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Demographics/DMA

Lexington adults in the DMA* (Designated Market Area) who have read the Lexington Herald-Leader in print or online in the past seven days. CLICK HERE for geography definitions.

DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
Lexington DMA 984,001 100 464,301 100 100
           
Age
DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
Adults 18-34 303,509 30.8 138,071 29.7 96
Adults 35-49 240,814 24.5 104,810 22.6 92
Adults 50+ 439,678 44.7 221,420 47.7 107
           
Level of Education
DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
High School Graduate (12th grade or GED) 396,691 40.3 173,664 37.4 93
Some college (1-3 years-not Graduate or AA/Associates 294,911 25.4 129,828 28.0 110
College Graduate (4-year college) 112,449 11.4 59,954 12.9 113
Post Graduate Degree 68,751 7.0 48,087 10.4 148
           
Marital Status
DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
Married 560,984 57 269,323 58.0 102
Not married (single, legally separated, widowed, divorced) 423,017 43.0 194,978 42.0 98
           
Race
DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
White 920,292 93.5 434,200 93.5 100
Black/African American 51,069 5.2 25,785 5.6 107
Asian 2,546 0.3 1,026 0.2 85
Other 10,094 1..0 3,290 0.7 69
           
Sex of Respondent
DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
Men 477,317 48.5 239,890 51.7 107
Women 506,684 51.5 224,411 48.3 94
           
Household Income
DMA DMA Pop. DMA % H-L INA** Pop. H-L INA % Index
< $35,000 385,166 39.1 131,377 28.3 72
$35,000 - $49,999 177,750 18.1 94,617 20.4 113
$50,000 - $74,999 165,549 16.8 85,946 18.5 110
$75,000 - $99,999 125,798 12.8 66,988 14.4 113
$100,000 - $249,999 113,435 11.5 72,806 15.7 136
$250,000 + 16,303 1.7 12,567 2.7 163
Lexington Photos

 

*DMA is the Designated MarketArea, consists of 40 counties
**Integrated Newspaper Audience (print and/or online reach past 7 days)

SOURCE:
Study: Market/Release Lexington, KY 2012 Release 1
Release: Total (Apr 2011 - Mar 2012)
Base: DMA: Lexington DMA
Projected: 984,001 Respondents: 1,956

Target: Integrated Newspaper Audience: Lexington Herald-Leader INA
Projected: 464,301 Respondents: 1,151
Percent of Base: 47.2

Copyright Scarborough Research 2012. No definitions subject to reliability notification. This exported report is not MRC accreditable.



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