case 2 data

Our original research presentation required well over 100 slides. This is the "Cliff Notes" version. Of course, names of cities, stations and

personalities have been changed ' to protect the innocent" (and the guilty!)

Strategic Audience Research for Bubbles

Broadcast Partners

© 2009, Mark Kassof & Co.

DETERMINE THE OPTIMUM FORMAT STRATEGY FOR A NEW FM

OBJECTIVE:

STATION PERFORMANCE...

PAST WEEK CUME

HOT 93 50%ROCK 99 47THE EAGLE 43MAGIC 107 37Other 8

THE EAGLE 26%ROCK 99 22MAGIC 107 19HOT 93 17Other 8

FAVORITE STATION

Favorite THE EAGLE

ROCK 99

HOT 93

MAGIC 107

1:NOT AT ALL 0% 0% 0% 0%2: 0 0 7 13: 18 14 19 164: 39 59 56 605:100% SATISFIED 43 27 20 23

AVERAGE: 4.3 4.1 3.9 4.0

SATISFACTION WITH FAVORITE STATION

STATION PERCEPTIONS...

THE EAGLE:Biggest Top-of-Mind Images: COUNTRY, NEWS&INFOMapping: SLOW-PACED, = MIX OF TODAY & PAST

Station Associations...STRENGTH WEAKNESSCOMMUNITY BEST MUSIC MOST MUSICNEWS&INFO VARIETY PERSONALITIES

REPEATS TOO COMMERCIALSBEST MORNING BEST CONTESTS

LISTEN AT WORKTALK TOO MUCH

ROCK 99:Biggest Top-of-Mind Images: CLASSIC ROCK, B.J. & BOBMapping: HARD, FAST, PAST CENTERED '70s

Station Associations...STRENGTH WEAKNESSBEST MUSIC MOST MUSIC COMMUNITYREPEATS VARIETY NEWS&INFOBEST MORNING BEST CONTESTS TALK TOO MUCHPERSONALITIES TOO COMMERCIALSLISTEN AT WORK

HOT 93:Biggest Top-of-Mind Images: HITS, REPEATSMapping: HARD, FAST, HEAVILY TODAY

Station Associations...STRENGTH WEAKNESSBEST CONTESTS BEST MUSIC REPEATSVARIETY MOST MUSIC BEST MORNING

PERSONALITIES TALK TOO MUCHLISTEN AT WORK TOO COMMERCIALS

COMMUNITY NEWS&INFO

MAGIC 107:Biggest Top-of-Mind Images: SOFT/EASY, OLDIESMapping: SOFT, SLOW, LEANS PAST esp. '70s

Station Associations...STRENGTH WEAKNESSMOST MUSIC BEST MUSIC BEST CONTESTSVARIETY BEST MORNING PERSONALITIESREPEATS COMMUNITYTALK TOO MUCH NEWS&INFOTOO COMMERCIALSLISTEN AT WORK

THE AUDIENCE...

1 2 3 4 5 Don't know

Music 1% 1% 8% 19% 69% 2%Local News 1 4 19 32 44 0Weather 4 6 19 35 37 0Personalities 9 11 28 29 23 0Nat'l/Int'l News 9 17 31 26 16 0Contests 25 18 28 17 12 0Sports 33 19 24 14 10 1

PROGRAMMING ELEMENTSNOT INTERESTED 1---------3---------5 VERY INTERESTED

1 2 3 4 5 Don't know

Classic Rock 20% 14% 17% 21% 28% 0%Current Country 24 11 18 19 27 1Rock A/C 15 19 29 23 14 0'70s/Early '80s Country 33 26 19 10 12 1Mid-to-Late '60s Oldies 30 24 22 17 8 0Rock Hits 45 13 9 12 8 13Rhythmic Hits 55 17 11 7 8 3'70s Oldies 31 19 24 18 7 1'50s/'60s Oldies 29 23 25 14 7 2Pop Hits 31 22 23 13 7 5Soft A/C 36 24 22 12 7 0

MUSIC GENRES NOT INTERESTED 1---------3---------5 VERY INTERESTED

B.J. & Bob 29%Mike Hogg 13Biff Beamer 13Sonny Daze 11

Other 9None 6

Don't know 19

FAVORITE PERSONALITY OR TEAM

TRADITIONALISTSSOFT'N'OLDIES

CLASSIC CORE

NEW ROCKERS HOT HITSTERS

COUNTRY HITSTERS

10%19%

20%

16% 16%

20%

CLUSTER ANALYSISGORNBURGH 18-54 LISTENERS

Traditionalists -- 15%Biggest Demo: Heavy 45-54Top Priorities: Info (esp. Local news, Weather) nearly = MusicTop Music: '70s/Early '80s Country, Current Country, . '50s/'60s Oldies, Mid-Late-'60s Oldies, Soft A/C#1 Station: THE EAGLE#2 Station: MAGIC

S O F T / S L O W H

A R D / F A S T

P A S T

T O D A Y

* Ideal + EAGLE

+ ROCK99

+ HOT93

+ MAGIC

Country Hitsters -- 20%Biggest Demo: 18-44, esp WomenTop Priorities: Music #1 by far (but Contests > average)Top Music: Current Country > '70s/Early '80s Country, Pop Hits#1 Station: THE EAGLE#2 Station: HOT 93

S O F T / S L O W

H A R D / F A S T

P A S T

T O D A Y

* Ideal

+ EAGLE + ROCK99

+ HOT93

+ MAGIC

Hot Hitsters -- 16%Biggest Demo: 18-34 WomenTop Priorities: Music #1 by farTop Music: Pop Hits, Rhythmic Hits, Rock Hits#1 Station: HOT 93#2 Station: MAGIC

S O F T / S L O W

H A R D / F A S T

P A S T

T O D A Y

* Ideal

+ EAGLE + ROCK99

+ HOT93

+ MAGIC

New Rockers -- 16%Biggest Demo: 18-34 MenTop Priorities: Music #1, Personalities #2 (#1 B.J. & Bob segment!)Top Music: Rock Hits >>> Classic Rock#1 Station: ROCK 99#2 Station: HOT 93Lowest "satisfied with favorite" score!

S O F T / S L O W

H A R D / F A S T

P A S T

T O D A Y

* Ideal

+ EAGLE + ROCK99

+ HOT93

+ MAGIC

Classic Core -- 20%Biggest Demo: 35-54 MenTop Priorities: Music #1, Local News #2Top Music: Classic Rock, Rock A/C...neg on newer rock genres!#1 Station: ROCK 99#2 Station: MAGIC

S O F T / S L O W

H A R D / F A S T

P A S T

T O D A Y

* Ideal

+ EAGLE + ROCK99

+ HOT93

+ MAGIC

Soft'N'Oldies -- 19%Biggest Demo: 35-54 WomenTop Priorities: Music #1, Weather #2Top Music: Soft A/C, Rock A/C, Mid-Late-'60s Oldies, '70s Oldies#1 Station: MAGIC#2 Station: THE EAGLE

S O F T / S L O W H

A R D / F A S T

P A S T

T O D A Y

* Ideal

+ MAGIC + ROCK99

+ HOT93

+ EAGLE

TRADITIONALISTSSOFT'N'OLDIES

CLASSIC CORE

NEW ROCKERS HOT HITSTERS

COUNTRY HITSTERS

10%19%

20%

16% 16%

20%

CLUSTER ANALYSISGORNBURGH 18-54 LISTENERS

NOW...SELECT YOUR TARGET(S)DEVISE YOUR STRATEGY!