1. LOS ANGELES
A MARKET SNAPSHOT

2. The Los Angeles Designated Market Area (DMA) is the
largest geographically in the U.S.:
• Total 2011 population: 17,755,629
• It stretches from Ventura County all the way down the Pacific Coast
through Orange County and as far east as the Arizona and Nevada
borders, comprising an area of 27,500 square miles.
• Los Angeles is one of the most populous metropolitan areas in the
world, as well as the second largest in the U.S.

3. New York Market Population by Race and Ethnicity
Population 2011 Ranking 2011 Total Population
Total 2 17,755,629
Hispanic 2 6,313,277
White non-Hispanic 1 8,089,549
Black non-Hispanic 6 1,058,543
Asian non-Hispanic 1 2,026,527
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

4. The Los Angeles DMA -- a brief history:
• On September 4, 1781, a group of 44 settlers led by Spanish
Governor Felipe de Neve, founded the town named El Pueblo de
Nuestra Señora la Reina de los Ángeles del Río de Porciúncula, (The
Town of Our Lady the Queen of the Angels of the Porciúncula River).
• The pueblo continued as part of México after the New Spain won its
independence in 1821. The U.S. took control with signing the Treaty
of Cahuenga on January 13, 1847.

5. Lines of Demographic Growth
10,000,000
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
1990 2000 2011 2016
Hispanic Population 4,635,170 6,466,855 8,089,549 8,775,858
White non-Hispanic Population 7,197,529 6,275,758 6,313,277 6,168,385
Black non-Hispanic Population 1,168,997 1,181,524 1,058,543 1,043,492
Asian non-Hispanic Population 1,294,204 1,672,959 2,026,527 2,191,008
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

6. The racial and ethnic mix of the Los Angeles DMA:
• Los Angeles is the most diverse metropolitan area in the United
States. Its population comes from more than 140 countries and
speaks 224 identified languages.
• The racial makeup of Los Angeles in 2011 is 54.7% white (both
Hispanic and non-Hispanic), 7.6% black, 0.8% Native
American, 12.5% Asian, 0.3% Pacific Islander and 24.6% are from
other races.
• Hispanics or Latinos of any race make up 45.4% of the total
population.

7. The L.A. racial and ethnic mix … (continued)
• Among the Hispanic population, 82% are Mexican, 6% are
Salvadoran, 5% Guatemalan, 4% other Central American, 0.4%
Colombian, 0.3% Argentinian and 1.3% other South American.
• Ethnic enclaves such as Chinatown, Filipinotown, Koreatown, Little
Armenia, Little Ethiopia, Little Tokyo and Thai Town provide
examples of the polyglot character of Los Angeles.

8. Los Angeles Population Growth From 1990 to 2011
75%
57%
White Black
Population Population
Hispanic Asian
Population Population
-9%
-12%
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

9. Minority Breakdowns vs. Whites
11% 1%
Hispanic Population
Other
6% White non-Hispanic
Asian
Population
Black 46% Black non-Hispanic
Hispanic Population
Asian non-Hispanic
36% Population
Other Population
Minority breakdown
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

10. L.A. Market Snapshot: Latinos by Country of Origin
Puerto Cuban, 1% Honduran, 1% Other, 4%
Rican, 1% Guatemalan, 5%
Salvadoran, 6%
Mexican, 82%
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.