Market Book, Our Annual Directory of Information for Advertising Professionals
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2017 MarketBook Ma rketBook Foreword 20 We are pleased to present the 2017 Washington Market Book, our annual directory of information for advertising professionals. 17 These data sources use different geographic definitions to describe market areas. Consequently, throughout this publication, we have used two different market definitions: Designated Market Area (DMA) and metro market. All data comparing the top 10 markets are reported using the DMA market definition. In most cases, data specific to the Washington area are reported using metro market definitions. Refer to page 7 for a detailed description of the Washington DMA and metro market. 1 Contents The Top 10 DMAs Washington Post Digital Population and Households ..................................................... 3 Washington Post Digital ......................................................... 15 Education......................................................................................... 3 State and DMA of Residence for Income and Net Worth .............................................................. 4 washingtonpost.com ............................................................... 16 Workforce ....................................................................................... 5 Washington DMA Audience Demographics for washingtonpost.com ............................................................... 17 Online National News Access and Young Adults ............ 6 Local Reach for washingtonpost.com............................... 18 Internet Access and Newspaper Mobile Users ................. 6 Washington Post Mobile Audience.................................... 19 The Washington Market Express The Washington DMA and Metro Market ......................... 7 Express Reader Composition ................................................ 20 Population and Households ..................................................... 8 After-Tax Income........................................................................... 8 Highest Daily and Sunday Print Reach in the Local Media Top 10 DMAs ................................................................................. 9 Community Newspapers........................................................ 21 Washington DMA Daily Post Local Magazines ........................................................................ 21 Audience Composition ........................................................... 10 Washington Post Media Reach............................................ 22 Washington Market Express Cable and Satellite Providers ................................................ 22 Audience Composition ........................................................... 10 Broadcast Television.................................................................. 22 Washington DMA Sunday Post Audience Composition ........................................................... 10 Radio .............................................................................................. 23 Washington DMA washingtonpost.com Audience Composition ........................................................... 10 Miscellaneous DMA Circulation and Household Coverage ................... 11 Contacts........................................................................................ 24 Notes.............................................................................................. 24 The Washington Post The Washington Post Print Circulation by County....... 12 Washington Opinion Leaders Inside the Beltway ......... 13 Metro Market Composition and The Washington Post Print Reach....................................... 14 The Top 10 DMAs Atlanta Boston 2017 Chicago Dallas–Fort Worth Houston Los Angeles New York Philadelphia San Francisco– Oakland–San Jose Washington MarketBook 2 Th e To Population and Households Education p 10 Washington is #8 in Population Washington Leads in Proportion of College and DM With over 6.9 million people, nearly 2.6 million households Postgraduates Age 25 and nearly 5.3 million adults, Washington ranks eighth in and Over As population among the nation’s 10 largest DMAs. Among the 20 largest Hispanic population DMAs, Washington At 45%, Washington leads in the proportion of adults age ranks 14th. 25 and over with college degrees. Washington also leads the top 10 DMAs in the proportion of adults with postgraduate education. Twenty-three percent DMA Population Adults Households of area adults age 25 and over hold postgraduate degrees, New York 21,572,053 16,761,582 7,918,778 indexing 121 points above the U.S. average. Los Angeles 18,441,528 14,214,129 5,951,982 Chicago 9,744,610 7,429,931 3,612,834 College Graduates Age 25 and Over Philadelphia 8,125,934 6,311,520 3,074,506 Index Dallas-Fort Worth 7,728,753 5,770,362 2,786,280 DMA Number Percent (US=100) S.F.-Oakland-San Jose 7,558,510 5,633,454 2,778,090 Washington 2,110,200 45.2% 158 Houston 7,035,434 5,082,687 2,450,171 S.F.-Oakland-San Jose 2,240,000 43.5% 152 Washington 6,922,216 5,295,597 2,580,927 Boston 1,845,100 40.5% 142 Atlanta 6,820,634 5,086,550 2,519,929 New York 5,414,100 36.6% 128 Boston 6,586,970 5,213,139 2,575,247 Chicago 2,225,900 34.2% 120 Total for the 100,536,642 76,798,951 36,248,744 Top 10 DMAs Atlanta 1,431,800 32.4% 114 United States 322,431,073 246,843,172 122,265,437 Philadelphia 1,755,900 31.9% 112 Dallas-Fort Worth 1,496,400 30.5% 107 Houston 1,271,200 28.8% 101 DMA Hispanic Population Los Angeles 3,482,800 28.3% 99 Total for the 23,273,600 34.6% 121 DMA Number Top 10 DMAs United States 61,757,800 28.5% 100 Los Angeles 8,512,108 New York 5,140,850 Houston 2,541,106 Adults Age 25 and Over with Miami-Fort Lauderdale 2,349,761 Postgraduate Degrees Dallas-Fort Worth 2,129,704 Index Chicago 2,118,643 DMA Number Percent (US=100) San Francisco 1,806,099 Washington 1,091,800 23.4% 221 Phoenix 1,530,349 S.F.-Oakland-San Jose 922,500 17.9% 164 San Antonio 1,519,983 Boston 790,600 17.4% 169 Harlingen-McAllen 1,241,079 New York 2,403,300 16.3% 153 Sacramento 1,191,074 Chicago 794,700 12.2% 115 Fresno 1,143,565 Philadelphia 661,800 12.0% 113 San Diego 1,115,574 Atlanta 515,000 11.7% 110 Washington 991,252 Los Angeles 1,337,300 10.9% 103 Denver 936,545 Houston 477,400 10.8% 102 Philadelphia 935,229 Dallas-Fort Worth 490,400 10.0% 94 Albuquerque 836,897 Total for the 871,046 9,484,800 14.1% 133 Orlando Top 10 DMAs El Paso 832,101 United States 22,909,800 10.6% 100 Tampa 804,004 Source: Nielsen Scarborough 2016, Release 1 Sources: Population, Hispanic Population and Households – Nielsen, 2016; Adults – Nielsen Scarborough 2016, Release 1 3 Income and Net Worth As DM Washington is #1 in Proportion of Adults in Washington is #2 in Proportion of Adults in 10 $100,000+ and $150,000+ Income Households $250,000+ Households and #2 in Net Worth $1 p Washington is first among the top 10 DMAs in proportion of Million+ or More To adults with household incomes of $100,000 or more. About Washington is second among the top 10 DMAs in proportion e 41% of area adults fall in this category. of adults in households with incomes of $250,000 or more, Th Washington also ranks first among the top 10 markets in the and second in share of adults with a household net worth of proportion of adults with household incomes of $150,000 $1 million or more. or more. Twenty-three percent of area adults belong to this upscale group (2.5 times the U.S. average). Household Incomes of $250,000 or More Adults in % of DMA Index DMA $250k+ Adults (US =100) Household Incomes of $100,000 or More Households S.F.-Oakland-San Jose 453,900 7.9% 279 Adults in % of DMA Index DMA $100k+ Washington 372,100 7.0% 249 Adults (US =100) Households New York 1,090,200 6.5% 230 Washington 2,143,600 40.5% 194 Boston 320,100 6.1% 217 S.F.-Oakland-San Jose 2,182,100 37.8% 181 Houston 222,200 4.4% 155 Boston 1,831,700 35.1% 168 Los Angeles 529,700 3.7% 132 New York 5,297,300 31.6% 152 Chicago 230,300 3.1% 110 Houston 1,331,600 26.2% 126 Atlanta 156,000 3.1% 109 Chicago 1,940,200 26.1% 125 Dallas-Fort Worth 170,800 3.0% 107 Philadelphia 1,556,700 24.7% 118 Philadelphia 176,100 2.8% 99 Dallas-Fort Worth 1,334,900 23.7% 114 Total for the 3,721,700 4.8% 172 Los Angeles 3,277,900 23.1% 111 Top 10 DMAs United States 6,970,400 2.8% 100 Atlanta 1,114,800 21.9% 105 Total for the 22,010,900 28.7% 137 Top 10 DMAs United States 51,483,100 20.9% 100 Net Worth $1 Million or More Adults in % of DMA Index DMA $1 Million+ Adults (US =100) Household Incomes of $150,000 or More Households S.F.-Oakland-San Jose 1,413,000 25.0% 318 Adults in % of DMA Index DMA $150k+ Washington 754,000 14.5% 185 Adults (US =100) Households New York 2,349,000 14.2% 182 Washington 1,237,800 23.4% 253 Boston 687,000 13.6% 173 S.F.-Oakland-San Jose 1,280,500 22.2% 240 Los Angeles 1,623,000 11.5% 147 Boston 942,200 18.1% 196 2017 Chicago 579,000 7.8% 100 New York 2,888,600 17.2% 187 Dallas-Fort Worth 347,000 6.3% 80 Houston 688,000 13.5% 147 Philadelphia 377,000 6.1% 77 Los Angeles 1,661,000 11.7% 127 Atlanta 287,000 5.8% 73 Philadelphia 719,900 11.4% 124 Total for the 8,415,000 11.9% 152 Chicago 834,700 11.2% 122 above DMAs United States 18,878,000 7.8% 100 Dallas-Fort Worth 589,900 10.5% 113 Atlanta 527,000 10.4% 112 Source: Nielsen Scarborough 2016, Release 1; GfK MRI 2015 Doublebase Total for the 11,369,600 14.8% 160 Top 10 DMAs United States 22,783,700 9.2% 100 Source: Nielsen Scarborough 2016, Release 1 MarketBook 4 Th e To Workforce p 10 Washington is #1 in Proportion of Professionals Washington is #1 in Computer Professionals and DM and Managers and #3 in Proportion of White-Collar #2 in Computer and Engineering Professionals As Employment Washington ranks first in the proportion of computer Fifty-four percent of employed Washington adults are in professionals; 63 out of every 1,000 area workers are professional or managerial jobs, and the market indexes 28 employed in computer occupations, indexing 104 points points above the U.S. average for professional employment. above the U.S. average. Washington ranks third among the nation’s 10 largest WashingtoN ranks second in the proportion of computer and markets in proportion of adults in white-collar jobs, with engineering professionals, with 9% of the workforce in this 70% of its workforce in this category.