Census Insights Dan Estersohn Senior Demographer Census Insights! Travel Time to Work Good News, Bad News! Working Women Just Anglos?! Nontraditional Hispanic Metros Cinco de Mayo in Iowa?! Look Who s 25-54!
http://www.arbitron.com/radio_stations/travel.asp http://www.arbitron.com/ad_agencies/travel.asp Working Women Total and Married with Young Children 70% 60% 50% 40% Total 30% 20% Married with Children Under 6 10% 0% 1960 1965 1970 1975 1980 1985 1990 1995 2000 Source: March Current Population Survey, U.S. Census Bureau
Working Women 16-65 Total and Married with Young Children 80% 70% Total 60% 50% 40% Married with Children Under 6 30% 20% 10% 0% 1988 1990 1992 1994 1996 1998 2000 2002 Source: March Current Population Survey, U.S. Census Bureau Working Women 16-65 Total and Hispanic 80% 70% Total 60% 50% Hispanic 40% 30% 20% 10% 0% 1988 1990 1992 1994 1996 1998 2000 2002 Source: March Current Population Survey, U.S. Census Bureau
Hispanic Working Women 16-65 Total and Married with Young Children 70% 60% Total 50% 40% 30% Married with Children Under 6 20% 10% 0% 1988 1990 1992 1994 1996 1998 2000 2002 Source: March Current Population Survey, U.S. Census Bureau Typical Radio Diary Sample Los Angeles Metro! W18-64 3,142! W18-64 Work FT 1,474! W18-64 Work FT, Children <12 582! Hispanic W18-64, Work FT, Children <12 289 Source: Maximi$er, Four-survey average
New Hispanic Markets Spring 2002! Atlanta, GA! Kansas City, MO-KS! Milwaukee-Racine, WI! Newburgh-Middletown (Mid-Hudson Valley), NY! Providence-Warwick-Pawtucket, RI! Seattle-Tacoma, WA! Sebring, FL! Sioux City, IA! Springfield, MA! Tyler-Longview, TX New Hispanic Markets Percent Foreign Born (U.S. Total Percent 44.1)! Atlanta, GA 67.5! Sebring, FL 62.4! Providence-Warwick-Pawtucket, RI 56.3! Sioux City, IA 53.2! Tyler-Longview, TX 50.0! Springfield, MA 46.9! Newburgh-Middletown, NY 39.8! Milwaukee-Racine, WI 38.5! Kansas City, MO-KS 38.0! Seattle-Tacoma, WA 35.2 Source: Census 2000, Summary File 3, Foreign Born Includes Puerto Rican
New Hispanic Markets Percent Entered in the 1990s (U.S. Total Percent 18.2)! Atlanta, GA 47.7! Sioux City, IA 29.3! Tyler-Longview, TX 28.0! Sebring, FL 24.0! Kansas City, MO-KS 23.8! Seattle-Tacoma, WA 19.8! Milwaukee-Racine, WI 17.2! Providence-Warwick-Pawtucket, RI 14.0! Newburgh-Middletown, NY 13.2 Source: Census 2000, Summary File 3 New Hispanic Markets Percent Mexican Origin/Ancestry (U.S. Total Percent 53.9)! Tyler-Longview, TX 85.5! Sioux City, IA 81.0! Kansas City, MO-KS 76.4 Source: Census 2000, Summary File 1
New Hispanic Markets Percent Puerto Rican Origin (U.S. Total Percent 9.6)! Springfield, MA 82.5! Newburgh-Middletown, NY 48.2! Providence-Warwick-Pawtucket, RI 33.6! Sebring, FL 28.8! Milwaukee-Racine, WI 22.4 Source: Census 2000, Summary File 1 New Hispanic Markets Percent Other Origins/Ancestries Compared to U.S. Total! Providence-Warwick- Pawtucket, RI Dominican 16.9 2.2 Guatemalan 9.0 1.1 South American 8.5 3.8! Sebring, FL Cuban 5.3 3.5! Sioux City, IA Guatemalan 3.9 1.1 Source: Census 2000, Summary File 1
New Hispanic Markets Percent Married Couple Households (U.S. Percent 56.2)! Tyler-Longview, TX 67.7! Providence-Warwick-Pawtucket, RI 40.2! Springfield, MA 30.4 Source: Census 2000, Summary File 1 Males per 100 Females U.S. Total = 106! Atlanta, GA 147! Sebring, FL 141! Tyler-Longview, TX 119! Kansas City, MO-KS 116! Seattle-Tacoma, WA 116! Milwaukee-Racine, WI 113! Newburgh-Middletown, NY 110! Providence-Warwick-Pawtucket, RI 97! Springfield, MA 92
Who Is 25-54?! Why 25-54?! Who is 25-54? 25-54 Where the Families Are Households with Children and Young Adults Age of Householder All 25-54 HH w/children <18 36.3% 52.4% HH w/p18-24 17.4% 16.5% 25-34 35-44 45-54 54.7% 65.2% 35.8% 9.9% 14.0% 25.3% Source: Current Population Survey, March 2001
U.S. Age Distribution 1990-2010 Persons 25-54 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 24% Baby Boomers 1990 2000 2010 Source: Census 2000, 1990 and Census Bureau Projections 31% 25-34 35-44 45-54 Baby Boomers 34% 32% Baby Boomers Hispanic Radio Sample Selected Markets Persons 25-34 Persons 35-44 Persons 45-54 Los Angeles Spring 2002 872 638 386 Four-Survey Total 3,006 2,491 1,382 Houston-Galveston Spring 2002 318 257 148 Four-Survey Total 1,106 930 500 Fresno Spring 2002 140 131 89 Four-Survey Total 655 536 386
Census Insights! Hispanic working women are targetable in radio! New Hispanic markets are more diverse than traditional markets! 25-54 can be more tightly defined Working women with children under 12 Ten year age groups Hispanic or Black ten year age groups Questions? Thank you. Dan Estersohn (410) 312-8434 dan.estersohn@arbitron.com