Designated Marketing Areas: Using Zip Codes as a Marketing Tool: 2003

Transcription

1 University of Montana ScholarWorks at University of Montana Institute for Tourism and Recreation Research Publications Institute for Tourism and Recreation Research Designated Marketing Areas: Using Zip Codes as a Marketing Tool: 2003 Norma P. Nickerson The University of Montana-Missoula Let us know how access to this document benefits you. Follow this and additional works at: Part of the Economics Commons, Leisure Studies Commons, Marketing Commons, Recreation, Parks and Tourism Administration Commons, and the Tourism and Travel Commons Recommended Citation Nickerson, Norma P., "Designated Marketing Areas: Using Zip Codes as a Marketing Tool: 2003" (2003). Institute for Tourism and Recreation Research Publications This Report is brought to you for free and open access by the Institute for Tourism and Recreation Research at ScholarWorks at University of Montana. It has been accepted for inclusion in Institute for Tourism and Recreation Research Publications by an authorized administrator of ScholarWorks at University of Montana. For more information, please contact scholarworks@mso.umt.edu.

2 Designated Marketing Areas: Using 23p Codes as a Maifceting Tool Technical Completion Report July 2003

3 Institute fo r Tourism & c a m p u s o r. # Fax (406) Recreation Research C o lle g e o f F o re stry & C o n se rva tio n Phone (406) The University of Montana M issoula, MT ww w.forestry.um t.edu/itrr Designated M arketing Areas: Using Zip Codes as a M aiketin g Tool By Norma Nickerson, Ph.D. Technical Completion Report July 2003 Institute for Tourism & Recreation Research College of Forestry & Conservation The University of Montana Missoula, MT This report was funded by the Lodging Facility Use Tax

4 Introduction This summary report of visitors representing Designated Marketing Areas (DMA) is based on the collection of United States zip codes from two separate studies. First, the nonresident survey conducted in 2001 was a study that intercepted out-of-state visitors at airports, rest areas, and gas stations throughout Montana. Preliminary questions, including zip codes, were asked of the visitors from July through November In the second study, visitors to attractions in each of the six Montana travel regions were intercepted and surveyed in the summer of Zip codes were collected from all visitors to the region attractions during the sampling time frame of mid - June through mid-august. These visitors could reside in Montana but had to reside outside the travel region boundary in which they were visiting. Designated Marketing Areas (DMA) or areas of dominant influence (ADI) are based on television markets that represent a certain geographic area rather than a city, county or state boundaries. Each of the 210 U.S. TV markets is designated by the name of the city that provides its local television coverage. Understanding where visitors to the state or region come from in terms of a marketing area allows travel marketers to strategically plan their advertising and promotions. Zip Code Findings and Market Interpretations The DMA findings for this report are separated into the two studies where zip codes were collected. The statewide nonresident study is based on 3,999 United States zip codes while the regional attraction study is based on zip codes collected in each region ranging from a low of 175 for Missouri River Country to a high of 581 in Glacier Country. Statewide Nonresident DMA Nonresident visitors to Montana in 2001 represented all but 12 percent of the Designated Marketing Areas in the United States. When divided by primary reason for being in Montana (vacation, visiting friends & relatives, business, and passing through), interesting results emerged. Four of the same DMAs appeared within the top seven of each primary reason for being in Montana. These four DMAs were Seattle-Tacoma, Spokane, Denver, and Portland. From a marketing viewpoint, people within these four marketing areas are coming to Montana for every possible reason. It is reasonable to expect this trend to continue and that current marketing practices to these areas are working. One positive strategy is to continue the current marketing efforts to these four DMAs to keep the idea of traveling to and within Montana at the top of their minds. When looking at Figure 1, the visual layout of the top represented DMAs paints a clear picture of nonresident visitation to Montana. First of all, vacationers represent the largest variety of DMAs spread out around the country. Those passing through the state are generally located in the western and mid-western, northern and central states. People visiting friends and relatives are more likely to come from the five states of Washington, Oregon, Colorado, Utah, and North Dakota, which interestingly, are the same states represented for those doing business in Montana. For the purpose of this report, however, only statewide vacationers will be analyzed further.

5 FIGURE 1: Visitors Representing DMAs by Primary Purpose for Visiting Montana Statewide Vacationer DMAs Vacationers n. \ Seattle-Tacoma, WA 159 r Minneapolis-St. Paul, MN 87 Spokane, WA 85 Denver, Co 68 Los Angeles, CA 58 Portland, OR 56 _ 'v r Salt Lake City, UT 43 Minot-Bismarck, ND 38 SanFrancisco-Oakland, CA 34 -) Phoenix, AZ 29 Rapid City, SD 28 Statewide VFR DMAs Sacramento-Stockton, CA 28 New York, NY 27. \ Chicago, IL 26 Fargo-Valley City, ND 26 Idaho Falls-Pocatello, ID 26 P; Washington, DC 22 Dallas-Ft. Worth 21 / Grand Rapids-Kalamazoo, Ml 21 Statewide Business DMAs ^ Statewide Passing Through DMAs i r y \ VFR n Spokane, WA 71 Seattle, WA 56 Denver, CO 45 Salt Lake City, UT 38 Minot-Bismarck, ND 36 Portland, OR 27 Los Angeles, CA 21 Idaho Falls-Pocatello, ID 20 Business n Denver, CO 41 Salt Lake City, UT 38 Spokane, WA 37 Minot-Bismarck, ND 21 Seattle-Tacoma, WA 20 Portland, OR 19 ^ ^ ^ f ) / 4/ 0 \ Passing Through n Seattle-Tacoma, WA 162 Spokane, WA 115 Portland, OR 45 Minot-Bismarck, ND 44 Denver, CO 44 Minneapolis-St. Paul, M N 34 Fargo-Valley City, ND 33 Salt Lake City, UT 32 Idaho Falls-Pocatello, ID 29 Yakima - Pasco, WA 26 Rapid City, SD 24

6 Statewide Nonresident Vacationers While there are a variety of ways to analyze the DMAs represented by vacationers to Montana, only two approaches will be taken here. Approach #1: Successful Existing M arkets and Opportunity M arkets One analytical method of zip code data is to compare the number of households in each DMA to the number of households in each DMA that currently visit Montana. This method would suggest that the state should strive to receive at least the same proportion of visitors from each DMA as that DMAs proportion of the population. Table 1 highlights the DMAs with a TV household population of one million or higher. There are 26 DMAs fitting that category. While Montana vacationers come from each of the top 26 DMAs, some have more representation than others. The last column in Table 1 shows the difference between the percent of U.S. population that DMA holds minus the percent of Montana vacationers from that DMA. A zero would indicate a complete balance of population with the number of visitors from that population to Montana. The most balanced market Montana sees right now from the top 26 DMAs is San Diego at A large positive number in that last column would indicate that Montana could strive to get more of their share of that particular market. A negative number in that column would indicate that that market is well represented. For example, the New York, NY DMA represents 6.83 percent of the U.S. TV households but Montana only sees 1.66 percent of their visitors from the New York DMA. This presents an opportunity market for Montana. On the other hand, the Seattle-Tacoma DMA represents 1.56 percent of U.S. TV households but Montana receives 9.77 percent of their visitors from the Seattle area. This represents an existing market that is working well for Montana. Continued promotion in the existing markets could encourage repeat visitation as well as reach new people in the DMA who could talk to those who have visited and receive the positive word of mouth recommendation. This quick assessment of the Montana vacation market points out successful markets for Montana such as Seattle-Tacoma, Minneapolis-St. Paul, Portland, and Denver, while at the same time provides evidence of opportunity markets such as New York, Los Angeles, Philadelphia, and Chicago. Example: How to determine an opportunity market. When looking at existing and opportunity markets, it is important to assess each market based on more than population. While there are many indicators, some useful indictors for Montana markets include drive distance to Montana, airline access, flight time and what Montana has to offer for a vacation experience. Previous studies have indicated that certain attributes like mountains, forests, open space, rivers, lakes and uncrowded areas are key for attracting nonresidents to the state (see ITRR reports found at nonres.htm.) With all those factors to sort through, possible opportunity markets might be narrowed down to Chicago and Los Angeles based on drive time as well as airline opportunities. Both markets might be enticed with the aspect of open space and uncrowded areas. However, when comparing Chicago to Los Angeles, mountains may not be as much of a draw to Los Angeles residents (since mountains are already in their backyard), but certainly might be an important aspect for the Chicago market. With that simple analysis, it appears that Chicago is one opportunity market of the top 26 DMAs. While it might seem as if we then dropped LA as a potential market, that is not the case. This example was only saying that people in Chicago do NOT have mountains and therefore Montana may offer one more attribute for Chicago residents.

7 TABLE 1: Designated Marketing Areas with Over One million TV honseholds Compared with DMAs of Montana Vacationer Residences Rank Designated M arket Area (DMA)* TV H ouseholds % of US MT Vacationers % of vacationers Difference between % of US and % of V acationers Total 106,641, % 1, % 1 New York 7,282, % % 5.17% 2 Los Angeles 5,318, Chicago 3,351, Philadelphia 2,830, San Francisco-Oakland-San Jose 2,436, Boston (Manchester) 2,353, Dallas-Ft. Worth 2,195, Washington, DC (Hagerstown) 2,169, Atlanta 1,971, Detroit 1,899, Houston 1,814, ** Seattle-Tacom a 1,659, Tampa-St. Petersburg (Sarasota) 1,620, M inneapolis-s t. Paul 1,594, Cleveland-Akron (Canton) 1,528, P hoenix 1,524, Mlaml-Ft. Lauderdale 1,486, D enver 1,366, Sacram ento-s tockton-m odesto 1,227, Orlando-Daytona Beach-Melbourne 1,224, Pittsburgh 1,165, St. Louis 1,156, Portland, OR 1,061, Baltimore 1,060, Indianapolis 1,019, San Diego 1,004, TOTAL 46,232, % % N otes MSI and DMA are registered trademarks of Nielsen Media Research, Inc. Nielsen Media Research IS a trademark of Nielsen Media Research, Inc. *Source: accessed July 3, ** Bold rows indicate saturated DMAs of vacationers to Montana within the highest 26 populated DMAs.

8 Successful existing markets provide for an interesting analysis. Nearly all of the successful existing markets are within a one days drive of Montana or short airline flights. This is a very important key in terms of marketing. These are markets that WILL come to Montana for long weekends including holiday weekends. These are markets that can be influenced by short-notice airline opportunities. These are markets that are likely to be repeat visitors on a regular basis. With that in mind, it is expected that these markets should or couldhe successful. As one can see, all the successful existing markets in Table 1 are geographically close to Montana. Looking at the first section of Table 2, under Top Montana Vacationer DMAs, it is apparent that proportionate to population, Montana receives more than its share of vacationers from these DMAs. In addition, the second section of Table 2 illustrates the same pattern where geographically closer DMAs are more likely to have vacationers in Montana. Nearly all the close DMAs appear to be well represented in Montana. Only two of those listed in Table 2 show an opportunity -Reno and Milwaukee. From the analysis of successful existing and opportunity markets provided in Tables 1 & 2, the data show that marketing efforts have worked in the successful existing markets but also provide some ideas for expanding into other markets such as Chicago, Los Angeles, Reno, and Milwaukee. These are potential opportunity markets based on zip codes and designated marketing areas. One final analysis related to existing markets is to look at the totals at the bottom of the columns in Table 1. The top 26 DMAs represent percent of the United States TV household population. Visitors to Montana from the top 26 DMAs represent percent of all vacation visitors. The representation from those 26 DMAs in Montana shows only a 1.66 difference. This points to a fairly even over-all representation from the top 26 DMAs when grouped together. However, a separate analysis of each DMA as well as looking beyond the top 26 to other DMAs leads to the next approach - the untapped markets. Approach #2: Untapped Markets The map (Figure 2) of the top represented DMAs by vacationers to Montana visually displays the locations of Montana s visitors and easily identifies geographic gaps based on the zip code data. FIGURE 2: Top represented DMAs by vacationers to MT and Untapped Market Areas Top Montana Vacationer Markets' represented by the Drive and Fly Ease Markets Untapped Vacationer Market for Montana

9 TABLE 2; Selected DMAs Under One Million TV Households compared to MT Vacationers Top Montana Vacationer DMAs Under One Million TV Honseholds (not included in Table 1) Rank Designated Market Area (DMA) TV Households % of US MT Vacationers % of vacationers Difference between % of US and % of Vacationers Total 106,641, % 1, % 36 Salt Lake City, UT 769, % % -1.92% 38 Grand Rapids-Kalmzoo-B.Crk, Ml 713, % % -.62% 79 Spokane, WA 381, % % A.86% 118 Fargo-Valley City, ND 231, % % -1.38% 155 Minot-Bismarck-Dickinson, ND 133, % % -2.21% 165 Idaho Falls-Pocatello, ID 108, % % -1.50% 175 Rapid City, SD 91, % % -1.63% One -Days Drive or Easy Ely DMAs to Montana Rank Designated Market Area (DMA) TV Households % of US MT Vacationers % of vacationers Difference between % of US and % of Vacationers Total 106,641, % 1, % 31 Milwaukee, Wi 860, % % 0.20% 52 Las Vegas, NV 585, % % -0.62% 86 Madison, Wi 348, % % -0.10% 94 Colorado Springs-Puebio, CO 302, % % -0.40% 114 Reno, NV 241, % % 0.05% 121 Eugene, OR 223, % % -0.53% 124 Boise, ID 216, % % -0.29% 127 Yakima-Pasco-Rchd-Knnwck, WA 199, % % -0.93% 130 Bakersfield, CA 186, % % -0.13% 136 Duluth-Superior, MN 172, % % -0.45% 184 Grand Junction-Montrose, CO 72, % % -0.11% 190 Eureka, CA 59, % % 0.00% 191 Twin Fails, ID 58, % % -0.37% 197 Cheyenne, WY-Scottsbiuff, WY 51, % % -0.13% 199 Mankato, MN 50, % % -0.38% 200 Casper-Riverton, WY 50, % % -0.63% 201 Bend, OR 47, % % -0.08% Notes: NSI and DMA are registered trademarks of Nielsen Media Research, Inc. Nielsen Media Research is a trademark of Nielsen Media Research. Inc. *Source: httd:// Julv

10 The Midwest, Southeast, and most of the Eastern half of the United States have small representation of vacationers in Montana. As was stated earlier, much of that is dependent on drive distance and flying ease. Certainly the Western states and the upper Midwest will always be the larger markets for Montana. However, some of the eastern, southern, and central states could fit into the drive or flying ease market but still have not been represented as Montana vacationers. Starting first with the top 26 DMAs (those with over 1 million TV households. Table 1) and looking at the drive or fly ease criteria, there appear to be three DMAs worth investigating. Two DMAs, Atlanta and Detroit, fit within the fly ease cafegory in fhaf Aflanfa vacafioners fly direcfly fo Saif Lake on Delfa Airlines fhen fo Monfana, while fhe Defroif vacafioners fly fo Minneapolis (or in some cases direcfly fo Monfana) fhen fo Monfana on Northwesf Airlines. Anofher DMA wifhin fhe fop 26 fhaf could fif bofh info fhe drive and fly ease cafegory is Sf. Louis. Pofenfial visifors from fhe Sf. Louis DMA could drive or fly making fhem possibly fhe beffer one fo pursue. In Table 2, fhe second secfion defailing fhe one-days drive or easy fly DMAs, shows fhaf all buf fwo of fhe markefs are fairly well represenfed as Monfana vacafioners in relafion fo DMA population. Again, fhese fwo DMAs could be looked af in ferms of an unfapped markef - Milwaukee and Reno. Mounfains and open space could be a draw for fhose from Milwaukee. Those in fhe Reno DMA already show a propensify fo enjoy mounfains and fherefore may also be enticed fo differenf mounfains fhen whaf is in fheir backyard. In summary, fhe nonresidenf vacationer in Monfana is highly represenfed by DMAs fhaf are wifhin a one-days driving disfance of fhe sfafe. Predicfably, Seaffle, Portland, and Minneapolis- St. Paul represent more than their population share of vacationers in Montana. These appear to be viable markets for Montana. If expansion of the current market strategy is being considered, the data indicate that DMAs in Chicago, Los Angeles, Atlanta, St. Louis, Detroit, Reno and Milwaukee be explored since these represent areas where people might be interested in what Montana has to offer. Placing marketing dollars in any new market is always a gamble. Increases in vacationers from new DMAs will not show up overnight. However, the data presented here provides a little direction on which markets are good for potential expansion and which DMAs are already successfully represented. Regional Attraction Visitor DMA This section highlights the DMAs represented at attractions in each of the six travel regions of Montana. From a regional marketing standpoint, these visitors can be considered a sub-set of the statewide vacationer market as well as the VFR market to a certain extent. However, the regional attraction study included in-state people who were simply visiting a different region than the one in which they reside. Therefore, the DMAs for the regions could include Montana DMAs. Figure 3 provides both the map visual and the top five DMAs for each region.

11 FIGURE 3: DMAs Represented by Visitors to Attractions in the Six Travel Regions Cnster Conntry 0 Glacier Conntry V. C ^ 4 f ^ Gold West Conntry *«r') /» / ) jjjjmissonri River Conntry to oy / 0 / Rnssell Conntry r Yellowstone Conntry r ' Custer Country, N= of 210 DMAs represented = 59% DMA n Denver, CO 42 Seattle-Tacoma, WA 36 Minneapolis-St. Paul, MN 34 Spokane, WA 23 Portland, OR 18 Glacier Country, N= of 210 DMAs represented = 62% DMA n Seattle-Tacoma, WA 52 Spokane, WA 36 Portland, OR 30 San Francisco, CA 23 Chicago, IL 18 Gold West Country, N= of 210 DMAs represented = 42% DMA n Missoula, MT 24 Seattle-Tacoma, WA 21 Spokane, WA 16 Denver, CO 16 Billings, MT 15 Butte-Bozeman, MT 15 DMA Billings, MT Great Falls, MT Missouri River Country, N= of 210 DMAs represented = 28% n Seattle-Tacoma, WA Minneapolis St. Paul, MN Missoula, MT Denver, CO Russell Country, N= of 210 DMAs represented = 51% DMA n Missoula, MT 28 Seattle-Tacoma, WA 22 Billings, MT 20 Spokane, WA 18 Portland, OR 16 Yellowstone Country, N= of 210 DMAs represented = 53% DMA n Salt Lake City, UT 16 Los Angeles, CA 12 Portland, OR 10 Denver, CO 10 Minneapolis-St. Paul, MN 9 San Francisco, CA 9

12 As can be seen by Figure 3, three of the regions attract in-state visitors to their attractions within their top five DMAs. Billings, Great Falls, and Missoula all travel to Missouri River Country and Gold West Country while Billings and Missoula also travel to Russell Country. The other three regions, Custer, Yellowstone, and Glacier Countries do not receive Montana visitors to regional attractions in as high a proportion as out-of-state visitors. One possible approach to DMA marketing by region, therefore, is to look at where current visitors reside. Marketing heavily in those top five regions could encourage repeat visitation as well as reach new people in the DMA who could talk to those who have visited and receive the positive word of mouth recommendation. While most bed tax dollars tend to be focused on out - of-state visitors, Missouri River, Gold West, and Russell Countries might consider a marketing effort in other areas within the state. The data show that those three regions have successful markets from other parts of Montana. While all six regions and the state will be more successful by coordinating their marketing efforts, it seems that Custer, Glacier, and Yellowstone Countries have more overlap in DMA visitation than the other three regions. Working with the state could facilitate the promotional message to a broader geographic region with a high potential of success since those three travel regions appear to attract more nonresident than residents. However, when one looks at the big picture of visitor DMAs and compares each region with the state vacationers, the data show that regions are a subset of the statewide DMA group. Therefore, opportunities for regions to expand their marketing into other DMAs should start with a comparison to the statewide nonresident vacationer. The stars ( ^ ) are DMAs that are not highly represented at the regional level (Figure 4) and could be viewed as possible new marketing areas for the regions. FIGURE 4: Statewide Vacationer DMA Compared with Regional Attraction Visitor DMA DMAs captured by both region statewide ( DMAs captured by ' statewide only ( V V ). Based on the idea that regions could enhance statewide marketing efforts by focusing on DMAs that are not highly represented within their region but are still on the statewide radar screen of visitation. Table 3 highlights possible DMAs for each region to pursue in terms of marketing. Custer, Yellowstone, and Glacier Countries could seek the fly ease DMAs with a significant

13 relationship to airlines servicing each airport. Gold West, Russell, and Missouri River recommendations are based more on a one-day drive factor. Table 3 is one possibility of many different scenarios that could be presented. In this report, the researcher has provided this one example based on the data available. Other views of the data could provide additional ideas for geographic marketing. TABLE 3: Possible Target DMAs for Each Travel Region Based on Statewide Visitation Cnster Glacier Yellowstone Gold West Rnssell Missouri R. Phoenix Minneapolis Sacramento Minot-Bismarck Minneapolis Minot-Bismarck Chicago Los Angeles Dallas Fargo Minot-Bismarck Fargo Dallas Sacramento Fargo Minneapolis Fargo Spokane New Y ork Denver Grand Rapids Portland Salt Lake City Portland Grand Rapids Salt Lake City Rapid City Idaho Falls Denver Rapid City Rapid City Phoenix New York Salt Lake City San Francisco Salt Lake City Not surprisingly, the data indicates that visitors to attractions in each region are interconnected to the overall statewide visitor. From a research viewpoint of the visitor zip code dispersion, it appears that one possible strategy might be for the state marketing efforts to be planned and shared with regions before the regions make marketing decisions. With marketing funds always tight, it could be strategically advantageous for the state and the regions to agree on target marketing areas that would benefit one another. One strategy is for the state to take the lead into new markets described earlier while the regions fill in the gap of markets in which the state would focus less. The regions could agree amongst each other to concentrate on different markets but to also partner with each other on certain markets. For example: If the state decided to focus on Chicago and Atlanta, then each region would take a different focus - Custer Country markets the Phoenix DMA; Glacier Country markets the Los Angeles DMA; Yellowstone Country markets the Dallas DMA; Gold West Country markets the Fargo DMA; Russell Country markets the Minneapolis DMA; and Missouri River Country markets the Minot-Bismarck DMA. Geographically, Figure 5 is what the marketing strategy would look like. FIGURE 5: Example of Potential Focused Markets for the State and the Regions Who markets Missouri River Who markets Glacier. Custer- Yellowstono old West Russell State 10

14 The intent of the strategy is to encourage multiple markets for the entire state even though promotional dollars are coming from the state and each region. Plus if one region decides to focus on a certain DMA, it encourages partnering from other regions who may also want to be in that region. If Glacier Country is successful in pulling additional people from the Los Angeles DMA (which is also an opportunity market for the state), then both are winners. In addition, it is likely that other regions will benefit from the marketing efforts in the Los Angeles area. While Figure 5 shows one example, there are a multitude o f strategies in which to choose. The basic idea of this one strategy is to allow the state to concentrate on the new markets while the regions continue marketing to previously known statewide markets that need to be beefed up within their region. In summary, the data for this report show that zip codes (obtained from current vacation visitors in Montana) converted to Designated Marketing Areas provide information on the successful existing markets as well as provide suggestions into opportunity markets for the state and the regions. While successful existing markets should not be ignored in marketing efforts, the data provide many ideas on potential geographic areas to market. Along with the ideas in this report, it is highly recommended that organizations and businesses looking into new markets should further study the DMA data in the appendix to assist them in their geographic marketing decisions. 11

15 Appendix A Statewide Nonresident Visitor Representation by DMA* & Regional Attraction Visitor Representation by DMA* 12

16 Nonresident Vacationers, July 2001-November 2001 Designated Marketing areas DMA Count DMA Count DMA Count DMA Count TOTAL 1627 Abilene - Sweetw 0 Denver, CO 68 Laredo, TX 0 Rochester - Masc 5 Albany, GA 0 Des Moines - Am 9 Las Vegas, NV 19 Rochester, NY 2 Albany-Schenecti 5 Detroit, Ml 17 Lexington, KY 2 Rockford, IL 4 Albuquerque - Sa 10 Dothan, AL 1 Lima, OH 0 Sacramento - Stc 28 Alexandria, LA 0 Duluth - Superior 10 Lincoln & Hasting 9 Salisbury, MD 1 Alpena, Ml 0 El Paso, TX 3 Little Rock - Pine 3 Salt Lake City, U1 43 Amarillo, TX 3 Elmira, NY 0 Los Angeles, 58 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 0 Louisville, KY 6 San Antonio, TX 4 Anniston, AL 0 Eugene, OR 12 Lubbock, TX 1 San Diego, CA 15 Atlanta, GA 11 Eureka, CA 1 Macon, GA 0 San Francisco - C 34 Augusta, GA 4 Evansville, IL 5 Madison, WI 7 Santa Barbara +, 6 Austin, TX 4 Fairbanks, AK 0 Mankato, MN 7 Savannah, GA 3 Bakersfield, CA 5 Fargo - Valley Cit 26 Marquette, Ml 2 Seattle - Tacoma 159 Baltimore, MD 4 Flint - Saginaw, ^ 3 Medford - Klamat 5 Sherman - Ada, C 2 Bangor, ME 0 Florence-Myrtle E 1 Memphis, TN 5 Shreveport, LA 3 Baton Rouge, LA 1 Fresno -Visalia, ( 2 Meridian, MS 1 Sioux City, la 4 Beaumont - Port i 1 Ft. Meyers - Napi 4 Miami - Ft. Laude 4 Sioux Falls - Mitel 7 Bend, OR 2 Ft. Smith, AR 1 Milwaukee, WI 10 South Bend - Elk! 1 Billings, MT 14 Ft. Wayne, IN 1 M inneapolis-s t 87 Spokane, WA 85 Biloxi - Gulfport, f 2 Gainesville, FL 2 Minot - Bismark - 38 Springfield - Holyi 2 Blnghampton, NY 1 Glendive, MT 0 Missoula, MT 0 Springfield, MO 12 Birmingham, AL 2 Grand Junction - 3 Mobile - Pensaco 2 St. Joseph, MO 0 Bluefleld - Beckle 0 Grand Rapids - K 21 Monroe - El Dorai 2 St. Louis, MO 10 Boise, ID 8 Great Falls, MT 0 Monterey - Saline 7 Syracuse, NY 0 Boston, MA 15 Green Bay - Appi 9 Montgomery, AL 0 Tallahassee - Tor 5 Bowling Green, K 0 Greensboro - HP 5 Nashville, TN 12 Tampa - St. Pete 15 Buffalo, NY 5 Greenville - Spart 10 New Orleans, LA 6 Terre Haute, IN 3 Burlington - Platts 5 Greenville, New E 0 New York, NY 27 Toledo, OH 2 Butte - Bozeman, 0 Greenwood - Gre 0 Norfolk - VA. Bea 2 Topeka, KS 2 Casper - RIvertor 11 Harlingen - Wesl. 0 North Platte, NE 0 Traverse City - Ci 9 Cedar Rapids - D 9 Harrisburg - Lane 10 Odessa - Midlanc 1 Tri - Cities, TNA/; 2 Champaign - Spri 3 Harrisonburg, VA 1 Oklahoma City, C 6 Tucson - Nogales 8 Charleston - Huni 0 Hartford - New Hi 5 Omaho, NE 12 Tulsa, OK 6 Charleston, SC 0 Hattiesburg - Lau 2 Orlando - Dayton 10 Tuscaloosa, AL 0 Charlotte, NC 8 Helena, MT 0 Ottumwa - Kirksv 0 Twin Falls, ID 7 Charlottesville, V/ 1 Honolulu, HI 0 Paducah - Cape 1 Tyler - Longview 1 Chattanooga, TN 3 Houston, TX 14 Palm Springs, C/ 0 Utica, NY 2 Cheyenne - Scott 3 Huntsville - Decal 1 Panama City, FL 1 Victoria, TX 0 Chicago, IL 26 Idaho Falls - Pocj 26 Parkersburg, WV 1 Waco - Temple + 3 Chico - Redding, 6 Indianapolis, IN 11 Peoria - Bloomint 3 Washington, D.C 22 Cincinnati, OH 10 Jackson, MS 0 Philadelphia, PA 14 Watertown, NY 0 Clarksburg - Wes 1 Jackson, TN 1 Phoenix, AZ 29 Wausau - Rhinel: 7 Cleveland, OH 6 Jacksonville - Bru 2 Pittsburgh, PA 2 West Palm Beact 5 Colorado Springs 11 Johnstown - Altoc 1 Portland - Auburr 1 Wheeling - Steub 0 Columbia - Jeffen 1 Jonesboro, AR 1 Portland, OR 56 Wichita - Hutchini 4 Columbia, SC 2 Joplin - Pittsburg, 1 Presque Isle, ME 0 Wichita Falls - La 0 Columbus - Tupe 0 Kansas City, KS 14 Providence - New 2 Wilkes-Barre - Sc 1 Columbus, GA 0 Knoxville, TN 2 Quincy - Hanniba 3 Wilmington, NC 0 Columbus, OH 5 La Crosse - Eau ' 10 Raleigh - Durban 4 Yakima - Pasco ^ 18 Corpus Christ!, T; 1 Lafayette, IN 0 Rapid City, SD 28 Youngstown, OH 1 Dallas - Ft. Worth 21 Lafayette, LA 0 Reno, NV 3 Yuma - El Centro 4 Davenport - Rock 3 Lake Charles, LA 1 Richmond - Peter 4 Zanesville, OH 1 Dayton, OH 6 Lansing, Ml 5 Roanoke - Lynch! 5 Uncodable Zip Cc 0

17 Nonresident Pass-Thru Visitors, July 2001-November 2001 Designated Marketing Areas DMA Count DMA Count DMA Count DMA Count TOTAL 990 Abilene - Sweetw 0 Denver, CO 44 Laredo, TX 0 Rochester - Masc 4 Albany, GA 0 Des Moines -Am 4 Las Vegas, NV 1 Rochester, NY 2 Albany-Schenecti 1 Detroit, Ml 6 Lexington, KY 2 Rockford, IL 0 Albuquerque - Sa 4 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 7 Alexandria, LA 0 Duluth - Superior 5 Lincoln & Hasting 1 Salisbury, MD 0 Alpena, Ml 1 El Paso, TX 2 Little Rock - Pine 2 Salt Lake City, U1 32 Amarillo, TX 0 Elmira, NY 1 Los Angeles, CA 14 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 0 Louisville, KY 1 San Antonio, TX 2 Anniston, AL 0 Eugene, OR 6 Lubbock, TX 1 San Diego, CA 6 Atlanta, GA 6 Eureka, CA 3 Macon, GA 0 San Francisco - C 12 Augusta, GA 0 Evansville, IL 0 Madison, WI 2 Santa Barbara +, 3 Austin, TX 2 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 1 Fargo - Valley Cit 33 Marquette, Ml 1 Seattle - Tacoms 162 Baltimore, MD 3 Flint - Saginaw, ^ 1 Medford - Klamat 3 Sherman - Ada, C 0 Bangor, ME 1 Florence-Myrtle E 0 Memphis, TN 0 Shreveport, LA 2 Baton Rouge, LA 2 Fresno -Visalia, ( 1 Meridian, MS 0 Sioux City, la 2 Beaumont - Port i 0 Ft. Meyers - NapI 0 Miami - Ft. Laude 0 Sioux Falls - Mitel 13 Bend, OR 0 Ft. Smith, AR 3 Milwaukee, WI 12 South B end-e lk! 1 Billings, MT 7 Ft. Wayne, IN 1 Minneapolis - St. 34 Spokane, WA 115 Biloxi - Gulfport, f 0 Gainesville, FL 1 Minot - Bismark 44 Springfield - Holyi 0 Blnghampton, NY 1 Glendive, MT 0 Missoula, MT 0 Springfield, MO 2 Birmingham, AL 0 Grand Junction - 0 Mobile - Pensaco 0 St. Joseph, MO 0 Bluefleld - Beckle 0 Grand Rapids - K 7 Monroe - El Dorai 0 St. Louis, MO 4 Boise, ID 10 Great Falls, MT 0 Monterey - Saline 1 Syracuse, NY 2 Boston, MA 1 Green Bay - AppI 5 Montgomery, AL 0 Tallahassee - Tor 1 Bowling Green, K 0 Greensboro - HP 0 Nashville, TN 3 Tampa - St. Pete 5 Buffalo, NY 2 Greenville - Spart 1 New Orleans, LA 0 Terre Haute, IN 0 Burlington - Platts 1 Greenville, New E 1 New York, NY 9 Toledo, OH 0 Butte - Bozeman, 0 Greenwood - Gre 0 Norfolk - VA. Bea 2 Topeka, KS 3 Casper - RIvertor 14 Harlingen - Wesl. 0 North Platte, NE 0 Traverse City - Ci 4 Cedar Rapids - D 6 Harrisburg - Lane 2 Odessa - Midlanc 2 Tri - Cities, TNA/; 0 Champaign - Spri 1 Harrisonburg, VA 1 Oklahoma City, C 6 Tucson - Nogales 0 Charleston - Huni 0 Hartford - New Hi 0 Omaho, NE 0 Tulsa, OK 4 Charleston, SC 0 Hattiesburg - Lau 0 Orlando - Dayton 4 Tuscaloosa, AL 0 Charlotte, NC 2 Helena, MT 0 Ottumwa - Kirksv 1 Twin Falls, ID 6 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 0 Tyler - Longview 1 Chattanooga, TN 0 Houston, TX 7 Palm Springs, C/ 0 Utica, NY 1 Cheyenne - Scott 1 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 0 Chicago, IL 16 Idaho Falls - Pocj 29 Parkersburg, WV 0 Waco - Temple + 2 Chico - Redding, 2 Indianapolis, IN 2 Peoria - Bloomint 0 Washington, D.C 9 Cincinnati, OH 0 Jackson, MS 0 Philadelphia, PA 3 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 12 Wausau - Rhinel: 3 Cleveland, OH 2 Jacksonville - Bru 2 Pittsburgh, PA 2 West Palm Beact 2 Colorado Springs 7 Johnstown - Altoc 0 Portland - Auburr 2 Wfieeling - Steub 0 Columbia - Jeffen 1 Jonesboro, AR 0 Portland, OR 45 Wicfiita - Hutcfiini 5 Columbia, SC 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 W icfiita Falls - La 3 Columbus - Tupe 0 Kansas City, KS 9 Providence - New 0 Wilkes-Barre - Sc 4 Columbus, GA 0 Knoxville, TN 2 Quincy - Hanniba 3 Wilmington, NC 0 Columbus, OH 1 La Crosse - Eau ' 5 Raleigh - Durban 2 Yakima - Pasco ^ 26 Corpus Christ!, T; 2 Lafayette, IN 0 Rapid City, SD 24 Youngstown, OH 2 Dallas - Ft. Worth 4 Lafayette, LA 0 Reno, NV 7 Yuma - El Centro 1 Davenport - Rock 0 Lake Charles, LA 0 Richmond - Peter 2 Zanesville, OH 0 Dayton, OH 2 Lansing, Ml 0 Roanoke - Lynch! 1 Uncodable Zip Cc 0

18 Nonresident VFR, July November 2001 Designated Marketing Area DMA Count DMA Count DMA Count DMA Count TOTAL 703 Abilene - Sweetw 0 Denver, CO 45 Laredo, TX 0 Rochester - Masc 2 Albany, GA 0 Des Moines - Am 5 Las Vegas, NV 4 Rochester, NY 0 Albany-Schenecti 1 Detroit, Ml 2 Lexington, KY 0 Rockford, IL 1 Albuquerque - Sa 10 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 9 Alexandria, LA 1 Duluth - Superior 6 Lincoln & Hasting 1 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 1 Little Rock - Pine 0 Salt Lake City, L 38 Amarillo, TX 0 Elmira, NY 0 Los Angeles, CA 21 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 0 Louisville, KY 2 San Antonio, TX 2 Anniston, AL 0 Eugene, OR 4 Lubbock, TX 0 San Diego, CA 10 Atlanta, GA 7 Eureka, CA 1 Macon, GA 1 San Francisco - C 11 Augusta, GA 0 Evansville, IL 0 Madison, WI 4 Santa Barbara +, 2 Austin, TX 3 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 0 Fargo - Valley Cit 9 Marquette, Ml 2 Seattle - Tacoma 56 Baltimore, MD 2 Flint - Saginaw, ^ 2 Medford - Klamat 3 Sherman - Ada, C 0 Bangor, ME 1 Florence-Myrtle E 0 Memphis, TN 0 Shreveport, LA 0 Baton Rouge, LA 1 Fresno -Visalia, ( 3 Meridian, MS 0 Sioux City, la 0 Beaumont - Port i 1 Ft. Meyers - Napi 4 Miami - Ft. Laude 1 Sioux Falls - Mitel 3 Bend, OR 2 Ft. Smith, AR 1 Milwaukee, WI 5 South Bend - Elk! 1 Billings, MT 17 Ft. Wayne, IN 0 Minneapolis - St. 26 Spokane, WA 71 Biloxi - Gulfport, f 0 Gainesville, FL 0 Minot - Bismark - 36 Springfield - Holyi 2 Blnghampton, NY 0 Glendive, MT 0 Missoula, MT 1 Springfield, MO 1 Birmingham, AL 0 Grand Junction - 0 Mobile - Pensaco 0 St. Joseph, MO 1 Bluefleld - Beckle 0 Grand Rapids - K 6 Monroe - El Dorai 1 St. Louis, MO 1 Boise, ID 11 Great Falls, MT 1 Monterey - Saline 1 Syracuse, NY 1 Boston, MA 4 Green Bay - Appi 3 Montgomery, AL 0 Tallahassee - Tor 0 Bowling Green, K 0 Greensboro - HP 0 Nashville, TN 4 Tampa - St. Pete 3 Buffalo, NY 0 Greenville - Spart 2 New Orleans, LA 0 Terre Haute, IN 0 Burlington - Platts 2 Greenville, New E 0 New York, NY 7 Toledo, OH 1 Butte - Bozeman, 1 Greenwood - Gre 0 Norfolk - VA. Bea 3 Topeka, KS 0 Casper - RIvertor 16 Harlingen - Wesl. 0 North Platte, NE 1 Traverse City - Cl 0 Cedar Rapids - D 4 Harrisburg - Lane 5 Odessa - Midlanc 0 Tri - Cities, TNA/; 1 Champaign - Spri 1 Harrisonburg, VA 0 Oklahoma City, C 5 Tucson - Nogales 3 Charleston - Huni 0 Hartford - New Hi 2 Omaho, NE 2 Tulsa, OK 3 Charleston, SC 0 Hattiesburg - Lau 0 Orlando - Dayton 3 Tuscaloosa, AL 0 Charlotte, NC 2 Helena, MT 1 Ottumwa - Kirksv 1 Twin Falls, ID 4 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 0 Tyler - Longview 0 Chattanooga, TN 0 Houston, TX 3 Palm Springs, C/ 0 Utica, NY 0 Cheyenne - Scott 1 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 0 Chicago, IL 10 Idaho Falls - Pocj 20 Parkersburg, WV 0 Waco - Temple + 2 Chico - Redding, 0 Indianapolis, IN 2 Peoria - Bloomint 1 Washington, D.C 4 Cincinnati, OH 2 Jackson, MS 0 Philadelphia, PA 3 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 9 Wausau - Rhinel: 1 Cleveland, OH 3 Jacksonville - Bru 0 Pittsburgh, PA 0 West Palm Beact 0 Colorado Springs 2 Johnstown - Altoc 0 Portland - Auburr 1 Wfieeling - Steub 1 Columbia - Jeffen 3 Jonesboro, AR 0 Portland, OR 27 Wicfiita - Hutcfiini 1 Columbia, SC 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 0 Kansas City, KS 4 Providence - New 0 Wilkes-Barre - Sc 2 Columbus, GA 0 Knoxville, TN 3 Quincy - Hanniba 0 Wilmington, NC 0 Columbus, OH 1 La Crosse - Eau ' 3 Raleigh - Durban 0 Yakima - Pasco ^ 14 Corpus Christ!, T; 0 Lafayette, IN 0 Rapid City, SD 18 Youngstown, OH 0 Dallas - Ft. Worth 2 Lafayette, LA 0 Reno, NV 2 Yuma - El Centro 4 Davenport - Rock 1 Lake Charles, LA 0 Richmond - Peter 0 Zanesville, OH 0 Dayton, OH 0 Lansing, Ml 0 Roanoke - Lynch! 1 Uncodable Zip Cc 0

19 Nonresident Business Visitors, July 2001-November 2001 Designated Marketing Areas DMA Count DMA Count DMA Count DMA Count TOTAL 453 Abilene - Sweetw 0 Denver, CO 41 Laredo, TX 0 Rochester - Masc 3 Albany, GA 0 Des Moines - Am 0 Las Vegas, NV 1 Rochester, NY 0 Albany-Schenecti 0 Detroit, Ml 1 Lexington, KY 0 Rockford, IL 0 Albuquerque - Sa 7 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 3 Alexandria, LA 0 Duluth - Superior 3 Lincoln & Hasting 1 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 1 Little Rock - Pine 2 Salt Lake City, L 38 Amarillo, TX 1 Elmira, NY 0 Los Angeles, CA 11 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 0 Louisville, KY 0 San Antonio, TX 2 Anniston, AL 0 Eugene, OR 4 Lubbock, TX 1 San Diego, CA 5 Atlanta, GA 3 Eureka, CA 0 Macon, GA 1 San Francisco - C 8 Augusta, GA 1 Evansville, IL 0 Madison, WI 3 Santa Barbara +, 1 Austin, TX 3 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 0 Fargo - Valley Cit 9 Marquette, Ml 1 Seattle - Tacoma 20 Baltimore, MD 0 Flint - Saginaw, ^ 0 Medford - Klamat 2 Sherman - Ada, C 1 Bangor, ME 0 Florence-Myrtle E 0 Memphis, TN 1 Shreveport, LA 0 Baton Rouge, LA 0 Fresno -Visalia, ( 1 Meridian, MS 0 Sioux City, la 0 Beaumont - Port i 1 Ft. Meyers - Napi 0 Miami - Ft. Laude 1 Sioux Falls - Mitel 5 Bend, OR 1 Ft. Smith, AR 0 Milwaukee, WI 1 South Bend - Elk! 0 Billings, MT 12 Ft. Wayne, IN 0 Minneapolis - St. 11 Spokane, WA 37 Biloxi - Gulfport, f 0 Gainesville, FL 0 Minot - Bismark - 21 Springfield - Holyi 0 Blnghampton, NY 0 Glendive, MT 0 Missoula, MT 0 Springfield, MO 2 Birmingham, AL 1 Grand Junction - 0 Mobile - Pensaco 0 St. Joseph, MO 1 Bluefleld - Beckle 0 Grand Rapids - K 0 Monroe - El Dorai 0 St. Louis, MO 0 Boise, ID 10 Great Falls, MT 0 Monterey - Saline 0 Syracuse, NY 0 Boston, MA 1 Green Bay - Appi 1 Montgomery, AL 0 Tallahassee - Tor 1 Bowling Green, K 0 Greensboro - HP 0 Nashville, TN 0 Tampa - St. Pete 3 Buffalo, NY 0 Greenville - Spart 1 New Orleans, LA 0 Terre Haute, IN 0 Burlington - Platts 1 Greenville, New E 0 New York, NY 2 Toledo, OH 1 Butte - Bozeman, 0 Greenwood - Gre 0 Norfolk - VA. Bea 0 Topeka, KS 1 Casper - RIvertor 13 Harlingen - Wesl. 0 North Platte, NE 0 Traverse City - Ci 1 Cedar Rapids - D 0 Harrisburg - Lane 3 Odessa - Midlanc 0 Tri - Cities, TNA/; 0 Champaign - Spri 1 Harrisonburg, VA 0 Oklahoma City, C 4 Tucson - Nogales 2 Charleston - Huni 2 Hartford - New Hi 3 Omaho, NE 3 Tulsa, OK 2 Charleston, SC 0 Hattiesburg - Lau 0 Orlando - Dayton 5 Tuscaloosa, AL 0 Charlotte, NC 1 Helena, MT 0 Ottumwa - Kirksv 0 Twin Falls, ID 1 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 0 Tyler - Longview 2 Chattanooga, TN 0 Houston, TX 10 Palm Springs, C/ 0 Utica, NY 0 Cheyenne - Scott 0 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 0 Chicago, IL 5 Idaho Falls - Pocj 8 Parkersburg, WV 0 Waco - Temple + 0 Chico - Redding, 0 Indianapolis, IN 1 Peoria - Bloomint 0 Washington, D.C 7 Cincinnati, OH 2 Jackson, MS 1 Philadelphia, PA 4 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 7 Wausau - Rhinel: 0 Cleveland, OH 1 Jacksonville - Bru 1 Pittsburgh, PA 4 West Palm Beact 0 Colorado Springs 1 Johnstown - Altoc 0 Portland - Auburr 1 Wfieeling - Steub 0 Columbia - Jeffen 0 Jonesboro, AR 0 Portland, OR 19 Wicfiita - Hutcfiini 1 Columbia, SC 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 0 Kansas City, KS 1 Providence - New 0 Wilkes-Barre - Sc 1 Columbus, GA 0 Knoxville, TN 0 Quincy - Hanniba 0 Wilmington, NC 0 Columbus, OH 3 La Crosse - Eau ' 0 Raleigh - Durban 3 Yakima - Pasco ^ 2 Corpus Christ!, T; 0 Lafayette, IN 0 Rapid City, SD 17 Youngstown, OH 1 Dallas - Ft. Worth 8 Lafayette, LA 0 Reno, NV 2 Yuma - El Centro 0 Davenport - Rock 1 Lake Charles, LA 0 Richmond - Peter 1 Zanesville, OH 0 Dayton, OH 0 Lansing, Ml 0 Roanoke - Lynch! 1 Uncodable Zip Cc 0

20 Custer Country Attraction Visitors - zip codes witti DMA's, summer 2002 data DMA Count DMA Count DMA Count DMA Count TOTAL Abilene - Sweetw Albany, GA Albany-Sctienecti Albuquerque - Sa Alexandria, LA Alpena, Ml Amarillo, TX Anctiorage, AK Anniston, AL Atlanta, GA Augusta, GA Austin, TX Bakersfield, CA Baltimore, MD Bangor, ME Baton Rouge, LA Beaumont - Port i Bend, OR Billings, MT Biloxi - Gulfport, f Blngfiampton, NY BIrmlngfiam, AL Bluefleld - Beckle Boise, ID Boston, MA Bowling Green, K Buffalo, NY Burlington - Platts Butte - Bozeman, Casper - RIvertor Cedar Rapids - D Cfiampaign - Spri Cfiarleston - Huni Cfiarleston, SC Cfiarlotte, NC Cfiarlottesvllle, V/ Cfiattanooga, TN Cfieyenne - Scott Cfilcago, IL Cfiico - Redding, Cincinnati, OH Clarksburg - Wes Cleveland, OH Colorado Springs Columbia - Jeffen Columbia, SC Columbus - Tupe Columbus, GA Columbus, OH Corpus Cfiristi, T; Dallas - Ft. Worth Davenport - Rock Dayton, OH Denver, CO 42 Laredo, TX 0 Roctiester - Masc 1 0 Des Moines -Am 4 Las Vegas, NV 3 Roctiester, NY 1 1 Detroit, Ml 4 Lexington, KY 1 Rockford, IL 0 3 Dothian, AL 0 Lima, OH 0 Sacramento - Stc 7 0 Duluthi - Superior 4 Lincoln & Hasting 0 Salisbury, MD 0 0 El Paso, TX 0 Little Rock - Pine 1 Salt Lake City, U Elmira, NY 1 Los Angeles, CA 13 San Angelo, TX 0 0 Erie, PA 0 Louisville, KY 2 San Antonio, TX 1 0 Eugene, OR 6 Lubbock, TX 2 San Diego, CA 8 3 Eureka, CA 1 Macon, GA 0 San Francisco Evansville, IL 0 Madison, WI 2 Santa Barbara +, 1 1 Fairbanks, AK 0 Mankato, MN 0 Savannah), GA 0 0 Fargo - Valley Cit 2 Marquette, Ml 4 Seattle - Tacoms 36 1 Flint - Saginaw, ^ 2 Medford - Klamat 1 Stierman - Ada, C 0 0 Florence-Myrtle E 0 Memphiis, TN 0 Stireveport, LA 0 0 Fresno -Visalia, ( 3 Meridian, MS 0 Sioux City, la 3 2 Ft. Meyers - Napi 2 Miami - Ft. Laude 4 Sioux Falls - MItcl 2 0 Ft. Smithi, AR 1 Milwaukee, WI 2 South) Bend - Elkl 0 8 Ft. Wayne, IN 2 Minneapolis Spokane, WA 23 0 Gainesville, FL 0 Minot - Bismark - 14 Springfield - Holyi 0 0 Glendive, MT 0 Missoula, MT 6 Springfield, MO 0 0 Grand Junction - 1 Mobile - Pensaco 2 St. Joseph), MO 2 0 Grand Rapids - K 1 Monroe - El Dorai 0 St. Louis, MO 12 6 Great Falls, MT 6 Monterey - Saline 2 Syracuse, NY 1 5 Green Bay - Appi 8 Montgomery, AL 0 Tallatiassee - Tor 0 0 Greensboro - HP 1 Nastivllle, TN 2 Tampa - St. Pete 8 0 Greenville - Spart 2 New Orleans, LA 0 Terre Haute, IN 1 1 Greenville, New E 1 New York, NY 4 Toledo, OH 2 2 Greenwood - Gre 0 Norfolk - VA. Bea 1 Topeka, KS 1 1 Harlingen - Wesl. 1 Northi Platte, NE 0 Traverse City - Ci 3 0 Harrisburg - Lane 2 Odessa - Midlanc 2 Tri - Cities, TNA/; 1 0 Harrisonburg, VA 1 Oklahioma City, C 1 Tucson - Nogales 1 1 Hartford - New Hi 1 Omahio, NE 2 Tulsa, OK 3 0 Hattiesburg - Lau 0 Orlando - Dayton 4 Tuscaloosa, AL 0 2 Helena, MT 3 Ottumwa - Kirksv 0 Twin Falls, ID 0 0 Honolulu, HI 0 Paducahi - Cape 0 Tyler - Longview 3 0 Houston, TX 6 Palm Springs, C/ 0 Utica, NY 0 0 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 1 8 Idahio Falls - Pocj 6 Parkersburg, WV 0 Waco - Temple Indianapolis, IN 2 Peoria - Bloomint 1 Washrlngton, D.C 2 2 Jackson, MS 0 Phiiladelphiia, PA 5 Watertown, NY 0 0 Jackson, TN 0 Phioenix, AZ 6 Wausau - Rhrlnel: 2 3 Jacksonville - Bru 3 Pittsburgh), PA 2 West Palm Beact 0 3 Johinstown - Altoc 0 Portland - Auburr 0 Whreeling - Steub 0 1 Jonesboro, AR 0 Portland, OR 18 WIchrlta - Hutchrlni 1 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 WIchrlta Falls - La 1 0 Kansas City, KS 7 Providence - Nev\ 0 Wilkes-Barre - Sc 4 1 Knoxville, TN 1 Quincy - Hanniba 1 Wilmington, NC 0 2 La Crosse - Eau ' 2 Raleigh) - Durtian 2 Yakima - Pasco ^ 5 1 Lafayette, IN 0 Rapid City, SD 3 Youngstown, OH 0 6 Lafayette, LA 0 Reno, NV 2 Yuma - El Centro 0 0 Lake Chiarles, LA 1 Rlctimond - Peter 0 Zanesville, OH 0 2 Lansing, Ml 2 Roanoke - Lynch)! 1 Uncodable Zip Cc 0

21 Gold West Country Attraction Visitors - Zipcodes with DMA's, summer 2002 data DMA Count DMA Count DMA Count DMA Count TOTAL 315 Abilene - Sweetw 0 Denver, CO 16 Laredo, TX 0 Rochester - Masc 0 Albany, GA 0 Des Moines - Am 2 Las Vegas, NV 4 Rochester, NY 0 Albany-Schenecti 0 Detroit, Ml 0 Lexington, KY 1 Rockford, IL 0 Albuquerque - Sa 4 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 8 Alexandria, LA 0 Duluth - Superior 1 Lincoln & Hasting 0 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 0 Little Rock - Pine 0 Salt Lake City, L 12 Amarillo, TX 1 Elmira, NY 1 Los Angeles, CA 10 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 0 Louisville, KY 0 San Antonio, TX 1 Anniston, AL 0 Eugene, OR 4 Lubbock, TX 0 San Diego, CA 2 Atlanta, GA 1 Eureka, CA 0 Macon, GA 0 San Francisco - C 5 Augusta, GA 0 Evansville, IL 0 Madison, WI 2 Santa Barbara +, 1 Austin, TX 0 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 1 Fargo - Valley Cit 3 Marquette, Ml 0 Seattle - Tacoms 21 Baltimore, MD 0 Flint - Saginaw, ^ 0 Medford - Klamat 2 Sherman - Ada, C 0 Bangor, ME 1 Florence-Myrtle E 0 Memphis, TN 0 Shreveport, LA 1 Baton Rouge, LA 0 Fresno -Visalia, ( 1 Meridian, MS 1 Sioux City, la 0 Beaumont - Port i 0 Ft. Meyers - Napi 0 Miami - Ft. Laude 1 Sioux Falls - Mitel 2 Bend, OR 0 Ft. Smith, AR 0 Milwaukee, WI 2 South Bend - Elkl 2 Billings, MT 15 Ft. Wayne, IN 1 Minneapolis - St. 8 Spokane, WA 16 Biloxi - Gulfport, f 0 Gainesville, FL 0 Minot - Bismark - 7 Springfield - Holyi 0 Blnghampton, NY 0 Glendive, MT 0 Missoula, MT 24 Springfield, MO 1 Birmingham, AL 4 Grand Junction - 0 Mobile - Pensaco 1 St. Joseph, MO 0 Bluefleld - Beckle 0 Grand Rapids - K 0 Monroe - El Dorai 0 St. Louis, MO 2 Boise, ID 1 Great Falls, MT 8 Monterey - Saline 2 Syracuse, NY 1 Boston, MA 6 Green Bay - Appi 0 Montgomery, AL 0 Tallahassee - Tor 0 Bowling Green, K 0 Greensboro - HP 2 Nashville, TN 1 Tampa - St. Pete 2 Buffalo, NY 1 Greenville - Spart 0 New Orleans, LA 1 Terre Haute, IN 0 Burlington - Platts 2 Greenville, New E 0 New York, NY 6 Toledo, OH 0 Butte - Bozemar 15 Greenwood - Gre 0 Norfolk - VA. Bea 0 Topeka, KS 1 Casper - RIvertor 1 Harlingen - Wesl. 0 North Platte, NE 0 Traverse City - Ci 0 Cedar Rapids - D 1 Harrisburg - Lane 1 Odessa - Midlanc 1 Tri - Cities, TNA/; 0 Champaign - Spri 1 Harrisonburg, VA 0 Oklahoma City, C 1 Tucson - Nogales 0 Charleston - Huni 0 Hartford - New Hi 0 Omaho, NE 0 Tulsa, OK 0 Charleston, SC 1 Hattiesburg - Lau 0 Orlando - Dayton 1 Tuscaloosa, AL 0 Charlotte, NC 2 Helena, MT 0 Ottumwa - Kirksv 0 Twin Falls, ID 1 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 1 Tyler - Longview 0 Chattanooga, TN 0 Houston, TX 4 Palm Springs, C/ 0 Utica, NY 1 Cheyenne - Scott 0 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 0 Chicago, IL 4 Idaho Falls - Pocj 7 Parkersburg, WV 0 Waco - Temple + 0 Chico - Redding, 0 Indianapolis, IN 2 Peoria - Bloomint 1 Washington, D.C 4 Cincinnati, OH 1 Jackson, MS 0 Philadelphia, PA 3 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 5 Wausau - Rhinel: 0 Cleveland, OH 1 Jacksonville - Bru 1 Pittsburgh, PA 2 West Palm Beact 1 Colorado Springs 0 Johnstown - Altoc 0 Portland - Auburr 0 Wfieeling - Steub 0 Columbia - Jeffen 0 Jonesboro, AR 0 Portland, OR 7 Wicfiita - Hutcfiini 0 Columbia, SC 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 0 Kansas City, KS 0 Providence - New 0 Wilkes-Barre - Sc 3 Columbus, GA 1 Knoxville, TN 0 Quincy - Hanniba 0 Wilmington, NC 0 Columbus, OH 0 La Crosse - Eau ' 0 Raleigh - Durban 1 Yakima - Pasco ^ 5 Corpus Christ!, T; 0 Lafayette, IN 0 Rapid City, SD 2 Youngstown, OH 1 Dallas - Ft. Worth 0 Lafayette, LA 0 Reno, NV 2 Yuma - El Centro 1 Davenport - Rock 0 Lake Charles, LA 0 Richmond - Peter 0 Zanesville, OH 0 Dayton, OH 0 Lansing, Ml 0 Roanoke - Lynch! 1 Uncodable Zip Cc 0

22 Missouri River Country Attraction Visitors - Zipcodes with DMA's, summer 2002 data DMA Count DMA Count DMA Count DMA Count TOTAL 175 Abilene - Sweetw 0 Denver, CO 6 Laredo, TX 0 Rochester - Masc 0 Albany, GA 0 Des Moines - Am 3 Las Vegas, NV 1 Rochester, NY 1 Albany-Schenecti 0 Detroit, Ml 2 Lexington, KY 0 Rockford, IL 1 Albuquerque - Sa 2 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 0 Alexandria, LA 0 Duluth - Superior 1 Lincoln & Hasting 0 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 0 Little Rock - Pine 0 Salt Lake City, U1 0 Amarillo, TX 1 Elmira, NY 0 Los Angeles, CA 4 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 0 Louisville, KY 0 San Antonio, TX 0 Anniston, AL 0 Eugene, OR 1 Lubbock, TX 0 San Diego, CA 2 Atlanta, GA 1 Eureka, CA 0 Macon, GA 0 San Francisco - C 0 Augusta, GA 0 Evansville, IL 0 Madison, WI 1 Santa Barbara +, 0 Austin, TX 1 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 1 Fargo - Valley Cit 2 Marquette, Ml 1 Seattle - Tacoms 15 Baltimore, MD 0 Flint - Saginaw, ^ 2 Medford - Klamat 0 Sherman - Ada, C 0 Bangor, ME 0 Florence-Myrtle E 0 Memphis, TN 0 Shreveport, LA 0 Baton Rouge, LA 0 Fresno -Visalia, ( 0 Meridian, MS 0 Sioux City, la 1 Beaumont - Port i 0 Ft. Meyers - Napi 0 Miami - Ft. Laude 0 Sioux Falls - Mitel 3 Bend, OR 2 Ft. Smith, AR 0 Milwaukee, WI 4 South Bend - Elkl 0 Billings, MT 21 Ft. Wayne, IN 0 Minneapolis Spokane, WA 2 Biloxi - Gulfport, f 1 Gainesville, FL 0 Minot - Bismark - 5 Springfield - Holyi 1 Blnghampton, NY 0 Glendive, MT 3 Missoula, MT 6 Springfield, MO 0 Birmingham, AL 0 Grand Junction - 0 Mobile - Pensaco 0 St. Joseph, MO 0 Bluefleld - Beckle 0 Grand Rapids - K 1 Monroe - El Dorai 0 St. Louis, MO 0 Boise, ID 1 Great Falls, MT 21 Monterey - Saline 0 Syracuse, NY 0 Boston, MA 0 Green Bay - Appi 3 Montgomery, AL 0 Tallahassee - Tor 0 Bowling Green, K 1 Greensboro - HP 0 Nashville, TN 2 Tampa - St. Pete 0 Buffalo, NY 0 Greenville - Spart 3 New Orleans, LA 0 Terre Haute, IN 0 Burlington - Platts 1 Greenville, New E 0 New York, NY 1 Toledo, OH 0 Butte - Bozeman, 5 Greenwood - Gre 0 Norfolk - VA. Bea 0 Topeka, KS 0 Casper - RIvertor 0 Harlingen - Wesl. 0 North Platte, NE 0 Traverse City - Ci 1 Cedar Rapids - D 0 Harrisburg - Lane 1 Odessa - Midlanc 0 Tri - Cities, TNA/; 0 Champaign - Spri 0 Harrisonburg, VA 0 Oklahoma City, C 0 Tucson - Nogales 1 Charleston - Huni 0 Hartford - New Hi 0 Omaho, NE 0 Tulsa, OK 0 Charleston, SC 0 Hattiesburg - Lau 0 Orlando - Dayton 0 Tuscaloosa, AL 0 Charlotte, NC 2 Helena, MT 0 Ottumwa - Kirksv 0 Twin Falls, ID 0 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 0 Tyler - Longview 0 Chattanooga, TN 0 Houston, TX 0 Palm Springs, C/ 0 Utica, NY 0 Cheyenne - Scott 0 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 0 Chicago, IL 0 Idaho Falls - Pocj 0 Parkersburg, WV 0 Waco - Temple + 0 Chico - Redding, 0 Indianapolis, IN 2 Peoria - Bloomint 0 Washington, D.C 0 Cincinnati, OH 1 Jackson, MS 0 Philadelphia, PA 0 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 2 Wausau - Rhinel: 0 Cleveland, OH 1 Jacksonville - Bru 0 Pittsburgh, PA 0 West Palm Beact 1 Colorado Springs 0 Johnstown - Altoc 0 Portland - Auburr 0 Wfieeling - Steub 0 Columbia - Jeffen 0 Jonesboro, AR 0 Portland, OR 5 Wicfiita - Hutcfiini 0 Columbia, SC 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 0 Kansas City, KS 3 Providence - New 0 Wilkes-Barre - Sc 0 Columbus, GA 0 Knoxville, TN 0 Quincy - Hanniba 1 Wilmington, NC 1 Columbus, OH 0 La Crosse - Eau ' 2 Raleigh - Durban 0 Yakima - Pasco ^ 0 Corpus Christ!, T; 0 Lafayette, IN 0 Rapid City, SD 4 Youngstown, OH 0 Dallas - Ft. Worth 0 Lafayette, LA 0 Reno, NV 1 Yuma - El Centro 1 Davenport - Rock 0 Lake Charles, LA 0 Richmond - Peter 0 Zanesville, OH 0 Dayton, OH 0 Lansing, Ml 0 Roanoke - Lynch! 0 Uncodable Zip Cc 0

23 Russell Country Attraction Visitors - Zipcodes with DMA's, summer 2002 data DMA Count DMA Count DMA Count DMA Count TOTAL 360 Abilene - Sweetw 0 Denver, CO 8 Laredo, TX 0 Rochester - Masc 2 Albany, GA 0 Des Moines - Am 4 Las Vegas, NV 3 Rochester, NY 0 Albany-Schenecti 0 Detroit, Ml 1 Lexington, KY 0 Rockford, IL 0 Albuquerque - Sa 3 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 6 Alexandria, LA 0 Duluth - Superior 1 Lincoln & Hasting 0 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 0 Little Rock - Pine 4 Salt Lake City, U1 3 Amarillo, TX 0 Elmira, NY 0 Los Angeles, 14 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 1 Louisville, KY 1 San Antonio, TX 3 Anniston, AL 0 Eugene, OR 1 Lubbock, TX 0 San Diego, CA 1 Atlanta, GA 0 Eureka, CA 0 Macon, GA 0 San Francisco - C 9 Augusta, GA 0 Evansville, IL 0 Madison, WI 2 Santa Barbara +, 2 Austin, TX 0 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 0 Fargo - Valley Cit 0 Marquette, Ml 1 Seattle - Tacoms 22 Baltimore, MD 2 Flint - Saginaw, ^ 2 Medford - Klamat 2 Sherman - Ada, C 1 Bangor, ME 0 Florence-Myrtle E 0 Memphis, TN 2 Shreveport, LA 0 Baton Rouge, LA 0 Fresno -Visalia, ( 2 Meridian, MS 0 Sioux City, la 1 Beaumont - Port i 0 Ft. Meyers - Napi 0 Miami - Ft. Laude 0 Sioux Falls - Mitel 1 Bend, OR 1 Ft. Smith, AR 0 Milwaukee, WI 5 South Bend - Elkl 2 Billings, MT 20 Ft. Wayne, IN 0 Minneapolis - St. 8 Spokane, WA 18 Biloxi - Gulfport, f 0 Gainesville, FL 0 Minot - Bismark - 6 Springfield - Holyi 1 Blnghampton, NY 0 Glendive, MT 0 Missoula, MT 28 Springfield, MO 1 Birmingham, AL 0 Grand Junction - 0 Mobile - Pensaco 0 St. Joseph, MO 0 Bluefleld - Beckle 1 Grand Rapids - K 0 Monroe - El Dorai 0 St. Louis, MO 6 Boise, ID 5 Great Falls, MT 5 Monterey - Saline 0 Syracuse, NY 1 Boston, MA 5 Green Bay - Appi 0 Montgomery, AL 0 Tallahassee - Tor 1 Bowling Green, K 0 Greensboro - HP 1 Nashville, TN 2 Tampa - St. Pete 4 Buffalo, NY 1 Greenville - Spart 1 New Orleans, LA 0 Terre Haute, IN 0 Burlington - Platts 0 Greenville, New E 2 New York, NY 5 Toledo, OH 1 Butte - Bozemar 11 Greenwood - Gre 0 Norfolk - VA. Bea 1 Topeka, KS 0 Casper - RIvertor 0 Harlingen - Wesl. 1 North Platte, NE 0 Traverse City - Ci 0 Cedar Rapids - D 3 Harrisburg - Lane 1 Odessa - Midlanc 0 Tri - Cities, TNA/; 0 Champaign - Spri 1 Harrisonburg, VA 0 Oklahoma City, C 3 Tucson - Nogales 3 Charleston - Huni 0 Hartford - New Hi 1 Omaho, NE 3 Tulsa, OK 1 Charleston, SC 1 Hattiesburg - Lau 0 Orlando - Dayton 2 Tuscaloosa, AL 0 Charlotte, NC 0 Helena, MT 6 Ottumwa - Kirksv 0 Twin Falls, ID 2 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 2 Tyler - Longview 0 Chattanooga, TN 2 Houston, TX 2 Palm Springs, C/ 0 Utica, NY 0 Cheyenne - Scott 1 Huntsville - Decal 2 Panama City, FL 0 Victoria, TX 0 Chicago, IL 4 Idaho Falls - Pocj 1 Parkersburg, WV 0 Waco - Temple + 1 Chico - Redding, 1 Indianapolis, IN 0 Peoria - Bloomint 1 Washington, D.C 4 Cincinnati, OH 0 Jackson, MS 1 Philadelphia, PA 2 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 4 Wausau - Rhinel: 1 Cleveland, OH 0 Jacksonville - Bru 3 Pittsburgh, PA 2 West Palm Beact 2 Colorado Springs 2 Johnstown - Altoc 2 Portland - Auburr 0 Wfieeling - Steub 0 Columbia - Jeffen 0 Jonesboro, AR 0 Portland, OR 16 Wicfiita - Hutcfiini 0 Columbia, SC 2 Joplin - Pittsburg, 1 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 1 Kansas City, KS 1 Providence - New 0 Wilkes-Barre - Sc 2 Columbus, GA 0 Knoxville, TN 1 Quincy - Hanniba 0 Wilmington, NC 0 Columbus, OH 1 La Crosse - Eau ' 1 Raleigh - Durban 2 Yakima - Pasco ^ 4 Corpus Christ!, T; 1 Lafayette, IN 0 Rapid City, SD 0 Youngstown, OH 0 Dallas - Ft. Worth 3 Lafayette, LA 1 Reno, NV 1 Yuma - El Centro 0 Davenport - Rock 2 Lake Charles, LA 0 Richmond - Peter 1 Zanesville, OH 0 Dayton, OH 3 Lansing, Ml 0 Roanoke - Lynch! 0 Uncodable Zip Cc 0

24 Yellowstone Country Attraction Visitors - Zipcodes with DMA's, summer 2002 data DMA Count DMA Count DMA Count DMA Count TOTAL 311 Abilene - Sweetw 0 Denver, CO 10 Laredo, TX 0 Rochester - Masc 0 Albany, GA 0 Des Moines - Am 0 Las Vegas, NV 2 Rochester, NY 2 Albany-Schenecti 0 Detroit, Ml 1 Lexington, KY 0 Rockford, IL 0 Albuquerque - Sa 4 Dothan, AL 0 Lima, OH 0 Sacramento - Stc 8 Alexandria, LA 0 Duluth - Superior 1 Lincoln & Hasting 2 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 0 Little Rock - Pine 0 Salt Lake City, L 16 Amarillo, TX 2 Elmira, NY 1 Los Angeles, 12 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 2 Louisville, KY 1 San Antonio, TX 1 Anniston, AL 0 Eugene, OR 3 Lubbock, TX 1 San Diego, CA 7 Atlanta, GA 3 Eureka, CA 1 Macon, GA 0 San Francisco - 9 Augusta, GA 0 Evansville, IL 0 Madison, WI 4 Santa Barbara +, 1 Austin, TX 1 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 0 Bakersfield, CA 0 Fargo - Valley Cit 1 Marquette, Ml 0 Seattle - Tacoma 6 Baltimore, MD 1 Flint - Saginaw, ^ 2 Medford - Klamat 1 Sherman - Ada, C 0 Bangor, ME 0 Florence-Myrtle E 1 Memphis, TN 0 Shreveport, LA 0 Baton Rouge, LA 0 Fresno -Visalia, ( 1 Meridian, MS 0 Sioux City, la 1 Beaumont - Port i 0 Ft. Meyers - Napi 0 Miami - Ft. Laude 1 Sioux Falls - Mitel 3 Bend, OR 0 Ft. Smith, AR 1 Milwaukee, WI 4 South Bend - Elkl 0 Billings, MT 4 Ft. Wayne, IN 0 Minneapolis - St. 9 Spokane, WA 4 Biloxi - Gulfport, f 0 Gainesville, FL 0 Minot - Bismark - 1 Springfield - Holyi 0 Blnghampton, NY 1 Glendive, MT 0 Missoula, MT 7 Springfield, MO 2 Birmingham, AL 1 Grand Junction - 0 Mobile - Pensaco 0 St. Joseph, MO 0 Bluefleld - Beckle 0 Grand Rapids - K 4 Monroe - El Dorai 0 St. Louis, MO 7 Boise, ID 6 Great Falls, MT 6 Monterey - Saline 0 Syracuse, NY 0 Boston, MA 3 Green Bay - Appi 3 Montgomery, AL 0 Tallahassee - Tor 2 Bowling Green, K 0 Greensboro - HP 0 Nashville, TN 1 Tampa - St. Pete 4 Buffalo, NY 0 Greenville - Spart 0 New Orleans, LA 0 Terre Haute, IN 0 Burlington - Platts 1 Greenville, New E 0 New York, NY 7 Toledo, OH 0 Butte - Bozeman, 4 Greenwood - Gre 0 Norfolk - VA. Bea 0 Topeka, KS 0 Casper - RIvertor 3 Harlingen - Wesl. 0 North Platte, NE 0 Traverse City - Ci 3 Cedar Rapids - D 1 Harrisburg - Lane 2 Odessa - Midlanc 0 Tri - Cities, TNA/; 0 Champaign - Spri 0 Harrisonburg, VA 1 Oklahoma City, C 2 Tucson - Nogales 2 Charleston - Huni 0 Hartford - New Hi 2 Omaho, NE 1 Tulsa, OK 1 Charleston, SC 0 Hattiesburg - Lau 0 Orlando - Dayton 2 Tuscaloosa, AL 0 Charlotte, NC 1 Helena, MT 7 Ottumwa - Kirksv 1 Twin Falls, ID 0 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 0 Tyler - Longview 0 Chattanooga, TN 0 Houston, TX 2 Palm Springs, C/ 0 Utica, NY 0 Cheyenne - Scott 0 Huntsville - Decal 0 Panama City, FL 0 Victoria, TX 0 Chicago, IL 5 Idaho Falls - Pocj 6 Parkersburg, WV 0 Waco - Temple + 0 Chico - Redding, 2 Indianapolis, IN 2 Peoria - Bloomint 2 Washington, D.C 7 Cincinnati, OH 0 Jackson, MS 0 Philadelphia, PA 4 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 5 Wausau - Rhinel: 2 Cleveland, OH 2 Jacksonville - Bru 1 Pittsburgh, PA 2 West Palm Beact 3 Colorado Springs 1 Johnstown - Altoc 0 Portland - Auburr 1 Wfieeling - Steub 0 Columbia - Jeffen 2 Jonesboro, AR 1 Portland, OR 10 Wicfiita - Hutcfiini 1 Columbia, SC 0 Joplin - Pittsburg, 0 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 0 Kansas City, KS 0 Providence - New 1 Wilkes-Barre - Sc 1 Columbus, GA 0 Knoxville, TN 2 Quincy - Hanniba 0 Wilmington, NC 2 Columbus, OH 2 La Crosse - Eau ' 0 Raleigh - Durban 0 Yakima - Pasco ^ 3 Corpus Christ!, T; 0 Lafayette, IN 0 Rapid City, SD 1 Youngstown, OH 0 Dallas - Ft. Worth 8 Lafayette, LA 0 Reno, NV 3 Yuma - El Centro 0 Davenport - Rock 1 Lake Charles, LA 0 Richmond - Peter 0 Zanesville, OH 0 Dayton, OH 1 Lansing, Ml 1 Roanoke - Lynch! 0 Uncodable Zip Cc 0

25 G lacier C ountry Attraction Visitors - Zip codes with DMA's, summer 2002 DMA 1Count DMA Count DMA Count DMA Count TOTAL Abilene - Sweetw Denver, CO 16 Laredo, TX 0 Rochester - Masc 1 Albany, GA 0 Des Moines - Am 2 Las Vegas, NV 3 Rochester, NY 0 Albany-Schenecti 2 Detroit, Ml 3 Lexington, KY 1 Rockford, IL 1 Albuquerque - Sa 4 Dothan, AL 0 Lima, OH 0 Sacram ento - St 15 Alexandria, LA 0 Duluth - Superior 5 Lincoln & Hasting 0 Salisbury, MD 0 Alpena, Ml 0 El Paso, TX 3 Little Rock - Pine 1 Salt Lake City, U1 14 Amarillo, TX 1 Elmira, NY 1 Los Angeles, CA 15 San Angelo, TX 0 Anchorage, AK 0 Erie, PA 1 Louisville, KY 0 San Antonio, TX 1 Anniston, AL 0 Eugene, OR 5 Lubbock, TX 1 San Diego, CA 3 Atlanta, GA 5 Eureka, CA 0 Macon, GA 0 San Francisco - 23 Augusta, GA 0 Evansville, IL 1 Madison, WI 3 Santa Barbara +, 3 Austin, TX 3 Fairbanks, AK 0 Mankato, MN 0 Savannah, GA 2 Bakersfield, CA 0 Fargo - Valley Cit 2 Marquette, Ml 0 Seattle - Tacoms 52 Baltimore, MD 5 Flint - Saginaw, ^ 1 Medford - Klamat 3 Sherman - Ada, C 0 Bangor, ME 0 Florence-Myrtle E 1 Memphis, TN 1 Shreveport, LA 1 Baton Rouge, LA 0 Fresno -Visalia, ( 1 Meridian, MS 0 Sioux City, la 1 Beaumont - Port i 1 Ft. Meyers - Napi 3 Miami - Ft. Laude 5 Sioux Falls - Mitel 2 Bend, OR 1 Ft. Smith, AR 0 Milwaukee, WI 5 South Bend - Elkl 2 Billings, MT 11 Ft. Wayne, IN 1 Minneapolis - St. 12 Spokane, WA 36 Biloxi - Gulfport, f 1 Gainesville, FL 1 Minot - Bismark - 9 Springfield - Holyi 0 Blnghampton, NY 0 Glendive, MT 0 Missoula, MT 4 Springfield, MO 1 Birmingham, AL 0 Grand Junction - 0 Mobile - Pensaco 5 St. Joseph, MO 2 Bluefleld - Beckle 0 Grand Rapids - K 5 Monroe - El Dorai 0 St. Louis, MO 2 Boise, ID 9 Great Falls, MT 8 Monterey - Saline 2 Syracuse, NY 1 Boston, MA 5 Green Bay - Appi 0 Montgomery, AL 0 Tallahassee - Tor 1 Bowling Green, K 0 Greensboro - HP 2 Nashville, TN 2 Tampa - St. Pete 5 Buffalo, NY 0 Greenville - Spart 5 New Orleans, LA 0 Terre Haute, IN 2 Burlington - Platts 2 Greenville, New E 1 New York, NY 10 Toledo, OH 1 Butte - Bozeman, 12 Greenwood - Gre 0 Norfolk - VA. Bea 0 Topeka, KS 0 Casper - RIvertor 1 Harlingen - Wesl. 1 North Platte, NE 0 Traverse City - Ci 1 Cedar Rapids - D 2 Harrisburg - Lane 5 Odessa - Midlanc 1 Tri - Cities, TNA/; 0 Champaign - Spri 0 Harrisonburg, VA 1 Oklahoma City, C 1 Tucson - Nogales 3 Charleston - Huni 1 Hartford - New Hi 3 Omaho, NE 1 Tulsa, OK 0 Charleston, SC 1 Hattiesburg - Lau 0 Orlando - Dayton 3 Tuscaloosa, AL 0 Charlotte, NC 3 Helena, MT 8 Ottumwa - Kirksv 1 Twin Falls, ID 0 Charlottesville, V/ 0 Honolulu, HI 0 Paducah - Cape 1 Tyler - Longview 0 Chattanooga, TN 2 Houston, TX 2 Palm Springs, C/ 0 Utica, NY 0 Cheyenne - Scott 0 Huntsville - Decal 4 Panama City, FL 0 Victoria, TX 1 C hicago, IL 18 Idaho Falls - Pocj 2 Parkersburg, WV 0 Waco - Temple + 0 Chico - Redding, 3 Indianapolis, IN 5 Peoria - Bloomint 1 Washington, D.C 12 Cincinnati, OH 3 Jackson, MS 0 Philadelphia, PA 7 Watertown, NY 0 Clarksburg - Wes 0 Jackson, TN 0 Phoenix, AZ 15 Wausau - Rhinel: 1 Cleveland, OH 3 Jacksonville - Bru 2 Pittsburgh, PA 2 West Palm Beact 2 Colorado Springs 3 Johnstown - Altoc 2 Portland - Auburr 1 Wfieeling - Steub 0 Columbia - Jeffen 0 Jonesboro, AR 0 Portland, OR 30 Wicfiita - Hutcfiini 4 Columbia, SC 0 Joplin - Pittsburg, 1 Presque Isle, ME 0 W icfiita Falls - La 0 Columbus - Tupe 1 Kansas City, KS 2 Providence - New 2 Wilkes-Barre - Sc 0 Columbus, GA 0 Knoxville, TN 1 Quincy - Hanniba 0 Wilmington, NC 0 Columbus, OH 2 La Crosse - Eau ' 2 Raleigh - Durban 1 Yakima - Pasco ^ 7 Corpus Christ!, T; 0 Lafayette, IN 0 Rapid City, SD 4 Youngstown, OH 0 Dallas - Ft. Worth 4 Lafayette, LA 0 Reno, NV 2 Yuma - El Centro 0 Davenport - Rock 0 Lake Charles, LA 0 Richmond - Peter 3 Zanesville, OH 0 Dayton, OH 0 Lansing, Ml 1 Roanoke - Lynch! 22 1 Uncodable Zip Cc 0

26 Appendix B Nielsen Media Research Designated Marketing Areas Population and Percent of Total U.S. Population 23

27 Nielsen Media Research Local Universe Estimates* (US) *Estimates used throughout the television season which starts on September 21, 2002 Total 106,641, Abilene-Sweetwater 114, Albany, GA 149, Albany-Schenectady-Troy 532, Albuquerque-Santa Fe 620, Alexandria, LA 85, Alpena 17, Amarillo 189, Anchorage 132, Atlanta 1,971, Augusta 240, Austin 552, Bakersfield 186, Baltimore 1,060, Bangor 137, Baton Rouge 295, Beaumont-Port Arthur 170, Bend, OR 47, Billings 98, Biloxi-Gulfport 132, Binghamton 136, Birmingham (Ann and Tusc) 690, Bluefield-Beckley-Oak Hill 143, Boise 216, Boston (Manchester) 2,353, Bowling Green 81, Buffalo 639, Burlington-Plattsburgh 317, Butte-Bozeman, M l 56, Casper-Riverton 50, Cedar Rapids-Wtrlo-lWC&Dub 323, Champaign&SprngfId-Decatur 371, Charleston, SC 262, Charleston-Huntington 495, Charlotte 962, Charlottesville 67, Chattanooga 351, Cheyenne, WY-Scottsbluff, 51, Chicago 3,351,

28 132 Chico-Redding 184, Cincinnati 854, Clarksburg-Weston 105, Cleveland-Akron (Canton) 1,528, Colorado Springs-Pueblo 302, Columbia, SC 357, Columbla-Jefferson City 164, Columbus, GA 203, Columbus, OH 835, Columbus-Tupelo-West Point 186, Corpus ChrlstI 191, Dallas-Ft. Worth 2,195, Davenport-R.Island-Mollne 306, Dayton 506, Denver 1,366, Des Molnes-Ames 400, TV Rank Designated Market Area (DMA) Households % of US 10 Detroit 1,899, Dothan 97, Duluth-Superior 172, El Paso 276, Elmira 95, Erie 157, Eugene 223, Eureka 59, Evansville 280, Fairbanks 31, Fargo-Valley City 231, Fllnt-Saglnaw-Bay City 466, Florence-Myrtle Beach 253, Fresno-Vlsalla 519, Ft. Myers-Naples 413, Ft. Smith-Fay-Sprngdl-Rgrs 255, Ft. Wayne 264, Gainesville 116, Glendive 4, Grand Junctlon-Montrose 72, Grand Raplds-Kalmzoo-B.Crk 713, Great Falls 64, Green Bay-Appleton 418, Greensboro-H.Point-W.Salem 634, Greenville-N.Bern-Wash ngtn 266, Greenvll-Spart-Ashevll-And 792,

29 182 Greenwood-Greenville 79, Harlingen-Wslco-Brnsvl -McA 287, Harrisburg-Lncstr-Leb-York 626, Harrisonburg 86, Hartford & New Haven 980, Hatties burg-laurel 100, Helena 24, Honolulu 401, Houston 1,814, Huntsville-Decatur (Flor) 359, Idaho Falls-Pocatello 108, Indianapolis 1,019, Jackson, MS 320, Jackson, TN 79, Jacksonville, Brunswick 587, Johnstown-Altoona 294, Jonesboro 81, Joplln-Plttsburg 152, Juneau, AK 25, Kansas City 852, Knoxville 489, La Crosse-Eau Claire 217, Lafayette, IN 59, Lafayette, LA 213, Lake Charles 92, Lansing 248, Laredo 57, Las Vegas 585, Lexington 454, Lima 57, Lincoln & Hstngs-Krny Plus 266, Little Rock-Pine Bluff 523, Los Angeles 5,318, Louisville 612, Lubbock 149, Macon 221, Madison 348, Mankato 50, Marquette 88, Medford-Klamath Falls 157, Memphis 653, Meridian 70, Mlaml-Ft. Lauderdale 1,486,

30 31 Milwaukee 860, M inneapolis-s t. Paul 1,594, Minot-Bismarck-Dickinson 133, Missoula 98, Mobile-Pensacola (Ft Walt) 490, Monroe-EI Dorado 177, Monterey-Salinas 228, Montgomery (Selma) 240, Nashville 880, New Orleans 658, New York 7,282, Norfolk-Portsmth-Newpt Nws 677, North Platte 15, Odessa-Midland 131, Oklahoma City 636, Omaha 386, Orlando-Daytona Bch-Melbrn 1,224, Ottumwa-Kirksville 51, Paducah-C.Gird-Harbg-Mt VN 395, Palm Springs 119, Panama City 130, Parkersburg 63, Peoria-Bloomington 236, Philadelphia 2,830, P hoenix 1,524, Pittsburgh 1,165, Portland, OR 1,061, Portland-Auburn 391, Presque Isle 29, Providence-New Bedford 624, Quincy-Hannibal-Keokuk 110, Raleigh-Durham (Fayetvlle) 929, Rapid City 91, Reno 241, Richmond-Petersburg 505, Roanoke-Lynchburg 445, Rochester, NY 388, Rochestr-Mason City-Austin 139, Rockford 175, Sacram nto-s tktn-m odesto 1,227, Salisbury 141, Salt Lake City 769, San Angelo 53,

31 37 San Antonio 718, San Diego 1,004, San Francisco-Oak-San Jose 2,436, SantaBarbra-SanMar-SanLuOb 230, Savannah 284, Seattle-Tacom a 1,659, Sherman, TX-Ada, OK 120, Shreveport 372, Sioux City 157, Sioux Pal Is (Mitch ell) 244, South Bend-Elkhart 326, Spokane 381, Springfield, MO 400, Springfield-Holyoke 258, St. Joseph 57, St. Louis 1,156, Syracuse 375, Tallahassee-Thomasville 255, Tampa-St. Pete (Sarasota) 1,620, Terre Haute 151, Toledo 432, Topeka 168, Traverse City-Cadillac 243, Tri-Cities, TN-VA 318, Tucson (Sierra Vista) 399, Tulsa 496, Twin Falls 58, Tyler-Longview(Lfkn&Ncgd) 254, Utica 103, Victoria 30, Waco-Temple-Bryan 303, W ashington, DC (H agrstwn) 2,169, Watertown 89, Wausau-Rhinelander 175, West Palm Beach-Ft. Pierce 700, Wheeling-Steubenville 141, Wichita Falls & Lawton 157, Wichita-Hutchinson Plus 445, Wilkes Barre-Scranton 580, Wilmington 155, Yakima-Pasco-Rchlnd-Knnwck 199, Youngstown 277, Yuma-EI Centro 96,

32 202 Zanesville 32, Notes MSI and DMA are registered trademarks of Nielsen Media Research, Inc. Nielsen Media Research is a trademark of Nielsen Media Research, Inc. *Source: accessed July 3,