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Marshall Marketing & Communications 2013 Milwaukee Survey Source: Milwaukee Business Journal; October 26, 2012 Wealthiest Milwaukee-area ZIP Codes

Milwaukee's Wealthiest Zip Codes Feb'13

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Marshall Marketing & Communications 2013 Milwaukee SurveySource: Milwaukee Business Journal; October 26, 2012 issue

Wealthiest Milwaukee-area ZIP

Codes

Marshall Marketing & Communications 2013 Milwaukee Survey

Wealthiest Milwaukee-area ZIP CodesRank ZIP Post office/city name Median

HH Income

1 53183 Wales $98,3842 53045 Brookfield $92,5683 53092 Mequon/Thiensville $92,0234 53122 Elm Grove $91,5775 53097 Mequon $89,4626 53018 Delafield $86,9937 53029 Hartland $83,8888 53017 Colgate $83,4609 53005 Brookfield $82,318

10 53033 Hubertus $82,29111 53076 Richfield $80,50212 53217 Milwaukee $80,23513 53153 North Prairie $79,20414 53151 New Berlin $78,72015 53150 Muskego $76,83816 53189 Waukesha $76,60117 53149 Mukwonago $76,25418 53103 Big Bend $75,73919 53119 Eagle $75,65120 53089 Sussex $75,35321 53158 Pleasant Prairie $73,48922 53072 Pewaukee $72,81523 53012 Cedarburg $72,43324 53185 Waterford $72,41725 53132 Franklin $72,288Source: Milwaukee Business Journal-October 26, 2012 “Wealthiest

Milwaukee-area ZIP codes” (Ranked by median household income)

Source: Milwaukee Business Journal; October 26, 2012 issue

Marshall Marketing & Communications 2013 Milwaukee Survey

GENDERWomen 48% 94Men 52% 107

GENDERWomen 48% 94Men 52% 107

STANDARD AGE RANGES18 - 24 12% 10325 - 34 10% 5335 - 49 35% 12850 - 64 28% 10665+ 15% 93

STANDARD AGE RANGES18 - 24 12% 10325 - 34 10% 5335 - 49 35% 12850 - 64 28% 10665+ 15% 93

EDUCATIONVo-Tech or Some College 21% 79College Graduate 36% 140Some Graduate Work 5% 133Graduate degree 16% 128

EDUCATIONVo-Tech or Some College 21% 79College Graduate 36% 140Some Graduate Work 5% 133Graduate degree 16% 128

OCCUPATIONWhite Collar 48% 138Working Women 30% 98Retired 14% 82Blue Collar 11% 73

OCCUPATIONWhite Collar 48% 138Working Women 30% 98Retired 14% 82Blue Collar 11% 73

HOUSEHOLD INCOMELess Than $30K 11% 43$30-$50K 16% 76$50-$75K 16% 81$75-$100K 18% 121$100-150K 26% 192$150K+ 13% 233

HOUSEHOLD INCOMELess Than $30K 11% 43$30-$50K 16% 76$50-$75K 16% 81$75-$100K 18% 121$100-150K 26% 192$150K+ 13% 233

MARITAL STATUSMarried 71% 123Single 18% 74Divorced/separated 4% 49Widowed 4% 79Living Together 3% 69

MARITAL STATUSMarried 71% 123Single 18% 74Divorced/separated 4% 49Widowed 4% 79Living Together 3% 69

PRIMARY RESIDENCEOwn a Home 80% 118Rent 10% 44

PRIMARY RESIDENCEOwn a Home 80% 118Rent 10% 44

NUMBER OF CHILDRENNo Children 52% 931 Child 20% 1252+ Children 29% 100

NUMBER OF CHILDRENNo Children 52% 931 Child 20% 1252+ Children 29% 100

Profile Of Adults In Wealthiest Milwaukee-area ZIP CodesPercent &

IndexVs. Total Adults

Average Age: 47.2 yearsAverage HHI: $89,720

Marshall Marketing & Communications 2013 Milwaukee Survey

Adults In Wealthiest Milwaukee-area ZIP Codes are…

Over 2x more likely to Consider Saab, Volvo or Lexus for next vehicle

AUTO MAKES CONSIDERED Index vs. Total AdultsSaab 261Volvo 209Lexus 205Acura 180Subaru 174Mazda 174Mini Cooper 174Lincoln 149Honda 131

Over 2x more likely to pay for a new room addition, deck or driveway in the next 12 months

HOME IMPROVEMENTPlan To Pay For

Index vs. Total Adults

Room Addition 266Build a Deck 228Driveway 205Garage Doors 128Electrical Work 127Landscaping 124

COSMETIC PROCEDURES Index vs. Total Adults

Cosmetic Spider Vein removal 222

Botox or superficial facial peel 213

Bariatric procedure 213

Varicose Vein treatment 196

Micro- or chemical facial peel 188

Surgical facial procedure 177

Body or facial hair removal 126

Liposuction 118

Over 2x more likely to consider spider vein removal, Botox or gastric bypass procedure

FINANCIAL Index vs. Total AdultsMutual Funds 140Investment 138Home Mortgage 129IRA 128Money Market Account 126401K 115Home Equity Line of Credit 115Certificate of Deposit (CD) 111

40% more likely to Own Mutual Funds

Marshall Marketing & Communications 2013 Milwaukee Survey

Adults In Wealthiest Milwaukee-area ZIP Codes are also…

• Twice as Likely to Snow Ski/Snow Board• 74% More likely to go Boating/Sailing • 42% More likely to Golf

• 61% more likely to Buy & 55% more likely to Sell a House

• 48% more likely to make Business Travel Decisions

IN THE NEXT 12 MONTHS, PLAN TO… Index vs. Total Adults

Purchase a House 161Sell a House 155Purchase Landscaping for your Home 147Purchase Major Appliance 144Make a charitable donation of $100+ 131Purchase Sporting Equipment 123Purchase Windows Treatments 122Refinance a Home Mortgage 115Purchase Lawn and Garden Items 113Attend Continuing Education Classes 113Purchase Computer Software 112Purchase Home Theater 110Purchase Carpet/Flooring 109Attend Continuing Education Classes 113

PARTICIPATED IN OR ATTENDED… Index vs. Total Adults

Snow Skiing/Snow Boarding 202Boating/Sailing 174ATV's 172Motorcycles 149Sewing/Quilting/Embroidery 147Bicycling 145Golf 142Horseback Riding 140Hunting 137Watersports 135Attend Pro Sporting Events 134Attend Boxing/Wrestling Matches 130Attend Family Shows and Ice Shows 128Work on Automobile 127Traveling 127Fishing 127Attend Theatre/Symphony/Plays 122Exercise Regularly 121

COMPANY PURCHASE DECISION Index vs. Total Adults

Office furniture 195Business travel/convention arrangements 148Other office equipment or supplies 139Telephone and communications services 139Computer hardware/software 134Health care programs 122

Marshall Marketing & Communications 2013 Milwaukee Survey

8%5% 4%

2% 1% 0% 0%

23%

41%

0%

10%

20%

30%

40%

50%

Television Internet Newspaper Radio Magazines Direct Mail YellowPages

Billboard NewspaperInserts

Wealthiest Milwaukee-area Zip Codes (N=188)

INFLUENTIAL MEDIUMWhich one of the following media types is most influential?

TV and Internet are each more influential than all other media combined! 20%

Marshall Marketing & Communications 2013 Milwaukee Survey

93%90% 88%

63%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Watched Television Accessed the Internet Listened to the Radio Read a Printed Paper Copyof the Newspaper

Wealthiest Milwaukee-area Zip Codes (N=188)

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

Marshall Marketing & Communications 2013 Milwaukee Survey

The Wealthiest Zip Codes Tune To “12 News” at 5, 6 and 10 P.M.

Source: Nielsen Local Custom Toolbox May’12/Nov’12/Feb’13 TVHH viewing average for top 25 ZIP codes in six-county Milwaukee area.

+31%+62%

+52%

Marshall Marketing & Communications 2013 Milwaukee SurveySources: Milwaukee Business Journal, Nielsen Media Research, Marshall Marketing & Communications

Summary

• The Top 25 Wealthiest Milwaukee-area ZIP codes have a combined population of nearly 400,000.

• Median HHI by ZIP code ranges from $72,288 up to $98,384.

• Adults in these ZIP codes are a little older, much more educated, more likely to be homeowners and more likely to be married.

• These consumers overwhelmingly choose television (41%) as the most influential medium, followed by the internet (25%).

• These households tune to “WISN 12 News” weekdays at 5, 6 and 10 p.m. by a wide margin over the closest competition.