Why Houston

1
Why Houston?
2
Why Houston? DMA


Houston is the fourth largest city in the country
and the 10th Largest Television Market . The
Houston DMA is comprised of 20 counties, 10 of
which are in the Houston metro.

• TVHH in Metro
• 1,828,730
• TVHH in DMA
• 1,938,670
• Total People 2 in DMA
• 5,328,000
• Total Adults 18 in DMA
• 3,945,000
• Cable Penetration in DMA
• 54
• ADS Penetration in DMA
• 23

HOUSTON DMA
METRO AREA

Source Nielsen Media Research
3
Why Houston? Multiethnic
Houston is a Multiethnic Melting Pot, ranking as
one of top markets across key ethnic groups.
Source 2005 Nielsen Black and Hispanic DMA
Market and Demographic Rank Asian figures are
based on 2000 Census data and not Nielsen DMA
data.
4
Why Houston? Age Distribution
Houstons Median Age is Among the Lowest of the
Nations Major Metro Areas and below the National
Average
2005 Age Distribution
(Age groups as a
percentage of total population)
Source 2005 Survey of Buying Power
5
Why Houston? Economy
Houston Economy
The areas Total Effective Buying Income has
expanded from a base of 81.8
billion in 2000 to 106 billion in 2005
an increase of 30!
Source 2005 Survey of Buying Power, 2000 Survey
of Buying Power
6
Why Houston? Business
Houston is Business Friendly

• Twenty-four companies on the 2006 Fortune 500
  list are headquartered in Houston. Many other
  Fortune 500 companies maintain U.S.
  administrative headquarters in
  Houston.
• Four 2005 Fortune 100 Fastest- growing Companies
  are headquartered in Houston

Source Greater Houston Partnership
7
Why Houston? Business
Houston is Business Friendly

• With more than 2.6 million workers in the Houston
  metro area, the region has an ample supply of
  workers to meet any employers need now and in
  the future.
• Houstons amenities and quality of life draw a
  skilled, well-educated workforce.
• The Port of Houston is the worlds sixth largest
  and routinely ranks first in the nation in volume
  of foreign tonnage and second in the nation in
  total tonnage.

8
Why Houston? Buying Power
Survey of Buying Power shows that Houston ranks
above or right on par with its market rank in
several retail categories
Source 2005 Survey of Buying Power
9
Why Houston? Cost of Living
Houston Gives You more Bang for your Bucks

• With no state personal or state property taxes,
  Houston has one of the lowest per-family tax
  burdens of any major U.S. city.
• The ACCRA Cost of Living Index show that
  Houstons overall after-taxes living costs are 12
  percent below the nationwide average, largely due
  to housing costs that are 24 percent below the
  housing average.
• Houstons housing costs are 44 percent below the
  average for large metro areas and have the lowest
  housing prices among the 20 largest metros.

Source Greater Houston Partnership
10
Why Houston? Cost of Living
Houston Gives You more Bang for your Bucks

• Houstons grocery prices are 21 percent below the
  major metro average.
• Utility costs in Houston are 10 percent below the
  major metro average.
• Transportation costs are 7 percent below the
  average.
• Healthcare costs are 7 percent below the average.

Source Greater Houston Partnership
11
Why Houston? Cost of Living
Houston Gives You more Bang for your Bucks
This means that Houston has a much
Higher Buying Power than
in any other city in the country!
12
Why Houston? Industries
Leading Industries Houston

• Houston is home to some of the worlds largest
  energy companies. More than 5,000 companies in
  the region are involved in some segment of the
  energy industry. Major operations include
  Anadarko Petroleum Corp., BP, ChevronTexaco,
  ConocoPhillips, ExxonMobil, Mara-thon Oil Company
  and Shell Oil Company.
• More than 1,000 computer-related companies are
  located in the region. Also nearly 40 percent of
  the net gain in jobs in the last decade has been
  computer related.

13
Why Houston? Industries
Leading Industries Houston

• NASAs JSC one of NASAs largest research and
  development facilities is a magnet for
  aerospace companies.
• Another major industry in Houston is biomedical
  research, driven by the leading academic
  institutions in the world-renowned Texas Medical
  Center. The regions academic institutions are
  experiencing increasing technology transfer
  activity.
• Other leading segments include chemicals,
  engineering, environmental services, financial
  services, manufacturing, telecommunications and
  various professional services.

14
Why Houston? International Center
International Representation in Houston

• Houstons status as an international center is
  reflected in the breadth and depth of the citys
  international representation.
• Houston is home to 83 Consular Offices, just
  behind New York and Los Angeles.

Source Greater Houston Partnership
15
Why Houston? The Arts
The Arts in Houston

• More than 200 institutions are devoted to the
  arts, science and history in Houston.
• Houston is one of the few U.S. cities (New York
  City, Chicago, Seattle and San Francisco are
  others) that offer world-class, year-round
  resident companies in all of the major performing
  arts symphony ( Houston Symphony Orchestra),
  opera (Houston Grand Opera), drama (The Alley
  Theatre) and ballet (Houston Ballet).

Source Greater Houston Partnership
16
Why Houston? The Arts
The Arts in Houston

• The visual arts are served with distinction in
  Houston by the Museum of Fine Arts Houston, the
  Contemporary Arts Museum Houston, The Menil
  Collection, several other museums and a wide
  range of commercial galleries.

Source Greater Houston Partnership
17
Why Houston? Sports
Professional Sports Houston

• The diversity of sports action in Houston gives
  fans almost unlimited opportunities to
  participate in a variety of ways.
• Houston Texans Football
• Houston Astros Baseball
• Houston Rockets NBA Basketball
• Houston Comets WNBA Basketball
• Houston Aeros Ice Hockey
• Houston Dynamo Soccer
• Houston Energy Womens Professional Football

Source Greater Houston Partnership
18
Why Houston? Advertising Benefits
What Does Houston Mean to Advertisers

• Houston is the 10th largest DMA, reaching over 5
  million people!
• Houston is a young and very diverse market!
• Total Effective Buying is over 106 Billion!
• Cost of living is very low, leaving more
  expendable income for goods and services.
• Houston continues to attract major corporations
  and businesses to the market!