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Latest Biz HeadlinesDayton DMA: Greater Dayton & Springfield Areas
Dayton DMA encompasses eleven counties surrounding the core cities of Dayton and Springfield.
Known as the birthplace of aviation, Dayton and its surrounding communities boast culturally rich museums and visual art centers. In the heart of the area lies Wright-Patterson Air Force Base, a leader in aviation and aerospace that fuels commerce, employment, and development in the region.
Situated at the “Crossroads of America” The Dayton area is well linked to Ohio’s highway network (the 10th largest in the country). Its prime location offers accessibility to jobs, recreation, shopping, and other necessities for daily living. The entire Dayton area is served by the Dayton Daily News.
Located between Dayton and Columbus along I-70, Springfield is easy to access and has connections to four major interstate highways. Springfield has grown and prospered as a superb business location. The city is known for its rich industrial history, bustling commercial districts, nationally recognized educational institutions and comfortable housing. The Springfield News-Sun has been serving residents of Clark and Champaign counties since 1817.
Within the Dayton DMA, lies the Dayton Newspaper Designated Market (NDM) and the Springfield Retail Trading Zone (RTZ).
These areas not only define the core newspaper distribution area for each metro, but they also represent the concentration of population – over 80% of people live within the Dayton NDM and Springfield RTZ. In addition, over 80% of retail store spending also occurs within these key areas.
Sources: 2008 Claritas; Dayton Chamber of Commerce.
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| Adult Population Characteristics | ||||
| Entire Dayton DMA | Dayton NDM* | Springfield RTZ** | ||
|---|---|---|---|---|
| Population | 2009 | 1,199,548 | 836,196 | 196,276 |
| 2014 (projected) | 1,190,018 | 837,808 | 195,211 | |
| Household | 2009 | 483,843 | 340,488 | 76,455 |
| 2014 (projected) | 483,492 | 343,031 | 76,320 | |
| Gender | Male | 49% | 49% | 48% |
| Female | 51% | 51% | 52% | |
| Age | 18-34 | 29% | 29% | 29% |
| 35-54 | 36% | 37% | 34% | |
| 55+ | 35% | 34% | 36% | |
| Median age | 39.0 | 38.0 | 39.0 | |
| Income | Under $50k | 53% | 52% | 55% |
| $50-$75k | 21% | 20% | 22% | |
| $75k+ | 26% | 28% | 23% | |
| Avg. household income | $59,439 | $62,897 | $55,614 | |
| Education | College Grad+ | 20% | 24% | 16% |
| Marital Status | Married | 58% | 57% | 59% |
| Employment | Employed | 62% | 62% | 61% |
| Race | White | 85% | 81% | 89% |
| Black | 11% | 15% | 7% | |
| Asian/Other | 4% | 4% | 4% | |
| Housing | Own | 70% | 68% | 73% |
| Rent | 30% | 32% | 27% | |
| Median home value | $120,082 | $127,674 | $109,789 | |
| Avg. length of residency | 14.1 | 13.6 | 14.6 | |
Source: 2009 Claritas
| Consumer Buying Power | ||||||
| Dayton DMA | Growth: 2009-2014 | Dayton NDM* | Growth: 2009-2014 | Springfield RTZ** | Growth: 2009-2014 | |
|---|---|---|---|---|---|---|
| All Retail Stores | $13,539,781,675 | 5.74% | $9,594,895,305 | 6.04% | $2,152,739,632 | 5.62% |
| Computer & Software Stores | $76,772,337 | 3.92% | $55,453,323 | 4.24% | $12,024,791 | 3.72% |
| Department Stores | $1,115,626,306 | 4.44% | $798,417,813 | 4.74% | $175,543,886 | 4.30% |
| Online & Mail Order Shopping | $573,716,236 | 5.02% | $411,408,126 | 5.30% | $90,554,522 | 4.92% |
| Fast Food Restaurants | $306,064,764 | 16.30% | $215,949,080 | 16.72% | $48,938,584 | 16.16% |
| Full Service Restaurants | $353,157,986 | 13.98% | $251,555,753 | 14.34% | $56,010,686 | 13.86% |
| Furniture Stores | $226,064,185 | 6.20% | $165,259,541 | 6.58% | $34,562,732 | 5.96% |
| Grocery Stores | $2,480,652,846 | 4.86% | $1,730,510,746 | 5.12% | $401,800,926 | 4.84% |
| Major Appliance Stores | $58,756,569 | 6.36% | $42,025,032 | 6.68% | $9,215,964 | 6.22% |
| Office Supply Stores | $47,934,808 | 5.34% | $34,340,620 | 5.64% | $7,544,967 | 5.16% |
| Sporting Goods Stores | $120,126,363 | 3.68% | $88,737,351 | 4.12% | $18,261,930 | 3.36% |
| Health & Personal Care Stores | $1,045,964,289 | 6.30% | $734,523,361 | 6.50% | $168,159,125 | 6.36% |
| Hardware, Building & Lawn/Garden Stores | $394,593,160 | 4.26% | $281,599,926 | 4.58% | $62,281,497 | 4.08% |
| TV, Radio & Camera Stores | $196,836,715 | 4.82% | $142,043,977 | 5.18% | $30,725,683 | 4.62% |
| Source: 2009 Claritas |
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