San Antonio Express-News: Advertising: Advertising Opportunities

Get into the game and make the play with the Express-News Sports section. With emotion-filled photographs, the latest scores and more, sports fans throughout South Texas reach for this section for everything sports. The Sports section reader is more likely male compared to the overall San Antonio market. Sports readers are also more likely to have higher household incomes.

Sports Section Readers
	MSA	Daily Readers		Sunday Reader
	Adults %	%	Index	%	Index
Gender
Male	48	59	123	57	119
Female	52	41	79	43	83
Age
18-24	14	13	93	16	114
25-34	20	14	70	15	75
35-44	20	21	105	20	100
45-54	19	20	105	20	105
55-64	13	13	100	13	100
65 or older	15	19	127	17	113
Education
High School or less	34	30	88	33	97
Some college	34	37	109	34	100
College or more	32	33	103	33	103
Household Income
Less then $25,000	19	14	74	16	84
$25,000-$34,999	18	16	89	18	100
$35,000-49,999	20	21	105	20	100
$50,000-74,999	18	22	122	20	111
$75,000 or more	25	27	108	27	108
Ethnicity
Hispanic	47	49	104	47	100
Non-Hispanic	53	52	98	53	100
Dwelling
Homeowner	67	74	110	70	104
Renter	23	18	78	20	87
Source: MORI Research, 2005

Due to rounding not all categories will add to 100%

*The index is a number that relates the percentage of a target group to the overall population base.

Using Gender as an illustration, an index equal to 100 indicates the percentage of readers who are male, for example, is the same as the percentage for the overall population.

An index greater than 100 indicates there is a higher percentage of readers who are male compared to the overall population, while an index less than 100 indicates there is a lower percentage of readers who are male compared to the overall population.

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