Table 6.1 The Target Group Total U.S. Total beer/ale: Budweiser Total beer/ale: Budweiser Miller Lite (000) all users heavy users all users Miller Lite heavy users All Unwgtd 51,774 6,271 1,413 3,040 592 (000) 205,368 24,847 5,898 10,492 2,002 Horz % 100 12.1 2.87 5.11 0.97 Vert % 100 100 100 100 index 100 100 100 100 3 100 100 HHI $0-$29,000 Unwgtd 12,809 1,414 394 (000) 58,615 6,935 2,016 393 1,537 83 353 Horz % 100 11.8 3.4 2.6 0.6 Vert % 28.54 27.9 34.2 14.6 17.6 168 Index 100 98 120 51 62 HH! $30,000-$49,000 Unwgtd 11,847 1,338 347 558 - 115 (000) 43,895 5,261 1,397 1,845 366 Horz % 100 12.0 3.2 4.2 0.8 Vert % 21.37 21.2 23.7 17.6 18.3 Index 100 99 111 82 86 HHI $50,000 $74,000 Unwgtd 10,737 1,330 288 655 137 (000) 42,424 4,929 1,118 2,399 443 Horz% 100 11.6 2.6 5.7 1.1 Vert % 20.66 19.8 19.0 22.9 22.2 Index 100 96 92 111 107 HHI $75,000+ Unwgtd 16,381 2,189 384 1,434 257 (000) 60,434 7,722 1,366 4,712 839 Horz % 100 12.8 2.3 7.8 1.4 Vert % 29.43 31.1 23.2 44.9 41.9 Index 100 106 79 153 142