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Carolina Cool

8/29/2004 08:00:00 PM Eastern

The Demos

The Demos

In spite of its emergence as a financial center, there appears to be a paucity of personal wealth in Charlotte. Nearly six out of 10 households earn less than $50K per year, and home values are relatively low. While people don't spend much time surfing the Internet, they use it to do their banking. Favored leisure activities include photography and NASCAR.

Who Share of pop. Index*
Source: Scarborough Research 2003 Release 1 Multi-Market (Feb ''02-March 03)
*Index is a measurement of consumer likelihood. An index of 100 indicates that the market is on par with the average of the 75 local markets.
NM = Not large enough to be measured
**Activities engaged in past 12 months
18-34 33% 103
18-49 63% 102
25-54 60% 103
35+ 67% 99
Married 52% 100
Never married 25% 96
College grad 19% 81
White 80% 96
Black 17% 145
Hispanic 6% 48
Asian NM NM
$100K+ HH 6% 62
$50K+ HH 43% 88
Below $50K HH 57% 111
BY THE NUMBERS**
Spend 1 hr/week online 10% 125
Pay bills online 17% 109
Interested in photography 29% 108
NASCAR fan 34% 179
Bought new television set 24% 108
Home valued >$250k 9% 48

Sidebars:

The Demos

In Charlotte, it's all about the money. The 28th-largest television market ranks second only to New York as a financial center. Its hometown banks, Bank of America and Wachovia, control $1.2 trillion in assets. More than 10,000 startups materialized in the past decade, bringing $6.5 billion in new investment. Such prosperity is at the heart of TV revenue growth: Total market revenue is expected to rise about 10% this year to $196 million.

Adding to the TV coffers in 2004 are political dollars. Senate races in two states (the Charlotte DMA encompasses four South Carolina counties) and the emergence of vice-presidential candidate John Edwards (D-N.C.) have fattened local TV pockets.

One constant: WSOC, Cox Broadcasting's ABC affiliate, has dominated the TV market for the past 15 years. It enjoys far more revenue than its rivals, ringing up an estimated $51.7 million last year, according to BIA.

WSOC won every daypart (total households) in May and took first place in nearly every news slot. WBTV (CBS), owned by North Carolina-based Jefferson Pilot, plays runner-up in most news programming, with Belo's WCNC (NBC) a distant third.

Bahakel's Fox station, WCCB, won a crowded 10 p.m. news race in May over Cox-owned independent WAXN and Capitol Broadcasting's UPN affiliate, WJZY. Capitol also owns WB station WWWB. Cox, however, has developed a potent combo. WSOC airs Oprah
and Dr. Phil
during the day; WAXB re-runs the shows that night.

Of special note, Charlotte's viewing habits run counter to the national average. Prime time hits like Everybody Loves Raymond
and The Apprentice
don't do as well. Audiences prefer The Bachelor
and Cold Case
. "This market goes against the grain again and again," says WSOC General Manager Lee Armstrong. Time Warner controls most of the cable business. Cable penetration stands at 68%, with subscriber counts remaining flat. Last month, Time Warner took sole ownership and operation of News 14 Carolina, when business partner Belo Corp. pulled out.

Several large car dealerships have opened recently, and a new pro basketball team begins its season this fall. Armstrong sees both as signs of the market's continuing economic strength: "Charlotte's potential is enormous."

The Demos

The Demos

In spite of its emergence as a financial center, there appears to be a paucity of personal wealth in Charlotte. Nearly six out of 10 households earn less than $50K per year, and home values are relatively low. While people don't spend much time surfing the Internet, they use it to do their banking. Favored leisure activities include photography and NASCAR.

Who Share of pop. Index*
Source: Scarborough Research 2003 Release 1 Multi-Market (Feb ''02-March 03)
*Index is a measurement of consumer likelihood. An index of 100 indicates that the market is on par with the average of the 75 local markets.
NM = Not large enough to be measured
**Activities engaged in past 12 months
18-34 33% 103
18-49 63% 102
25-54 60% 103
35+ 67% 99
Married 52% 100
Never married 25% 96
College grad 19% 81
White 80% 96
Black 17% 145
Hispanic 6% 48
Asian NM NM
$100K+ HH 6% 62
$50K+ HH 43% 88
Below $50K HH 57% 111
BY THE NUMBERS**
Spend 1 hr/week online 10% 125
Pay bills online 17% 109
Interested in photography 29% 108
NASCAR fan 34% 179
Bought new television set 24% 108
Home valued >$250k 9% 48

 

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