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What does it mean when a fan group over-indexes with regard to consumption of a product. For example, it can be said that college football

What does it mean when a fan group "over-indexes" with regard to consumption of a product. For example, it can be said that college football fans "over-index" with regard to their purchases of Kingsford Charcoal, relative to the overall population. What is over-indexing, and how does it relate to the management of sponsorships?

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