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‘Buy Me Some Peanuts and Cracker Jacks …’

When baseball fans sit down to watch Major League Baseball’s Home Run Derby on Monday (July 14) and the All-Star Game on Tuesday, snacks will no doubt be served. TiVo Research examined a roster of packaged-goods categories that mirrors ballpark concession-stand fare to see whether franks, beer, burgers and other mainstays are also found in viewers’ home pantries.

Households that tuned in for last year’s All-Star Game were 21% more likely to be heavy purchasers of mustard and ketchup, and 19% more likely to be heavy purchasers of frankfurters and beers, ales or alcoholic ciders. While All-Star Game viewers also overindexed with these products, their top three categories were sports drinks, frozen hamburgers, and chips, pretzels, popcorn and other salty snacks.

Despite their indulgences, these viewers are only average consumers of antacids. Perhaps their hometown teams give them more joy than aggravation.