Market Overview

“contemporary, diverse, vibrant, thriving, centrally-located, expanding, youthful, hi-tech, fast-growing”

The Dallas/Fort Worth MSA is the largest metropolitan area in Texas and the 5th largest in the United States. DFW gains some 365 net new residents every day. About a quarter of all Texans live in the DFW Metropolitan area.

The DFW Metroplex is home to numerous corporate headquarters. The metropolitan area is home to over 10,000 corporate headquarters making DFW the largest corporate headquarter concentration in the United States.

Many Fortune 500 companies have their headquarters here: Exxon Mobil, AMR Corporation, Electronic Data Systems/EDS, JC Penney, Kimberly-Clark, D.R. Horton, Texas Instruments, Burlington Northern Santa Fe Corp., Centex, Dean Foods, TXU, Tenet Healthcare, Southwest Airlines, Blockbuster Video, Radio Shack, Affiliated Computer Services, Brinker International.

The Metroplex also contains the largest information technology industry base in the state (often referred to as Silicon Prairie), owing to the large number of corporate IT projects and the presence of numerous electronics, computing and telecom firms.

Several major defense manufacturers, including Lockheed Martin, Bell Helicopter Textron and Raytheon, maintain significant operations in the Metroplex.

Dallas is also home to the largest wholesale merchandise mart in the world. Noted for fashion markets, the Dallas Market Center conducts 50 markets annually in a 100+ acre campus composed of 4 separate buildings.

DFW offers a wide variety of cuisines and leisure activities. It is well known to those who appreciate music, art, culture, sports and entertainment. Dallas has more restaurants per capita than New York City. The Metroplex has more shopping centers per capita than any other United States city or metro.

Dallas/Fort Worth Airport is located equidistant to downtown Fort Worth and downtown Dallas. DFW is the largest airport in the state, 2nd largest in the U.S. and 3rd largest in the world. The Metroplex is headquarters for both American Airlines and Southwest Airlines.

Dallas and Fort Worth have some of the most frequently traveled roads in the country. In total, the metro area has 4,243,088 vehicles registered. In the DFW DMA, 59.9% of the adult population are considered heavy drivers, traveling more than 250 miles per month. Forty percent of DFW households own 2 vehicles.

Clear Channel Outdoor operates the largest bulletin inventory in Dallas/Fort Worth, an exclusive Poster and Junior Poster panel inventory and several wallscapes in the heart of downtown Dallas. Clear Channel Airports, Taxi Media and Malls are also represented in the market.

We can easily reach the general market and we can also create programs that specifically target African American, Hispanic and Asian consumers. The DFW Metroplex is one of the top ranking DMAs in the U.S. for each of these ethnicities.

Market Demographics

General Information
DMA Rank	6th
DMA Population (Adults 18+)	4,824,700
% Change 1990-2007	49%
Population Density	218
Median Age	33.9
Average Household Income	$68,065
Average Vehicles Per Household	1.8
Total Vehicles	4,243,088
Race Distribution & Ethnicity
Caucasian	71%
African American	13%
Asian	4%
American Indian	1%
Hawaiian	0%
Multi-Race	2%
Other	8%
Hispanic (Ethnicity)	26%
Market in Motion
Drive to Work Alone	79%
Carpool	14%
30+ Minute Commute	24%
Median Travel Time To Work One Way (minutes)	23
Research Profiles
Traveled 500 or more total miles (month)	41%
Household Plans To Buy Any New Vehicle Next Year	12%
Personally Attended/Visited Any Casino (yr)	29%
Plans To Buy Wireless/Cellular Service (yr)	7%
Personally Attended/Visited Live Theater (yr)	17%
Participated In Golf (yr)	13%
Bought Any Items On The Internet (yr)	52%
Usually See A New Movie Opening Weekend (yr)	10%
Did Not Read Any Daily Newspaper(s) (yesterday)	61%
Access Internet	69%

Sources: 2007 Census Estimates; 2007 Scarborough; 2000 Census