53 69 168 155 109 62 44 50 202 110 79 562 100 156 82 82 246 127 3 19 1 30 4 19 0 100 200 0 100 200 0 100 200 0 100 200 0 100 200 114 106 121 137 127 114 0 100 200 Sports Watched (TV) Leisure Activities / Hobbies Newspapers College football regular season - watch frequently Fishing Bowling College football post season: watch frequently College baseball IndyCar Series Sports Played: Last 12 Months General Attitudes and Opinions Business/finance section Classified section Comics section Editorial section Entertainment section Fashion section Aerobics Backpacking/hiking Baseball Basketball Bicycling: mountain/road Bicycling: stationary Interested in international events Interested in the arts Enjoy taking risks Want to get to very top in career Like to set up own business one day Interested in other cultures Buy American Show me the money Go with the flow No time like the present Never show up empty-handed On the road again Art associations American Association of Retired Persons (AARP) Church/temple/synagogue None of these PTA/parents’ association Antique shopping/shows 143 48 100 68 134 36 • Family vacations • Yoga • Get more news from the internet • Photography • Highly Educated • Affluent young families • Traditional family roles • Politically conservative • Saving for college • PTA memberst Household Income $175k - $199k Head of Household Age 36-45 Household Size 5+ persons Kids and Cabernet Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs. A03 Kids and Cabernet Home Value $750,000+ Visited Disney Theme Parks (Florida) Discretionary spend $32,001+ PTA / parents’ association Online discount Presence of child 10-12 years Play Sports Equipment MMS ™ MSG TM