Market Overview

“a city of stunning contrast and diversity”

Located in the heart of southern Arizona, Tucson is a city of stunning contrast and diversity. From the broad desert valley of world-famous saguaro cacti to 9,000- foot mountain forests of pine trees and snow, the city stands at a geographic and cultural crossroads. A population of more than 1 million sprawls along a valley floor of some 20 miles between mountain ranges to the East and West and is nestled against the backdrop of the Santa Catalina range to the North. On any day of the 360 days of sunshine per year, the Santa Rita Mountains can be seen some 65 miles to the south between Arizona and Mexico.

Tourism is an important source of income in the Tucson market. It has contributed over $1.5 billion to the Pima county economy in the past year and continues to be a major part of the economic base. In addition,manufacturing employment in metropolitan Tucson has more than doubled in the past ten years. This growth is due to the increase of high technology manufacturers locating and expanding in Pima County. Some of the growing high-technology areas are bio-industry, aerospace, environmental technology, and teleservices.

At the heart of Tucson’s activity are the University of Arizona and Davis-Monthan Air Force Base.

The U of A is one of the top 10 research universities in the nation with enrollment of over 36,000 students and a faculty and staff of 12,000. Its athletic department is usually rated in the top ten of all American university programs. The U of A is the largest employer in Pima County with a pay roll of half a billion dollars.

Davis-Monthan AFB was founded in 1927 and has served the nation’s military air needs ever since. It has served the Strategic Air Command, the Tactical Air Command and its current mission- the Air Combat Command- featuring the A-10 close air support wing. It is located within the City of Tucson and is a leading local employer.

Outdoor in Tucson is very effective because of the active mobile audience lifestyles…86% of all adults go outdoors everyday. Tucsonans spend nearly 60 hours per month in pursuit of recreational activities and almost 4 hours per week commuting to work. With no inner-city freeways, commuters must travel the major arteries and side streets to reach their destinations, making outdoor the most effective way to reach a target audience with the lowest cost per thousand compared to any major media. In addition, the dynamics of the Tucson community teamed with Clear Channel Outdoor’s presence in the market allow for an excellent test of the Outdoor Medium.

Market Demographics

General Information
DMA Rank	70th
DMA Population (Adults 18+)	837,845
% Change 1990-2007	42%
Population Density	60
Median Age	36.4
Average Household Income	$56,709
Average Vehicles Per Household	1.7
Total Vehicles	764,968
Race Distribution & Ethnicity
Caucasian	72%
African American	3%
Asian	2%
American Indian	3%
Hawaiian	0%
Multi-Race	4%
Other	16%
Hispanic (Ethnicity)	35%
Market in Motion
Drive to Work Alone	74%
Carpool	15%
30+ Minute Commute	17%
Median Travel Time To Work One Way (minutes)	21
Research Profiles
Traveled 500 or more total miles (month)	37%
Household Plans To Buy Any New Vehicle Next Year	10%
Personally Attended/Visited Any Casino (yr)	46%
Plans To Buy Wireless/Cellular Service (yr)	10%
Personally Attended/Visited Live Theater (yr)	19%
Participated In Golf (yr)	16%
Bought Any Items On The Internet (yr)	50%
Usually See A New Movie Opening Weekend (yr)	8%
Did Not Read Any Daily Newspaper(s) (yesterday)	60%
Access Internet	69%

Sources: 2007 Census Estimates; 2007 Scarborough; 2000 Census