• by April 18, 2001

Interep released a new research report today entitled, "Marketing Within the Nation's Largest Metros." The report pinpoints the specific characteristics that distinguish the nation's top 10 metropolitan regions from the total U.S., offering valuable information for national marketers who frequently target these large urban hubs. The top 10 government defined metros are home to 20% of the nation's population, and account for 22% of the country's total Effective Buying Income, the report found.

Additional statistics based on analysis of Mediamark 2000 data show that among adults in the Top 10 metropolitan regions are: - Younger: 61% are 18-44 compared to 55% for the total U.S. - More Ethnically Diverse: 57% more likely to be black, 69% more likely to be Hispanic and 57% more likely to be Asian compared to the total U.S. The metros house almost 1/3 of all U.S. adults in these 3 ethnic groups. - Affluent: 50% more likely to live in $100,000 plus households. 31% of all households with $100,000 plus annual incomes are in the top 10 metros. - Educated: 28% hold college degrees or more, compared to 22% for the U.S. Top 10 consumers also are more likely to be single, to rent rather than own their residence, and to live in apartments rather than houses. A media usage analysis of Mediamark 2000 data shows that within the top 10 metros adults in the 3 key ad demos - 18-34, 18-49 and 25-54 - are heavier than average users of radio, magazines and the Internet - not a surprise considering the source of the study. To that end, the report found that radio reaches 94% to 96% of all adults each week. Notably, Interetp found that radio usage is augmented by heavy driving patterns - 3 out of the 10 metros show over 60% of adults driving more than 100 miles each week.