Consistently SurprisingSurprisingly Consistent

Males 18-49 and Males 25-54

Listener Product Usage

•Automobiles/Automotive Supplies• Beverages

• Clothing & Shoes• Dining Out• Electronics

• Financial Services• Health & Personal Care Products

• Home Appliances/Furnishings/Improvements• Leisure Activities

• Pet Products• Shopping

• Snacks• Travel

Automotive and Automotive Supplies

Male Listeners are Consumers of:

Bought or Leased New VehicleBought Used VehicleDecision Maker for VehiclePrimary Person-MaintenanceDIY-Maintaining VehicleDid Tune-UpReplaced Brake Lining or PadBought Air FiltersBought Anti-Freeze/CoolantBought Batteries for VehicleBought Motor OilBought Oil FiltersBought TiresBought Windshield Wipers

Bought or Leased New VehicleBought Used VehicleDecision Maker for VehiclePrimary Person-MaintenanceDIY-Maintaining VehicleDid Tune-UpReplaced Brake Lining or PadBought Air FiltersBought Anti-Freeze/CoolantBought Batteries for VehicleBought Motor OilBought Oil FiltersBought TiresBought Windshield Wipers

How to Read: Men 18-49 who bought/leased a new vehicle in the last year are 66% more likely to listen to The Bob & Tom Show than the general population of Adults 18+

166213177 209222 192222232226224214236180225

170211182207229195227213217199213236153215

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

Source: MRI Spring 2011, Base Adults 18+

Beverages

Drink Alcoholic BeveragesDrink Beer/AleDrink Water/SeltzerDrink Diet Cola DrinksDrink Non-Diet Soft Drinks

Drink Alcoholic BeveragesDrink Beer/AleDrink Water/SeltzerDrink Diet Cola DrinksDrink Non-Diet Soft Drinks

210221171190185

212225168210194

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who drank alcoholic beverages are 110% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Male Listeners are Consumers of:

Clothing & Shoes

Male Listeners are Consumers of:

Athletic ShoesMen’s ClothingShoesSports Clothing

Athletic ShoesMen’s ClothingShoesSports Clothing

207179171183

224180182169

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who bought Athletic shoes in the last year are 107% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Restaurants

Male Listeners are Consumers of:

Dined Out in the last month

Ate in Family Restaurants/Steak house in the last 6 months

Used Fast Food/Drive-In in the last 6 months

Dined Out in the last month

Ate in Family Restaurants/Steak house in the last 6 months

Used Fast Food/Drive-In in the last 6 months

186

194

188

190

202

192

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who dined out in the last month are 86% more likely tolisten to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Electronics

Male Listeners are Consumers of:

Own a Home Personal ComputerDecision Maker for Home PCBought Home PC in last 2 yearsUse PC at WorkHave Call Waiting on PhoneHave Caller ID on PhonePersonally Used 800/888/900 #sDecision Maker for TV SetHave a HD TV SetHave a Large Screen TV SetWent to Video Store in last monthBought Pre-Recorded Tapes/CDsBought Batteries in last 6 monthsOwn a cell/digital Phone

Own a Home Personal ComputerDecision Maker for Home PCBought Home PC in last 2 yearsUse PC at WorkHave Call Waiting on PhoneHave Caller ID on PhonePersonally Used 800/888/900 #sDecision Maker for TV SetHave an HD TV SetHave a Large Screen TV SetWent to Video Store in last monthBought Pre-Recorded Tapes/CDsBought Batteries in last 6 monthsOwn a cell/digital Phone

193203190185200177198200191198261181180185

196204202180191182196203200207276200191187

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who own a home personal computer are 93% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Financial Services

Male Listeners are Consumers of:

Have Savings AccountHave Interest Checking Acct.Have Non-Interest Checking Acct.Have 1st Home MortgageOwn SecuritiesHave IRA or 401KHave Credit Card in own nameHave 3+ Credit Cards

Have Savings AccountHave Interest Checking Acct.Have Non-Interest Checking Acct.Have 1st Home MortgageOwn SecuritiesHave IRA or 401KHave Credit Card in own nameHave 3+ Credit Cards

201220216193142199278139

197221194185144199305149

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who have a savings account are 101% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Health & Personal Care Products

Male Listeners are Consumers of:

Used Adhesive Bandages < 6 mos.Used Cold/Sinus/Allergy RemediesUsed Cough Drops (Non-Rx)Used Headache Relievers (Non-Rx)Used Upset Stomach RemediesUsed Lip Care ProductsUsed Aftershave Lotion & CologneUsed Deodorants/AntiperspirantsUsed Shaving Creams or GelsUsed Razor BladesUsed Disposable RazorsUsed Electric ShaversUsed Dental FlossUsed MouthwashWear Prescriptive EyeglassesUsed Suntan/SunscreenUsed Vitamins/Dietary Sup.

Used Adhesive Bandages < 6 mos.Used Cold/Sinus/Allergy RemediesUsed Cough Drops (Non-Rx)Used Headache Relievers (Non-Rx)Used Upset Stomach RemediesUsed Lip Care ProductsUsed Aftershave Lotion & CologneUsed Deodorants/AntiperspirantsUsed Shaving Creams or GelsUsed Razor BladesUsed Disposable RazorsUsed Electric ShaversUsed Dental FlossUsed MouthwashWear Prescriptive EyeglassesUsed Suntan/SunscreenUsed Vitamins/Dietary Sup.

186178173198196190224190209215196185193170237202185

194187177207210200230196202213203186195175237199189

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who used adhesive bandages in the last 6 months are 86% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Home Appliances/Furnishings/Improvements

Male Listeners are Consumers of:

Bought HH Furnishings in last yrBought HH Appliances/DurablesDid Home RemodelingDid Home ImprovementsDIY of Home ImprovementsBought Tools

Bought HH Furnishings in last yearBought HH Appliances/DurablesDid Home RemodelingDid Home ImprovementsDIY of Home ImprovementsBought Tools

172262295265300243

172241241257287237

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who bought household furnishings in the last year are 72% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Leisure Activities

Male Listeners are Consumers of:

Go CampingBarbecueGo to Bars/Night ClubsPlay CardsSurf the NetPlay Video GamesAttend MoviesParticipate in SportsAttend Sporting EventsPlay GolfExercise Regularly (2+ times/wk)Bought Sports Recreation EquipBought Lottery Ticket

Go CampingBarbecueGo to Bars/Night ClubsPlay CardsSurf the NetPlay Video GamesAttend MoviesParticipate in SportsAttend Sporting EventsPlay GolfExercise Regularly (2+ times/wk)Bought Sports Recreation EquipBought Lottery Ticket

282207216211194185141191200253170220201

280216217226201200156200204240170240212

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who went camping in the past year are 182% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Pet Products

Owns a CatOwns a DogUsed Cat Food (last 6 mo)Used Dog Food (last 6 mo)Used Cat/Dog Treats (last 6 mo)Used Tick Care Prod (in last yr)

Owns a CatOwns a DogUsed Cat Food (last 6 mo)Used Dog Food (last 6 mo)Used Cat/Dog Treats (last 6 mo)Used Tick Care Prod (in last yr)

261223240216229207

256214238208229222

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who own a cat are 161% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Male Listeners are Consumers of:

Shoppers

Male Listeners are:

Stores Shopped In: Appliance, Hardware, Elec. Convenience store Dept., Clothing, Variety store Drugstore Grocery store & Warehouse/Club Office/Computer Supply storeOrdered By Internet

Stores Shopped In: Appliance, Hardware, Elec. Convenience store Dept., Clothing, Variety store Drugstore Grocery store & Warehouse/Club Office/Computer Supply storeOrdered By Internet

180199179184182158208

186200189188190166198

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who shop in Appliance, Hardware or Electronic stores are 80% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Snacks

Male Listeners are Consumers of:

Chewing GumBreath FreshenersMintsHard Roll CandyRegular Size CandyPackages of Miniature CandyNutsPopcornCorn/Tortilla Chips & Cheese SnacksPotato ChipsPretzelsCookiesDoughnutsSnack CakesIce Cream Bars/SandwichesIce Cream/Ice Milk/SherbetMeat Snacks

Chewing GumBreath FreshenersMintsHard Roll CandyRegular Size CandyPackages of Miniature CandyNutsPopcornCorn/Tortilla Chips & Cheese SnacksPotato ChipsPretzelsCookiesDoughnutsSnack CakesIce Cream Bars/SandwichesIce Cream/Ice Milk/SherbetMeat Snacks

167154164182186168192213215191252181198226205199212

188159171210192194195221222189240171199231211188239

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who bought chewing gum in the last 6 months are 67% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Travel

Took a Plane Trip in Last YearTook a Domestic TripTook a Domestic Personal TripTook a Domestic Business TripTook a Foreign TripStayed in a Hotel/MotelVisited a Theme Park

Took a Plane Trip in Last YearTook a Domestic TripTook a Domestic Personal TripTook a Domestic Business TripTook a Foreign TripStayed in a Hotel/MotelVisited a Theme Park

148202217117106212225

158198249141101203237

Men 18-49 last year Index to A18+ Men 25-54 last year Index to A18+

How to Read: Men 18-49 who took a plane trip in the last year are 48% more likely to listen to Bob & Tom than the general population of Adults 18+

Source: MRI Spring 2011, Base Adults 18+

Male Listeners are Consumers of: