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POPULATION
| County |
Total |
% of DMA |
| Santa Clara |
1,364,000 |
24% |
| Alameda |
1,149,300 |
20% |
| Contra Costa |
792,600 |
14% |
| San Francisco |
690,700 |
12% |
| San Mateo |
558,900 |
10% |
| Sonoma |
369,400 |
7% |
| Solano |
311,600 |
6% |
| Marin |
202,900 |
4% |
| Napa |
105,200 |
2% |
| Mendocino |
76,600 |
1% |
| Lake |
43,000 |
1% |
| 11-County DMA Total |
5,664,300 |
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Source: 2010 R1 Scarborough Report
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ADULTS WITH HHI OF $75,0000+
| County |
Total |
% of DMA |
| Santa Clara |
807,400 |
27% |
| Alameda |
560,000 |
19% |
| Contra Costa |
462,800 |
15% |
| San Francisco |
347,600 |
12% |
| San Mateo |
319,800 |
11% |
| Sonoma |
172,900 |
6% |
| Solano |
148,900 |
5% |
| Marin |
118,800 |
4% |
| Napa |
36,300 |
1% |
| Mendocino |
14,600 |
0.5% |
| Lake |
6,500 |
0.2% |
| 11-County DMA Total |
2,995,600 |
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Source: 2010 R1 Scarborough Report |
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ADULTS WITH HHI OF $100,0000+
| County |
Total |
% of DMA |
| Santa Clara |
611,500 |
28% |
| Alameda |
402,000 |
19% |
| Contra Costa |
329,700 |
15% |
| San Francisco |
258,800 |
12% |
| San Mateo |
235,100 |
11% |
| Solano |
116,300 |
5% |
| Sonoma |
93,400 |
4% |
| Marin |
78,800 |
4% |
| Napa |
20,700 |
1% |
| Mendocino |
9,300 |
0.4% |
| Lake |
2,800 |
0.1% |
| 11-County DMA Total |
2,158,400 |
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Source: 2010 R1 Scarborough Report
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COLLEGE GRADUATE OR MORE
| County |
Total |
% of DMA |
| Santa Clara |
551,000 |
26% |
| Alameda |
406,900 |
19% |
| San Francisco |
321,600 |
15% |
| Contra Costa |
275,400 |
13% |
| San Mateo |
221,600 |
11% |
| Sonoma |
120,000 |
6% |
| Marin |
105,100 |
5% |
| Solano |
69,000 |
3% |
| Napa |
23,500 |
1% |
| Mendocino |
9,600 |
0.5% |
| Lake |
3,200 |
0.2% |
| 11-County DMA Total |
2,107,000 |
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Source: 2010 R1 Scarborough Report |
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RETAIL SALES
| County |
Total (in Billions) |
% of DMA |
| Santa Clara |
$22.2 |
25% |
| Alameda |
$17.4 |
19% |
| Contra Costa |
$13.1 |
15% |
| San Francisco |
$9.9 |
11% |
| San Mateo |
$9.3 |
10% |
| Sonoma |
$5.7 |
6% |
| Solano |
$4.6 |
5% |
| Marin |
$3.7 |
4% |
| Napa |
$1.6 |
2% |
| Mendocino |
$0.9 |
1% |
| Lake |
$0.7 |
1% |
| 11-County DMA Total |
$89 |
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Source: 2009 Nielsen Claritas Inc.
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EBI
| County |
Total (in Billions) |
% of DMA |
| Santa Clara |
$54.0 |
25% |
| Alameda |
$38.9 |
18% |
| Contra Costa |
$30.7 |
14% |
| San Francisco |
$26.9 |
13% |
| San Mateo |
$23.9 |
11% |
| Sonoma |
$11.8 |
6% |
| Marin |
$10.8 |
5% |
| Solano |
$8.9 |
4% |
| Napa |
$3.5 |
2% |
| Mendocino |
$1.7 |
1% |
| Lake |
$1.2 |
1% |
| 11-County DMA Total |
$212.2 |
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Source: 2009 Nielsen Claritas Inc. |
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