SRDS LMAA: Demographic Overview Description

Choose the Demographic Overview Report to gain a general understanding of your market's demographic characteristics.
This report provides a broad overview of the demographic characteristics of your market.
Demographics include Age, Income, Education, Household Size, Home Values and more.
You can select from all DMAs or Counties in the US.
Variables include Age, Income, Education, Household Size, Home Values and more. All variables will be indexed to the US.

How to Run a Demographic Overview

A Count (Base Count) – Total Population Count for the specified DMA or County. In this example, current 2008 population for Abilene-Sweetwater, TX DMA base count total population is 305,439. This count is determined by the Pop-Facts table for the DMA or County selected.
B % Comp (Local Market) – The number of estimated households in Abilene-Sweetwater, TX, DMA (246,296), that represents a Single Race Classification of White Alone. That population makes up 80.64% of this DMAs total population. The local market county/total base count x 100.
C Index – White Alone Households in Abilene-Sweetwater, TX are 111%, 1.11 times, or 11% more concentrated than the national U.S. index of this segment. % Comp of the County or DMA / % U.S. Comp x 100.
- Note: If the Index is below 100, which is the average, such as the Black or African American Alone population with an Index of 46, it means this segment is 54% (100-46) lower than the average U.S. population for this single race class.

Call: 1-800-232-0772 (ext 8005)
lmaa-help@srds.com