Number of Households that Purchased Brand during the Pre-campaign Period
| Percentage of Category Purchasers | Number (and %) of Households |
|---|---|
| Top 50% (brand purchase at least twice) | 97,995 (34.5) |
| Top 25% (brand purchase at least three times) | 65,903 (23.2) |
| Top 10% (brand purchase at least six times) | 25,311 (8.9) |