Market Overview

“an education, finance and insurance hub known for its quality of life”

Des Moines is the capital of Iowa. The place where the Presidential race begins every four years. Des Moines is often referred to as the heartland’s best kept secret. It is an education, finance and insurance hub known for its quality of life. As an education center, Des Moines offers eight colleges and universities, including Iowa State and Drake University. The school system consistently ranks in the top five in the country. As a finance and insurance hub, Des Moines is home to over 25 ranking institutions and 61 national insurance company home offices.

Des Moines lies at the crossroads of I-80 and I-35. This positions Des Moines as an ideal test market for products and services. The Des Moines economy consists of a balance among the manufacturing, services, government, wholesale and retail trade and agribusiness sectors. However, manufacturing has a significant impact on Des Moines’ economy. The city is the third-largest international insurance center. During the past ten years, public-private partnerships have yielded in excess of $1.2 billion in new development in the city of Des Moines’ core business district. Some major corporate headquarters include Meredith Corporation, National Pork Producers, Principal Financial Group and Maytag.

The city of Des Moines is actively revitalizing the downtown area. New attractions in the downtown area include the Iowa Events Center encompassing the 17,000 capacity Wells Fargo arena, as well as an interactive Science Center with IMAX theater, Central Library in the Gateway West development, and the renovated Principal Park, home to the Iowa Cubs. The upscale East Village is home to several unique shops and restaurants, and new condominiums and apartments have been built downtown for the urban professionals and those seeking the excitement and buzz of the city’s center. Visitors can tour the Des Moines Botanical Center that cultivates plants and flowers under one of the biggest geodesic domes in the nation.

Clear Channel Outdoor is the predominant out-of-home provider in the Des Moines area and the only company offering such a wide variety of products to the advertiser. The plant is consistently recognized for its top-notch creative and ability to stretch the medium for its clients locally, regionally and nationally.

Market Demographics

Demographics
Neilson TV Households Rank	72
Adults Age 18+ Rank	72
Population of Adults 18+	809,830
Total Population	1,089,657
% Population Change from 1990 to 2009	15
Average Age	37.3
Average Household Income	62,368
Average Number of Vehicles per Household	2
Population Density (People per Sq/Mile)	55
Race Distribution (%)
White	91
African American	3
Asian	2
American Indian	0
Hawaiian	0
Multi-Race	2
Other	2
Ethnicity (%)
Hispanic	5
Research Profiles (%)
Traveled 500 or more total miles in a month	40.5
Household plans to buy any new vehicle next year	7
Have visited a casino last year	44.3
Plan to switch wireless/cellular carrier next year	6.2
Personally attended/visited a live theater last year	17.9
Participated in golf last year	23
Bought any items on the internet last year	51.2
Usually see a new movie opening weekend in a year	4.4
Did not read any daily newspaper(s) yesterday	50.4
Accessed the internet last month	75.4
Drove alone to any place last week	95
Car pooled to any place last week	5.3
Spent 30 minutes or more traveling to work one way	10.1

Sources: 2009 Census Estimates; 2009 Scarborough