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TABLE 2 TREND.IN SALE S SHARE OF SMOKERS BY AGE" .~OUP COMPARED WITH KOOL (BASED ON SPR~NG SCREENINGS OF. THE NFO PANEL IN YEARS INDICATED) Total Total Younger Adult Smokers Smokers 50 An~ (14-17) (18 & Over)I 18-20 21-24 25-34 35-49 Over SALEM KING & BOX 1966 NA 9 NA I0 I0 9 8 1969 NA 7 NA 7 7 7 7 1972 5 7 7 7 6 7 6 1973 5 7 7 6 6 7 6 1974 6 7 8 *'7 6 6 7 1975 10 6 8 7 6 6 6 1976 9 6 8 7 5 5 5 1977 6 5 7 5 | 4 5 SALEM SUPER KING 1969 1972 1973 1974 1975 1976 1977 NA 2 NA 2 2 1 2 1 2 3 • 2 2 3 2 3 2 2 3 2 3 1 3 3 3 3 "2 2 2 2 2 2 2 3 2 2 2 2 3 3 3 3 1 2 2 2 2 2 2 SALEM LI(~TS 1975 1976 1977 1 1 ; 1 2 2 2 2 2 2 1969 NA 9 1972 6 9 1973 7 9 ~1974 8 9 1975 ii 9 1976 12 9 1977 i0 9 8 9 9 9 8 10 8 9 9 8 11 9 9 9 9 I0 i0 8 I0 8 ii I0 9 9 8 ~ 12 9 9 8 9 CX 12-C RJM ~63285 77M01521

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TABLE 3 TRENDS IN SELECTED HI-FI BRAND's SHARE OF SMOKE~ BY AGE GROUP (BASED ON SPRING SCREENINGS OF. THE NFO PANEL IN YEARS INDICTED) Total Total Younger Adult Smokers Smokers (14-17) (i$ & Over) l 18-20 21-24 25-34 35-49 50 And Over VANTAGE i 1972 1973 1974 1975 1976 1977 NA 1 * 1 1 • 1 * 1 1 1 • 2 * --1 2 1 2 1 2 2 2 1 2 1 2 2 1 2 1 2 3 2 1 1 2 2 2 3 1972 1973 1974 1975 1976 1977 * 1 1 i 1 1 * 1 * * 1 1 * 1 * * 1 1 * 1 * * 1 1 * i * * * 1 1 1 1 1 1 1 1976 - - • 1 1 ~ 1 1 1 1977 ~ 1 1 ~ 1 2 2 1 -- 1976 * '* * "* 1977 * * * * * * CARLTON 19"74 NA I * * * I 1975 * 1 * * * 1 1976 * 1 * * 1 I 1977 * 1 1 I 1 1 1 1 iTotal adult smokers based on smokers 21 and older in 1966 and 1969 when younger smoker data was not obtained. *Less than .5% CX 12-E RJM 063287 77M01523

TABL~ 4 TRENDS IN COMPANY SH~.~S OF SMOKERS BY AGE GROUP (BASED ON SPRING,SCP~ENINGS" Ol~ TH~ MFO PANBL IN y .F.~P~-INDICkTF,.D) To~al Youn~er Smokers (14-17) R .-~J ~NO L~S 1969 NA 1972 24 1973 24 1974 25 1975 28 1976 26 1977 25 PHZLIP MORRIS 1969 NA 1972 = 46 1973 45 1974 43 1975 ~ 40 1976 ~<.~ 44 1977 51 BROWN & WILLIAMSON 1969 ~ NA 1972 .<~ 18 1973 20 1974 ~ 23 1975 _. 22 1976 20 1977 AMERI CAN 196~ NA 1972 4 1973 2 1974 2 1975 1 1976 1 1977 1 P. LORI LLARD 1966 1969 NA 1972 6 1973 6 1974 6 1975 7 1976 7 1977 7 Total Adult Smoksrs (18 & Over)1 29 31 31 31 32 33 33 15 19 20 20 22 22 25 15 15 15 ' 15 15 14 14 20 16 16 16 15 15 13 13 12 11 10 10 10 11 CX 12-F 18-2_...__~0 2~-2_..~.~4 25.__-34 50 An~ 35-49 Over .A - ~7 30 ~6 29 27 34 33 28 31 28 32 34 30 31 27 30 34 30 31 28 31 35 31 31 29 31 37 32 31 29 30 36 32 33 NA 24 18 13 10 38 28 22 16 13 38 32 23 16 13 37 34 24 17 14 41 37 26 17 15 40 40 27 19 16 41 40 31 20 15 NA 13 36 1~ 16 19 15 14 15 16 20 16 14 15 16 23 18 14 15 15 20 17 14 14 15 19 16 13 13 15 19 17 13 13 12 NA 14 20 22 22 6 11 14 19 18 4 9 14 19 19 5 8 14 19 19 3 6 13 19 19 2 4 12 18 19 2 3 9 17 17 ? 7 12 7 7 11 7 7 10 6 7 9 8 7 9 8 7 9 RJM ~6328~ "14 14 13 13 12 12 12 11 11 11 11 11 12 12 77M01524

T~LZ 4 (con't) Total Total Younger Adult Smokers Smokers 50 And (14-17} (18 & Over)1 18-20. 21'-24 25-34 35-49 Over LIGGETT & MYERS 1~-- ii:~ 1969 NA 8 NA 4 5 9 9 1972 2 7 3 5 5 9 9 1973 2 7 3 4 4 8 9 1974 1 6 2 --3 4 7 8 1975 1 5 2 2 3 6 7 1976 1 5 1 2 3 6 7 1977 i 4 1 2 3 5 7 iT~tal adult shakers was based on smokers 21 adn older in 1966 and 1969 w~en younger smoker data was not obtained. CX 12-G RJM 063289 77MO 1525

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