1
 1999 SPORTS PARTICIPATION/                               *** SPORT A ***
 LIFESTYLE SEGMENTATION REPORT
 
 
 
                                                PARTI-                                                              PARTI-
                                 POPU-  PARTI- CIPANTS                                               POPU-  PARTI- CIPANTS
                                LATION CIPANTS PER 100                                              LATION CIPANTS PER 100
                                 (000)  (000)   PEOPLE INDEX                                         (000)  (000)   PEOPLE INDEX
                                ====== ======= ======= =====                                        ====== ======= ======= =====
 TOTAL (000)                    243479   42417    17.4   100         TOTAL (000)                    243479   42417    17.4   100
 
 CASHMERE & CAVIAR                7260    1077    14.8    85         THE BIG CHILL                   77918    6973     8.9    51
 
 BLACK POWER                     30045    8706    29.0   166         LONELY HEARTS CLUB               9729      18      .2     1
 
 TEENS WITH GREENS                5336    2430    45.5   261         MATURE/MALE/AVAILABLE            3878
 
 MONEY TO BURN                    4082     642    15.7    90         TRADITIONAL FAMILIES            27724    6919    25.0   143
 
 POWER RESUMES                    7977     812    10.2    58         BRIDES & GROOMS                  9895    2181    22.0   127
 
 AFFLUENT EMPTY-NESTERS          13817     390     2.8    16         BABYSITTER BONANZA              42570    9359    22.0   126
 
 GOLF COURSE CONDOS               5152     145     2.8    16         ALL CASH/NO KIDS                13048    1407    10.8    62
 
 SUPER MOMS                       4571     268     5.9    34         SINGLE MOMS                     26407    5971    22.6   130
 
 PROM QUEENS                     11424    4872    42.6   245         CARPOOLS & SLEEPOVERS           24027    9657    40.2   231
 
 SOCIAL INSECURITY               14606      53      .4     2         HORMONES & BRACES               23453   12155    51.8   297
 
 POOR COUNTRY FOLK               16641    2354    14.1    81         PRIME TIME GUYS                 31921   10158    31.8   183
 
 BIG CITY BUCKS                  16806    2131    12.7    73         PRIME TIME GALS                 32138    2811     8.7    50
 
 CAPS & GOWNS                     7741    2150    27.8   159         HEARTLAND                       13861    3492    25.2   145
 
 BRAINTRUSTS                     22461    2406    10.7    61         DELIVERANCE COUNTRY             17450    3462    19.8   114
 
 STREET SMART                     9872    1413    14.3    82         CALIFORNIA TRENDSETTERS          9261    2027    21.9   126
 
 HIP-HOP GENERATION               5318    2657    50.0   287         HARDHATS WITH BROKERS           17500    4538    25.9   149
 
 MTV NATION                      20320    8811    43.4   249         MID-LIFE CRISIS                 33806    2135     6.3    36
 
 THE DATING GAME                 22217    5011    22.6   129         HISPANIC MAINSTREAM             26490    4379    16.5    95
 
 DEMOGRAPHICS OF DESPERATION     23667    1797     7.6    44         ASIAN-AMERICANS                  8522    1151    13.5    78
 
 GOLDEN YEARS                    11648      63      .5     3         ULTIMATE ATHLETES               12028    7283    60.6   348
 
 
 
 
 
 
 
 
 
 
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