This document provides demographic data on household product usage in the United States. It shows that 42.2% of total homemakers, representing 62.2 million people, used breakfast/cereal/granola bars in the last 6 months. Usage was higher among women, college-educated individuals, and those with children under 18. The data is broken down by variables like age, education level, household income, location, and more.

1. Spring 2014 Product
Household Products - Food products
Breakfast/Cereal/Granola Bars
Used in last 6 months Total (Principal Shoppers)
Base: Total Homemakers
Stub
Total '000
Proj '000
Pct Across
Pct Down
Index
Total
147,379
62,216
42.2
100.0
100
Men
46,348
16,726
36.1
26.9
85
Women
101,031
45,490
45.0

2. 73.1
107
Educ: graduated college plus
44,122
21,026
47.7
33.8
113
Educ: attended college
26,890
11,455
42.6
18.4
101
Educ: graduated high school
42,369
15,973
37.7
25.7
89
Educ: did not graduate HS
18,246
6,538
35.8
10.5
85
Educ: post graduate
15,817
7,143
45.2
11.5

3. 107
Educ: no college
60,615
22,511
37.1
36.2
88
Age 18-24
11,784
5,132
43.5
8.2
103
Age 25-34
26,023
11,523
44.3
18.5
105
Age 35-44
25,830
12,521
48.5
20.1
115
Age 45-54
29,539
13,442
45.5
21.6
108

4. Age 55-64
25,856
10,410
40.3
16.7
95
Age 65+
28,347
9,187
32.4
14.8
77
Adults 18-34
37,807
16,655
44.1
26.8
104
Adults 18-49
78,150
36,095
46.2
58.0
109
Adults 25-54
81,392
37,486
46.1
60.3
109
Men 18-34

5. 12,205
4,536
37.2
7.3
88
Men 18-49
25,016
9,799
39.2
15.7
93
Men 25-54
25,781
10,132
39.3
16.3
93
Women 18-34
25,603
12,118
47.3
19.5
112
Women 18-49
53,134
26,296
49.5
42.3
117
Women 25-54

6. 55,610
27,354
49.2
44.0
117
Occupation: professional and related occupations
21,801
11,006
50.5
17.7
120
Occupation: management, business and financial operations
12,861
6,197
48.2
10.0
114
Occupation: sales and office occupations
20,923
9,272
44.3
14.9
105
Occupation: natural resources, construction and maintenance
occup.
5,100
1,771
34.7
2.8
82
Occupation: other employed

7. 23,142
10,086
43.6
16.2
103
HHI: $150,000+
13,896
7,010
50.4
11.3
120
HHI: $75,000-$149,999
38,537
19,411
50.4
31.2
119
HHI: $60,000-$74,999
14,595
6,619
45.4
10.6
107
HHI: $50,000-$59,999
11,504
4,478
38.9
7.2
92
HHI: $40,000-$49,999
12,499

8. 5,057
40.5
8.1
96
HHI: $30,000-$39,999
14,650
5,605
38.3
9.0
91
HHI: $20,000-$29,999
16,568
5,903
35.6
9.5
84
HHI: <$20,000
25,129
8,131
32.4
13.1
77
Census Region: North East
27,048
12,022
44.4
19.3
105
Census Region: South
56,495
22,384

9. 39.6
36.0
94
Census Region: Midwest
31,036
14,156
45.6
22.8
108
Census Region: West
32,800
13,654
41.6
21.9
99
Mediamarkets: Top 5
29,651
12,866
43.4
20.7
103
Mediamarkets: Next 5
14,932
6,891
46.2
11.1
109
County Size: A
59,236
26,057
44.0

10. 41.9
104
County Size: B
44,576
18,558
41.6
29.8
99
County Size: C
22,638
9,547
42.2
15.3
100
County Size: D
20,929
8,054
38.5
12.9
91
Marital Status: Never Married
36,921
14,121
38.2
22.7
91
Marital Status: Now Married
72,892
35,304
48.4
56.7

11. 115
Marital Status: Engaged
6,857
2,912
42.5
4.7
101
Marital Status: Widowed*/Divorced*/Separated (legally)
37,567
12,791
34.0
20.6
81
Child age: <12 months
5,587
2,653
47.5
4.3
112
Child age: 12-23 month
5,064
2,520
49.8
4.0
118
Child age: <2 years
10,252
5,005
48.8
8.0
116

12. Child age: <6 years
24,931
12,417
49.8
20.0
118
Child age: 2-5 years
19,231
9,769
50.8
15.7
120
Child age: 6-11 years
24,544
12,646
51.5
20.3
122
Child age: 12-17 years
24,785
12,690
51.2
20.4
121
Years At Present Address: <1 year
25,689
10,566
41.1
17.0
97
Years At Present Address: 1-4 Years

13. 41,426
17,225
41.6
27.7
98
Years At Present Address: 5+ Years
80,264
34,425
42.9
55.3
102
Home: Owned
91,718
41,199
44.9
66.2
106
Home value: <$50,000
6,193
2,175
35.1
3.5
83
Home value: $50,000-$99,999
12,216
4,859
39.8
7.8
94
Home value: $100,000-$199,999

14. 30,157
13,709
45.5
22.0
108
Home value: $200,000-$499,999
34,444
16,266
47.2
26.1
112
Home value: $500,000+
8,708
4,190
48.1
6.7
114
Race: White
112,394
49,061
43.7
78.9
103
Race: Black/African American
18,139
6,074
33.5
9.8
79
Race: American Indian or Alaska Native
1,605

15. 721
44.9
1.2
106
Race: Asian
4,100
1,704
41.6
2.7
98
Race: Other
13,333
5,560
41.7
8.9
99
Race: White only
110,937
48,459
43.7
77.9
103
Race: Black/African American only
17,621
5,904
33.5
9.5
79
Race: Other race/Multiple classifications
18,821
7,852

16. 41.7
12.6
99
Spanish spoken in home (most often or other)
22,144
9,610
43.4
15.4
103
Magazines: I (Heavy)
29,024
12,951
44.6
20.8
106
Magazines: II
29,342
13,267
45.2
21.3
107
Magazines: III
30,012
12,592
42.0
20.2
99
Magazines: IV
29,603
12,421
42.0

17. 20.0
99
Magazines: V (Light)
29,398
10,984
37.4
17.7
89
Newspaper I (Heavy)
30,425
11,992
39.4
19.3
93
Newspaper II
29,481
12,788
43.4
20.6
103
Newspaper III
29,142
12,847
44.1
20.6
104
Newspaper IV
28,824
12,278
42.6
19.7

18. 101
Newspaper V (Light)
29,507
12,311
41.7
19.8
99
Radio I (Heavy)
29,542
12,750
43.2
20.5
102
Radio II
28,994
12,804
44.2
20.6
105
Radio III
29,738
13,113
44.1
21.1
104
Radio IV
28,726
12,789
44.5
20.6
105

19. Radio V (Light)
30,379
10,759
35.4
17.3
84
TV (total) I (Heavy)
30,308
10,686
35.3
17.2
84
TV (total) II
30,090
12,152
40.4
19.5
96
TV (total) III
28,570
13,450
47.1
21.6
112
TV (total) IV
28,998
13,279
45.8
21.3
108
TV (total) V (Light)

20. 29,414
12,649
43.0
20.3
102
Internet I (Heavy)
28,155
11,808
41.9
19.0
99
Internet II
29,272
13,611
46.5
21.9
110
Internet III
29,277
13,211
45.1
21.2
107
Internet IV
29,846
12,972
43.5
20.9
103
Internet V (Light)

21. 30,829
10,614
34.4
17.1
82
Outdoor I (Heavy)
28,538
13,548
47.5
21.8
112
Outdoor II
29,123
13,656
46.9
21.9
111
Outdoor III
30,015
12,979
43.2
20.9
102
Outdoor IV
29,900
11,995
40.1
19.3
95
Outdoor V (Light)
29,803

22. 10,037
33.7
16.1
80
TV (Prime time) I (Heavy)
30,966
11,418
36.9
18.4
87
TV (Prime time) II
29,224
12,715
43.5
20.4
103
TV (Prime time) III
29,074
13,522
46.5
21.7
110
TV (Prime time) IV
28,665
12,703
44.3
20.4
105
TV (Prime time) V (Light)
29,450
11,858

23. 40.3
19.1
95
TV (Day time) I (Heavy)
16,118
5,516
34.2
8.9
81
TV (Day time) II
15,966
6,143
38.5
9.9
91
TV (Day time) III (Light)
15,970
6,515
40.8
10.5
97
HH subscribe to Cable
73,290
30,399
41.5
48.9
98
HH subscribe to digital cable
58,095
24,692
42.5

24. 39.7
101
HH have a satellite dish
36,596
16,325
44.6
26.2
106
Watched any pay-per-view/last 12 months
18,789
8,595
45.7
13.8
108
Watched any Video-on-Demand/last 12 months
35,264
16,361
46.4
26.3
110
Any cable viewing/last week
116,479
50,417
43.3
81.0
103
Cable Services: ABC Family
32,206
14,628
45.4
23.5

25. 108
Cable Services: Adult Swim
7,510
3,300
43.9
5.3
104
Cable Services: A&E
37,333
16,327
43.7
26.2
104
Cable Services: Al Jazeera America
1,426
513
36.0
0.8
85
Cable Services: AMC
28,909
11,936
41.3
19.2
98
Cable Services: American Heroes Channel
6,854
2,897
42.3
4.7
100

26. Cable Services: Animal Planet
29,882
13,080
43.8
21.0
104
Cable Services: BBC America
10,020
4,223
42.1
6.8
100
Cable Services: BET (Black Entertainment TV)
13,449
5,019
37.3
8.1
88
Cable Services: Bloomberg Television
2,631
1,248
47.4
2.0
112
Cable Services: Bravo
21,341
9,396
44.0
15.1
104
Cable Services: Cartoon Network

27. 15,182
6,763
44.5
10.9
106
Cable Services: CBS Sports Network
12,335
5,343
43.3
8.6
103
Cable Services: Centric
3,193
1,170
36.6
1.9
87
Cable Services: Chiller
4,026
1,770
44.0
2.8
104
Cable Services: CLOO
2,200
848
38.5
1.4
91
Cable Services: CMT (Country Music Television)

28. 12,687
5,394
42.5
8.7
101
Cable Services: CNBC
15,509
6,918
44.6
11.1
106
Cable Services: CNN
39,077
16,930
43.3
27.2
103
Cable Services: Comedy Central
17,677
7,919
44.8
12.7
106
Cable Services: Cooking Channel
21,732
9,754
44.9
15.7
106
Cable Services: Destination America
2,393

29. 1,222
51.1
2.0
121
Cable Services: The Discovery Channel
37,617
16,346
43.5
26.3
103
Cable Services: Discovery fit&health
4,359
1,947
44.7
3.1
106
Cable Services: Disney Channel
22,458
11,023
49.1
17.7
116
Cable Services: #Disney Junior
6,901
3,249
47.1
5.2
112
Cable Services: Disney XD
8,404
3,946

30. 47.0
6.3
111
Cable Services: DIY (Do It Yourself Network)
11,002
5,326
48.4
8.6
115
Cable Services: E! (Entertainment Television)
17,294
8,171
47.2
13.1
112
Cable Services: ESPN
34,559
15,887
46.0
25.5
109
Cable Services: ESPN2
19,933
8,712
43.7
14.0
104
Cable Services: ESPNU
5,757
2,452
42.6

31. 3.9
101
Cable Services: ESPN Classic
3,960
1,561
39.4
2.5
93
Cable Services: ESPNews
11,395
5,106
44.8
8.2
106
Cable Services: #Esquire Network
*
1,072
372
34.7
0.6
82
Cable Services: FamilyNet
1,907
759
39.8
1.2
94
Cable Services: Flix
2,235
892
39.9
1.4

32. 95
Cable Services: Food Network
37,509
17,820
47.5
28.6
113
Cable Services: Fox Business Network
6,288
2,467
39.2
4.0
93
Cable Services: Fox News Channel
41,029
18,285
44.6
29.4
106
Cable Services: Fox Sports 1
14,364
6,379
44.4
10.3
105
Cable Services: Fox Sports 2
4,562
2,037
44.7
3.3
106

33. Cable Services: Fuse
2,955
1,115
37.7
1.8
89
Cable Services: FX
21,855
9,460
43.3
15.2
103
Cable Services: #FXM (FX Movie Channel)
4,559
1,978
43.4
3.2
103
Cable Services: #FXX
3,436
1,368
39.8
2.2
94
Cable Services: FYI
7,298
2,919
40.0
4.7
95
Cable Services: GAC (Great American Country)

34. 4,851
2,251
46.4
3.6
110
Cable Services: Galavision
5,044
2,463
48.8
4.0
116
Cable Services: Golf Channel
5,328
2,407
45.2
3.9
107
Cable Services: GSN (Game Show Network)
6,414
2,705
42.2
4.3
100
Cable Services: Hallmark Channel
21,593
8,897
41.2
14.3
98
Cable Services: Hallmark Movie Channel

35. 16,444
6,665
40.5
10.7
96
Cable Services: History Channel
41,923
17,526
41.8
28.2
99
Cable Services: H2
7,434
2,774
37.3
4.5
88
Cable Services: HLN
6,280
2,879
45.8
4.6
109
Cable Services: HGTV (Home & Garden Television)
32,189
15,595
48.4
25.1
115
Cable Services: HSN (Home Shopping Network)
5,597

36. 2,293
41.0
3.7
97
Cable Services: The Hub
3,738
1,528
40.9
2.5
97
Cable Services: IFC TV
4,850
2,004
41.3
3.2
98
Cable Services: INSP (Inspiration Network)
4,206
2,024
48.1
3.3
114
Cable Services: Investigation Discovery
13,893
5,802
41.8
9.3
99
Cable Services: ION
13,192
5,149

37. 39.0
8.3
92
Cable Services: Lifetime
27,777
12,070
43.5
19.4
103
Cable Services: LMN (Lifetime Movie Network)
14,945
6,743
45.1
10.8
107
Cable Services: Logo
1,672
663
39.6
1.1
94
Cable Services: MLB Network
5,473
2,614
47.8
4.2
113
Cable Services: MSNBC News
20,419
8,684
42.5

38. 14.0
101
Cable Services: MTV (Music Television)
17,065
7,585
44.4
12.2
105
Cable Services: MTV Tr3s
*
1,412
713
50.5
1.1
120
Cable Services: MTV2
6,699
2,777
41.5
4.5
98
Cable Services: Music Choice
4,344
1,775
40.9
2.9
97
Cable Services: Nat Geo Wild
11,202
4,989
44.5
8.0

39. 105
Cable Services: National Geographic Channel
26,537
11,323
42.7
18.2
101
Cable Services: NBA TV
6,084
2,751
45.2
4.4
107
Cable Services: NBC Sports Network
13,656
5,963
43.7
9.6
103
Cable Services: NFL Network
7,080
3,031
42.8
4.9
101
Cable Services: Nick at Nite
7,898
3,670
46.5
5.9
110

40. Cable Services: Nick Jr.
13,502
6,575
48.7
10.6
115
Cable Services: Nickelodeon
16,174
7,556
46.7
12.1
111
Cable Services: Outdoor Channel
4,064
1,880
46.2
3.0
110
Cable Services: Ovation
*
680
309
45.4
0.5
108
Cable Services: OWN (Oprah Winfrey Network)
14,377
5,939
41.3
9.5
98
Cable Services: Oxygen

41. 13,598
5,500
40.5
8.8
96
Cable Services: Palladia HD
1,713
700
40.8
1.1
97
Cable Services: PBS Kids Sprout
4,833
2,535
52.5
4.1
124
Cable Services: QVC
6,914
3,065
44.3
4.9
105
Cable Services: Reelz Channel
3,327
1,345
40.4
2.2
96
Cable Services: RFD-TV (Rural Free Delivery TV)

42. 3,020
1,416
46.9
2.3
111
Cable Services: SCI
7,693
3,210
41.7
5.2
99
Cable Services: Smithsonian Channel
3,536
1,319
37.3
2.1
88
Cable Services: Spike TV
16,777
6,817
40.6
11.0
96
Cable Services: Sportsman Channel
2,551
894
35.1
1.4
83
Cable Services: SundanceTV
4,493

43. 1,627
36.2
2.6
86
Cable Services: Syfy
21,800
9,402
43.1
15.1
102
Cable Services: TBN (Trinity Broadcasting Network)
5,079
2,134
42.0
3.4
100
Cable Services: TBS
38,468
16,912
44.0
27.2
104
Cable Services: TeenNick
3,388
1,654
48.8
2.7
116
Cable Services: Tennis Channel
1,633
719

44. 44.0
1.2
104
Cable Services: TLC
28,723
13,199
46.0
21.2
109
Cable Services: Travel Channel
15,801
7,197
45.5
11.6
108
Cable Services: truTV
17,305
7,070
40.9
11.4
97
Cable Services: TNT
39,202
16,554
42.2
26.6
100
Cable Services: TCM (Turner Classic Movies)
15,632
5,903
37.8

45. 9.5
89
Cable Services: TVGN
4,721
1,878
39.8
3.0
94
Cable Services: TV Land
14,050
5,814
41.4
9.3
98
Cable Services: TV One
4,641
1,621
34.9
2.6
83
Cable Services: UP Uplifting Entertainment
2,978
1,485
49.9
2.4
118
Cable Services: USA Network
34,518
14,667
42.5
23.6

46. 101
Cable Services: Velocity
1,992
868
43.6
1.4
103
Cable Services: Vh1
11,783
5,094
43.2
8.2
102
Cable Services: Vh1 Classic
3,698
1,382
37.4
2.2
89
Cable Services: The Weather Channel
46,148
19,749
42.8
31.7
101
Cable Services: WE tv
10,343
4,304
41.6
6.9
99

47. Cable Services: WGN America
8,458
3,308
39.1
5.3
93
Premium Services: Cinemax
9,084
3,972
43.7
6.4
104
Premium Services: Encore
11,528
4,479
38.9
7.2
92
Premium Services: EPIX
2,025
961
47.4
1.5
112
Premium Services: HBO
25,358
11,409
45.0
18.3
107
Premium Services: The Movie Channel

48. 5,203
2,202
42.3
3.5
100
Premium Services: Showtime
16,273
7,317
45.0
11.8
107
Premium Services: Starz!
14,014
5,973
42.6
9.6
101
Magazines: AARP The Magazine
23,921
9,373
39.2
15.1
93
Magazines: All You
3,852
2,168
56.3
3.5
133
Magazines: Allure

49. 4,767
2,336
49.0
3.8
116
Magazines: American Baby
4,057
1,770
43.6
2.8
103
Magazines: American Hunter
2,033
854
42.0
1.4
99
Magazines: American Legion
1,767
650
36.8
1.0
87
Magazines: American Rifleman
2,717
1,173
43.2
1.9
102
Magazines: American Way
815

50. 353
43.3
0.6
103
Magazines: Architectural Digest
3,023
1,267
41.9
2.0
99
Magazines: Arthritis Today
3,278
1,454
44.4
2.3
105
Magazines: The Atlantic
1,268
642
50.7
1.0
120
Magazines: Audubon
1,157
501
43.3
0.8
103
Magazines: Automobile
1,797
774

51. 43.1
1.2
102
Magazines: Autoweek
*
861
331
38.4
0.5
91
Magazines: Barron's
*
499
206
41.2
0.3
98
Magazines: Bassmaster
1,552
564
36.3
0.9
86
Magazines: Better Homes & Gardens
31,135
14,425
46.3
23.2
110
Magazines: Bicycling
900
352
39.1

52. 0.6
93
Magazines: Birds & Blooms
4,308
1,886
43.8
3.0
104
Magazines: Black Enterprise
2,076
799
38.5
1.3
91
Magazines: Bloomberg Businessweek
1,051
444
42.2
0.7
100
Magazines: Boating
1,069
573
53.6
0.9
127
Magazines: Bon Appetit
5,169
2,416
46.7
3.9

53. 111
Magazines: Bridal Guide
3,179
1,607
50.6
2.6
120
Magazines: Brides
4,419
2,037
46.1
3.3
109
Magazines: Car And Driver
4,210
1,593
37.8
2.6
90
Magazines: Car Craft
*
824
385
46.7
0.6
111
Magazines: Cat Fancy
1,137
373
32.8
0.6
78

54. Magazines: Catholic Digest
1,374
737
53.6
1.2
127
Magazines: Chicago Tribune (Sunday)
917
399
43.6
0.6
103
Magazines: Cigar Aficionado
*
869
304
35.0
0.5
83
Magazines: Coastal Living
2,929
1,475
50.4
2.4
119
Magazines: Conde Nast Traveler
2,429
1,114
45.9
1.8
109
Magazines: Consumer Reports

55. 9,698
4,245
43.8
6.8
104
Magazines: Cooking Light
8,908
4,430
49.7
7.1
118
Magazines: Cooking with Paula Deen
4,783
2,336
48.8
3.8
116
Magazines: Cosmopolitan
12,224
6,028
49.3
9.7
117
Magazines: The Costco Connection
13,597
6,488
47.7
10.4
113
Magazines: Country

56. 2,695
1,066
39.6
1.7
94
Magazines: Country Living
9,500
4,176
44.0
6.7
104
Magazines: Country Sampler
1,702
758
44.5
1.2
105
Magazines: Cycle World
849
417
49.1
0.7
116
Magazines: Delta Sky Magazine
3,179
1,314
41.3
2.1
98
Magazines: Diabetes Forecast
4,016

57. 1,493
37.2
2.4
88
Magazines: Diabetes Self-Management
3,536
1,408
39.8
2.3
94
Magazines: Discover
4,281
1,810
42.3
2.9
100
Magazines: Dog Fancy
1,753
781
44.6
1.3
106
Magazines: Ducks Unlimited
*
1,068
340
31.9
0.5
76
Magazines: EatingWell
3,760
1,869

58. 49.7
3.0
118
Magazines: Ebony
6,467
2,484
38.4
4.0
91
Magazines: The Economist
1,415
495
35.0
0.8
83
Magazines: Elle
4,255
1,925
45.2
3.1
107
Magazines: Elle Decor
1,824
704
38.6
1.1
91
Magazines: Entertainment Weekly
7,040
3,116
44.3

59. 5.0
105
Magazines: Entrepreneur
1,506
538
35.7
0.9
85
Magazines: ESPN The Magazine
6,700
2,801
41.8
4.5
99
Magazines: Esquire
2,202
840
38.2
1.4
90
Magazines: Essence
5,640
2,102
37.3
3.4
88
Magazines: Every Day with Rachael Ray
4,154
2,413
58.1
3.9

60. 138
Magazines: Family Circle
14,816
6,933
46.8
11.1
111
Magazines: Family Handyman
2,456
1,029
41.9
1.7
99
Magazines: FamilyFun
3,552
1,686
47.5
2.7
112
Magazines: Field & Stream
3,630
1,434
39.5
2.3
94
Magazines: First For Women
3,609
1,843
51.1
3.0
121

61. Magazines: Fitness
6,200
2,864
46.2
4.6
109
Magazines: Fit Pregnancy
1,392
610
43.8
1.0
104
Magazines: Food & Wine
5,678
2,341
41.2
3.8
98
Magazines: Food Network Magazine
8,681
4,228
48.7
6.8
115
Magazines: Forbes
3,419
1,514
44.3
2.4
105
Magazines: Fortune

62. 2,049
891
43.5
1.4
103
Magazines: 4 Wheel & Off Road
*
1,183
456
38.5
0.7
91
Magazines: Four Wheeler
*
907
341
37.6
0.5
89
Magazines: Game & Fish/Sportsman
2,415
844
35.0
1.4
83
Magazines: Game Informer
4,678
2,320
49.6
3.7
117
Magazines: Glamour

63. 9,198
4,461
48.5
7.2
115
Magazines: Golf Digest
2,515
1,116
44.4
1.8
105
Magazines: Golf Magazine
2,581
1,122
43.5
1.8
103
Magazines: Good Housekeeping
14,160
6,897
48.7
11.1
115
Magazines: GQ (Gentlemen's Quarterly)
3,830
1,517
39.6
2.4
94
Magazines: Guideposts
4,064

64. 1,711
42.1
2.8
100
Magazines: Guns & Ammo
4,301
1,560
36.3
2.5
86
Magazines: Harper's Bazaar
3,006
1,179
39.2
1.9
93
Magazines: Health
6,042
2,840
47.0
4.6
111
Magazines: Hot Rod
2,389
926
38.8
1.5
92
Magazines: House Beautiful
5,266
2,243

65. 42.6
3.6
101
Magazines: Hunting
*
1,187
374
31.5
0.6
75
Magazines: In-Fisherman
1,252
577
46.1
0.9
109
Magazines: In Style
7,187
3,318
46.2
5.3
109
Magazines: In Touch
4,373
1,837
42.0
3.0
100
Magazines: Inc.
*
745
195
26.2

66. 0.3
62
Magazines: Kiplinger's Personal Finance
879
367
41.8
0.6
99
Magazines: Latina
1,869
913
48.9
1.5
116
Magazines: Life & Style Weekly
3,155
1,391
44.1
2.2
104
Magazines: Los Angeles Times (Sunday)
1,174
606
51.6
1.0
122
Magazines: Lucky
1,918
957
49.9
1.5

67. 118
Magazines: Macworld
*
657
157
23.9
0.3
57
Magazines: Marie Claire
3,153
1,485
47.1
2.4
112
Magazines: Martha Stewart Living
7,710
3,616
46.9
5.8
111
Magazines: Maxim
4,059
1,647
40.6
2.6
96
Magazines: Men's Fitness
3,695
1,671
45.2
2.7
107

68. Magazines: Men's Health
6,632
2,857
43.1
4.6
102
Magazines: Men's Journal
1,333
517
38.8
0.8
92
Magazines: Metro-Puck Carrier Newspapers
29,032
12,811
44.1
20.6
105
Magazines: Midwest Living
2,896
1,442
49.8
2.3
118
Magazines: Money
4,052
1,628
40.2
2.6
95
Magazines: More

69. 1,430
818
57.2
1.3
135
Magazines: Mother Earth News
1,550
682
44.0
1.1
104
Magazines: Motor Trend
2,868
1,146
39.9
1.8
95
Magazines: Motorcyclist
*
979
381
38.9
0.6
92
Magazines: Muscle & Fitness
2,749
1,208
43.9
1.9
104
Magazines: National Enquirer

70. 4,777
2,022
42.3
3.3
100
Magazines: National Geographic
19,203
8,348
43.5
13.4
103
Magazines: National Geographic Kids
5,558
3,104
55.8
5.0
132
Magazines: National Geographic Traveler
5,627
2,452
43.6
3.9
103
Magazines: National Wildlife
2,597
1,020
39.3
1.6
93
Magazines: Natural Health
2,582

71. 1,090
42.2
1.8
100
Magazines: New York Magazine
1,204
596
49.5
1.0
117
Magazines: New York Times (Daily)
1,529
605
39.5
1.0
94
Magazines: New York Times (Sunday)
2,549
989
38.8
1.6
92
Magazines: The New Yorker
2,907
1,252
43.1
2.0
102
Magazines: NNN Top 10 (Daily)
10,906
4,569

72. 41.9
7.3
99
Magazines: NNN Top 100 (Daily)
31,752
13,007
41.0
20.9
97
Magazines: NNN Top 100 (Sunday)
44,542
19,056
42.8
30.6
101
Magazines: NNN Top 25 (Daily)
18,135
7,457
41.1
12.0
97
Magazines: NNN Top 25 (Sunday)
25,126
10,971
43.7
17.6
103
Magazines: O, The Oprah Magazine
9,547
4,344
45.5

73. 7.0
108
Magazines: OK!
3,488
1,659
47.5
2.7
113
Magazines: Outdoor Life
2,178
898
41.3
1.4
98
Magazines: Outside
1,377
679
49.3
1.1
117
Magazines: Parade Carrier Newspapers
34,568
14,960
43.3
24.0
103
Magazines: Parents
10,634
4,868
45.8
7.8

74. 108
Magazines: People
29,521
13,538
45.9
21.8
109
Magazines: People en Espanol
4,348
2,133
49.0
3.4
116
Magazines: Playboy
2,716
1,052
38.7
1.7
92
Magazines: Popular Mechanics
3,464
1,304
37.6
2.1
89
Magazines: Popular Photography
*
1,000
449
44.9
0.7
106

75. Magazines: Popular Science
3,094
1,270
41.1
2.0
97
Magazines: Prevention
6,496
2,849
43.9
4.6
104
Magazines: Psychology Today
2,420
1,109
45.8
1.8
109
Magazines: Reader's Digest
15,618
6,980
44.7
11.2
106
Magazines: Real Simple
6,613
3,613
54.6
5.8
129
Magazines: Redbook

76. 5,433
2,623
48.3
4.2
114
Magazines: Reminisce
2,331
1,075
46.1
1.7
109
Magazines: Road & Track
1,535
482
31.4
0.8
74
Magazines: Rolling Stone
6,843
2,842
41.5
4.6
98
Magazines: Runner's World
2,136
1,296
60.7
2.1
144
Magazines: Saltwater Sportsman
*

77. 855
363
42.5
0.6
101
Magazines: Saturday Evening Post
1,379
527
38.2
0.8
91
Magazines: Scholastic Parent & Child
5,689
2,582
45.4
4.1
107
Magazines: Scientific American
1,541
598
38.8
1.0
92
Magazines: Self
4,069
2,170
53.3
3.5
126
Magazines: Seventeen
5,233

78. 2,596
49.6
4.2
118
Magazines: Shape
4,599
2,268
49.3
3.6
117
Magazines: Sierra
*
880
405
46.0
0.7
109
Magazines: Ski
*
670
333
49.6
0.5
118
Magazines: Smithsonian
4,861
2,069
42.6
3.3
101
Magazines: Soap Opera Digest
2,717
1,397

79. 51.4
2.2
122
Magazines: Southern Living
12,277
5,692
46.4
9.1
110
Magazines: Southwest Spirit
2,288
1,080
47.2
1.7
112
Magazines: Sports Illustrated
9,186
3,792
41.3
6.1
98
Magazines: Star
4,833
2,160
44.7
3.5
106
Magazines: Street Rodder
*
962
269
28.0

80. 0.4
66
Magazines: Sunday Mag/Net Carrier Newspapers
7,814
3,415
43.7
5.5
104
Magazines: Sunset
3,253
1,324
40.7
2.1
96
Magazines: Super Chevy
*
1,241
445
35.9
0.7
85
Magazines: Taste of Home
10,277
5,568
54.2
8.9
128
Magazines: Teen Vogue
1,822
804
44.1
1.3

81. 105
Magazines: Tennis
835
371
44.5
0.6
105
Magazines: Texas Monthly
1,614
708
43.9
1.1
104
Magazines: This Old House
3,770
1,802
47.8
2.9
113
Magazines: Time
10,399
4,358
41.9
7.0
99
Magazines: Town & Country
2,520
951
37.7
1.5
89

82. Magazines: Traditional Home
3,795
1,957
51.6
3.1
122
Magazines: Travel + Leisure
4,413
1,941
44.0
3.1
104
Magazines: Tribune Newspapers Daily
2,065
951
46.1
1.5
109
Magazines: Tribune Newspapers Sunday
3,622
1,627
44.9
2.6
106
Magazines: TV Guide
8,339
3,423
41.0
5.5
97
Magazines: United Hemispheres

83. 1,580
625
39.6
1.0
94
Magazines: US Airways Magazine
2,095
980
46.8
1.6
111
Magazines: Us Weekly
9,472
4,695
49.6
7.5
117
Magazines: USA Today
1,718
662
38.6
1.1
91
Magazines: USA Weekend Carrier Newspapers
21,791
8,998
41.3
14.5
98
Magazines: Vanidades

84. 3,576
2,045
57.2
3.3
135
Magazines: Vanity Fair
5,101
2,243
44.0
3.6
104
Magazines: Vegetarian Times
1,373
671
48.9
1.1
116
Magazines: Veranda
1,287
590
45.8
0.9
109
Magazines: VFW Magazine
1,586
602
37.9
1.0
90
Magazines: Vogue
9,125

85. 3,928
43.1
6.3
102
Magazines: W
1,014
392
38.6
0.6
91
Magazines: Wall Street Journal
1,585
622
39.2
1.0
93
Magazines: Washington Post (Sunday)
1,027
396
38.5
0.6
91
Magazines: WebMD Magazine
6,809
2,952
43.4
4.7
103
Magazines: Weight Watchers
6,289
2,973

86. 47.3
4.8
112
Magazines: Wine Spectator
1,983
964
48.6
1.5
115
Magazines: Wired
1,526
657
43.1
1.1
102
Magazines: Woman's Day
15,722
7,350
46.8
11.8
111
Magazines: Woman's World
5,276
2,552
48.4
4.1
115
Magazines: Women's Health
8,609
4,017
46.7

87. 6.5
111
Magazines: Working Mother
1,507
704
46.7
1.1
111
Magazines: WWE Magazine
1,890
698
37.0
1.1
88
Magazines: Yankee
1,199
559
46.6
0.9
110
Magazines: Yoga Journal
1,535
730
47.6
1.2
113
Magazine Types: Airline
7,852
3,430
43.7
5.5

88. 103
Magazine Types: Automotive
9,930
3,893
39.2
6.3
93
Magazine Types: Babies
4,812
2,145
44.6
3.4
106
Magazine Types: Boating
1,933
889
46.0
1.4
109
Magazine Types: Bridal
5,584
2,662
47.7
4.3
113
Magazine Types: Business/Finance
21,397
9,079
42.4
14.6
101

89. Magazine Types: Computers
1,792
618
34.5
1.0
82
Magazine Types: Epicurean
29,021
14,034
48.4
22.6
115
Magazine Types: Fishing/Hunting
13,438
5,475
40.7
8.8
97
Magazine Types: Fraternal
2,738
1,001
36.6
1.6
87
Magazine Types: General Editorial
59,585
26,230
44.0
42.2
104
Magazine Types: Health

90. 29,889
12,977
43.4
20.9
103
Magazine Types: Home Service
49,841
22,544
45.2
36.2
107
Magazine Types: Men
19,465
7,932
40.7
12.7
97
Magazine Types: Motorcycle
2,481
1,001
40.3
1.6
96
Magazine Types: Pets
2,540
1,037
40.8
1.7
97
Magazine Types: News and Entertainment Weeklies

91. 49,683
21,994
44.3
35.4
105
Magazine Types: Newspaper Distributed
57,558
24,000
41.7
38.6
99
Magazine Types: Outdoor Recreation
1,494
764
51.1
1.2
121
Magazine Types: Parenthood
15,810
7,456
47.2
12.0
112
Magazine Types: Photography
1,405
603
42.9
1.0
102
Magazine Types: Science/Technology
7,695

92. 3,250
42.2
5.2
100
Magazine Types: Sports
16,338
7,312
44.8
11.8
106
Magazine Types: Travel
10,776
4,868
45.2
7.8
107
Magazine Types: Video Games/PC & Console
7,002
3,372
48.2
5.4
114
Magazine Types: Women
65,269
29,999
46.0
48.2
109
Magazine Types: Women Fashion
18,056
8,327

93. 46.1
13.4
109
Radio: Weekday 6:00 am - 10:00 am
72,305
32,801
45.4
52.7
107
Radio: Weekday 10:00 am - 3:00 pm
54,144
23,289
43.0
37.4
102
Radio: Weekday 3:00 pm - 7:00 pm
62,442
28,411
45.5
45.7
108
Radio: Weekday 7:00 pm - Midnight
22,031
9,093
41.3
14.6
98
Radio: Weekday Midnight - 6:00 am
6,342
2,617
41.3

94. 4.2
98
Radio: Weekend 6:00 am - 10:00 am
46,476
20,378
43.8
32.8
104
Radio: Weekend 10:00 am - 3:00 pm
65,249
28,347
43.4
45.6
103
Radio: Weekend 3:00 pm - 7:00 pm
49,107
21,291
43.4
34.2
103
Radio: Weekend 7:00 pm - Midnight
23,576
9,867
41.9
15.9
99
Radio: Weekend Midnight - 6:00 am
5,486
2,018
36.8
3.2

95. 87
TV Dayparts: Weekdays: 9:00 am-4:00 pm
22,058
7,815
35.4
12.6
84
TV Dayparts: Weekdays: 4:00 pm-7:30 pm
41,303
15,544
37.6
25.0
89
TV Dayparts: Weekdays: 11:30 pm-1:00 am
17,617
6,663
37.8
10.7
90
TV Dayparts: Total Prime time Mon-Sun
66,920
27,537
41.1
44.3
97
TV Dayparts: Weekend children's shows: Saturday-Sunday
morning
20,234
7,760
38.4
12.5

96. 91
TV Dayparts: Weekend Sports: Saturday-Sunday afternoon
32,791
12,896
39.3
20.7
93
TV Show Types: Auto Racing - Specials
5,942
2,400
40.4
3.9
96
TV Show Types: Awards-Specials
9,732
4,551
46.8
7.3
111
TV Show Types: Baseball Specials
13,316
6,219
46.7
10.0
111
TV Show Types: Basketball Specials-College
6,162
2,830
45.9
4.5
109

97. TV Show Types: Basketball Specials-Professional
8,901
3,942
44.3
6.3
105
TV Show Types: Comedy/Variety
5,576
2,448
43.9
3.9
104
TV Show Types: Daytime Dramas
3,850
1,673
43.5
2.7
103
TV Show Types: Daytime Game Shows
5,221
1,848
35.4
3.0
84
TV Show Types: Daytime Talk/Variety
3,426
1,502
43.8
2.4
104
TV Show Types: Documentary Informational- Primetime

98. 7,235
3,072
42.5
4.9
101
TV Show Types: Early Evening Network News - Mon-Fri
9,486
4,025
42.4
6.5
101
TV Show Types: Early Evening Network News - Weekend
6,278
2,669
42.5
4.3
101
TV Show Types: Early Evening Weekday News Programs
(Local) - Mon-Fri
10,348
4,539
43.9
7.3
104
TV Show Types: Early Morning News
10,638
4,447
41.8
7.1
99
TV Show Types: Early Morning Talk/Informational/News

99. 8,463
3,665
43.3
5.9
103
TV Show Types: Entertainment Specials
10,425
5,198
49.9
8.4
118
TV Show Types: Football-College Weekend
15,326
6,858
44.7
11.0
106
TV Show Types: Football-Pro Weekend
25,504
11,049
43.3
17.8
103
TV Show Types: Football Bowl Games-Specials
13,233
5,964
45.1
9.6
107
TV Show Types: Football Pro Pregame Shows

100. 15,121
6,470
42.8
10.4
101
TV Show Types: Football Specials-Professional
23,306
10,508
45.1
16.9
107
TV Show Types: Game Shows-Primetime
2,822
1,200
42.5
1.9
101
TV Show Types: General Drama-Primetime
6,376
2,832
44.4
4.6
105
TV Show Types: Golf
*
3,089
1,339
43.4
2.2
103
TV Show Types: Hockey
7,352

101. 3,775
51.3
6.1
122
TV Show Types: Horse Racing
7,973
3,570
44.8
5.7
106
TV Show Types: Late Evening Weekday News Programs (Local)
- Mon-Fri
7,579
3,349
44.2
5.4
105
TV Show Types: Late Night Network News/Info - Mon-Fri
1,585
642
40.5
1.0
96
TV Show Types: Late Night Talk/Variety
2,342
1,026
43.8
1.6
104
TV Show Types: News- Specials
11,092

102. 5,462
49.2
8.8
117
TV Show Types: Pageants - Specials
6,890
3,200
46.4
5.1
110
TV Show Types: Reality-based
4,081
1,867
45.8
3.0
108
TV Show Types: Situation Comedies - Primetime
5,400
2,591
48.0
4.2
114
TV Show Types: Skating - Specials
7,434
3,501
47.1
5.6
112
TV Show Types: Soccer
5,139
2,628

103. 51.1
4.2
121
TV Show Types: Sports Anthologies - Weekend
6,715
2,885
43.0
4.6
102
TV Show Types: Sunday News/Interview
4,294
1,840
42.8
3.0
102
TV Show Types: Syndicated Adult General
*
3,395
1,478
43.5
2.4
103
TV Show Types: Tennis
5,701
2,787
48.9
4.5
116
TV Show Types: Track & Field Games
3,367
1,620
48.1

104. 2.6
114
Web Sites: AOL Mail
11,730
5,154
43.9
8.3
104
Web Sites: Gmail.com
50,627
22,777
45.0
36.6
107
Web Sites: Outlook.com
18,426
8,577
46.5
13.8
110
Web Sites: Yahoo! Mail
43,499
19,392
44.6
31.2
106
Web Sites: abc.com
6,717
3,543
52.7
5.7

105. 125
Web Sites: cbs.com
5,854
2,769
47.3
4.5
112
Web Sites: disney.com
4,967
2,504
50.4
4.0
119
Web Sites: #DisneyChannel.com
*
1,182
603
51.0
1.0
121
Web Sites: Fandango
7,056
3,290
46.6
5.3
110
Web Sites: FarmVille
*
1,442
510
35.3
0.8
84

106. Web Sites: fox.com
7,013
3,491
49.8
5.6
118
Web Sites: iHeartRadio.com
7,291
3,441
47.2
5.5
112
Web Sites: Hulu.com
9,130
3,988
43.7
6.4
103
Web Sites: IMDb.com
10,279
4,664
45.4
7.5
107
Web Sites: iTunes.com
20,405
9,457
46.3
15.2
110
Web Sites: iVillage.com

107. *
376
169
45.0
0.3
107
Web Sites: Moviefone.com
1,912
850
44.5
1.4
105
Web Sites: MSN Movies
2,961
1,239
41.8
2.0
99
Web Sites: MTV.com
2,311
900
38.9
1.4
92
Web Sites: nbc.com
6,814
3,251
47.7
5.2
113
Web Sites: Pandora.com

108. 27,419
13,168
48.0
21.2
114
Web Sites: pbs.org
6,243
2,943
47.1
4.7
112
Web Sites: Spotify.com
4,548
2,027
44.6
3.3
106
Web Sites: Ticketmaster.com
8,303
4,127
49.7
6.6
118
Web Sites: VEVO
3,965
1,612
40.7
2.6
96
Web Sites: Yahoo! Movies
3,819

109. 1,783
46.7
2.9
111
Web Sites: About.com
6,758
3,362
49.8
5.4
118
Web Sites: Answers.com/WikiAnswers
10,169
4,597
45.2
7.4
107
Web Sites: bankrate.com
1,394
786
56.4
1.3
134
Web Sites: eHow.com
10,098
4,778
47.3
7.7
112
Web Sites: Superpages.com
*
679
333

110. 49.0
0.5
116
Web Sites: WebMD.com
26,349
12,362
46.9
19.9
111
Web Sites: WhitePages.com
10,653
5,420
50.9
8.7
121
Web Sites: Wikipedia.org
29,728
13,456
45.3
21.6
107
Web Sites: Yahoo! Answers
10,494
4,725
45.0
7.6
107
Web Sites: Yellowpages.com (YP.com)
10,679
4,890
45.8

111. 7.9
108
Web Sites: CareerBuilder.com
9,801
4,246
43.3
6.8
103
Web Sites: monster.com
7,373
3,342
45.3
5.4
107
Web Sites: ABCNews.com
8,159
3,645
44.7
5.9
106
Web Sites: BBC.com
5,239
2,326
44.4
3.7
105
Web Sites: CBSNews.com
5,391
2,313
42.9
3.7

112. 102
Web Sites: CNN.com
17,704
8,564
48.4
13.8
115
Web Sites: foxnews.com
14,120
6,725
47.6
10.8
113
Web Sites: HuffingtonPost.com
13,446
6,420
47.7
10.3
113
Web Sites: NBCNews.com
6,657
2,948
44.3
4.7
105
Web Sites: nytimes.com
10,528
4,756
45.2
7.6
107

113. Web Sites: USA Today.com
8,131
3,735
45.9
6.0
109
Web Sites: wsj.com
5,873
2,741
46.7
4.4
111
Web Sites: Yahoo! News
19,987
9,316
46.6
15.0
110
Web Sites: Amazon.com
50,577
24,052
47.6
38.7
113
Web Sites: Coupons.com
6,130
3,137
51.2
5.0
121
Web Sites: Ebay.com

114. 26,671
12,022
45.1
19.3
107
Web Sites: Groupon.com
15,309
7,822
51.1
12.6
121
Web Sites: LivingSocial.com
6,102
2,974
48.7
4.8
115
Web Sites: Overstock.com
11,020
5,532
50.2
8.9
119
Web Sites: Univision.com
3,202
1,490
46.5
2.4
110
Web Sites: Yahoo! en Espanol

115. 1,356
758
55.9
1.2
132
Web Sites: Any Spanish Language Website
4,595
2,229
48.5
3.6
115
Web Sites: #BleacherReport.com
1,462
630
43.1
1.0
102
Web Sites: CBSSports.com
3,303
1,533
46.4
2.5
110
Web Sites: ESPN.com
17,239
8,135
47.2
13.1
112
Web Sites: foxsports.com
6,056

116. 2,695
44.5
4.3
105
Web Sites: MLB.com
4,342
2,001
46.1
3.2
109
Web Sites: NASCAR.com
2,920
1,259
43.1
2.0
102
Web Sites: NBA.com
3,762
1,492
39.7
2.4
94
Web Sites: NBC Sports
3,447
1,520
44.1
2.4
104
Web Sites: NFL.com
8,134
3,545

117. 43.6
5.7
103
Web Sites: SportingNews.com
1,087
592
54.4
1.0
129
Web Sites: WWE.com
1,662
551
33.2
0.9
79
Web Sites: Yahoo! Sports
7,144
3,288
46.0
5.3
109
Web Sites: CNET.com
3,816
1,875
49.1
3.0
116
Web Sites: Bing Maps
4,482
2,235
49.9

118. 3.6
118
Web Sites: CheapTickets.com
7,559
3,427
45.3
5.5
107
Web Sites: Expedia.com
13,188
6,624
50.2
10.6
119
Web Sites: Hotels.com
8,855
4,366
49.3
7.0
117
Web Sites: Hotwire.com
6,380
2,948
46.2
4.7
109
Web Sites: MapQuest.com
26,368
12,723
48.3
20.5

119. 114
Web Sites: Maps.google.com (Google Maps)
31,459
15,350
48.8
24.7
116
Web Sites: Orbitz.com
6,768
3,299
48.8
5.3
115
Web Sites: Priceline.com
8,559
4,451
52.0
7.2
123
Web Sites: Travelocity.com
10,278
5,030
48.9
8.1
116
Web Sites: Tripadvisor.com
7,761
3,865
49.8
6.2
118

120. Web Sites: Yahoo! Maps
11,711
5,617
48.0
9.0
114
Web Sites: AccuWeather.com
16,097
7,553
46.9
12.1
111
Web Sites: Weather.com
42,919
20,313
47.3
32.6
112
Web Sites: weatherbug.com
6,427
2,705
42.1
4.3
100
Web Sites: Weather Underground (wunderground.com)
4,894
2,520
51.5
4.1
122

121. * Denotes sample size is less than 50.
Start Time:7/27/2015 4:18:37 AM
End Time:7/27/2015 4:18:38 AM
Total Time: 1.16s
Creating Your First Media Plan
Using Media Flight Plan
Cinnamon Crunch Toast Data
V7
© 2015 Deer Creek Publishing
BackgroundBackground
• Cinnamon Toast Crunch is a General Mills
Cereal. General Mills also owns the top two
ready to eat cold cereal brands in the US,
Cheerios and Honey Nut
CheeriosCheerios and Honey Nut Cheerios.
• Cinnamon Toast Crunch was first produced in
the US in 1984. It is a wheat and rice cereal
covered with cinnamon and sugar to create
h f i i hthe taste of cinnamon toast in a crunchy
cereal format.
• CTC is currently the #4 brand of cold cereal,
behind #3 Kellogg’s Frosted Flakes.gg
• General Mills wants to overtake Frosted

122. Flakes with Cinnamon Toast Crunch to own
the top 3 brands in the US.
V7
© 2015 Deer Creek Publishing
Cinnamon Toast Crunch
ObjectivesCinnamon Toast Crunch Objectives
• Overtake Kellogg’s Frosted
Flakes as the #3 cold cereal
brand in 4 yearsbrand in 4 years
• Average 8% growth in
volume each year to
achieve that goal
V7
© 2015 Deer Creek Publishing
Top 10 Cold Cereals: Brand
VolumeTop 10 Cold Cereals: Brand Volume
T t l C t C S ld 388 7MM
Cinnamon Toast Crunch has a 3.2 Share of Market
Est Cases
Share
Of

123. Total Category Cases Sold: 388.7MM
Cheerios
Honey Nut Brand (MM)/Yr Market
Cheerios 40.9 10.5
Honey Nut Cheerios 28.4 7.3
Kellogg's Frosted Flakes 16.4 4.2
Cinnamon Toast Crunch 12.4 3.2
K ll ' C Fl k 11 7 3 0
Honey Nut
Cheerios
Kellogg’s
Frosted Flakes
Ci Kellogg's Corn Flakes 11.7 3.0
Kellogg's Raisin Bran 11.5 3.0
Kellogg's Frosted Mini‐ Wheats 9.9 2.5
Kellogg's Froot Loops 9.2 2.4
Honey Bunches of Oats 9.2 2.4
Kellogg's Rice Krispies 8 9 2 3
Cinnamon
Toast Crunch
Kellogg’s
Corn Flakes
Kellogg’s Raisin Bran
ll ’ d h
All Other
Brands
Kellogg's Rice Krispies 8.9 2.3

124. All Other 230.3 59.2
Total Volume All Cereals 388.7 100.0
Kellogg’s Fstd Mini‐Wheats
Kellogg’s Froot Loops
Honey Bunches of Oats
Kellogg’s Rice Crispies
V7
© 2015 Deer Creek Publishing
Top 10 Cold Cereals: Ad
ExpendituresTop 10 Cold Cereals: Ad Expenditures
T t l C t Ad E dit $726 9 MM
Cinnamon Toast Crunch has a 5.0 Share of Voice
Total Category Ad Expenditures: $726.9 MM
Cheerios
Honey Nut Brand
Avg Annl
Spend
$(MM)
Share
Of

125. Voicey
Cheerios
Kellogg’s
Frosted Flakes
Cheerios 55.1 7.6
Honey Nut Cheerios 74.8 10.3
Kellogg's Frosted Flakes 42.7 5.9
Cinnamon Toast Crunch 36.0 5.0
Kellogg's Corn Flakes 7.2 1.0
K ll ' R i i B 12 5 1 7
Cinnamon
Toast Crunch
Kellogg’s Corn Flakes
Kellogg’s Raisin Bran
All Other
Brands
Kellogg's Raisin Bran 12.5 1.7
Kellogg's Frosted Mini‐ Wheats 49.8 6.9
Kellogg's Froot Loops 8.7 1.2
Honey Bunches of Oats 21.0 2.9
Kellogg's Rice Krispies 24.5 3.4
Kellogg s Raisin Bran
Kellogg’s Fstd Mini‐Wheats
Kellogg’s Froot Loops
Honey Bunches of Oats
Kellogg’s Rice Crispies

126. All Other 394.6 54.3
Total Volume All Cereals 726.9 100.0
V7
Kellogg s Rice Crispies
© 2015 Deer Creek Publishing
Cinnamon Toast Crunch Shopper
DemosCinnamon Toast Crunch Shopper Demos
DEMOGRAPHIC INDEX
MEN 79
WOMEN 110
AGE 18‐24 127
AGE 25‐34 144
AGE 35‐44 139
AGE 45‐54 101
AGE 55‐64 57AG 55 64 57
AGE 65+ 36
MARRIED 117
V7
NO CHILD IN HH 60
ANY CHILD IN HH 171
© 2015 Deer Creek Publishing

127. Potential Heavy‐Up Marketsy p
Regional managers have submitted the following markets to cor
porate for additional
funding. Corporate has decided to fund half of them. You are a
sked to determine which
10 to support, and recommend the spending level as part of your
budget. Marketing
MARKET
Brand
Development
Index
Category
Development
Index MARKET
Brand
Development
Index
Category
Development
Index
pp , p g p y g g
provided the brand and category development indexes for each
market:
Atlanta, Georgia 115 109

128. Bakersfield, California 106 125
Boise, Idaho 125 116
Boston, Massachusetts 67 90
Burlington, Vermont 102 82
Houston, Texas 128 116
Idaho Falls, Idaho 108 121
Johnstown, Pennsylvania 75 80
Laredo, Texas 135 146
Nashville, Tennessee 107 86g ,
Chico‐Redding, California 103 91
Eugene, Oregon 89 101
Ft. Wayne, Indiana 138 109
Gainesville, Florida 98 102
Harrisonburg Virginia 99 104
,
Rochester, New York 90 92
Salt Lake City, Utah 178 131
South Bend, Indiana 112 108
Traverse City, Michigan 100 86
Twin Falls Idaho 105 121Harrisonburg, Virginia 99 104
Twin Falls, Idaho 105 121
V7
© 2015 Deer Creek Publishing
Cinnamon Toast Crunch Shoppers:
l dGeneral Media Usage
Overall Media Usage IndexOverall Media Usage Index
Magazines 122
Outdoor 113

129. Television 110
Internet 110
Radio 105
Newspapers 64
V7
© 2015 Deer Creek Publishing
Cinnamon Toast Crunch Shoppers:
l fTelevision Preferences
CABLE NETWORKS Index
Cartoon Network 159
Disney Channel 159
VH1 147
TV PROGRAM TYPES Index
E t t i t S i l 125
Adult Swim 145
E! 137
ABC Family 131
TLC 122
CMT 120
Entertainment Specials 125
SitComs 123
Daytime Soaps/Dramas 119
Game Shows 116
Reality‐based 110
Sports 101
DIY Network 115
Speed 94

130. CNN 91
MSNBC News 90
Hallmark Channel 87
Sports 101
General Drama 99
Early Morning Talk/Info/ News 96
Daytime Talk/ Variety 88
BBC America 85
CNBC 80
V7
© 2015 Deer Creek Publishing
Cinnamon Toast Crunch Shoppers:
d dRadio and Magazines
RADIO FORMATS Index MAGAZINE TYPES Index
Contemporary Hit Radio 147
Urban 128
Country 126
Rock 121
Oldi 90
Parenthood 161
Bridal 140
Women 116
Epicurean 112
Home Service 107Oldies 90
News/Talk 78
Classical 76
Jazz 65

131. Home Service 107
Business/Finance 96
Science/Technology 90
Travel 86
Outdoor Recreation 47
V7
Outdoor Recreation 47
© 2015 Deer Creek Publishing
LAST ASSIGNMENT – CINNAMON TOAST CRUNCH
MEDIA PLAN
In it, you have the basic brand information and business
objectives for Cinnamon Toast Crunch. The overall deliverable
is to provide a media plan to meet their business objectives.
What you need to do is the following:
1) Review and update the numbers from Spring product 2014.
Look in the Household food section of Mriplius.com
2) Write your own objectives and strategies – they can be basic,
but they should follow the format that we discussed in class.
You need to include an overall business objective, a
commination objective, and strategies for target, geography and
seasonality/scheduling.
3) Create an I statement and a connection idea
4) Create a persona
5) You need to turn this in prior to class on Saturday morning.
In your groups, you need to refine the objectives and strategies
– and develop the following:

132. 1) Create a full media plan – what are the media – and why –
you would use them.
2) Create objectives and strategies/I statement/connection
idea/persona
3) Create a flow chart to reflect the media and the scheduling
4) Create a branded content item; this can be anything you want
– but reflect what the brand is all about and the overall
strategies that you have developed.