1 10.0 15510 2546
10.9 9.8 11.1
554 98
8.7 3.6 1551080 10.9 733 554
13.5 8.7
4.7 3.6
123 80 945 733
15.2 13.5
6.1 4.7
139 123 2837 945
11.8 15.2
18.3 6.1
108 139 2837 11.8 18.3 108
HHI $30000-$39999 HHI $30000-$39999 22348 9.7 2377 9.1 22348 94
10.6 9.7 14276 2377
10.1 9.1 10.6
523 94
8.3 3.7 1427682 10.1 501 5239.2 8.3
3.5 3.7
92 82 544 5018.8 9.2
3.8 3.5
87 92 2404 544
10.0 8.8
16.8 3.8
99 87 2404 10.0 16.8 99
HHI $40000-$49999 HHI $40000-$49999 20203 8.8 2131 8.2 20203 93
10.6 8.8 12143 21318.6 8.2 10.6
358 93
5.7 3.0 1214366 8.6 411 3587.6 5.7
3.4 3.0
88 66 477 4117.7 7.6
3.9 3.4
90 88 2068 4778.6 7.7
17.0 3.9
101 90 2068 8.6 17.0 101
HHI $50000-$74999 HHI $50000-$74999 43987 19.1 5133 19.7 43987 103
11.7 19.1 25810 5133
18.2 19.7 1261
11.7 103
19.9 4.9 25810 109 18.2 835 1261
15.3 19.9
3.2 4.9
84 109 1219 835
19.6 15.3
4.7 3.2
108 84 4434 1219
18.5 19.6
17.2 4.7
101 108 4434 18.5 17.2 101
HHI $75000-$99999 HHI $75000-$99999 31027 13.5 3663 14.1 31027 104
11.8 13.5 18086 3663
12.7 14.1 11.8
833 104
13.2 4.6 18086 103 12.7 565 833
10.4 13.2
3.1 4.6
81 103 691 565
11.1 10.4
3.8 3.1
87 81 2872 691
12.0 11.1
15.9 3.8
94 87 2872 12.0 15.9 94
HHI $100000+ HHI $100000+ 57906 25.1 6606 25.4 57906 101
11.4 25.1 31319 6606
22.1 25.4 1979
11.4 101
31.2 6.3 31319 142 22.1 1114 1979
20.5 31.2
3.6 6.3
93 142 1112 1114
17.9 20.5
3.6 3.6
81 93 4867 1112
20.3 17.9
15.5 3.6
92 81 4867 20.3 15.5 92
Median HHI (Dollars) Median HHI (Dollars)59376 61247 59376 104 53749 61247 66484 104 53749 124 43727 66484 81 124 47719 43727 89 81 50818 47719 95 89 50818 95
SINGLE SINGLE 61704 26.8 9216 35.4 61704 132
14.9 26.8 33703 9216
23.7 35.4 1360
14.9 132
21.5 4.0 3370390 23.7 1481 1360
27.2 21.5
4.4 4.0
115 90 1453 1481
23.4 27.2
4.3 4.4
98 115 4907 1453
20.4 23.4
14.6 4.3
86 98 4907 20.4 14.6 86
MARRIED MARRIED 124920 54.2 13033 50.0 124920 92
10.4 54.2 71557 13033 50.4 50.0 3385
10.4 92
53.4 4.7 71557 106 50.4 2786 3385
51.2 53.4
3.9 4.7
102 106 3230 2786
51.9 51.2
4.5 3.9
103 102 13316 3230
55.4 51.9
18.6 4.5
110 103 13316 55.4 18.6 110
WIDOWED/DIVORCED/ SEPARATED WIDOWED/DIVORCED/ 43750 SEPARATED 19.0 3794 14.6 43750 77
8.7 19.0 36694 3794
25.9 14.6 15928.7 77
25.1 4.3 3669497 25.9 1178 1592
21.6 25.1
3.2 4.3
84 97 1537 1178
24.7 21.6
4.2 3.2
96 84 5804 1537
24.2 24.7
15.8 4.2
93 96 5804 24.2 15.8 93
PARENTS PARENTS 74441 32.3 10484 40.3 74441 125
14.1 32.3 46114 10484 32.5 40.3 2049
14.1 125
32.3 4.4 46114 100 32.5 2126 2049
39.1 32.3
4.6 4.4
120 100 2568 2126
41.3 39.1
5.6 4.6
127 120 9698 2568
40.4 41.3
21.0 5.6
124 127 9698 40.4 21.0 124
NO CHILD IN HH NO CHILD IN HH 137581 59.7 13224 50.8 137581 85
9.6 59.7 90361 13224 63.7 50.8 40679.6 85
64.2 4.5 90361 101 63.7 3054 4067
56.1 64.2
3.4 4.5
88 101 3354 3054
53.9 56.1
3.7 3.4
85 88 13007 3354
54.1 53.9
14.4 3.7
85 85 13007 54.1 14.4 85
1 CHILD IN HH 1 CHILD IN HH 38924 16.9 5300 20.4 38924 120
13.6 16.9 21537 5300
15.2 20.4 13.6
962 120
15.2 4.5 21537 100 15.2 979 962
18.0 15.2
4.6 4.5
119 100 946 979
15.2 18.0
4.4 4.6
100 119 4140 946
17.2 15.2
19.2 4.4
114 100 4140 17.2 19.2 114
2 CHILDREN IN HH 2 CHILDREN IN HH 32339 14.0 4445 17.1 32339 122
13.8 14.0 18056 4445
12.7 17.1 13.8
795 122
12.6 4.4 1805699 12.7 860 795
15.8 12.6
4.8 4.4
124 99 987 860
15.9 15.8
5.5 4.8
125 124 3923 987
16.3 15.9
21.7 5.5
128 125 3923 16.3 21.7 128
3 CHILDREN IN HH 3 CHILDREN IN HH 14381 6.2 1989 7.6 14381 122
13.8 6.2 8267 19895.8 7.6 13.8
309 122
4.9 3.7 826784 5.8 322 3095.9 4.9
3.9 3.7
102 84 582 3229.4 5.9
7.0 3.9
161 102 1842 5827.7 9.4
22.3 7.0
132 161 1842 7.7 22.3 132
4 CHILDREN IN HH 4 CHILDREN IN HH 4819 2.1 820 3.2 17.04819 151 2.1 2587 8201.8 3.2 17.0*
149 151
2.4 5.8 2587 129 1.8 87 * 1491.6* 2.4
3.4 5.8
88 129 234 * 873.8
* 1.6
9.1 3.4
206 88 757 2343.2
* 3.8
29.3 9.1
173 206 757 3.2 29.3 173
5-7 CHILDREN IN HH 5-7 CHILDREN IN HH2170 0.9 253 * 1.0 11.72170 103 0.9 1103 2530.8* 1.0 11.7
54 * 103
0.9 4.9 1103 110 0.8 142 * 542.6
* 0.9
12.9 4.9
336 110 116 * 1421.9
* 2.6
10.5 12.9
240 336 350 1161.5
* 1.9
31.7 10.5
187 240 350 1.5 31.7 187
8+ CHILDREN IN HH 8+ CHILDREN IN HH 161 * 0.1 12 * 0.1 7.5 161 *66 0.1 42 * 120.0
* 0.1 7.5
0* 66
0.0 0.0 42 *0 0.0 0* 00.0
* 0.0 0.0
0 0 0* 00.0
* 0.0 0.0
0 0 10 * 00.0
* 0.0
23.8 0.0
141 0 10 * 0.0 23.8 141
ANY CHILD IN HOUSEHOLD ANY CHILD IN HOUSEHOLD92793 40.3 12819 49.2 92793 122
13.8 40.3 51592 12819 36.3 49.2 2269
13.8 122
35.8 4.4 5159299 36.3 2390 2269
43.9 35.8
4.6 4.4
121 99 2866 2390
46.1 43.9
5.6 4.6
127 121 11020 2866
45.9 46.1
21.4 5.6
126 127 11020 45.9 21.4 126
CHILDREN UNDER 2 YEARS CHILDREN UNDER 217280 YEARS 7.5 2564 9.9 17280 131
14.8 7.5 9571 25646.7 9.9 14.8
305 131
4.8 3.2 957171 6.7 408 3057.5 4.8
4.3 3.2
111 71 693 408
11.1 7.5
7.2 4.3
165 111 1856 6937.7 11.1
19.4 7.2
115 165 1856 7.7 19.4 115
CHILDREN 2-5 YEARS CHILDREN 2-5 YEARS Total Sample
33265 14.4 4662 17.9 33265
14.0
Total 124
Sample Total 18756
14.4 Principal Shoppers
4662
13.2 17.9 14.0
638 124
10.1 3.4 18756
Total 13.2
76 Shoppers
Principal 910 638
16.7 10.1
4.9 3.4
127 76 1150 910
18.5 16.7
6.1 4.9
140 127 3677 1150
15.3 18.5
19.6 6.1
116 140 3677 15.3 19.6 116
CHILDREN 6-11 YEARS CHILDREN 6-11 YEARS Total
42413Adults 18.4 Enrobed Cookie
5766 Bars
22.1 42413
13.6
Total 120
Adults Total
18.4 24199 5766
Enrobed 17.1 Pepperidge
Cookie 22.1 13.6
Bars 1032 Farm 120
16.3 4.3 2419996
Total Fudge Cookies
17.1 1181 1032
21.7Farm16.3
Pepperidge 4.9 4.3
127 Chocolate
96 1450 Covered
Fudge1181
23.3Cookies
Cookies 21.7
6.0 4.9
137 Heavy Cookies
127 5528 1450
23.0
Chocolate 23.3 6.0
22.8Cookies
Covered 135 137 Heavy5528
Cookies 23.0 22.8 135
CHILDREN 12-17 YEARS CHILDREN 12-17 YEARS (000)
45225 Vert%
19.6 (000)
6286 Vert%
24.1 Horz%45225
13.9 Index
(000) 123 19.6
Vert% (000)
24135 Vert%
6286
17.0
(000) 24.1 (000)
13.9
1268
Vert% Horz% Index Vert%
123
20.0 Horz%
5.3 Index
24135
(000)118 17.0
Vert% (000)
1053 Vert%
1268
19.3
(000) Horz%
20.0
4.4 Index
5.3
114
Vert% Horz% 118
Index (000)
1368 Vert%
1053
22.0
(000) Horz%
19.3
5.7 Index
4.4
129
Vert% Horz% 114
Index (000)
5781 Vert%
1368
24.1
(000) Horz%
22.0
24.0 Index
Vert% Horz% 5.7
142 129
Index 5781
(000) 24.1 24.0
Vert% Horz% 142
Index
RACE-WHITE RACE-WHITE 175229 76.1 18893 72.6 10.8
175229 95 76.1109141 18893 76.9 72.6 5103
10.8 80.5
95 4.7109141 105 76.9 3890 71.5
5103 3.6
80.5 93
4.7 105 4705 75.6
3890 4.3
71.5 98
3.6 93 17393 72.4
4705 15.9
75.6 94
4.3 98 17393 72.4 15.9 94
RACE-BLACK (c) 2012 GfK Mediamark Research RACE-BLACK (c) 201226993
GfK Mediamark 11.7
Research 3600 13.8 13.326993118 11.7 17205 12.1
3600 Page 1704
13.8 13.3
of 2 11.1
118 4.1 1720592 12.1 937 17.2
Page 1 704
of 2 5.5
11.1 142
4.1 92 683 11.0
937 4.0
17.2 91
5.5 142 3516 14.6
683 20.4
11.0 121
4.0 91 3516 14.6 20.4 121
RACE-ASIAN RACE-ASIAN 7320 3.2 930 3.6 12.7 7320112 3.2 4133 2.9
930 3.6 164
12.7 2.6
112 4.0 413389 2.9 113 * 1642.1 2.7
2.6 71
4.0 89 108 * 1.7*
113 2.6
2.1 60
2.7 71 463 1.9*
108 11.2
1.7 66
2.6 60 463 1.9 11.2 66
RACE-OTHER RACE-OTHER 21904 9.5 2693 10.3 12.321904109 9.5 12097 26938.5 10.3 345
12.3 5.5
109 2.9 1209764 8.5 512 3459.4 4.2
5.5 110
2.9 64 729 11.7
512 6.0
9.4 138
4.2 110 2784 11.6
729 23.0
11.7 136
6.0 138 2784 11.6 23.0 136
HISPANIC ORIGIN/ DESCENT 32152
HISPANIC ORIGIN/ DESCENT 14.0 3733 14.3 11.632152 103 14.0 17721 12.5
3733 14.3 583
11.6 9.2
103 3.3 17721 74 12.5 711 13.1
583 4.0
9.2 105
3.3 74 1067 17.2
711 6.0
13.1 137
4.0 105 3767 15.7
1067 21.3
17.2 126
6.0 137 3767 15.7 21.3 126
OWN HOME OWN HOME 158745 68.9 16809 64.5 10.6
158745 94 68.9 92340 16809 65.1 64.5 4452
10.6 70.3
94 4.8 92340 108 65.1 3129 57.5
4452 3.4
70.3 88
4.8 108 3770 60.6
3129 4.1
57.5 93
3.4 88 15610 65.0
3770 16.9
60.6 100
4.1 93 15610 65.0 16.9 100
RENT HOME RENT HOME 69564 30.2 8980 34.5 12.969564114 30.2 48046 33.9
8980 34.5 1830
12.9 28.9
114 3.8 4804685 33.9 2279 41.9
1830 4.7
28.9 124
3.8 85 2375 38.2
2279 4.9
41.9 113
4.7 124 8165 34.0
2375 17.0
38.2 100
4.9 113 8165 34.0 17.0 100
LIVE RENT FREE LIVE RENT FREE 2066 0.9 255 1.0 12.3 2066109 0.9 1568 1.1
255 1.0 54 *
12.3 0.9
109 3.4 156877 1.1 36 * 540.7* 2.3
0.9 60
3.4 77 75 * 1.2*
36 4.8
0.7 109
2.3 60 253 1.1*
75 16.1
1.2 95
4.8 109 253 1.1 16.1 95
PACIFIC- MKTG REGN PACIFIC- MKTG REGN 46108 20.0 4945 19.0 10.746108 95 20.0 27928 19.7
4945 19.0 1273
10.7 20.1
95 4.6 27928 102 19.7 897 16.5
1273 3.2
20.1 84
4.6 102 1179 19.0
897 4.2
16.5 96
3.2 84 3739 15.6
1179 13.4
19.0 79
4.2 96 3739 15.6 13.4 79
SOUTH WEST SOUTH WEST 27739 12.0 3163 12.2 11.427739 101 12.0 16975 12.0
3163 12.2 671
11.4 10.6
101 4.0 16975 89 12.0 707 13.0
671 4.2
10.6 109
4.0 89 729 11.7
707 4.3
13.0 98
4.2 109 2809 11.7
729 16.6
11.7 98
4.3 98 2809 11.7 16.6 98
SOUTH EAST SOUTH EAST 47380 20.6 5141 19.7 10.947380 96 20.6 29319 20.7
5141 19.7 1204
10.9 19.0
96 4.1 2931992 20.7 1128 20.7
1204 3.9
19.0 100
4.1 92 1264 20.3
1128 4.3
20.7 98
3.9 100 5107 21.3
1264 17.4
20.3 103
4.3 98 5107 21.3 17.4 103
WEST CENTRAL WEST CENTRAL 34230 14.9 3949 15.2 11.534230102 14.9 21850 15.4
3949 15.2 799
11.5 12.6
102 3.7 2185082 15.4 881 16.2
799 4.0
12.6 105
3.7 82 921 14.8
881 4.2
16.2 96
4.0 105 3373 14.0
921 15.4
14.8 91
4.2 96 3373 14.0 15.4 91
EAST CENTRAL EAST CENTRAL 28301 12.3 3195 12.3 11.328301100 12.3 17184 12.1
3195 12.3 488
11.3 7.7
100 2.8 1718464 12.1 593 10.9
488 3.5
7.7 90
2.8 64 706 11.4
593 4.1
10.9 94
3.5 90 2977 12.4
706 17.3
11.4 102
4.1 94 2977 12.4 17.3 102
MIDDLE ATLANTIC MIDDLE ATLANTIC 35611 15.5 4297 16.5 12.135611107 15.5 21785 15.4
4297 16.5 1425
12.1 22.5
107 6.5 21785 147 15.4 901 16.6
1425 4.1
22.5 108
6.5 147 1088 17.5
901 5.0
16.6 114
4.1 108 4682 19.5
1088 21.5
17.5 127
5.0 114 4682 19.5 21.5 127
NEW ENGLAND NEW ENGLAND 11005 4.8 1353 5.2 12.311005 109 4.8 6914 13534.9 5.2 476
12.3 7.5
109 6.9 6914154 4.9 337 4766.2 4.9
7.5 127
6.9 154 333 5.4
337 4.8
6.2 110
4.9 127 1341 5.6
333 19.4
5.4 115
4.8 110 1341 5.6 19.4 115
COUNTY A COUNTY A 94997 41.2 10997 42.2 11.694997102 41.2 58084 10997 40.9 42.2 3194
11.6 50.4
102 5.5 58084 123 40.9 2208 40.6
3194 3.8
50.4 99
5.5 123 2569 41.3
2208 4.4
40.6 101
3.8 99 10231 42.6
2569 17.6
41.3 104
4.4 101 10231 42.6 17.6 104
COUNTY B COUNTY B 70160 30.5 7707 29.6 11.070160 97 30.5 43266 30.5
7707 29.6 1845
11.0 29.1
97 4.3 4326696 30.5 1479 27.2
1845 3.4
29.1 89
4.3 96 2066 33.2
1479 4.8
27.2 109
3.4 89 7023 29.2
2066 16.2
33.2 96
4.8 109 7023 29.2 16.2 96
COUNTY C COUNTY C 33516 14.6 3955 15.2 11.833516104 14.6 20770 14.6
3955 15.2 754
11.8 11.9
104 3.6 2077081 14.6 1000 18.4
754 4.8
11.9 126
3.6 81 904 14.5
1000 4.4
18.4 99
4.8 126 3396 14.1
904 16.4
14.5 97
4.4 99 3396 14.1 16.4 97
COUNTY D COUNTY D 31701 13.8 3384 13.0 10.731701 94 13.8 19834 14.0
3384 13.0 544
10.7 8.6
94 2.7 19834 61 14.0 757 13.9
544 3.8
8.6 100
2.7 61 680 10.9
757 3.4
13.9 78
3.8 100 3377 14.1
680 17.0
10.9 101
3.4 78 3377 14.1 17.0 101

* Projections relatively unstable use with caution. * Projections relatively unstable use with caution.

Source: 2012 GfK MRI Doublebase Source: 2012 GfK MRI Doublebase
Weighted by: Population Weighted by: Population
c) 2012 GfK Mediamark Research&Intelligence LLC All c)
Rts2012
Rsv GfK Mediamark Research&Intelligence LLC All Rts Rsv 21
Color Ledgend: Color Ledgend:
Primary Audience Primary Audience
Secondary Audience Secondary Audience
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