Base: South Hampton Roads 5-City Adults 18+
| |
Circulation# |
Readership* |
| Daily (Monday-Friday) |
157,740 |
342,466 |
| Sunday |
174,817 |
444,684 |
| Past Week |
n/a |
556,412 |
Sources: *Scarborough 2011, #ABC Audit Report, 2010
Superior Reach
- 42% of South Hampton Roads (SHR) adults read The Pilot on an average weekday.
- 55% of SHR adults read The Pilot on an average Sunday.
- 69% of SHR adults read The Pilot in the past week.
Reach Both Men and Women
Daily and Sunday 1 insertion reach, past week 7 insertions reach
| |
Daily |
Sunday |
Past Week |
| Men |
40% |
46% |
62% |
| Women |
41% |
54% |
68% |
Reach Adults of All Ages
| |
Daily |
Sunday |
Past Week |
| 18-34 |
21% |
39% |
50% |
| 35-54 |
40% |
54% |
65% |
| 55+ |
64% |
72% |
83% |
Delivers the Best Prospects
| Household Income |
Daily |
Sunday |
Past Week |
| $100,000 or more |
47% |
54% |
67% |
| $50,000 or more |
42% |
55% |
65% |
| Less than $50K |
38% |
54% |
65% |
| Median Income |
$66,876 |
$62,044 |
N/A |
Readership Increases with Education
| |
Daily |
Sunday |
Past Week |
| College grad or more |
47% |
61% |
71% |
| Some college |
43% |
59% |
73% |
| High school graduate |
37% |
50% |
57% |
More Efficient Reach
Base: SHR adults 18+ (807,570)
| |
Reach with one ad |
Cost for one ad |
Cost to reach 1,000 |
| Sunday Pilot (1/4 pg) |
444,684 |
$3,660 |
$8.23 |
| Daily Pilot (1/4 pg) |
342,566 |
$2,760 |
$8.06 |
| WAVY TV M-F 5-7 pm |
60,346 |
$650 |
$10.77 |
| WVEC TV M-F 5-7 pm |
36,960 |
$650 |
$17.59 |
| WTKR TV M-F 5-7 pm |
15,395 |
$300 |
$19.49 |
| USA Network M-F 8-11 pm |
13,301 |
$150 |
$11.28 |
| WVKL FM M-F 6-10 am |
11,407 |
$125 |
$10.96 |
| WNOR FM M-F 6-10 am |
8,130 |
$100 |
$12.30 |
| WVBW FM M-F 6-10 am |
8,014 |
$100 |
$12.48 |
| WNVZ FM M-F 6-10 am |
6,012 |
$100 |
$16.63 |
| WGH FM M-F 6-10 am |
3,902 |
$100 |
$25.63 |
Reaches Key Target Audiences
| |
Read Yesterday |
Read Past Sunday |
Reach Past Week |
| Work for Military |
25% |
36% |
46% |
| African Americans |
42% |
59% |
66% |
| Blue collar Employees |
30% |
40% |
54% |
| White Collar Employees |
39% |
57% |
68% |
| Working Women |
34% |
53% |
65% |
| Adults 18-34 |
21% |
39% |
50% |
| Homeowners |
47% |
59% |
70% |
Source: Scarborough 2011
