Published: August 03, 1999
Last Updated: January 03, 2000
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Table 59 DEMOGRAPHIC CHARACTERISTICS Total Media consumption (All percentages read vertically) market Heavy Medium Light Base (% of national): 100% 32% 49% 19% Men 48 45 48 53 Women 52 55 52 47 Age 18-24 12 9 12 17 25-34 20 17 20 26 35-44 22 23 21 22 45-54 17 17 17 16 55-64 11 14 11 7 65 and older 18 20 19 12 Median age 42 45 43 38 Some high school or less 8 7 7 10 High school graduate 31 27 34 31 Some college/trade school 27 27 27 28 College graduate or more 34 39 32 31 Professional/technical/managerial 28 33 23 31 Clerical/sales 12 11 13 14 Blue-collar 15 11 16 16 Service worker/other employed 9 9 9 8 Retired 20 19 23 13 Other unemployed 16 17 16 18 Democrat 35 39 37 25 Independent 26 23 26 33 Republican 31 31 30 30 No party affiliation 8 7 7 12 White 84 83 85 84 African-American 9 12 8 6 Hispanic 4 3 4 6 Other 3 2 3 4 HH income <$25,000 19 15 20 25 $25,000-$49,999 35 33 35 37 $50,000-$74,999 25 23 26 24 $75,000 or more 21 29 19 14 Median income $47.3k $51.9k $46.7k $42.2k