Whether Mom’s at the stove while the VCR is on pause or nuking up an afternoon snack in the kitchen at work, unpopped popcorn is a family affair: Heavy users are overwhelmingly working parents with kids at home.
They’re juggling craftsman, service, or professional jobs with home-improvement projects and fishing and camping trips. And they’re above-average magazine readers who tune in to a variety of music stations during the day.
That’s the unpopped popcorn consumer profile synthesized by Chicago-based Spectra using ACNielsen, MRI, and Simmons data. If you want to grab these consumers’ attention, tune them in over the new-music airwaves and turn on their kids.
AGE AND DEMO
18-34 with kids in working class and rural areas, and 35-54 with kids in all neighborhoods
Housing: Own home
Occupation: Professional/managerial, craftsman/operator, service
Car rental: Alamo, Budget
Potato chips: Pringles, store brand
Credit card: American Express Corporate, Mastercard debit
Catalogs: J.C. Whitney, Spiegel
Hotel/Motel: Westin, Radisson
Leisure activities: Flying kites, videogames, making models, zoo visits
Sports participation: Swimming, horseback riding, bicycling, skiing
Sports attendance: High school soccer, baseball, hockey
Sports viewing: Tractor pulls, mud racing, motorcycle racing, wrestling
Radio formats: Country/western, golden oldies, religious
Cable networks: Nickelodeon, Cartoon Network, Disney Channel
Books: Children’s books, dictionaries, encyclopedias
Athletic shoes: Vans, Airwalk, LA Gear
Cigarettes: Non-filtered, high-tar
Internet: America Online, Microsoft Network, Prodigy
Newspapers: Classifieds, movie listings
Gum: Carefree Bubble Gum, Trident Bubble Gum, Mint-a-Burst
Public conscience: School board, volunteering, fundraising
Family restaurants: Ryan’s, El Chico, El Torito
Fast food: Chuck E. Cheese’s, Taco John’s, A&W, Pizza Hut
TV programs: Winnie the Pooh, Boy Meets World, Step by Step
Source: Spectra Marketing using ACNielsen, MRI, Simmons data
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