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2017 Sinclair Multi-Media
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2/28/2017 - 3/20/2017 Fairfax 881,972 21% 205 Montgomery 813,135 19%
County Population % In-Tab Fairfax 881,972 21% 205 Montgomery 813,135 19% 189 Prince George's 714,182 17% 166 DC 563,601 13% 131 Prince William 331,277 8% 77 Loudoun 279,650 7% 65 Arlington 193,604 5% 45 Frederick 189,301 4% 44 Charles 120,464 3% 28 Washington 116,162 27 Spotsylvania 98,953 2% 23 Total 4,302,300 100% 1,000 2/28/ /20/2017 1000 Interviews Adults 18+
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Occupation White Collar 37% 1,570,340 Working Women 31% 1,338,015
DC Market % Population White Collar 37% 1,570,340 Working Women 31% 1,338,015 Retired 18% 787,321 Managerial Professional 10% 430,230 Unemployed 8% 339,882 Clerical 7% 296,859 Service 6% 240,929 Blue Collar 5% 219,417 Student 197,906 Homemaker 3% 141,976 Military 1% 43,023 Operative 0.8% 34,418
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Combine Household Income
DC Market HH Population shown
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DC Market Residents with HHI $150,000+
Occupation % Index White Collar/Mgr/Prof 67% 144 Working Women 36% 117 Retired 13% 69 Blue Collar/Operative 6% 95 Clerical 4% 56 Ethnic Background % Index Caucasian 58% 122 African American 17% 66 Asian\Pacific Islander 13% 116 Hispanic 10% 76 Counties % Index Fairfax 26% 129 MOCO 21% 110 PG 11% 68 Loudoun 9% 140 Arlington 192 DC 8% 59 Prince William 6% 84 Frederick 4% 98 Charles 2% 77 Washington 0.9% 32 Lifestyle Groups % Index Achievers 63% 170 Secure & Mature 49% 154 Established Families 31% 163 Family Starters 23% 147 Women OTG 155 Singles 8% 34 The Blues 3% 53 Limiteds 0% Middle America Golden Oldies
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Recall Brokerage Service Companies
Please name all of the brokerage service firms you can recall. DC Market Charles Schwab 10% Fidelity TD Ameritrade 7% E Trade 6% Vanguard 5% Merrill Lynch ScotTrade 4% Merrill Edge Wells Fargo 3% Edward Jones T. Rowe Price Morgan Stanley 2% USAA J.P.Morgan 1% Prudential Financial Goldman Sachs & Co 0.8% Lincoln Financial Group 0.7% Capital One Bank Ameriprise DC Market Bank of America 0.6% E.F. Hutton Raymond James Morgan Stanley Smith Barney 0.5% MetLife TIAA Chase BB&T 0.3% Berkshire Hathaway First Command Financial Long & Foster ING New York Life RBC Wealth Mngmnt Urban Brokers 0.2% Washington Fine Prop. 0.1% Dwell Other 10% None 59%
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Top Recalled Firms 50% Among HHI Groups Charles Schwab 10% 6% 13% 11%
DC Market < $50K $50K-$75K $100K-150K $150K+ Charles Schwab 10% 6% 13% 11% Fidelity 3% 5% 16% TD Ameritrade 7% 4% 9% 8% E Trade Vanguard 2% Merrill Lynch ScotTrade 0% Merrill Edge 0.8% Wells Fargo Edward Jones T. Rowe Price Morgan Stanley 1% USAA 0.5% J.P.Morgan Prudential Financial Other 12% 18% 15% None 59% 71% 68% 49% 50%
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DC Market’s Lifestyle Group * Secure & Mature
Occupation % Index White Collar/Mgr/Prof 43% 93 Retired 37% 201 Working Women 30% 97 Blue Collar/Operative 7% 116 Clerical 4% 59 Lifestyle Groups % Index Achievers 41% 110 Established Families 30% 155 Women OTG 15% 101 The Blues 6% 98 Singles 4% 16 Middle America 2% 49 Family Starters 0% Limiteds Golden Oldies Ethnic Background % Index Caucasian 54% 113 African American 28% 105 Hispanic 10% 74 Asian\Pacific Islander 7% 63
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Most Influential Media
Which one of the following media types is most influential?
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Over 1,200,000 Residents Watching!!
Watching Newschannel 8 Over 1,200,000 Residents Watching!!
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Top Local WJLA Programs
Secure & Mature Viewing Index Pop ABC 7 News 6p 134 473,253 ABC 7 News 5p 130 430,230 ABC 7 News 11p 113 387,207 Jeopardy 7:30p 361,393 Wheel of Fortune 7p 114 314,068 Good Morning Washington 6a 111 279,650 Good Morning Washington 4:30a 109 Good Morning America 7a 97 266,743 Good Morning Washington 5a 102 253,836 ABC 7 News 4p 105 The View 11a 93 172,092 ABC 7 News 12N 167,790 Live with Kelly 9a 84 Hot Bench 3p 85 90,348 Rachael Ray 10a 67 86,046
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Marshall Marketing Follow Through
Additional Data Requests Unlimited access Media Evaluation Services Synergy finds the most efficient mix Thank you for your time!
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