So You’re Considering Radio…Over the course of a regular week, over 1,000,000 Calgarians* are exposed to one of the The Calgary Radio Group’s stations!

Whether you’re trying to drive traffic for an event or communicate your brand position to a core audience, we can help you develop and deliver your important advertising message with a combination of mass media force and accurate, cost effective targeting.

Source: PPM2010R02, Calgary Ctrl 2+

Why Radio?The short answer is IT WORKS!

The results of all marketing campaigns are based on the following principle. To get results, you need to develop the right message and deliver it to the right people, the rig ht number of times. All other factors being equal, the number of people that receive this message increases your chance for success. One major advantage of radio is the low cost to reach hundreds of thousands of people at any time.

The study was based on a telephone survey of 1,060 English Canadians representative of

the national population considering age and regional distribution.

Canadians spend over 2 hours daily with Radio

Radio continues to be an integral part of Canadians' daily life. Adults spend an average of

2 hours and 12 minutes with radio daily, equal to the results from the Foundation

Research study published in January 2006. Radio accounts for approximately 1/3 of adults'

total daily time spent with media, and share increases for working adults and Canadians

living in households with above average income.

Share of daily media time adults 18+

LITE 96 CHFM

Profile

Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) Tune into CHFM FM

15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents

*Based on 1 minute reach condition

*419,000 people 12+

in Calgary tune into

LITE 96 on average

each week!

Lite 96 listeners

have a female

skew at 56%.

Over 58% of Lite 96 listeners

are in the adult 25-54 age

demographic, with almost a

quarter being aged 45-54.

Almost 30% of

Lite 96 listeners earn a

household income of over

$100,000 per year!

Lite 96 listeners are 7% more

likely than the average

Calgarian to have completed

a university post-graduate

program.

Lite 96 listeners are also 18%

more likely than the Calgary

average to be employed in

the Owner, Manager or

Professional occupations.

Almost two thirds (63%) of

Lite 96 listeners are married

or living in a common law

relationship.

Almost one in three (30%)

have children under the age

of 12, while nearly a

quarter (24%) have teens in

the household.

Household IncomeAgeGender

Marital Status/

Household Members

Education/

Occupation

Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000)

Tune into CJAQ FM 15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents

*Based on 1 minute reach condition

*360,000 people 12+

in Calgary tune into

JACK FM on average

each week!

JACK FM listeners are

slightly more male

than female (54%).

Almost three quarters (74%)

of JACK FM listeners are in the

adult 25-54 age demographic,

with almost one in three being

aged 35-44.

Almost 40% of JACK FM

listeners earn a household

income over $100,000 per

year! This is 29% more likely

than the average Calgarian!

JACK FM listeners are 8%

more likely than the average

Calgarian to have completed

a university undergraduate

program.

JACK FM listeners are 33%

more likely than the average

Calgarian to be employed as

Owner, Manager or

Professional occupations.

Almost two thirds (63%) of

JACK FM listeners are

married or living in a

common law relationship.

Nearly one in three (33%)

JACK FM listeners have

children under the age of

12, while almost a quarter

(23%) have teens in the

household.

Marital Status/

Household MembersEducation/

Occupation

JACK FM CJAQ FM

Profile

129

Household IncomeAgeGender

Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) Tune into CFAC

15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents

*Based on 1 minute reach condition

*163,000 people 12+

in Calgary tune into

The FAN 960 on

average each week!

The FAN 960 listeners

have a male skew at

71%.

Almost two thirds (65%) of

The FAN 960 listeners are

within the adult 25-54 age

demographic.

Over 40% of The FAN 960

listeners earn a household

income over $100,000 per

year! The FAN 960 listeners

are also 40% more likely than

the Calgary average to fall into

this income bracket!

The FAN 960 listeners are

more likely than the average

Calgarian to have completed

a post-graduate education.

The FAN 960 listeners are

also 31% more likely than the

Calgary average to be

employed in the Owner,

Manager or Professional

occupations.

Over two thirds (67%) of The

FAN 960 listeners are

married or living in a

common law relationship.

Forty percent (40%) of The

FAN 960 listeners have

children under the age of 12

and 19% have teenagers in

the household.

The FAN 960 CFAC

Profile

Household IncomeAgeGender

Marital Status/

Household MembersEducation/

Occupation

Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) Tune into CFFR

15 minute minimum weekly exposure Please note some profiles may not add up to 100% due to non-respondents

*Based on 1 minute reach condition

*172,000 people 12+

in Calgary tune into

The 660News on

average each week!

660News listeners

have a slight male

skew at 58%.

Over 58% of 660News

listeners are in the adult 25-

54 age demographic.

Almost a third (33%) of

660News listeners earn a

household income over

$100,000 per year!

660News listeners are 35%

more likely than the average

Calgarian to have completed

a university post-graduate

program.

660News listeners are also

18% more likely than the

Calgary average to be

employed in the Owner,

Manager or Professional

occupations.

Almost three quarters (71%)

of 660News listeners are

married or living in a

common law relationship.

Over a quarter (26%) of

660News listeners have

children under the age of 12

and 22% have teenagers in

the household.

660News CFFR

Profile

Household IncomeAgeGender

Marital Status/

Household Members

Education/

Occupation

Unique Visitors - Individuals who visited your site during the report period. Unique visitors are measured according to their unique IP addresses, which are like online fingerprints, and unique visitors are counted only once no matter how many times they visit the site during the reporting period.

Visit - A visit is a series of actions that begins when a visitor views their first page from the server, and ends when the visitor leaves the site or remains idle beyond the idle−time limit.

Page View - The number of times a Web page is requested from a server. This is the preferred counting method for traffic measurement (instead of hits) because it only counts documents, not individual files. A single web page is counted as one page view.

Hit - Each file requested by a visitor registers as a hit. There can be several hits on each page, which can include graphics, multimedia, and the page itself. While the volume of hits reflects the amount of server traffic, it is not an accurate reflection of the number of pages viewed.

Source: 2009 OMNITURE

www.jackfm.ca www.lite96.ca www.fan960.com www.660news.ca

VISIT SUMMARY

UNIQUE VISITS 31,916 32,464 46,382 56,297

VISITS 127,124 139,476 137,307 97,660

PAGE VIEW SUMMARY

PAGE VIEWS 1,130,347 1,130,188 893,110 786,076

AUDIO STREAMS

MONTHLY AUDIO STREAMS 40,337 51,047 72,730 11,995

2009 AVERAGE2009 AVERAGE2009 AVERAGE2009 AVERAGE

YOUR BUSINESS

Who Is your primary target:

Who is your competition:

Past / Present Marketing Mix:

Average Spend per Customer:

Whats your selling cycle:

What did you learn from your biggest

success/failure in advertising:

Your Marketing Budget:

METRICS OF SUCCE$$

SALES

(per customer/per month/per quarter)

AWARENESS

(“heard your ad”/vs. competition/web traffic)

LEADS

(web conversion/call ins)

INTERNAL

(staff involvement/excitement/recognition)

The following worksheet is based on the kinds of questions weask all new clients. The answers help us match your business to the right

target audience, develop creative and build a custom marketing plan that is inline with your company’s objectives and expectations.

WHO ARE YOU?

A Brand is a promise… So what’s yours?

Around 20 years ago Len Potts (advertising hall of famer) developed a theory that goes like

this “ there is no such place called a market. A market Is simply a group of

consumers who share a common problem or desire. If you can show them that you

can solve Their problem, at a price they’re willing to pay – then you have a market”

These 4 questions will help you get closer to your Brand DNA

1. Who are we talking to and what is their problem?

2. What is the one thing you want to say to them?

3. Why should they believe us?

4. How do we want them to ‘feel’ about you?