DMNmedia | Audience Insights

Boomers (45-64)

There are over 1.7 million Boomers in the DFW area. This generation of consumers makes up over 40% of The Dallas Morning News audience, and 31% of Boomers have been reading The Dallas Morning News for 10 years or more.

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Parade Magazine (Sunday)

Nearly 42% of the readers who turn to Parade Magazine every week are Boomers**
Over 450,000 DFW Boomers agree that supplemental sections in newspapers make them more interesting***
Over 18% of Boomers say that they enjoy reading ads in magazines***

TV Weekly

Over 350,000 DFW area Boomers read TV Weekly (in the Sunday Dallas Morning News) weekly.**
More than half of Dallas-area Boomers agree that they enjoy having a large number of television channels to choose from, and over 98,000 turn to a magazine or paper television guide to tell them what’s on TV***

HomeCenter (Real Estate) on Friday

Adults 45-64 are nearly 40% more likely to read the HomeCenter (Real Estate) weekly section in the Friday Dallas Morning News**
Of the nearly 350,000 DFW-area adults who purchased power tools in the past 12 months, nearly 36% of them are Boomers**
Over 20% of Dallas Boomers have spent over $1,000 on home improvements in the past year, and nearly 30,000 of them spent more than $5,000 in the past year**

SportsDay

Over 346,000 DFW-area Boomers turn to SportsDay weekly**
40% of DFW Boomers say that they participate in any sporting activities any chance they get***
Over 700,000 DFW Boomers frequently watch sports on TV***
Of the more than 340,000 Dallas-area adults that rely on their cellphones to keep up with news and sports, nearly 19% are Boomers***

Advertising Inserts

41% of the DFW-area consumers who read the advertising inserts in the Sunday Dallas Morning News are Boomers**
Nearly half of Dallas Boomers find ads helpful when trying to learn more about new products and services available to them***
Over 350,000 Boomers in the DFW area agree that ads help them choose good products and services for their children/grandchildren***

FD Luxe

Almost 30% of Dallas Boomers own a luxury vehicle, and over a quarter prefer driving luxury cars to any other vehicle***
Of the DFW adults who purchased a luxury jewelry item or watch in the past year, 35% of them were Boomers*
More than 20% of Dallas-area Boomers agree that everything in their wardrobe is of the highest quality, and 26% agree that designer labels add a level of prestige to their appearance***
Almost 250,000 Dallas area Boomers have visited a fine art museum in the past 30 days*

Salut!/Wine Club/Dallas Food & Wine Festival

Over 120,000 Dallas-area Boomers would be considered “moderate” wine drinkers, enjoying five or more glasses in 30 days***
Almost half of DFW Boomers agree that they really enjoy cooking as a leisure activity***
15% agree that they enjoy foods that are presented as an art form***

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