Audiences

A large crowd in the street.

There are approximately 597,000 Men living in Middle Tennessee. They are more likely to work full time, and overall skew a little younger than women in the area. Today’s men are playing greater in purchase decisions, not only in traditional categories like cars and electronics, but cooking and home improvements.

The Tennessean Reaches:

310,600   with The Tennessean and Tennessean.com

263,700   in The Tennessean

108,300   on Tennessean.com

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

Sex of respondent  Total Market Men
Men 48.6% 100.0%
Women 51.4% 0.0%
Age Summaries  Total Market Men
18-34 31.6% 32.7%
35 to 49 27.6% 28.1%
50 to 64 25.5% 25.6%
65 or Older 15.3% 13.5%
Education  Total Market Men
HS or Less 44.5% 42.4%
Post-Grad work or completed 11.8% 12.9%
Some College or Grad 43.8% 44.7%
Household Income  Total Market Men
Less than $35,000 30.6% 28.3%
$35,000 – $49,999 20.7% 16.8%
$50,000 – $74,999 17.1% 17.8%
$75,000 – $99,999 12.0% 12.6%
$100,000 or more 19.6% 24.5%
Employment Status  Total Market Men
Employed full-time or part-time 61.6% 67.6%
Own or Rent Residence  Total Market Men
Own 74.1% 80.1%
Rent 22.4% 17.7%
Kids in HH 38.2% 36.1%
Race  Total Market Men
White 80.8% 83.7%
Black/African American 14.2% 10.5%
Asian 1.8% 2.1%
Other 3.2% 3.6%

Source: Scarborough, Release 1, 2013.

There are approximately 632,000 Women living in Middle Tennessee, making up a little over half the total population. About 4 out of 10 have children at home, and they remain the Chief Purchasing Officer for their families in a wide variety of categories, as well as shopping for products, services and experiences for themselves.

The Tennessean Reaches:

343,600   with The Tennessean and Tennessean.com

289,600   in The Tennessean

133,700   on Tennessean.com

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

Sex of respondent  Total Market Women
Men 48.6% 0.0%
Women 51.4% 100.0%
Age Summaries  Total Market Women
18-34 31.6% 30.5%
35 to 49 27.6% 27.2%
50 to 64 25.5% 25.4%
65 or Older 15.3% 16.9%
Education  Total Market Women
HS or Less 44.5% 46.4%
Post-Grad work or completed 11.8% 10.7%
Some College or Grad 43.8% 42.9%
Household Income  Total Market Women
Less than $35,000 30.6% 32.8%
$35,000 – $49,999 20.7% 24.3%
$50,000 – $74,999 17.1% 16.4%
$75,000 – $99,999 12.0% 11.4%
$100,000 or more 19.6% 15.1%
Employment Status  Total Market Women
Employed full-time or part-time 61.6% 56.0%
Own or Rent Residence  Total Market Women
Own 74.1% 68.4%
Rent 22.4% 26.8%
Kids in HH 38.2% 40.1%
Race  Total Market Women
White 80.8% 78.1%
Black/African American 14.2% 17.7%
Asian 1.8% 1.5%
Other 3.2% 2.7%

Source: Scarborough, Release 1, 2013.

Affluent Adults are the most lucrative market with an annual household income exceeding $100,000. The purchasing power of these adults exceeds their number of 241,000, or 20% of the market. They are more likely to be 35 to 64 years old, as well as have children at home. Their incomes allow for more discretionary and luxury purchases, while also leading to broader options in a range of product categories.

The Tennessean Reaches:

142,900   with The Tennessean and Tennessean.com

113,700   in The Tennessean

57,000      on Tennessean.com

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

Sex of respondent  Total Market Affluent HH
Men 48.6% 60.5%
Women 51.4% 39.5%
Age Summaries  Total Market Affluent HH
18-34 31.6% 32.1%
35 to 49 27.6% 33.5%
50 to 64 25.5% 27.7%
65 or Older 15.3% 6.7%
Education  Total Market Affluent HH
HS or Less 44.5% 25.2%
Post-Grad work or completed 11.8% 20.9%
Some College or Grad 43.8% 53.9%
Household Income  Total Market Affluent HH
Less than $35,000 30.6% 0.0%
$35,000 – $49,999 20.7% 0.0%
$50,000 – $74,999 17.1% 0.0%
$75,000 – $99,999 12.0% 0.0%
$100,000 or more 19.6% 100.0%
Employment Status  Total Market Affluent HH
Employed full-time or part-time 61.6% 75.7%
Own or Rent Residence  Total Market Affluent HH
Own 74.1% 90.6%
Rent 22.4% 2.4%
Kids in HH 38.2% 48.2%
Race  Total Market Affluent HH
White 80.8% 86.8%
Black/African American 14.2% 8.2%
Asian 1.8% 2.7%
Other 3.2% 2.3%

Source: Scarborough, Release 1, 2013.

Adults aged 21 to 39 in Middle Tennessee make up 35% of the total market, or 427,000 people. They are better educated and more diverse than the market. Given their age, they are more likely to have children at home, although less likely to own a home. They are in the market for a broad range of products and services for themselves and their families.

The Tennessean Reaches:

209,300   with The Tennessean and Tennessean.com

149,000   in The Tennessean

118,200   on Tennessean.com

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

Sex of respondent  Market Young Adults
Men 48.6% 50.4%
Women 51.4% 49.6%
Age Summaries  Market Young Adults
18-34 31.6% 76.1%
35 to 49 27.6% 23.9%
50 to 64 25.5% 0.0%
65 or Older 15.3% 0.0%
Education  Market Young Adults
HS or Less 44.5% 36.3%
Post-Grad work or completed 11.8% 12.6%
Some College or Grad 43.8% 51.1%
Household Income  Market Young Adults
Less than $35,000 30.6% 26.6%
$35,000 – $49,999 20.7% 21.9%
$50,000 – $74,999 17.1% 21.5%
$75,000 – $99,999 12.0% 10.9%
$100,000 or more 19.6% 19.0%
Employment Status  Market Young Adults
Employed full-time or part-time 61.6% 75.5%
Own or Rent Residence  Market Young Adults
Own 74.1% 62.2%
Rent 22.4% 33.4%
   Market Young Adults
Kids in HH 38.2% 54.0%
Race  Market Young Adults
White 80.8% 76.8%
Black/African American 14.2% 16.7%
Asian 1.8% 1.9%
Other 3.2% 4.6%

Source: Scarborough, Release 1, 2013.

There are approximately 469,000 adults with children in the Nashville area. 85% of the parents are under age 50, and more than a third have household income over $75,000. Local families live throughout Middle Tennessee, but have higher concentrations in Rutherford, Williamson and Sumner Counties. Households with families have demands on their time and money, making value and convenience critical as they make decisions not only about products, but the health and well-being of their family.

The Tennessean Reaches:

238,100   with The Tennessean and Tennessean.com

202,600   in The Tennessean

89,200      on Tennessean.com

 

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

 

Sex of respondent  Market HH w/Children
Men 48.6% 45.9%
Women 51.4% 54.1%
Age Summaries  Market HH w/Children
18-34 31.6% 44.5%
35 to 49 27.6% 40.3%
50 to 64 25.5% 12.9%
65 or Older 15.3% 2.3%
Education  Market HH w/Children
HS or Less 44.5% 44.7%
Post-Grad work or completed 11.8% 13.8%
Some College or Grad 43.8% 41.4%
Household Income  Market HH w/Children
Less than $35,000 30.6% 26.3%
$35,000 – $49,999 20.7% 17.5%
$50,000 – $74,999 17.1% 19.8%
$75,000 – $99,999 12.0% 11.6%
$100,000 or more 19.6% 24.8%
Employment Status  Market HH w/Children
Employed full-time or part-time 61.6% 73.0%
Own or Rent Residence  Market HH w/Children
Own 74.1% 74.0%
Rent 22.4% 22.4%
Kids in HH 38.2% 100.0%
Race  Market HH w/Children
White 80.8% 79.7%
Black/African American 14.2% 13.9%
Asian 1.8% 2.1%
Other 3.2% 4.3%

Source: Scarborough, Release 1, 2013.

There are 910,000 Home Owners in Middle Tennessee representing 74% of the market. Home Owners are more likely to be married and have higher incomes and education. As real estate in the area continues to improve, buyers are not only investing in their properties, but all homeowners have can benefit from increased value and return on home improvements.

The Tennessean Reaches:

514,100   with The Tennessean and Tennessean.com

441,400   in The Tennessean

189,400   on Tennessean.com

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

Sex of respondent  Market Homeowners
Men 48.6% 52.5%
Women 51.4% 47.5%
Age Summaries  Market Homeowners
18-34 31.6% 25.0%
35 to 49 27.6% 28.7%
50 to 64 25.5% 28.2%
65 or Older 15.3% 18.1%
Education  Market Homeowners
HS or Less 44.5% 41.4%
Post-Grad work or completed 11.8% 13.4%
Some College or Grad 43.8% 45.2%
Household Income  Market Homeowners
Less than $35,000 30.6% 22.1%
$35,000 – $49,999 20.7% 19.9%
$50,000 – $74,999 17.1% 19.2%
$75,000 – $99,999 12.0% 14.7%
$100,000 or more 19.6% 24.0%
Employment Status  Market Homeowners
Employed full-time or part-time 61.6% 62.9%
Own or Rent Residence  Market Homeowners
Own 74.1% 100.0%
Rent 22.4% 0.0%
Kids in HH 38.2% 38.1%
Race  Market Homeowners
White 80.8% 84.5%
Black/African American 14.2% 10.5%
Asian 1.8% 2.0%
Other 3.2% 2.9%

Source: Scarborough, Release 1, 2013.

The Baby Boomer market in Middle Tennessee is an appealing audience. Not only do they represent more than one in four local adults, but they remain in their prime earning years. Today’s Baby Boomers are active adults, who continue to look for new experiences and seek new products. With many having newly empty nests, they have a new opportunity for spending on personal interests.

Note: currently Baby Boomers are age 49 to 67, but represented here as 50-64 due to research standards.

The Tennessean Reaches:

182,300   with The Tennessean and Tennessean.com

163,000   in The Tennessean

57,900      on Tennessean.com

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

Sex of respondent  Market Baby Boomers
Men 48.6% 48.8%
Women 51.4% 51.2%
Age Summaries  Market Baby Boomers
18-34 31.6% 0.0%
35 to 49 27.6% 0.0%
50 to 64 25.5% 100.0%
65 or Older 15.3% 0.0%
Education  Market Baby Boomers
HS or Less 44.5% 49.1%
Post-Grad work or completed 11.8% 10.6%
Some College or Grad 43.8% 40.3%
Household Income  Market Baby Boomers
Less than $35,000 30.6% 28.9%
$35,000 – $49,999 20.7% 20.4%
$50,000 – $74,999 17.1% 14.8%
$75,000 – $99,999 12.0% 14.5%
$100,000 or more 19.6% 21.3%
Employment Status  Market Baby Boomers
Employed full-time or part-time 61.6% 62.0%
Own or Rent Residence  Market Baby Boomers
Own 74.1% 82.0%
Rent 22.4% 15.7%
Kids in HH 38.2% 19.4%
Race  Market Baby Boomers
White 80.8% 85.0%
Black/African American 14.2% 13.5%
Asian 1.8% 0.2%
Other 3.2% 1.3%

Source: Scarborough, Release 1, 2013.

SENIORS

Middle Tennessee Seniors, age 65+, are very aware of how to live longer, healthier and wealthier lives. There are approximately 187,000 Seniors living in Middle Tennessee representing 15% of the population. Seniors tend to be home owners, and they are 11% more likely to be women.

The Tennessean Reaches:

126,200   with The Tennessean and Tennessean.com

122,300   in The Tennessean

17,200      on Tennessean.com

 

Source: Scarborough, Release 1, 2013. 7-day cume for Tennessean, 30-day for Tennessean.com. Numbers do not add due to duplication.

 

Sex of respondent  Market Seniors
Men 48.6% 43.0%
Women 51.4% 57.0%
Age Summaries  Market Seniors
18-34 31.6% 0.0%
35 to 49 27.6% 0.0%
50 to 64 25.5% 0.0%
65 or Older 15.3% 100.0%
Education  Market Seniors
HS or Less 44.5% 56.0%
Post-Grad work or completed 11.8% 9.9%
Some College or Grad 43.8% 34.1%
Household Income  Market Seniors
Less than $35,000 30.6% 46.6%
$35,000 – $49,999 20.7% 23.0%
$50,000 – $74,999 17.1% 15.2%
$75,000 – $99,999 12.0% 6.6%
$100,000 or more 19.6% 8.6%
Employment Status  Market Seniors
Employed full-time or part-time 61.6% 17.3%
Own or Rent Residence  Market Seniors
Own 74.1% 87.8%
Rent 22.4% 10.7%
Kids in HH 38.2% 5.8%
Race  Market Seniors
White 80.8% 87.8%
Black/African American 14.2% 10.5%
Asian 1.8% 0.0%
Other 3.2% 1.7%

Source: Scarborough, Release 1, 2013.