Major League Baseball Signs Deal for Simmons Consumer Information

May 11, 2005 -- Simmons, an Experian company and the most respected authority on the behavior of the American consumer, today announced that it has signed a multi-year deal to provide Major League Baseball (MLB) with access to several Simmons products offering compelling consumer data from its National Consumer Survey (NCS). These products include the National Hispanic Consumer Survey as well as the Simmons Teens Study.

“The appeal of Major League Baseball as the national pastime is as strong as it has ever been,” said Chris Wilson, President and COO of Simmons Market Research. “By positioning itself with Simmons consumer research, MLB will be able to identify specific fan interests, both young and old, and target marketing efforts in the most effective ways possible.”

“Simmons Market Research offers us another tool to better understand our fans, how they consume Major League Baseball, and how they consume the products and services offered by our business partners,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “We constantly strive to present the game in the most relevant and compelling manner, while delivering enormous value to our partners. Having a clear understanding of the attitudes and behavior of our fan base is essential to achieving those goals.”

According to the NCS:
•MLB ranks #1 among professional sports in regular season attendance.
•MLB fans who are most likely to buy MLB apparel are between the ages of 18 and 24.
•The largest group of MLB fans has an annual household income between $100,000 and $149,999.

Simmons National Consumer Survey is a comprehensive study of American adult consumers in all their diversity. It provides information on consumer usage behavior for all major media, more than 450 product categories and over 8,000 brands. The NCS includes demographic, psychographic, and lifestyle descriptions of all Americans, including the Hispanic/Latino market. It is a must-have for any business that really wants to understand their consumers in this multi-cultural, multi-channel, multi-media type of world. To develop the Teens Study, Simmons recruits teens in the National Consumer Study households between the ages of 12 and 17 to answer questions at the same time as their other family members.

For more information, please visit us at www.smrb.com or contact Dave Aneckstein at 954-427-4104, Ext. 148 or e-mail protected from spam bots.

Simmons Market Research Bureau
Simmons, an Experian Company, has been a leading chronicler of the American consumer for over 50 years. From the products they buy and the brands they prefer, to their internet shopping behaviors, attitudes, and lifestyles, Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. We welcome you ... to the world of the American Consumer ... through the eyes of the authority in the business... Simmons, an Experian Company.