2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers 2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers

2009MARKET

ANALYSISFort Smith-Fayetteville-Springdale-

Rogers

2009MARKET

ANALYSISFort Smith-Fayetteville-Springdale-

Rogers

U.S. Rank

(out of 210)TV Households 297,920 #100Persons 2+ 761,162 #98Total Business Establishments 29,103 #109Effective Buying Income $12.4 billion #106HH with EBI Over $150k 3,783 #115Department Store Sales $ 438 million #128General Merchandise $ 2.2 billion #76Wired Cable 50%ADS 40%

Multi-set 80%VCR 70%

Black 2.7%Hispanic 7.4%

Persons 18+ 567,000Persons 18-34 184,000Persons 18-49 341,000Persons 25-54 317,000Working Women 126,000

Median Age: 35

Fort Smith – Fayetteville – Fort Smith – Fayetteville – Springdale – Rogers DMA MarketSpringdale – Rogers DMA Market

Sources: NSI NOV 2008 Demographics USA*ADS stands for Alternate Delivery Systems, meaning other than wired cable and over-the-air

KHOG

Over 297,000 TV HouseholdsCovers 11 counties in 2 statesAverages over 13.2 billion dollars in total retail sales annuallyRanked 115th in Household EBI exceeding $150k26th Fastest growing M.S.A. in the country100th largest television market in the country Both Fort Smith and Northwest Arkansas MSA’s voted in the top 70 Best performing MSA’s from the 2008 Milken Institute Study.

Fort Smith – Fayetteville – Springdale - Rogers is the 26th fastest growing market in the country. This market blends the cultures of Northwest Arkansas with The Arkansas River Valley region and Eastern Oklahoma. The market has come to be recognized as a corporate business, manufacturing, trucking and agricultural center.

Business ClimateFort Smith and the River Valley region have experienced tremendous success in recruiting top-tier manufacturers like Rheem, Whirlpool, Hiram Walker, Baldor Electric, MAC Steel, Planters Foods and Gerber Foods. The city of Fort Smith was voted #1 Best place to live for affordable homes according to 2008’s Money Magazine report. Northwest Arkansas is home to the corporate headquarters for Wal-Mart, the world’s largest retailer, Tyson Foods, the worlds largest producer of protein products and other companies like J.B Hunt Trucking, Tyson Foods, George’s Chicken, Allen Canning and Superior Industries are headquartered in Northwest Arkansas as well. Wal-Mart and the rest of these companies, in turn, have had a tremendous impact by bringing numerous supplier companies to Northwest Arkansas, creating significant secondary employment, improving the local tax base and creating a huge demand for commercial and residential real estate. The city of Bella Vista was listed as one of the top 25 places to live for affordable housing from the 2008 Money Magazine report.

LocationThe Northwest Arkansas region borders the lakes and forests of the largest mountain range between the Appalachians and the Rockies; the Ozark Mountain Range. Perhaps the main draw for big business is the ideal location of the market… right in the center of the United States… Oklahoma City to the West, Kansas City and St. Louis to the North, Memphis to the East, and Dallas Texas to the South. Interstate 40 that stretches from the Atlantic coast to the Pacific Coast is the main artery that runs through the region. The market also offers one of the lowest unemployment rates in the country, a welcoming tax structure, beautiful landscapes, affordable living and a broad connection of highways, railways, airports and terminals.

Retail SalesFrom small boutiques in picturesque towns to large shopping centers like the Pinnacle Promenade Shopping Center, this market's total annual retail sales ring up over $8 billion annually. Benton county ranks #1 in the state of Arkansas for per capita income. The market ranks 95th out of 210 television markets in the country for households with effective buying income over $150,000. Forbes.com ranked Northwest Arkansas as being one of the country’s top 20 best places to build a business or career.

GrowthNorthwest Arkansas experienced 47.5% growth from 1990 – 2000. The market growth is expected to continue and accelerate. In the next five years, this market's population is projected to grow at higher rates than the previous decade and in twenty years, conservative projections show the market doubling in size. Leading the way is the Fayetteville, Springdale, Rogers metro region, which ranks near the top in the nation for population growth from 1990 - 2000. Between July 1, 2006, and July 1, 2007, the northwest Arkansas MSA grew 2.9 precent.

““The 26The 26thth Fastest Growing Market Fastest Growing Marketin the Nation.”in the Nation.” U.S. Census Bureau, Feb. 08U.S. Census Bureau, Feb. 08

Fort Smith – Fayetteville – Springdale - Rogers

Sources: 1 NSI 2006, 2007, 2008 2 The Milkin Institute 3 2008 Money Magazine 4 2007 Demographics USA 5 Forbes.com

Media Market RankingsMedia Market RankingsFort Smith – Fayetteville – Springdale – Rogers

Source: 2007 Demographics USA

U.S. Rank (out of 210)

Total Population 761,162 100

Median Age 35 158

African-American Population 22,000 131

Hispanic Origin Population 80,000 69

Total TV Households 297,920 100

Total Effective Buying Income $12,433,254,000 106

Median Household EBI $34,999 129

Households with EBI of $150,000 or more 3,783 115

Total Retail Sales $13,204,190,000 95

Motor Vehicle & Parts Dealers Sales $2,932,799,000 78

Home Furnishings/Electronics/Appliances $501,931,000 97

Building Materials & Supply Stores Sales $2,251,326,000 65

Food & Beverage Store Sales $899,264,000 124

Health & Personal Care Store Sales $418,816,000 118

Gasoline Service Station Sales $1,255,489,000 121

Clothing & Accessories Store Sales $411,886,000 102

Department Store Sales $438,091,000 128

Grocery Store Sales $748,475,000 129

General Merchandise Store Sales $2,203,689,000 76

Food Services and Drinking Place Sales $938,373,000 107

Total Business Establishments 29103 109

Buying Power Index (BPI) 0.2302 101

Total Consumer Buying Power $12,895,825,000 107

Total DMA Households Total DMA Households Fort Smith – Fayetteville – Springdale - Rogers

Total Households by CountyNorthwest Arkansas 163,390 55%River Valley Region 134,530 45%

Total DMA: 297,920

8,830

7,120 9,49022,440

80,070

18,530

5,950

15,700

4,450

77,370

47,970

Sources: NSI NOV 2008,

Fort Smith

Market CharacteristicsMarket Characteristics NORTHWEST ARKANSAS REGION

Fayetteville–Springdale–Rogers-Bentonville–Bella Vista– Siloam Springs 54% of the DMA

The Northern portion of the DMA represents 3 counties and accounts for:

Population 54% Total Households 55%Retail Sales 61% Effective Buying Income 54%Auto Sales 66% Food Sales 60%Eating & Drinking 65% Furniture/Appliances 66%General Merchandise 54%

52%

Fayetteville

55%

Fort Smith

Sources: 2007 Demographics USA

As Northwest Arkansas’ most populous county with over 203,000*1 residents, Benton County is situated in the northwestern corner of the state and is part of the nation's 26th fastest growing MSA1, Northwest Arkansas.

Nestled in the foothills of the Ozark Mountains, Northwest Arkansas boasts a rich quality of life, beautiful lakes, rivers and forests as well as a mild climate making Northwest Arkansas an attractive place to call home. Employment opportunities abound in this area, well known as an international business community with deep roots in trucking, poultry and agriculture.

With year-round recreational possibilities and an abundance of natural offerings, the county’s leisure activities and events are endless. A quick inspection of Northwest Arkansas’ educational, arts and entertainment resources, as well as its outstanding health and social service offerings, will reinforce the area's high quality of life. With an abundance of rich community resources, a supportive, progressive government, and solid economic structure, Northwest Arkansas is not only a great place to live and work, but a great place to visit.

Benton and Washington Counties Represent:

60% employment growth in the last decade*2

Ranked 36th Safest MSA in the nation*2

Median Household Income $44,015*2

Over 55% of the Households and population in the market*3

Over 63% of the Total Retail Sales in the market*4

Benton County is the Most PopulousBenton County is the Most PopulousCounty in the Market andCounty in the Market and

outranks the state in per capita incomeoutranks the state in per capita income

Sources: 1. U.S. Census Bureau 2008 2. Sam M Walton College of Business, University of Arkansas 1996 Business Forecast3. Nielsen NSI November 2008 4. 2007 Demographics USA

http://www.eurekasprings.org/

Market CharacteristicsMarket Characteristics THE RIVER VALLEY REGION

Fort Smith–Van Buren–Sallisaw- Poteau–Waldron- Clarksville 46% of the DMA

The Southern portion of the DMA represents 8counties and accounts for:

Population 46% Total Households 45%Retail Sales 39% Effective Buying Income 46%Auto Sales 34% Food Sales 40%Eating & Drinking 35% Furniture/Appliances 34%General Merchandise 46%

45%

Fort Smith

Fayetteville

Sources: 2007 Demographics USA

Northwest Arkansas, Persons 25-54: Nov, 2008Benton and Washington Counties, AR

Station M-F 5-7a M-F 5-630p M-F 10-1035p

KHBS+ 2.2 4.1 3.7

KFSM 0.8 2.5 3.1

KNWA 1.4 2.6 2.7

KFTA 0.0 0.6 0.2

Benton / Washington CountiesPersons 25-54, TV Households for NOVEMBER, 2008

•2008 County Coverage Study: Nielsen NSI STELLAR Nov 2008

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

Mon--Fri: 6a--7a Mon--Fri: 5p / 6p News Mon--Fri: 10p--10:35p

KHBS+

KFSM

KNWA

KFTA

Fort Smith MSA, Persons 25-54: Nov, 2008

Station M-F 5-7a M-F 5p-630p M-F 10-1035p

KHBS+ 1.9 2.4 3.0

KFSM 4.9 5.8 14.5

KNWA 0.0 0.1 0.0

KFTA 0.0 0.6 0.0

Fort Smith MSAPersons 25-54, TV Households for NOVEMBER, 2008

•2008 County Coverage Study: Nielsen NSI STELLAR Nov 2008

0.0

2.0

4.0

6.0

8.0

10.0

12.0

Mon--Fri: 6a--7a Mon--Fri: 5p / 6pNews

Mon--Fri: 10p--10:35p

KHBS+

KFSM

KNWA

KFTA

Cable DMACable DMAFort Smith – Fayetteville – Springdale - Rogers

Source: Nielsen Feb 2008 NSI

Based on NOV 2008 Cable DMA UEs*ADS means Alternate Delivery System and includes all forms of Satellite television delivery

Region County Name ADS HHs ADS %Cable+ ADS

HHsCable+ADS

%

NW ARK

BENTON 28,825 36% 75266 94%

WASHINGTON 25,532 33% 69633 90%

MADISON 3,332 56% 4879 82%

Totals 57689 35% 149778 91.7%

River Valley

SEBASTIAN 13,911 29% 43653 91%

CRAWFORD 9,649 43% 19298 86%

LOGAN 5,210 59% 7241 82%

FRANKLIN 4,699 66% 6123 86%

JOHNSON 6,643 70% 8731 92%

SCOTT 2,581 58% 3872 87%

SEQUOYAH, OK 8,478 54% 13973 89%

LEFLORE, OK 10,006 54% 15936 86%

Totals 61178 45% 118826 88.3%

Total DMA 118,867 40% 268604 90.2%

Region County Name TVHHs Cable HHs Cable %

NW ARK

BENTON 80,070 46,441 58%

WASHINGTON 77,370 44,101 57%

MADISON 5,950 1,547 26%

Totals 163,390 92,089 56.4%

River Valley

SEBASTIAN 47,970 29,741 62%

CRAWFORD 22,440 9,649 43%

LOGAN 8,830 2,031 23%

FRANKLIN 7,120 1,424 20%

JOHNSON 9,490 2,088 22%

SCOTT 4,450 1,291 29%

SEQUOYAH, OK 15,700 5,495 35%

LEFLORE, OK 18,530 5,930 32%

Totals 134,530 57,648 42.9%

Total DMA 297,920 149,737 50.3%

KHBS-TV’s (Channel 40) UHF transmitter site on Cavanaugh Hill in Poteau Oklahoma allows effective signal strength into the River Valley portion of the DMA, covering all 8 of the southern DMA counties and beyond.

KHOG-TV’s (Channel 29) UHF transmitter site (sister to KHBS) on Mt. Kessler in Springdale allows effective signal strength into Northwest Arkansas covering the three northern DMA counties and beyond.

CW (NHBS-DT 40-2, NHOG-DT 29-2) KHBS in Fort Smith and KHOG in Rogers broadcast the CW Plus Network on the digital tier in each side of the market. NHBS DT 40-2 in Ft Smith and NHOG 29-2 in Rogers

KFSM-TV’s (Channel 5) VHF transmitter location is atop Figure Five Mountain approximately 5 miles north of Van Buren. While covering the southern and eastern portions of the DMA effectively, the northern signal has weak spots, especially in Benton County, the northernmost county in the DMA.

KPBI-TV’s (Channel 46) LPTV transmitter is located on Vista Hill in Van Buren. KPBI has a network of low power repeaters, enabling the station to further the signal in order to reach the main cable headends. Over the air reception is very difficult in all parts of the DMA. This company also owns the UPN affiliate: KFDF (Channel 10). They use the same network to supply KFDF to cable headends.

* Univision (KFDF-TV) LPTV transmitter (sister

station to KPBI) is also on a network of lower power repeaters, enabling the station to reach cable headends. Over the air reception is very different throughout the DMA.

KFTA-TV’s (Channel 24) UHF transmitter is located on Cartwright Mountain in lower Crawford County. KFTA provides a signal to the southern part of the DMA. Due to the transmitter location, it is difficult for the South and eastern counties to get good reception. KFTA does not cover the northern half of the DMA with a broadcast signal

KNWA-TV’s UHF (Channel 51) UHF transmitter site (sister to KFTA) is located in Rogers Arkansas. The signal is designed to cover the 3 counties in Northwest Arkansas, and does not cover the southern half of the DMA with a broadcast signal. Sources: NSI 2008, 2007 Demographic USA

GEOGRAPHICAL CHARACTERISTICS:Fort Smith is located in the southern half of the DMA while Fayetteville, Springdale and Rogers are located in the northern half. The Boston Mountain range separates the two Metro regions by 70 miles of rough and mountainous terrain.Fort Smith is situated beside the Arkansas River and borders Oklahoma to the West. Northwest Arkansas sits at the foothills of the Ozark Mountain Range and borders Missouri to the North. Each region is very different from the other in many ways. Cultural, social, economic, industrial and even subtle differences in climate give each region it’s own identity within the same market.

Transmitter Location Makes A Difference!Transmitter Location Makes A Difference!

o

+

+*X

X

Marshall Marketing Fact sheet

Survey MethodologyConducted By:

•Marshall Marketing & Communications, Inc., Pittsburgh, PA •Over 25 years of consumer & media research experience•Currently surveying over 100 markets across the U.S.

Telephone Survey•Random Digit Dialing•Listed & Unlisted Numbers•Survey Sampling, Inc.•Computer Assisted Telephone Interviewing•Proportionate to the Population

Survey Contents•Consumer Categories•Demographics•Media

Dates of Interviewing

•September 16 – 29, 2008

Sample•500 Completed Telephone Interviews•18 years-of-age or older•Precision Level: +/- 3.5% (at a 95% Confidence Level)•Proportionate to County Populations

Counties % Population # of Interviews

Benton, AR 30.4% 152,061 152

Washington, AR 28.8% 144,058 144

Sebastian, AR 18.0% 90,036 90

Crawford, AR 9.0% 45,018 45

Le Flore, OK 7.6% 38,015 38

Sequoyah, OK 6.2% 31,012 31

TOTAL: 100% 500,200 500Source: Marshall Marketing 2008

MEDIA PAST 7 DAYSIn the past 7 days, have you...?

91%

79%

70% 69%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Watched Television Listened to theRadio

Read aprinted/paper copyof the Newspaper

Accessed theInternet

None

A18+

Source: Marshall Marketing 2008

43%

37%

10%

4% 5%

0%

10%

20%

30%

40%

50%

Cable DSL Dial-up Other Don't Know

A18+

CONNECTION TO THE INTERNETIs your connection to the internet at home?


3%

25%

19%

12% 11% 10%

7%

3%

0%

10%

20%

30%

None

4029

tv.co

m

5new

sonli

ne.co

m

nwah

omep

age.co

m

nwao

nline

.com

swtim

es.co

m

arka

nsas

onlin

e.com

myfo

x24.co

m

A18+

LOCAL WEBSITES VISITED - 30 DAYS What websites did you visit in the past 30 days?

18%

2%1%

3%

0%

10%

20%

1-5 times 6-10 times 11-20 times 21+

A18+

LOCAL WEBSITES VISITED - 4029TV.COM If you have accessed the website 4029tv.com, how many times in the past 30 days have you

accessed it?


72%

60%

45% 44% 42% 41% 40% 38% 37% 37% 36%30%

26% 24% 22% 20% 20% 19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

A18+

ACTIVITIES USE THE INTERNETFor which of the following activities do you use the internet?

55%

44%

35% 32% 31%27%

21% 21%16% 15% 12% 10% 7%

3%8%

21%

0%

10%

20%

30%

40%

50%

60%

Wea

ther

Loca

l New

s

Brea

king N

ews

Classifie

ds

Brea

king N

ews f

or Sev

ere Wea

ther

Commun

ity In

form

ation

Loca

l Spo

rts

Obitua

ries

More I

nfor

mation

on a T

V New

s Story

Emplo

ymen

t Opp

ortunit

ies

Telev

ision

progr

am lin

eup

Health

Viewed

/Clicke

d on Ad

vertisin

gTr

affic

None of th

ese

Do no

t visit loc

al TV

/new

spap

er w

ebsit

es

A18+

INFORMATION ACCESS VISITING WEB SITESWhen visiting a local TV station or newspaper website, what kinds of information did you access?


53%49%

40% 39% 38%35% 33% 33% 32% 31% 30%

27% 26% 24% 22% 22% 21% 20%

0%

10%

20%

30%

40%

50%

60%

Recip

es/Foo

ds

Clothing

/App

arel

Book

s

Health

/Med

ical Infor

mation

CD/M

usic

Video

s/DVD

Furn

iture

Airlin

e Tic

kets

Compu

ter Softw

are

New/U

sed Ve

hicle

Trav

el Re

servation

s

Ticke

ts to cu

ltural/s

porti

ng ev

ents

Bedd

ing

Child

ren's

Toy

s

Emplo

ymen

t/Job

s

Movie

Ticke

ts

Home F

urnis

hings

None of th

ese

A18+

RESEARCHED FOR ON INTERNETWhich of the following items have you researched for on the internet in the past 12 months?

35%

27%25%21%

19%18%18%15%

13%12% 12%12%10% 8% 8% 7% 6% 6% 5%

34%

0%

10%

20%

30%

40%

A18+

BOUGHT ON INTERNETWhich of the following items have you bought on the internet in the past 12 months?


39%

23%

7%

2%

9%

33%

41%

7%

2%

10%

19%

7%

3%6%

36%

23%

8%

3%

7%

34%

22%

39%

34%

39%

0%

10%

20%

30%

40%

50%

ArkansasDemocratGazette

The MorningNews of

NorthwestArkansas

SpringdaleMorning News

USA Today Other or Don'tKnow

None

A18+ A18 - 49 A25 - 54 A35+

DAILY PAPER READ PAST 7 DAYSWhen thinking of only the printed/paper copies of newspapers, in the past 7 days, which

newspapers published Monday through Saturday have you read?

Northwest ArkansasNorthwest Arkansas

River ValleyRiver Valley


NEWSPAPERDo you consult the newspaper prior to shopping for...?




59%55%

57%61%

0%

10%

20%

30%

40%

50%

60%

70%

No

A18+ A18 - 49 A25 - 54 A35+

READ ANY INSERTSIn the past 7 days, did you read any advertising circulars inserted in the

newspaper?



53% 54%52% 52%

0%

10%

20%

30%

40%

50%

60%

No

A18+ A18 - 49 A25 - 54 A35+


8% 8% 8% 7% 6% 6% 5% 5%

7%

41%

11%

9%

16%

8%

4%

9%

13%

4% 4%

37%

12%

9%11%

8%9% 9%

8%

6%8%

32%

10%

7%9% 9%

10%

7% 6%8% 9%

32%

7% 8%

4%

7%8%

5%

2%

6%

9%

42%

0%

10%

20%

30%

40%

50%

KIGL FM93.3

KKIX FM103.9

KMCK FM105.7

KUAF FM91.3

KLRC FM101.1

KKEG FM92.1

KMXF FM101.9

SatelliteRadio

Other Did NotListen

A18+ A18 - 34 A18 - 49A25 - 54 A35+

STATIONS LISTEN 6-10AMIn the past 7 days, which radio stations did you listen to from 6am-10am?



7%6%

5% 4% 4% 3% 3%

11%

53%

15%

7%

14%

9%

3%

10%9%

7%

51%

10%

6%

9%

6%

2%

6% 5%

8%

53%

8%6% 5% 5%

3% 3% 3%

11%

51%

4%6%

1% 2%4%

1% 1%

12%

54%

0%

10%

20%

30%

40%

50%

60%

KMAG FM99.1

KTCS FM99.9

KISR FM93.7

KKBD FM95.9

SatelliteRadio

KZBB FM97.9

KLSZ FM102.7

Other Did NotListen

A18+ A18 - 34 A18 - 49A25 - 54 A35+


6% 5%4% 4% 4% 4% 4% 3%

8%

56%

6% 6%8% 7% 7%

2%

8%

5%

49%

7% 5%3%

5% 5% 5%4%

5% 6%

51%

5% 5% 5%

1%3%

4% 5%2%

8%

56%

6% 5% 5%

2% 2% 2%5%

1%

10%

60%

1%

0%

10%

20%

30%

40%

50%

60%

70%

KKIX FM103.9

KIGL FM93.3

KEZA FM107.9

KKEG FM92.1

KMXF FM101.9

KXNA FM104.9

SatelliteRadio

KMCK FM105.7

Other Did NotListen

A18+ A18 - 34 A18 - 49A25 - 54 A35+

STATIONS LISTEN 10AM-3PMIn the past 7 days, which radio stations did you listen to from 10am-3pm?



7%6%

5% 4% 4% 3% 3%

11%

53%

15%

7%

14%

9%

3%

10%9%

7%

51%

10%

6%

9%

6%

2%

6% 5%

8%

53%

8%6% 5% 5%

3% 3% 3%

11%

51%

4%6%

1% 2%4%

1% 1%

12%

54%

0%

10%

20%

30%

40%

50%

60%

KMAG FM99.1

KTCS FM99.9

KISR FM93.7

KKBD FM95.9

SatelliteRadio

KZBB FM97.9

KLSZ FM102.7

Other Did NotListen

A18+ A18 - 34 A18 - 49A25 - 54 A35+


7% 6% 6% 6% 5% 5% 5% 5% 4% 4%

9%

46%

7%5%

14%

5%7%

4%2%

12%

8%

4%5%

42%

8% 8%9%

7% 7%8%

5%

8%6%

5%7%

38%

9%

6% 7%

9%

6%

9%7%

4% 5%

7% 7%

38%

7% 7%

2%

7%5%

6% 7%

2%3%

5%

11%

47%

0%

10%

20%

30%

40%

50%

KIGLFM 93.3

KKIXFM

103.9

KMCKFM

105.7

KUAFFM 91.3

KKEGFM 92.1

KLRCFM

101.1

KEZAFM

107.9

KMXFFM

101.9

KXNAFM

104.9

SatelliteRadio

Other Did NotListen

A18+ A18 - 34 A18 - 49A25 - 54 A35+

STATIONS LISTEN 3-7PMIn the past 7 days, which radio stations did you listen to from 3pm-7pm?



11% 11%

8%

4% 4% 4% 4% 3%

7%

48%

19%

12%

20%

9%

5%

9% 9%

12%

9%

37%

15%

10%

14%

8%

3% 4%

7% 6% 7%

46%

9% 9% 10%

7%

5%

7%

5% 4%

6%

44%

8%10%

3% 3%4%

2% 2%0%

6%

52%

0%

10%

20%

30%

40%

50%

60%

KMAG FM99.1

KTCS FM99.9

KISR FM93.7

KKBD FM95.9

SatelliteRadio

96.3ESPNRadio

KLSZ FM102.7

KZBB FM97.9

Other Did NotListen

A18+ A18 - 34 A18 - 49A25 - 54 A35+

Source: Marshall Marketing 2008Source: Marshall Marketing 2008

29%

18% 17%

9%

4%

31%

28%

16%14%

6%

29%

25%

14% 14%

6%

30%

19%

15%

11%

6%

28%

13%

18%

6%

4%

0%

10%

20%

30%

40%

Plan to PurchaseTires

Plan to PurchaseUsed Automobile

Plan to PurchaseAuto Insurance

Plan to Purchase anATV + Plan to

Purchase Motorcycle

Plan to PurchaseNew Automobile

A18+ A18 - 34 A18 - 49A25 - 54 A35+

PLAN TO PURCHASE/LEASEWhich of the following do you plan to do, purchase or lease in the next 12 months?

25%

15%13%

5% 5%

25%

15%

25%

3%

9%

23%

14%

19%

6%7%

25%

13%12%

6% 6%

24%

15%

8%

6%

3%

0%

10%

20%

30%

Plan to PurchaseTires

Plan to PurchaseAuto Insurance

Plan to PurchaseUsed Automobile

Plan to PurchaseNew Automobile

Plan to Purchasean ATV + Plan to

PurchaseMotorcycle

A18+ A18 - 34 A18 - 49A25 - 54 A35+




40%

19% 18%16%

6% 6%

46%

28%25%

14%

8%10%

16%

6%

15%

5%

37%

14%17%

5%

10%

23%

47%

28%

21%24%

7%

44%

15%

4%

0%

10%

20%

30%

40%

50%

Plan toPurchase Lawn

and GardenItems

Plan toPurchaseFurniture

Plan toPurchaseMattress

Plan toPurchase

Carpet/FloorCovering

Plan toPurchase Major

Appliance

Plan toPurchase Pool

or Spa

A18+ A18 - 34 A18 - 49A25 - 54 A35+


33%

14% 14% 13%9%

1%

39%

12%

15%

22%

14%

2%

40%

13%16%

18%

10%

2%

38%

12%

16%14%

9%

1%

31%

15%13%

10%7%

1%0%

10%

20%

30%

40%

50%

Plan toPurchase Lawn

and GardenItems

Plan toPurchase

Carpet/FloorCovering

Plan toPurchaseMattress

Plan toPurchaseFurniture

Plan toPurchase Major

Appliance

Plan toPurchase Pool

or Spa

A18+ A18 - 34 A18 - 49A25 - 54 A35+






17%15%

13% 13%

5%

24%

18%17%

14%

4%

23%

17% 17%16%

5%

21%

17% 17%

14%

7%

14% 14%

12% 12%

6%

0%

10%

20%

30%

Plan to PurchaseHD Television

Plan to PurchaseHome Electronics

Plan to PurchaseJewelry

Plan to PurchasePersonal Computer

Plan to PurchaseSporting

Equipment

A18+ A18 - 34 A18 - 49A25 - 54 A35+


15%14%

12% 11%

3%

22%

17%

14% 14%

3%

20%

16% 16%16%

4%

15% 15%

18%16%

5%

12% 12% 12%10%

3%

0%

10%

20%

30%

Plan to PurchaseHome Electronics

Plan to PurchaseJewelry

Plan to PurchasePersonal Computer

Plan to PurchaseHD Television

Plan to PurchaseSporting

Equipment

A18+ A18 - 34 A18 - 49A25 - 54 A35+


33%

4%2%

38%

6%

2%

36%

4%2%

38%

4%1%

30%

4%2%

0%

10%

20%

30%

40%

50%

Plan to Purchase EyeContacts/Eye Glasses

Plan to Join a Weight Loss Clinic Plan to Have Laser VisionCorrection Surgery

A18+ A18 - 34 A18 - 49A25 - 54 A35+


33%

3% 3%

29%

2% 2%

28%

3% 3%

34%

4% 4%

35%

3% 3%

0%

10%

20%

30%

40%

Plan to Purchase EyeContacts/Eye Glasses

Plan to Have Laser VisionCorrection Surgery

Plan to Join a Weight Loss Clinic

A18+ A18 - 34 A18 - 49A25 - 54 A35+






68%

50%

12% 11% 10% 10% 10%

59%

25%

12%

7%

11%

6%

61%

9%

72%

51%

15%11%

14% 13%

9%

22%

48%

13%

4%2%

10%6%

49%

13%11%

3%

24%

47%

58%

12%7%10%

3%

10%

24%

48%

7%9%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Gene

ral P

racti

ce

Eye Do

ctor

Dent

ist

Chiro

prac

tor

Derm

atolo

gist

Massa

ge The

rapis

t

Card

iolog

ist

OB/Gy

n

Orthop

edic

Pedia

trics

A18+ A18 - 34 A18 - 49A25 - 54 A35+

DOCTORS VISITED-12 MONTHSWhich of the following doctors or health specialists have you visited in the past 12 months?

67%

53%

16% 15% 15%

8% 8% 6%

56%

44%

20% 20%

5%

0%

14% 14%

3%

70%

51%

19%

12%

6%

49%

58%

10%13%

4%

21%

18%

55%56%

47%

6%4%4%

17%

55%51%

44%

3%

12%15%

51%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Gene

ral P

racti

ce

Dent

ist

Eye Do

ctor

OB/Gy

n

Chiro

prac

tor

Derm

atolo

gist

Card

iolog

ist

Massa

ge The

rapis

t

Ear/N

ose an

d Th

roat

A18+ A18 - 34 A18 - 49A25 - 54 A35+




49%46%

42%

26%

20% 19%

52%

34%

48%

22% 23%

52%

24%

15%

38%

29%

51%

28%25%

10%

48%

20%

34%

45%

21%

14%

47%

39%

17%

0%

10%

20%

30%

40%

50%

60%

Savings Account InterestCheckingAccount

Non-InterestCheckingAccount

Home Mortgage Money MarketAccount

Auto Loan forNew Automobile

A18+ A18 - 34 A18 - 49A25 - 54 A35+

FINANCIAL SERVICES-PRIMARY INSTITUTIONWhich of the following do you personally have at your primary institution?

52%

41%

37%

20% 19%

14%11%

60%

47%

17%15%

58%

18%

14%

57%

34%

21%

15%13%

49%

44%

33%

21%

15%

11%9%

32%

11%

23%

33%

45%45%

21%

0%

10%

20%

30%

40%

50%

60%

70%

SavingsAccount

InterestCheckingAccount

Non-InterestCheckingAccount

HomeMortgage

Auto Loan forNew

Automobile

Money MarketAccount

Membershipat a Credit

Union

A18+ A18 - 34 A18 - 49A25 - 54 A35+




70%

58%

73%

61% 62%58% 58%

61%56%

69%

57% 58%58%59% 59%

71%

60% 59%

71%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Wills Divorce Bankruptcy Personal Injury

A18+ A18 - 34 A18 - 49A25 - 54 A35+

WOULD USE ATTORNEYFor which of the following reasons would you contact an attorney or law firm to obtain information

about your rights or provide legal assistance?

66% 64%59%

54%

70% 70%

61%

54%

69%66%

56%

51%

69% 69%

57%

52%

64%61%

58%54%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Wills Divorce Personal Injury Bankruptcy

A18+ A18 - 34 A18 - 49A25 - 54 A35+




5%

8%

6%

5%

3%

0%

10%

Yes

A18+ A18 - 34 A18 - 49A25 - 54 A35+

Plan to purchase a house in the next 12 months?

7%

6%

5%

6%

7%

0%

10%

Yes

A18+ A18 - 34 A18 - 49A25 - 54 A35+

3%

5% 5%

4%

2%

0%

10%

Yes

A18+ A18 - 34 A18 - 49A25 - 54 A35+

5%

12%

8%

4%3%

0%

10%

20%

Yes

A18+ A18 - 34 A18 - 49A25 - 54 A35+

Plan to sell a house in the next 12

months?

Plan to build a house in the next 12 months?

6%

10%9%

5%4%

0%

10%

20%

Yes

A18+ A18 - 34 A18 - 49A25 - 54 A35+

3%

8%

6%

4%

1%

0%

10%

Yes

A18+ A18 - 34 A18 - 49A25 - 54 A35+

Plan to purchase a house in the next 12 months?

Plan to sell a house in the next 12 months?

Plan to build a house in the next 12 months?Source: Marshall Marketing 2008



# VISITS TO FAMILY STYLE RESTAURANTIn the past 30 days, how many times have you visited a family style restaurant?

14%

8%

18%

43%

12%

5%

13%

5%

25%

46%

8%

2%

13%

4%

25%

46%

10%

3%

14%

6%

21%

45%

10%

5%

15%

10%

15%

41%

14%

6%

0%

10%

20%

30%

40%

50%

None 1 2 3 to 5 times 6-10 times 11+

A18+ A18 - 34 A18 - 49A25 - 54 A35+

20%

12%

17%

39%

11%

2%5%

22%

42%

10%

0%

4%

26%

10%

1%

21%

9% 9%

1%

19%

15% 15%

38%

12%

2%

20%20%

40%

23%

37%

0%

10%

20%

30%

40%

50%


A18+ A18 - 34 A18 - 49A25 - 54 A35+




17%

4%

11%

22%

29%

16%17%

1%

14%

19%

33%

17%17%

2%

10%

20%

36%

15%17%

3%

9%

22%

32%

17%18%

6%

10%

24%

28%

16%

0%

10%

20%

30%

40%


A18+ A18 - 34 A18 - 49A25 - 54 A35+

# OF FAST FOOD VISITSIn the past 30 days, how many times have you visited a fast food restaurant?

14%

9%12%

24%

29%

13%

9%

3%

7%

41%

22%

8% 7% 6%

22%

39%

18%

10%8%

11%

34%

14%16%

11%

14%

26% 25%

9%

19%

23%

0%

10%

20%

30%

40%

50%


A18+ A18 - 34 A18 - 49A25 - 54 A35+




18%

10%7% 7%

5% 5%

24%

14%

10%

6%5%

6%

20%

13%

8%

5% 5% 5%

15% 15%

9%7%

6%

3%

15%

7%6%

8%

5% 4%

0%

10%

20%

30%

2-yearcommunity

college

Graduate course 4-year college VocationalSchool

Technical School Don't know

A18+ A18 - 34 A18 - 49A25 - 54 A35+

EDUCATIONIf you are planning to continue your education in the next 2 years, what type of school will you be

most likely to enroll?

14%

11%

8%

5%4% 3%

5%

20%

24%

12%

2%3%

17%16%

5%3%

3%

5%

11%10%

5%

3%4%

7%

12%

6% 6% 7%

4% 3%

6%5%

3%

9%

17%

0%

10%

20%

30%

4-yearcollege

2-yearcommunity

college

Graduatecourse

VocationalSchool

TechnicalSchool

Individualclasses

Don't know

A18+ A18 - 34 A18 - 49A25 - 54 A35+


Effective Buying Income ($000)Effective Buying Income ($000)Fort Smith – Fayetteville – Springdale - Rogers

Effective Buying Income by CountyNorthwest Arkansas $7,219,174 54%River Valley $5,214,080 46%

Total DMA: 12,433,254

Money income less personal tax and nontax payments–a number often referred to as “disposable” or “after-tax” income.


$868,980,000

$3,759,038,000

$561,008,000

$645,293,000

$3,251,003,000

$2,063,480,000

$148,035,000

$209,133,000

$325,223.000

$330,878,000$271,183,000

Retail Sales ($000)Retail Sales ($000)Fort Smith – Fayetteville – Springdale - Rogers

Retail Sales by County Northwest Arkansas $7,990,110 63%River Valley $4,630,049 37%

Total DMA: 12,620,159


$588,962,000

$3,104,825,000

$339,712,000

$437,669,000

$4,778,591,000

$2,561,925,000

$74,188,000

$106,694,000

$239,532,000

$251,966,000$136,095,000

Net sales (minus refunds and allowances for returns) for all establishments primarily engaged in retail trade, plus eating and drinking establishments. Receipts from repairs and other services (by retailers) are also included, but retail sales by wholesalers and service establishments are not.

Automobile Sales by CountyNorthwest Arkansas $1,924,918,000 66%River Valley $1,007,881,000 34%

Total DMA: 2,932,799,000


$121,862,000

$689,335,000

$69,825,000

$90,890,000

$1,231,311,000

$567,600,000

$2,582,000

$4,272,000

$63,355,000

$51,807,000$39,960,000

Automobile Sales ($000)Automobile Sales ($000)Fort Smith – Fayetteville – Springdale - RogersSales by retail establishments (dealers) primarily engaged in selling new and used automotive vehicles and trailers for personal use, and parts and accessories for such vehicles. Boat and aircraft dealers are included; mobile home dealers and gasoline service stations are not included.

Retail Sales by County Northwest Arkansas $613,806,000 66%River Valley $324,567,000 34%

Total DMA: $943,373,000


$39,007,000

$257,689,000

$24,533,000

$29,652,000

$353,793,000

$183,913,000

$9,364,000

$2,324,000

$12,815,000

$13,164,000$12,119,000

Eat/Drink Sales ($000)Eat/Drink Sales ($000)Fort Smith – Fayetteville – Springdale - RogersSales by establishments selling prepared food and drinks for immediate consumption on or off the premises. Caterers and industrial and institutional food-service establishments are included; operators of vending machines, mobile lunch wagons, dinner theaters, and ice cream trucks are not.

Food Store Sales by County Northwest Arkansas $542,614,000 60%River Valley $356,650,000 40%

Total DMA: $899,264,000


$46,474,000

$165,205,000

$22,374,000

$63,577,000

$373,014,000

$130,034,000

$14,456,000

$4,395,000

$33,442,000

$29,196,000$17,097,000

Food Store Sales ($000)Food Store Sales ($000)Fort Smith – Fayetteville – Springdale - RogersSales by retail stores primarily engaged in selling food for home preparation and consumption. Sales by mail-order houses, frozen-food plants, candy stores, warehouse clubs, gasoline stations with convenience stores, snack and non-alcoholic beverage shops, bakeries, and other non-store retailers are not included.

Furniture/Electronics/Appliances Sales by

County Northwest Arkansas $333,195,000 66%River Valley $153,736,000 34%

Total DMA: $501,931,000


$18,976,000

$115,273,000

$3,895,000

$6,121,000

$214,571,000

$129,782,000

$837,000

$3,351,000

$4,621,000

$2,298,000$2,206,000

Sales by retail stores selling goods for the home. Includes appliances, radios, televisions, computer hardware & software, camera & photographic equipment and electronics. Excludes automobile stereo/radio stores, pre-recorded tape, compact disc and record stores, musical instruments, sheet music and recordings, custom-made furniture and upholstering, antiques and second-hand items.

Furniture/Electronics/Appliance Sales ($000)Furniture/Electronics/Appliance Sales ($000)Fort Smith – Fayetteville – Springdale - Rogers

General Merchandise Store Sales by County Northwest Arkansas $1,184,085,000 54%River Valley $1,019,604,000 46%

Total DMA: $2,203,690,000

Source: 2007Demographics USA

$102,203,000

$514,119,000

$63,289,000

$106,653,000

$665,446,000

$644,683,000

$2,548,000

$4,520,000

$33,123,000

$63,732,000$3,373,000

General Merchandise Sales ($000)General Merchandise Sales ($000)Fort Smith – Fayetteville – Springdale - RogersSales by retail establishments, such as department, variety, and general stores, that sell a wide variety of new merchandise.

Buying PowerBuying PowerFort Smith – Fayetteville – Springdale -

Rogers

Source: 2007 Demographics USA 2008 US Census Bureau Nov 2008 Nielsen VIP

Persons 2+ Total Food & Food Serv. & Furn. & Home Furn.Total House- Retail Beverage Drinking General and Electronic

County Population holds Sales Stores Estab. Merch. & Appliances

Benton 203107 80,070 $3,104,825 $165,205 $257,689 $514,119 $115,273

Washington 194292 77,370 $4,778,591 $373,014 $353,793 $665,446 $214,571

Madison 15420 5,950 $106,694 $4,395 $2,324 $4,520 $3,351

NW ARK 412819 163,390 $7,990,110 $542,614 $613,806 $1,184,085 $333,195

% of DMA 54% 55% 61% 60% 65% 54% 66%

Sebastian 121766 47,970 $2,063,480 $130,034 $183,913 $644,683 $129,782

Crawford 59031 22,440 $868,980 $46,474 $39,007 $102,203 $18,976

Logan 22599 8,830 $325,223 $33,442 $12,815 $33,123 $4,621

Scott 11304 4,450 $148,035 $14,456 $9,364 $2,548 $837

Franklin 18157 7,120 $271,183 $17,097 $12,119 $3,373 $2,206

Johnson 24747 9,490 $330,878 $29,196 $13,164 $63,732 $2,298

Sequoyah, OK 41024 15,700 $561,008 $22,374 $24,533 $63,289 $3,895

Leflore, OK 49715 18,530 $645,293 $63,577 $29,652 $106,653 $6,121

River Valley 348343 134,530 $5,214,080 $356,650 $324,567 $1,019,604 $168,736

% of DMA 46% 45% 39% 40% 35% 46% 34%

Total DMA 761162 297920 $13,204,190 $899,264 $938,373 $2,203,689 $501,931

Retail Sales by Store Group ($000)

Documents

2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers 2009 MARKET ANALYSIS Fort Smith-Fayetteville-Springdale- Rogers