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1111.. Market Potential: Media <br /> UNIVERSITY OF MINNESOTA <br /> EXTENSION Brainerd Lakes <br /> Total 2007 Households: 58,342 <br /> Expected Expected <br /> Number of Percent of <br /> Product/Consumer Behavior Households Households MPI <br /> Light viewer of daytime TV 5728 10% 98 <br /> Medium viewer of daytime TV 4857 8% 83 <br /> Heavy viewer of daytime TV 4395 8% 75 <br /> Light viewer of primetime TV 12353 21% 106 <br /> Light-medium viewer of primetime TV 12545 22% 108 <br /> Medium viewer of primetime TV 11956 20% 102 <br /> HH watched 15+hours of cable TV last week 32801 56% 103 <br /> Watched 1-9 hours of cable TV last week 46397 80% 107 <br /> Watched 10-20 hours of cable TV last week 10978 19% 95 <br /> Watched 21+ hours of cable TV last week 2121 4% 80 <br /> Watched last week: A&E Television Network 13552 23% 111 <br /> Watched last week:ABC Family Channel 11660 20% 101 <br /> HH has cable TV available in neighborhood 54458 93% 102 <br /> HH subscribes to cable TV 39730 68% 108 <br /> HH subscribes to digital cable TV 8815 15% 118 <br /> HH has pay TV 18610 32% 106 <br /> HH has satellite dish 9470 16% 101 <br /> HH watched cable TV last week 46011 79% 106 <br /> Medium-heavy viewer of primetime TV 11101 19% 95 <br /> Heavy viewer of primetime TV 10394 18% 89 <br /> Light magazine reader 9381 16% 79 <br /> Light-medium magazine reader 11665 20% 100 <br /> Medium magazine reader 12621 22% 109 <br /> Medium-heavy magazine reader 12589 22% 108 <br /> Heavy magazine reader 12093 21% 104 <br /> Read airline magazines 4498 8% 142 <br /> Read automotive magazines 7854 13% 99 <br /> Read baby magazines 2948 5% 94 <br /> Read boating magazines 1828 3% 108 <br /> Read bridal magazines 2502 4% 95 <br /> Read business/finance magazines 12627 22% 125 <br /> Read computer magazines 4456 8% 111 <br /> Data Note: An MPI (Market Potential Index measures the relative likelihood of the household in the specified <br /> trade area to exhibit certain consumer behavior purchasing patterns compared to the US average. An MPI of <br /> Source: These data area based upon national propensities to use various products and services, applied to <br /> local demographic composition. Usage data were collected by Mediamark Research Inc. in a nationally <br /> Page 20 <br />