Demographics - Sacramento-Stockton-Modesto, CA Total % of US Total Household % of US Total Square % of US Square Population Density/Sq. Rental Units/Sq. Population in Group Population Population s Households Miles Miles Mile Mile Quarters 3,521,886 1.23 1,244,307 1.15 18,818 0.53 187 25 87,074 Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2002 Estimates for Snapshots Population Estimates - Sacramento-Stockton-Modesto, CA Male Total US Male % of US Female Total US Fem % of US Total Total US % of US Total Population 1,740,338 140,505,000 1.24 1,781,548 146,310,100 1.22 3,521,886 286,815,100 1.23 Age 0-9 269,658 20,276,770 1.33 256,969 19,346,720 1.33 526,627 39,623,490 1.33 Age 10-14 150,229 10,947,430 1.37 142,374 10,403,620 1.37 292,603 21,351,040 1.37 Age 15-17 87,153 6,369,163 1.37 80,702 5,991,576 1.35 167,855 12,360,740 1.36 Age 18-24 175,988 14,389,100 1.22 166,203 13,802,800 1.20 342,191 28,191,900 1.21 Age 25-34 231,509 19,831,280 1.17 225,370 19,511,790 1.16 456,879 39,343,080 1.16 Age 35-44 269,471 22,097,180 1.22 274,274 22,388,740 1.23 543,744 44,485,910 1.22 Age 45-54 239,833 19,500,750 1.23 247,981 20,310,200 1.22 487,815 39,810,940 1.23 Age 55-64 146,694 12,670,260 1.16 159,275 13,775,690 1.16 305,969 26,445,940 1.16 Age 65-74 95,420 8,228,758 1.16 111,138 9,925,016 1.12 206,558 18,153,770 1.14 Age 75-84 59,248 4,913,017 1.21 83,510 7,545,655 1.11 142,759 12,458,670 1.15 Age 85+ 15,135 1,281,260 1.18 33,752 3,308,355 1.02 48,887 4,589,615 1.07 Median Age 33 N/A N/A 36 N/A N/A 35 N/A N/A Median Age - Projected 5 Year N/A N/A N/A N/A N/A N/A 35 N/A N/A Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2002 Estimates for Snapshots Education - Sacramento-Stockton-Modesto, CA Market Population % of Market Total Total US Pop Index to US Total 25+ 2,192,611 100.00 185,287,900 100 25+, No HS Diploma 463,847 21.16 44,556,530 88 25+ HS Diploma 553,184 25.23 55,253,440 85 25+, Some College 739,647 33.73 47,006,240 133 25+, College Degree 301,648 13.76 24,994,900 102 25+, Grad/Prof Degree 134,285 6.12 13,476,830 84 Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2002 Estimates for Snapshots Household Income - Sacramento-Stockton-Modesto, CA Households % of Market Total Index to US Total US Pop % US $0-$14,999 145,274 11.68 82 15,394,560 14.29 $15,000-$24,999 210,791 16.94 109 16,816,740 15.61 $25,000-$34,999 192,494 15.47 99 16,754,050 15.55 $35,000-$49,999 254,814 20.48 106 20,788,190 19.29 $50,000-$74,999 281,233 22.60 110 22,225,930 20.63 $75,000-$99,999 100,954 8.11 105 8,339,387 7.74 $100,000-$149,000 44,061 3.54 80 4,769,413 4.43 $150,000+ 14,686 1.18 48 2,665,536 2.47 Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2002 Estimates for Snapshots Household Data - Sacramento-Stockton-Modesto, CA Market Households US Households % US Index to US Total 1,244,307 107,753,800 100.00 100.00 Owner-Occupied 777,702 71,463,450 1.09 1.64 Renter-Occupied 466,605 36,290,360 1.29 3.82 No Vehicles 84,945 11,186,010 0.76 7.32 One Vehicle 375,772 35,223,940 1.07 3.26 Two Vehicles 511,501 41,578,750 1.23 3.19 Three+ Vehicles 272,089 19,765,110 1.38 7.50 With Children 490,197 38,606,740 1.27 3.54 Without Children 754,110 69,147,060 1.09 1.70 Owner-Occ. Units/Sq. Mile 41 20 205.00 0.00 Renter-Occ. Units/Sq. Mile 25 10 250.00 0.00 Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2002 Estimates for Snapshots Race/Ethnicity - Sacramento-Stockton-Modesto, CA Total US % of Total US % of Median Total US % of Total US % of Population Households Male Female Pop US Hhld US Age Male US Fem US White (alone) 2,364,451 213,579,900 1.11 928,773 85,173,020 1.09 38.6 1,156,876 104,630,200 1.11 1,207,575 108,949,700 1.11 Black (alone) 231,172 35,606,990 0.65 76,481 12,442,170 0.61 29.2 116,167 16,895,680 0.69 115,005 18,711,310 0.61 Asian/Pacific 306,937 10,936,910 2.81 84,634 3,315,227 2.55 30.7 148,001 5,282,253 2.80 158,936 5,654,652 2.81 (alone) Hispanic* 733,223 37,673,410 1.95 181,466 9,736,295 1.86 24.0 379,640 19,365,010 1.96 353,583 18,308,400 1.93 *Note: Hispanics can also be included in White, Black and Asian designations, causing duplication. Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2002 Estimates for Snapshots Leisure Activities Past 12 Months - Sacramento-Stockton-Modesto, CA Survey Dates: Mar 2002 - Aug 2002 - (Scarborough) Persons 18+: 2,682,040 Intab: 1,277 Activity % of Market Gardening 56.4 Camping 38.0 Swimming 36.7 Photography 32.4 Bicycling - Mountain Biking 25.9 Bowling 23.5 Sewing - Crafts 23.5 Free Weights - Circuit Training 22.6 Jogging - Running 22.1 Hiking - Backpacking 21.8 Adult Continuing Education 19.8 Fishing 19.1 Team Sports (softball, Soccer, Etc.) 17.8 Golf 16.0 Other Team Sports 15.2 Power Boating 10.3 Snow Skiing 7.7 In-Line Skating 6.6 River Rafting 5.6 Hunting 5.4 Soccer 4.6 Tennis 4.5 Water Skiing 4.0 Snow Boarding 2.3 X"Treme Sports" 1.1 Source: Scarborough Research Sacramento-Stockton-Modesto, CA DMA, 2002-2003 for Snapshots Professional Sports Teams in DMA - Sacramento-Stockton-Modesto, CA Sport Team League Venue Capacity Year Built Contact Phone Title NBA Sacramento Kings Western Conf. ARCO Arena 17,317 1988 Troy Hanson 916-928-0000 Dir.of Media Relations Source: Compiled by Media Framework, Sacramento-Stockton-Modesto, CA DMA 2002 for Snapshots Events Attended/Places Visited Past 12 Months - Sacramento-Stockton-Modesto, CA Survey Dates: Mar 2002 - Aug 2002 - (Scarborough) Persons 18+: 2,682,040 Intab: 1,277 Activity % of Market Casino Gambling 41.2% Any Professional Sports Event 37.5% County Fair 30.1% California State Fair 27.1% Other Festivals - Fairs - Parades 25.8% Live Theater 25.8% Six Flags 25.3% Six Flags Marine World 24.5% Other Nightclub 18.9% Any Arco Arena Event 18.0% High School Sports Event 18.0% Sacramento River Cats Baseball Game 16.7% Art Museum 16.6% Other Musical Concert 16.0% Historical Society Museum 14.6% Rock Concert 14.3% Any Cal Expo Event 14.1% Santa Cruz Boardwalk 13.3% Sacramento Kings Basketball Game 12.7% Symphony Concert, Opera, Etc. 12.7% Disneyland (Anaheim) 12.2% Job Fair/Recruitment Fair 11.2% Comedy Club 11.0% Natural History Museum 10.7% San Francisco Giants Baseball Game 10.0% Oakland A's Baseball Game 9.6% Paramount's Great America 9.5% Dance or Ballet Performance 8.7% Waterworld USA - Sacramento 8.1% Jazz Festival 6.8% Other Theme Park 6.0% Universal Studios (Los Angeles) 5.5% Other Professional Sports Event 5.4% Rodeo 4.9% Any Sacramento Valley Amphitheatre Event 4.7% R&B/Rap/Hip-Hop Concert 4.4% Horse Races 4.2% Country Music Concert 4.1% Oakland Raiders Football Game 3.9% NASCAR 3.7% Sea World 3.5% San Francisco 49ers Football Game 3.0% Other Six Flags 1.8% CART Racing 1.7% Sacramento Monarchs Basketball Game 1.4% Busch Gardens (Tampa) 1.0% Disney World (Orlando) 1.0% San Jose Sharks Hockey Game 0.9% Indy Racing/IRL 0.5% Universal Studios (Orlando) 0.2% Note: Events with 1% or more penetration included Source: Scarborough Research Sacramento-Stockton-Modesto, CA DMA, 2002-2003 for Snapshots Occupation/Employment - Sacramento-Stockton-Modesto, CA Total in Market % of US Total US Establishments 66,052 0.99% 6,656,659 Employment 843,386 0.85% 98,684,780 White Collar 606,693 0.85% 71,588,270 Blue Collar 245,917 0.81% 30,523,150 Source: Market Statistics, a Division of Claritas Inc., Sacramento-Stockton-Modesto, CA DMA 2000 Estimates for Snapshots Television Stations in Market - Sacramento-Stockton-Modesto, CA Call Letters Chan Affiliation Sales Rep Owner Net Weekly Circ KCRA-TV 3 NBC EAGL Hearst-Argyle Television, Inc.