San Antonio Express-News
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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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