DMA Rank	163rd (Gainesville)
DMA Population (Adults 18+)	260,810 (Gainesville)
% Change 1990-2010	14% (Gainesville DMA)

Market Demographics

(Gainesville DMA)

Race Distribution & Ethnicity
White	74%	African American	18%
Hispanic (Ethnicity)	8%	Asian	4%
Other	2%

Median Age	31.3
Average Household Income	$58,537
Average Vehicles per Household	1.7

Market in Motion

Traveled 300+ Total Miles (wk)

58%

Business & Economy

• UF research adds more than $6 billion/yr. to FL economy
• Malcom Randall VA Medical Center serves military veterans of north and central Florida and south Georgia
• The Villages is U.S.'s largest active retirement community

Sports & Recreation

• University of Florida Gators; home football and basketball games draw 50,000+ visitors to Gainesville
• Tire Kingdom NHRA Gatornationals at Gainesville Raceway
• HITS (Horseshows in the Sun) Ocala Winter Circuit adds $30 million to local economy in six weeks
• Silver Springs, Florida's oldest attraction
• Fine Arts for Ocala's 2-day Art Festival in October draws 20,000+ attendees

Education

• University of Florida
• College of Central Florida
• Santa Fe College
• St. Leo University extension campuses

Market Areas of Interest

• Bulletins on I-75 and Florida's Turnpike from the state line to Orlando and Tampa
• Ocala's equine industry draws wealthy horse buyers/sellers/competitors from around the world
• The Villages attracts celebrities and politicians, drawing state-wide crowds and national news teams to events
• Homosassa has the highest concentration of retired winter residents (Snowbirds) in the U.S.

^{Sources: U.S. Census Estimates 2011; Arbitron Retail Direct 2011; University of Florida Research: Working for Florida; Ocala/Marion TDC, U.S. Census Bureau}