Baby Boomers


TN Media Audience Data

BABY BOOMERS

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.