Market Overview

“an education, finance and insurance hub known for its quality of life”

Des Moines is the capital of Iowa. The place where the Presidential race begins every four years. Des Moines is often referred to as the heartland’s best kept secret. It is an education, finance and insurance hub known for its quality of life. As an education center, Des Moines offers eight colleges and universities, including Iowa State and Drake University. The school system consistently ranks in the top five in the country. As a finance and insurance hub, Des Moines is home to over 25 ranking institutions and 61 national insurance company home offices.

Des Moines lies at the crossroads of I-80 and I-35. This positions Des Moines as an ideal test market for products and services. The Des Moines economy consists of a balance among the manufacturing, services, government, wholesale and retail trade and agribusiness sectors. However, manufacturing has a significant impact on Des Moines’ economy. The city is the third-largest international insurance center. During the past ten years, public-private partnerships have yielded in excess of $1.2 billion in new development in the city of Des Moines’ core business district. Some major corporate headquarters include Meredith Corporation, National Pork Producers, Principal Financial Group and Maytag.

The city of Des Moines is actively revitalizing the downtown area. New attractions in the downtown area include the Iowa Events Center encompassing the 17,000 capacity Wells Fargo arena, as well as an interactive Science Center with IMAX theater, Central Library in the Gateway West development, and the renovated Principal Park, home to the Iowa Cubs. The upscale East Village is home to several unique shops and restaurants, and new condominiums and apartments have been built downtown for the urban professionals and those seeking the excitement and buzz of the city’s center. Visitors can tour the Des Moines Botanical Center that cultivates plants and flowers under one of the biggest geodesic domes in the nation.

Clear Channel Outdoor is the predominant out-of-home provider in the Des Moines area and the only company offering such a wide variety of products to the advertiser. The plant is consistently recognized for its top-notch creative and ability to stretch the medium for its clients locally, regionally and nationally.

Market Demographics

General Information
DMA Rank	73rd
DMA Population (Adults 18+)	792,862
% Change 1990-2007	13%
Population Density	52
Median Age	37.8
Average Household Income	$56,736
Average Vehicles Per Household	2.0
Total Vehicles	874,356
Race Distribution & Ethnicity
Caucasian	93%
African American	2%
Asian	2%
American Indian	0%
Hawaiian	0%
Multi-Race	1%
Other	2%
Hispanic (Ethnicity)	4%
Market in Motion
Drive to Work Alone	79%
Carpool	11%
30+ Minute Commute	9%
Median Travel Time To Work One Way (minutes)	15
Research Profiles
Traveled 500 or more total miles (month)	43%
Household Plans To Buy Any New Vehicle Next Year	7%
Personally Attended/Visited Any Casino (yr)	43%
Plans To Buy Wireless/Cellular Service (yr)	6%
Personally Attended/Visited Live Theater (yr)	16%
Participated In Golf (yr)	20%
Bought Any Items On The Internet (yr)	44%
Usually See A New Movie Opening Weekend (yr)	7%
Did Not Read Any Daily Newspaper(s) (yesterday)	47%
Access Internet	68%

Sources: 2007 Census Estimates; 2007 Scarborough; 2000 Census