still targeting 18-49? what you're missing may surprise you

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Source: CNNMoney.com, January 2, 2011 Still Targeting Adults 18-49?

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Source: CNNMoney.com, January 2, 2011

Still Targeting Adults 18-49?

Still Targeting Adults 18-49?

Source: MarketingCharts.com

Milwaukee demographics are changing along with the national population.

2002 2012 ChangeDemo Cells

18 - 34 29% 27% -7%35 - 44 21% 13% -38%45 - 54 21% 25% +19%55 - 64 14% 17% +21%

65+ 16% 18% +13%

Top Demos18 - 49 61% 53% -13%25 - 54 59% 55% -7%

Average Age 45.8 47.6 +1.8

YEARS

Source: Marshall Marketing & Communications annual Milwaukee consumer surveys

*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012

0%

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65+45 - 6435 - 4418 - 34Average Age

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Age

Milwaukee Area Adults…

• average age is 47.6 years – an increase of 1.8 years since 2002.

• 40% are age 18 to 44 – down from 50% in 2002.

• 60% are age 45 plus – up from 50% in 2002.

Milwaukee’s Changing Demographics

2002 2012 ChangeDemo Cells

18 - 34 29% 27% -7%35 - 44 21% 13% -38%45 - 54 21% 25% +19%55 - 64 14% 17% +21%

65+ 16% 18% +13%

Top Demos18 - 49 61% 53% -13%25 - 54 59% 55% -7%

Average Age 45.8 47.6 +1.8

YEARS

As the average age of Milwaukee adults increases, so does their average household

income!

Source: Marshall Marketing & Communications annual Milwaukee consumer surveys

*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties

Milwaukee’s average HHI has grown 20% over the past 10 years.

2002 2012 ChangeDemo Cells

18 - 34 29% 27% -7%35 - 44 21% 13% -38%45 - 54 21% 25% +19%55 - 64 14% 17% +21%

65+ 16% 18% +13%

Avg. HHI (000) $55.6 $66.7 +20%

2002 2004 2005 2006 2007 2008 2009 2010 2011 20120%

10%

20%

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80%

90%

100%

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$100K+$75-$100K$50-$75K$40-$50K$30-$40K$20-$30K<$20KAVG HHI (000)

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Source: Marshall Marketing & Communications annual Milwaukee consumer surveys

*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties

Still Targeting Adults 18-49?

Adults 18-34• 27% of Milwaukee Adults• Population 395,601• Average HHI $60,050 • Buying Power $23.8 billion

Adults 18-49• 53% of Milwaukee Adults• Population 757,995• Average HHI $71,550• Buying Power $54.2 billion

Adults 25-54• 55% of Milwaukee Adults• Population 789,759• Average HHI $76,970• Buying Power $60.8 billion

Adults 35-64• 55% of Milwaukee Adults• Population 791,020• Average HHI $76,410• Buying Power $60.4 billion

Adults 35-49• 25% of Milwaukee Adults• Population 362,394• Average HHI $84,110• Buying Power $30.5 billion

Adults 50+• 48% of Milwaukee Adults• Population 685,805• Average HHI $61,280• Buying Power $42 billion

Source: Marshall Marketing & Communications annual Milwaukee consumer surveys *Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties