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Tucson Media Market Facts

Tucson Media Market Facts

Tucson Radio Market
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The Tucson radio market ranks 62nd聽according to Arbitron, with a P12+ metro population of ~847,200

The radio market in Tucson delivers its audience well.聽 Listenership measurements are done four times a year by survey. Some general rules of thumb:

  • It is possible to reach 20-25% of most target demos spending $3000-4000 per week on Tucson radio; 50% reach requires an investment of around $8000 per week.
  • Schedules airing on the top four to six stations, when negotiated and placed right, often reach about 50% of the market each week.
  • Due to its relative isolation and international border 60 miles south, the Tucson radio market does not tend to have the 鈥渂leed鈥 of signals from other markets that can complicate and fragment listenership in some markets.聽 This also makes Tucson a desirable test market.
  • Roughly 11% of Tucsonans have listened to satellite radio in the past week (Scarborough R2, 2012).

Here are the Arbitron Summer 2012 Radio Station Rankings with Persons 12+鈥

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鈥nd with Adults 25-54:

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Tucson Television Market
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Tucson鈥檚 television broadcast market ranks 70th聽in Nielsen鈥檚 market rankings of DMAs (Designated Market Areas) based on the market鈥檚 438,440 TV homes.聽聽Of those TV households, approximately 26% are Hispanic, and 3.3% are African American households.聽 78% of TV households have multiple TV sets.

The television market in Tucson drives results for our advertisers.聽 Some facts:

  • With Tucson television, approximately 35% of the market can be reached in a 50 mile radius, spending roughly $4000 a week (in most target demos); To reach 85% of the market, an investment of about $9-10,000 per week is typically needed.
  • Affiliate stations include KOLD (CBS), KVOA(NBC), KGUN (ABC), KMSB (Fox), KWBA (CW) and KTTU (My).
  • Cable coverage is provided by two companies: Cox and Comcast.聽 Cox coverage is primarily metro Tucson, south of River Road to the city boundaries; Comcast covers the foothills of the market, north of River road and along Wrightstown Road.聽 Combined cable penetration is 46%.
  • 42% of the Tucson market subscribes to satellite/ADS; 34% of households own a DVR (Nielsen Index, Nov. 2012).
  • Like the radio market, Tucson experiences negligible television signal bleed from other markets.

 

In the November 2012 Nielsen book, the top programs in Tucson amongst households were:

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In the demo Adults 25-54, top TV programs in Tucson (Nielsen, Nov 2012):

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Tucson Cable TV Market
image031聽Cable penetration in the Tucson market is hovering around 46%. Two systems cover the market: Cox Cable, primarily south of River Road and Comcast Cable, mainly covering north of River Road. Cox Cable also provides services in Green Valley, AZ, which is included in a Cox ad placement. Sierra Vista and Nogales spot placements can also be made with Cox.

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Print

There are many print publication options for advertisers in Southern Arizona.聽 With so many options, we carefully assess your needs and determine the best fit that will deliver results using these publications.聽 We carefully consider each publication鈥檚: geography, readership demographics, circulation and cost-per-thousand to reach that circulation, means of distribution, and past results we have observed through years of experience with these publications.聽 Here is a list:

 

Daily newspaper:

  • The Arizona Daily Star聽(Sunday circ ~170M; weekday circ: ~100-120M)

 

Weekly tabloid newspapers:

  • Inside Tucson Business聽– business news
  • Tucson Weekly –聽community news, arts, entertainment
  • La Estrella聽– Spanish language news and entertainment; in the Daily Star and free in newsstands
  • Explorer Newspapers聽– originally NW Tucson news and happenings; now expanding eastward
  • Marana Weekly News聽– NW Tucson and Marana, AZ community news

 

Monthly newspapers:

  • The Desert Leaf聽– mailed to homes in foothills and northwest Tucson
  • Bear Essential News聽– children鈥檚 newspaper distributed through schools and public libraries
  • Never Too Late聽– news and information for seniors distributed by Pima Council on Aging
  • Foothills News –聽News in Foothills area聽 85718, 85750 and 85704

 

Monthly magazines:

  • Tucson Lifestyle聽– area living, entertainment, real estate and events 鈥 glossy magazine
  • Tucson Home and Garden聽– d茅cor, real estate, entertaining, landscaping 鈥 published by Tucson Lifestyle
  • Fitness Plus聽– health, fitness, sports events and information magazine
  • Lovin鈥 Life聽– mails to subscriber base of active seniors; topics include events, activities, news and health information
  • North Tucson Living Magazine聽聽(published by the聽Tucson Shopper)- covers local issues, sports, schools, profiles of North Tucson residents and businesses.

 

Quarterly glossy magazines:

  • Tucson Home聽– d茅cor, real estate, entertaining 鈥 published by Madden Media
  • Tucson Guide Quarterly聽– things to see and do in Southern Arizona 鈥 published by Madden Media
  • Biz Tucson 鈥撀Southern Arizona business, development and technology news
  • Luxe Magazine聽 – high end d茅cor, lifestyle, real estate and home glossy magazine
  • Indulge Magazine聽(published by the聽Arizona Daily Star) – high end products (minimal editorial) 鈥搈ailed to upscale homes.

Other magazines / publications

  • Programs for the Arts –聽arts and entertainment information / performance pieces at various Tucson arts events including the Tucson Symphony, UA Presents, Arizona Opera and Arizona Theater Company)
  • Tucson Relocation Guide聽– annual information piece distributed throughout the year with relocation packets)
  • Official Newcomers Guide聽– annual piece inside the August issue of聽Tucson Lifestyle聽and printed as overruns for newcomers 鈥 information about the community, services you will need, etc)
  • Dining Guide聽鈥 restaurant listing and information inside Tucson Lifestyle monthly; quarterly overruns are distributed throughout the city and at visitor information centers

 

Community / specific group publications

  • Arizona Jewish Post聽– Bi-monthly newspaper with information and events distributed to members of the Jewish community.
  • Arizona Daily Wildcat聽(University of Arizona student newspaper) – Publishes weekdays during Spring and Fall semesters
  • Southeast Side Connection聽鈥 Monthly newsletter to Rita Ranch and Vail residents.
  • Tech Connect Magazine聽鈥 Bi-monthly (every 2 months) Covers economic developments in the tech sector for businesses, government, and media.
  • Saddlebag Notes聽鈥 Monthly TNI publication to Saddlebrooke residents
  • Tipster聽鈥 Monthly newsletter to Sun City Vistoso residents
  • Robson Communities 鈥 Retirement community publications including –聽Saddlebrooke Progress聽and聽Quail Creek Crossing聽 (in Green Valley)
  • Aztec Press聽鈥 Pima Community College every other week during Spring and Fall semesters
  • Tubac Villager聽鈥 Monthly newsletter to for the residents and businesses in Tubac
  • R- Team聽聽– Tucson Employee Association Magazine for employees at Raytheon
  • Rita Ranch Flyer聽鈥 Monthly (only ads) flyer to residents of Rita Ranch
  • Vail Business Circular聽鈥 Monthly (only ads) flyer to residents of Vail
  • Sahuarita Times聽鈥揗onthly community publication for residents and businesses in Sahuarita and Green Valley
  • Desert Lightning聽鈥 Weekly newspaper for Davis Monthan Air Force Base employees
  • El Imparcial聽鈥 Daily Spanish publication in Spanish speaking areas of Tucson, Phoenix and Sonora, Mexico.

 

Wick Community Publications

  • Green Valley News and Sun聽鈥 publishing Sundays and Wednesdays, this is the primary newspaper for the retirement community of Green Valley
  • Sahuarita Sun聽鈥 publishes Wednesdays, this newspaper鈥檚 focus and distribution is Sahuarita
  • Santa Cruz Valley Sun聽鈥 On Wednesdays, distributes in Tubac, Sahuarita, Green Valley, Sonoita and Patagonia
  • Sierra Vista Herald/Bisbee Daily Review聽鈥 Daily newspaper for Sierra Vista; once per week a special focus on Bisbee is added
  • San Pedro Valley News聽鈥 The Benson newspaper, distributes Wednesdays
  • Nogales International聽鈥 A biweekly newspaper for Nogales that distributes on Tuesday and Friday
  • Weekly Bulletin聽鈥 Distributes in Elgin, Sonoita and Patagonia on Wednesdays
  • Eastern Arizona Courier聽鈥 Safford鈥檚 weekly newspaper
  • Copper Era聽鈥 Clifton鈥檚 weekly newspaper
Outdoor
Outdoor options are varied and can be used creatively. Tucson lacks a major thoroughfare through the city; its streets are laid out in a grid with a multitude of intersections, which makes it an excellent market for reaching commuters with outdoor advertising. At the same time, structures located on developed surface streets mean pitfalls like building and tree blockages. The variety of sizes and costs of these structures give us a lot of creative freedom in designing a powerful campaign.聽 Having bought outdoor here for twenty years, we also know the structure availabilities and costs like the back of our hand.

Clear Channel Outdoor offers three outdoor products in Tucson:

image033聽 Bulletins

  • Typically 14鈥檟48鈥
  • 285 total faces currently in the Tucson market
  • Can be either Rotary locations that move every 60 or 90 days to pre-selected target areas, or Permanent locations
  • The Perms may vary in size (whereas Rotaries are always 14鈥檟48鈥)
  • The highest profile bulletin locations in Tucson that are 14鈥檟48鈥 鈥 are typically Rotaries.聽 That is because these are also the highest demand boards, and this allows more advertisers to enjoy the exposure as part of a high profile rotary campaign.
  • 鈥淧erming out鈥 a bulletin location depends upon its traffic count, market demand, the cost of real estate for that structure to the outdoor company, past revenue of the structure, whether or not it is illuminated, and a number of other factors.
  • Posters and / or permanent bulletins are also available from Clear Channel Outdoor in a variety of outlying communities in Southern Arizona, including Benson, Bisbee, Casa Grande, Coolidge, Clifton, Douglas, Eloy, Florence, Nogales, Mammoth, Safford, Sierra Vista and Willcox.
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Eco Posters and Premier Panels

  • 10鈥5鈥 x 22鈥8鈥 and 12鈥3鈥 x 24鈥6鈥 respectively
  • Formerly known as 鈥30 sheets,鈥 these structures are often used for frequency, in key target areas following a business鈥 traffic patterns or to reach particular target areas.
  • Posters are less costly per location, and are typically purchased in four week increments.聽 When multiple four-week showings are in place, benefits include overrides, and reach to a variety of market areas.
  • Many posters exist throughout the Tucson market; when we design a poster campaign, the locations are selected based upon target areas throughout the city.聽 We also drive all locations because Tucson has grown up around the posters, and in this way we avoid the structures that have the most visual blockage.
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Junior Posters

  • 10鈥5鈥 x 22鈥8鈥 and 12鈥3鈥 x 24鈥6鈥 respectively
  • Formerly known as 鈥30 sheets,鈥 these structures are often used for frequency, in key target areas following a business鈥 traffic patterns or to reach particular target areas.
  • Posters are less costly per location, and are typically purchased in four week increments.聽 When multiple four-week showings are in place, benefits include overrides, and reach to a variety of market areas.
  • Many posters exist throughout the Tucson market; when we design a poster campaign, the locations are selected based upon target areas throughout the city.聽 We also drive all locations because Tucson has grown up around the posters, and in this way we avoid the structures that have the most visual blockage.

Transit Shelters and Bus Benches

AdVision Outdoor provides these products in Tucson.
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Transit Shelters

  • 4鈥檟6鈥 backlit / solar illuminated panels
  • AdVision has 714 transit shelter faces to offer in the Tucson market
  • Locations are in place along bus routes, at bus stops
  • Because Clear Channel Outdoor was no longer allowed to add new structures after 1976, the transit faces provide reach into some 鈥渘ewer鈥 areas where billboard structures simply do not exist.
  • Unlike some markets that use these structures as a way to reach foot traffic or bus riders, the benefits of these structures is primarily to reach commuters driving past the locations on Tucson鈥檚 busy streets.聽 This impacts the design approach, which must be bold with few words, large logo / company name, etc.
  • Locations are widespread and plentiful, so using the right structures to reach the right geographic and demographic targets is critical.
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Bus Benches

  • 2鈥檟7鈥 full color vinyl-wrapped bench backs
  • AdVision has 531 benches in the Tucson market
  • Locations are along bus routes, but not necessarily near bus stops
  • Benches can sometimes be found on thoroughfares in front of businesses and / or on busy routes that are hard to reach with outdoor in any other way.
  • We鈥檝e found benches to be advantageous as a frequency supplement to larger structure placements, as a directional, and for web URL campaigns.
Web
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Geographically targeting Tucson, we have successfully used geo-targeted Facebook campaigns as well as local websites to drive web traffic and sales.

Here is a usage ranking of local media websites (Scarborough Research Release 2, 2012), specific to the Tucson DMA:

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