The population of Sacramento is growing in record numbers, and it's easy to see why. The Sacramento area offers a quality of life found in few other major metropolitan areas. The region's lower cost of living and less crowded environment is reinforced by a community of highly regarded schools and universities. Now factor in a lifestyle that families, professionals and retirees can all enjoy equally and affordably, and it's easy to see why this market's growth curve is headed off the charts.
The Sacramento MSA (Metropolitan Statistical Area as defined by Federal Government comprises the four, greater Sacramento counties of Sacramento, Placer, El Dorado and Yolo) is projected to grow its households by 11%, total population by 13% by the year 2010.
Between 2005 - 2010, Placer County is projected to be the fastest growing county in California.
Source: SRC Data, October 2005
Employment
The Sacramento job market continues to be healthy and will see big gains in the Transportation, Public Utilities Financial and Service sectors.
Projected Growth by Employment Sector - 2001 - 2008
Sacramento MSA
Source: Employment Development Department, Labor Market Information
Retail Sales
Through the decade, the Sacramento MSA is expected to lead the state in personal income and sales growth. A statistic that can only mean one thing -shopping! Total retail sales in 2004 were in excess of $34 billion. The Sacramento MSA is ranked 28th in total effective buying power.
Sacramento MSA
- 34,206,283 ($000) total retail sales
- 36.9% increase 2003-2008- Retail sales per household - $47,674 (2008)
Source: S&MM Survey of Buying Power 2003
Compared to the Nation, the Sacramento market is younger, wealthier and more educated. Additionally, Sacramento is recognized as one of the most diverse cities in the U.S.
Source: Scarborough 2005 R1 (Multi-Market), 2005 R2 Sacramento MSA
The Bee's suite of advertising products reaches more Sacramento area adults than other any other media. With print, online, sub ZIP zoning and direct mail, we can reach as many or as few households as you like.
Sacbee.com is the dominant local media Web site and rivals national sites such as Google and Yahoo.
National and Local Media Trend
Since the 1975-1976 television season the top rated show has lost nearly half its overall reach.
There has been a nearly 50% drop in average delivery of Prime Time Network TV since 1975. Nationally, the current top 10 shows don't reach 20% of the market.
In 2000 85% of Sacramento households subscribed to either Cable TV or a Satellite TV service. While that figure has risen only slightly in the past four years the number of persons watching Cable TV has declined some 24%.
Advertisers buying only cable television have seen their audience pool erode by a quarter in only four years.
Radio has also seen a decline in reach due to iPods and satellite radio.
Media Terms
Average Issue Reach. A newspaper's average amount of readers reached with one issue. Cume Reach. The number of different (unduplicated) people within a specific target group that read the newspaper over a period of time. Usually Daily (over 5 days, within one week) or Sunday (over four Sundays).
Cumulative ('Cume') Audience. The net unduplicated audience of a station or network during two or more time periods; also used to describe how many different households or people are reached by an advertising schedule.
Gross Impressions. The total number of persons or the total number of audience impressions delivered by an advertising schedule.
Reach. The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks.
Frequency. The number of times the same person or household is exposed to an ad vehicle in a specified time span.
Gross Rating Points (GRPs). The total number of broadcast rating points delivered by an advertiser's television schedule, usually in a one-week period. It is computed by dividing the total number of impressions by the size of the target population and multiplying by 100, or by multiplying % reach X average frequency.
Cost-Per-Rating point (CPP). CPP is determined by dividing the cost of the schedule by the schedule's expected rating against the target audience.
Metropolitan Statistical Area (MSA). A geographic area consisting of a central city of 50,000+ population as established by the federal government. Sacramento consists of four key counties (El Dorado, Yolo, Placer and Sacramento).
Designated Market Area (DMA). The Sacramento/Stockton/Modesto DMA consists of 16 counties.
Quintile. This refers to 1/5 of the selected media's reader or viewership. Quintile #1 refers to those that are the heaviest users of that medium and quintile #5 refers to those that are the lightest users of that medium
Index Rating. An index of 100 equals the average for the market. Ex: an index of 145 among married adults who eat ice cream, means this particular target group is 45% more likely to be eaters of ice cream than the market as a whole.
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