56

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/�nance section

Classi�ed 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 �ow

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

• A�uent young families• Traditional family roles• Politically conservative• Saving for college• PTA memberst

Household Income

$175k - $199kHead of Household Age

36-45Household Size

5+ persons

Kids and CabernetProsperous, middle-aged married couples with children living child-focused lives in a�uent suburbs.

A03Kids andCabernet

Home Value $750,000+Visited Disney Theme Parks (Florida)

Discretionary spend $32,001+PTA / parents’ association

Online discount

Presence of child 10-12 yearsPlay Sports Equipment

MMS™

MSG TM