9.49 Movie Marketing Marketing to targeted age groups has become a standard method of advertising, even in movie theatre advertising. Advertisers use com- puter software to track the demographics of moviegoers and then decide on the type of products to advertise before a particular movie. 17 One statistic that might be of interest is how frequently adults with children under 18 attend movies as compared to those without chil- dren. Suppose that a theatre database is used to ran- domly select 1000 adult ticket purchasers. These adults are then surveyed and asked whether they were frequent moviegoers that is, do they attend movies 12 or more times a year? The results are shown in the table:

a. Is there a significant difference in the population proportions of frequent moviegoers in these two demographic groups? Use a = 0.01.

b. Why would a statistically significant difference in these population proportions be of practical impor- tance to the advertiser?

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With Children Without under 18 Children. Sample size 440 560 Number who attend 12+ times per year 123 145