ILLUSTRATIVE SUMMARY TABLE

GASOLINE ADDITIVES

BASE: ADULTS (187,756,000)				SHARE	SHARE	VOLUME/
			ALL	OF	OF	USERS
	'000	%	UNWGT	USERS	VOLUME	INDEX
Total Bought Last 12 Mos	22,868	12.2	2,298	(1)
Brands:				(4)	(5)	(6)
Gunk (2)	636	.3	55	2.2	1.4	64
STP Gas Treatment	9,212	4.9	888	32.2	32.9	102
Cans/last 12 Mos
L 1	7,797	4.2	832
M 3	(3)   2,711	1.4	252
H 9 or More	1,166	.6	123
L Total	7,797	4.2	832	34.1	10.5
M Total	9,091	4.8	879	39.8	28.2	(7)
H Total	5,980	3.2	587	26.2	61.2

(1) Total Adult Users of the product in thousands, as a percent these users are of the base and the unweighted respondent count. Tables can show other bases, i.e., Men, Women, Female Homemakers.

(2) The users of the product by brand used in thousands, as a percent of the base population and the unweighted respondent count.

(3) The users of the product distributed by volume use, in thousands, as a percent of the base population and the unweighted respondent count.

(4) Brand Share of Users as a percent of the sum of all brands mentioned, i.e., 32.2% of all brands specified used STP GAS TREATMENT.

(5) Brand Share of volume as a percent of the total reported volume of usage, i.e., 32.9% of the total units used in the last 30 days were STP GAS TREATMENT.

(6) The ratio of the volume used to brand share: Col. (5)/Col. (4)

(7) Definition of the Light, Medium, and Heavy Users, e.g., Light Users - defined as those using less than 2 cans in the last twelve months, account for 34.1% of the reported users and 10.5% of the reported volume.

ILLUSTRATIVE DETAIL TABLE

AIR FILTERS

		TOTAL U.S.
	Base: Adults	'000	'000	DOWN	ACROSS	INDEX
	All Adults	187,756	69,098	100.0	36.8	100
	Men	89,686	39,932	57.8	44.5	121
	Women	98,070	29,166	42.2	29.7	81

Each of the detailed tables in the volume shows the cross tabulation of demographic segments and media audiences by specified product/service usage categories; in this example the recent purchase of AIR FILTERS.

The first row "ALL ADULTS" shows the occurrence of purchases in the total population. Thus, of the 187,756(000) adults in the U.S., 69,098(000) or 36.8% of the population acquired air filters in the last twelve months.

The first column "TOTAL U.S." shows the total U.S. adult population and the population for each of the reported demographic segments.

Each set of detailed entries shows the estimate for the specified product category and the specified population in four different ways denoted on the table as follows:

('000) The survey estimate in thousands (i.e., 39,932(000) men).

(DOWN) This number (39,932) as a percent of the total column shows that men represent 57.8% of all buyers of air filters (composition of the buyers).

(ACROSS) The same number (39,932) represents 44.5% of all men (the coverage).

(INDEX) A measure of the performance of the particular demographic or market segment as compared to the total population. In this example 44.5% of Men are buyers as compared to 36.8% of all adults. This relationship, 44.5 vs. 36.8 (or 44.5 / 36.8 = 121) constitutes the index. It is interpreted as: "Men are 21% higher than the general population in the purchase of air filters".

Where appropriate, the users of a product are classified into light, medium and heavy users, based on the reported volume of usage. In general, the users are divided into groups as equal in size as the data will allow. The proportion of users and volume accounted for are shown in the various tables.

These tables are followed by detailed product/service tables which are cross tabulations of the major categories of products/services by four stubs, a demographic array, a multimedia array and the standard magazine stubs. The more detailed categories are shown cross tabulated by demographic items.