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2017 Sinclair Multi-Media
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2/28/2017 - 3/20/2017 Fairfax 881,972 21% 205 Montgomery 813,135 19%
County Population % In-Tab Fairfax 881,972 21% 205 Montgomery 813,135 19% 189 Prince George's 714,182 17% 166 DC 563,601 13% 131 Prince William 331,277 8% 77 Loudoun 279,650 7% 65 Arlington 193,604 5% 45 Frederick 189,301 4% 44 Charles 120,464 3% 28 Washington 116,162 27 Spotsylvania 98,953 2% 23 Total 4,302,300 100% 1,000 2/28/ /20/2017 1000 Interviews Adults 18+
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QSR/Fast Food Restaurant Frequency
In the past 30 days, how many times have you visited a QSR/fast food restaurant? DC Market
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DC Market’s Higher Frequency QSR Consumers
(6+ times/month) Occupation % Index White Collar/Mgr/Prof 49% 104 Working Women 30% 98 Retired 10% 57 Clerical 9% 125 Blue Collar/Operative 6% 101 Ethnic Background % Index Caucasian 48% 101 African American 28% 105 Hispanic 14% 109 Asian\Pacific Islander 8% 74 Lifestyle Groups % Index Achievers 37% 99 Singles 28% 121 Secure & Mature 25% 77 Established Families 23% 120 Family Starters 18% 114 Women OTG 15% 107 The Blues 6% 104 Middle America 149 Limiteds 4% Golden Oldies 53
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QSR/Fast Food Restaurants Visited
Please name all the fast food restaurants you visited in the past 30 days.
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Fast Food-QSR Visited Please name all the fast food restaurants you visited in the past 30 days. DC Market McDonald's 46% Burger King 17% Chipotle 16% Wendy's 15% Subway Taco Bell 12% Popeye's 11% Panera 10% KFC 8% Five Guys 6% Dunkin Donuts 7% Domino's Arby's 5% Dairy Queen 2% Boston Market Bruegger's 0.3% Quizno's 0.9% Mr. Subb 0.1% Other 26% Don't know 18%
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Popeye’s Visitation Share Comparison
If a friend or relative moved to the area you live or work, which one bank, Credit Union or financial institution would you recommend they use?
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Fast Food-QSR Visited PG County McDonald's 56% Subway 23% Wendy's 22%
Please name all the fast food restaurants you visited in the past 30 days. PG County McDonald's 56% Subway 23% Wendy's 22% Burger King Popeye's 20% Chipotle 16% KFC 14% Taco Bell 12% Panera 8% Dunkin Donuts 7% Arby's Boston Market 5% Five Guys 4% Domino's 3% Dairy Queen 2% Quizno's 0.6% Other 26% Don't know 11%
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Fast Food-QSR Visited DC Market A18 - 34 A35 - 49 A50+ McDonald's 46%
Please name all the fast food restaurants you visited in the past 30 days. DC Market A A A50+ McDonald's 46% 42% 49% 47% Burger King 17% 20% 16% Chipotle 30% 14% 8% Subway 12% Wendy's 15% 13% 18% Taco Bell 9% Popeye's 11% Panera 10% 4% KFC 7% Dunkin Donuts 3% 5% Five Guys 6% 2% Domino's Arby's Boston Market 0% Dairy Queen 0.7%
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Popeye’s DC Market Customers
Occupation % Index White Collar/Mgr/Prof 56% 120 Working Women 30% 97 Retired 10% 53 Clerical 8% 115 Blue Collar/Operative 4% 60 Ethnic Background % Index African American 35% 134 Caucasian 32% 67 Hispanic 19% 142 Asian\Pacific Islander 12% 107 Lifestyle Groups % Index Achievers 38% 102 Singles 27% 116 Secure & Mature 25% 77 Family Starters 22% 142 Women OTG 14% 98 Established Families 74 The Blues 5% 93 Limiteds 136 Middle America 4% Golden Oldies 57
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Most Influential Media
Which one of the following media types is most influential?
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Over 1,200,000 Residents Watching!!
Watching Newschannel 8 Over 1,200,000 Residents Watching!!
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Higher Frequency QSR Consumers
Top Local WJLA Programs Higher Frequency QSR Consumers Index Pop ABC 7 News 6p 95 352,789 ABC 7 News 11p 87 314,068 ABC 7 News 5p 98 339,882 Jeopardy 7:30p 99 331,277 Wheel of Fortune 7p 103 296,859 Good Morning America 7a 122 Good Morning Washington 4:30a 275,347 Good Morning Washington 6a 110 288,254 Good Morning Washington 5a 119 309,766 ABC 7 News 4p 107 271,045 Live with Kelly 9a 131 The View 11a 111 215,115 ABC 7 News 12N 113 180,697 Rachael Ray 10a 118 159,185 Hot Bench 3p 112 124,767
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Marshall Marketing Follow Through
Additional Data Requests Unlimited access Media Evaluation Services Synergy finds the most efficient mix Thank you for your time!
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