Market Overview

“synonymous with speed and cutting edge technology”

The coverage of Daytona Beach-Melbourne market runs through 11 counties, encompasses all or part of seven metro areas, and provides exposure to a population of over 2 million. The market stretches from the nation’s oldest city, St. Augustine, south to the Palm Beach county line, reaching the International, national and local tourist visiting Florida’s beaches.

St Augustine, America’s oldest City, is a time capsule reflecting nearly 500 years of fascinating history. The city’s rich history and cultural diversity have helped shape a dynamic city for both residents and visitors. Tourism is the mainstay of St. Augustine’s economy due to its beautiful historical sites, the bountiful beaches and outdoor recreation activities. Each year, the city draws nearly 2 million travelers from around the world.

Daytona Beach, the “World’s Most Famous Beach” city, has over 20 miles of white sand beaches, boardwalk, rides, free concerts and unlimited activities and is home to the Daytona International Speedway with motorcycle and go-kart racing to compliment the big car races it is already famous for. The city is synonymous with speed and cutting edge technology.

Brevard County, “The Space Coast,” is ranked 55th in the nation for technology-based companies. Brevard is also on the edge of space. NASA, Astronaut Hall of Fame, Kennedy Space Center & Patrick Air Force Base are located in North Brevard. Cocoa Beach is home to the World Famous Ron Jon Surf Shop.

Population growth in this market is expected to continue at an above average rate. Some major corporation’s headquarter include Budget Rent-ACar, Rockwell Collins, Harris Corp, Sea Ray Corp. and Bombardier Motor Corp. Within this marketing area, Clear Channel Outdoor offers clients several out-of-home products that generate awareness to the tourists and local traffic traveling along I-95, I-4 and Florida’s Turnpike.

Market Demographics (Part of Orlando DMA)

Demographics
Neilson TV Households Rank	19
Adults Age 18+ Rank	20
Population of Adults 18+	2,788,789
Total Population	3,690,119
% Population Change from 1990 to 2009	64
Average Age	39.6
Average Household Income	64,286
Average Number of Vehicles per Household	1.8
Population Density (People per Sq/Mile)	409
Race Distribution (%)
White	78
African American	13
Asian	3
American Indian	0
Hawaiian	0
Multi-Race	3
Other	3
Ethnicity (%)
Hispanic	17
Research Profiles (%)
Traveled 500 or more total miles in a month	35.5
Household plans to buy any new vehicle next year	11.6
Have visited a casino last year	25.4
Plan to switch wireless/cellular carrier next year	9.5
Personally attended/visited a live theater last year	17.2
Participated in golf last year	14.1
Bought any items on the internet last year	55.8
Usually see a new movie opening weekend in a year	9.3
Did not read any daily newspaper(s) yesterday	54.1
Accessed the internet last month	73.8
Drove alone to any place last week	93
Car pooled to any place last week	5.2
Spent 30 minutes or more traveling to work one way	18

Sources: 2009 Census Estimates; 2009 Scarborough