Affluent Households


TN Media Audience Data

AFFLUENT HOUSEHOLDS

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.