4:00 PM, Sunday, Suburban Town, USA: The Stanley Cup playoffs are on Fox, and Dad and the three boys can’t take their eyes off the tube. The bowl on the table is likely full of pretzels for the moment. When not watching hockey, Dad is working a $75,000-plus executive job (so is Mom) or taking the kids to a ballgame, on a camping trip, or out for nachos at TGI Fridays. That’s the pretzel-consumer profile synthesized by Spectra Marketing, Chicago, using ACNielsen, MRI, and Simmons data. If you’re promoting to these munchers, focus on the family.
Age and demo: 35-54 with kids, affluent urban and suburban neigborhoods
Housing: Own home
Occupation: Professional/managerial
Restaurants: TGI Fridays, Applebees
Car rental: National Rent-a-Car
Credit card: Visa Gold, Mastercard Gold
Hotel/Motel: Marriott, Best Western
Leisure Activities: Swimming, camping, theme parks
Potato Chips: Pringles Light
Radio formats: Golden Oldies, All-News
TV programs: Walt Disney Specials, Fox Stanley Cup Playoffs
Travel: Foreign trips (2+ trips in 3 years)
Cigarettes: Marlboro Lights (Kings)
Popcorn: Pop Secret Microwave
Source: Spectra Marketing, using ACNielsen, MRI, Simmons
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