copyright 2006, radio advertising bureau headquarters and national marketing department 261 madison...

Copyright 2006, Radio Advertising BureauHeadquarters and National Marketing Department261 Madison Avenue, 23rd Floor • New York, NY 10016

Radio Marketing Guide & Fact Book for Advertisers 2006 Edition

Agencies and Advertisers: 1-800-252-RADIO

Member Stations: 1-800-232-3131

National Marketing Web Address: www.rabmarketing.com

Web Address: www.rab.com

E-mail: [email protected]

E-mail: [email protected]

New York • Los Angeles • Chicago • Detroit • Dallas

RadioAudience

RadioAudience

Radio’s Weekly Reach

Persons12+ 93.6%Teens12-17 92.7%Men18+ 93.7%18-34 93.6%25-54 95.6%35-64 95.3%65+ 88.0%Women18+ 93.7%18-34 95.5%25-54 95.9%35-64 95.4%65+ 86.5%

Read: Radio reaches 93.6% of persons 12 and older each week.

Source: RADAR ® 85, June 2005, © Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume)

Radio’s Daily Reach

Persons12+ 73.4%Teens12-17 67.6%Men18+ 74.2%18-34 71.6%25-54 76.3%35-64 76.9%65+ 69.8%Women18+ 74.0%18-34 74.1%25-54 76.3%35-64 76.2%65+ 67.8%

Read: Radio reaches 73.4% of persons 12 and older each day.

Source: RADAR ® 85, June 2005, © Copyright Arbitron (Monday-Sunday, 24 Hours, based on Daily Cume)

Radio’s Weekly Reach by Daypart

Persons 6-10A 10A-3P 3-7P 7P-Mid Mid-6A

12+ 81.2% 81.3% 81.7% 54.3% 25.7%

Teens

12-17 73.6% 69.8% 79.9% 67.5% 22.2%

Persons

18+ 82.1% 82.6% 81.9% 52.8% 26.1%

18-34 80.5% 82.7% 84.2% 60.5% 26.8%

25-54 85.8% 83.8% 85.8% 55.1% 27.6%

35-64 85.7% 83.7% 84.9% 52.6% 27.9%

65+ 73.6% 79.2% 68.5% 39.6% 19.1%

Men

18+ 81.7% 81.1% 81.8% 52.9% 29.6%

18-34 78.5% 80.1% 82.7% 58.9% 29.5%

25-54 85.2% 82.0% 85.4% 54.8% 32.5%

35-64 85.4% 82.0% 84.7% 52.6% 32.6%

65+ 75.5% 79.7% 69.4% 40.0% 18.5%

Women

18+ 82.4% 84.1% 82.0% 52.8% 22.8%

18-34 82.6% 85.4% 85.8% 62.1% 24.1%

25-54 86.5% 85.7% 86.3% 55.3% 22.8%

35-64 86.0% 85.3% 85.0% 52.5% 23.3%

65+ 72.3% 78.8% 67.8% 39.3% 19.5%

Read: Each week from 6 to 10 a.m., Radio reaches 81.2% of persons 12 and older.

Source: RADAR ® 85, June 2005, © Copyright Arbitron (Monday-Sunday, based on Weekly Cume for daypart)

Radio’s Daily Reach by Daypart

Persons 6-10A 10A-3P 3-7P 7P-Mid Mid-6A

12+ 49.4% 44.3% 44.7% 22.0% 11.3%

Teens

12-17 39.3% 26.4% 39.4% 30.8% 8.2%

Persons

18+ 50.6% 46.3% 45.3% 21.0% 11.6%

18-34 46.3% 44.3% 45.9% 24.4% 10.2%

25-54 53.7% 46.6% 49.5% 21.2% 12.2%

35-64 54.5% 47.1% 48.8% 20.3% 13.2%

65+ 46.2% 47.5% 33.3% 16.5% 9.5%

Men

18+ 51.0% 45.6% 46.2% 21.3% 13.5%

18-34 45.8% 42.8% 45.3% 23.9% 11.9%

25-54 54.0% 45.8% 50.1% 21.7% 14.9%

35-64 55.0% 46.6% 49.8% 21.1% 15.8%

65+ 47.8% 48.6% 34.8% 16.2% 8.9%

Women

18+ 50.2% 47.0% 44.5% 20.6% 9.8%

18-34 46.8% 45.8% 46.5% 25.0% 8.5%

25-54 53.4% 47.4% 48.8% 20.7% 9.7%

35-64 53.9% 47.7% 47.9% 19.6% 10.6%

65+ 45.1% 46.7% 32.2% 16.7% 9.8%

Read: Each morning from 6 to 10 a.m., Radio reaches 49% of persons 12 and older.

Source: RADAR ® 85, June 2005, © Copyright Arbitron (Monday-Sunday, based on Daily Cume for daypart)

Radio is the Medium of Choice All DayAverage daily share of time spent with each mediumPersons 12 and older, Monday-Friday 6 a.m. to 6 p.m.

Source: Arbitron/RAB — Media Targeting 2000

Radio Listeners Listen … and Listen … and Listen

12+ 19:30 2:54 5:00Teens12-17 13:15 1:45 4:30Adults18+ 20:15 3:00 5:1518-34 19:30 2:54 5:0025-54 20:45 3:09 5:0035-64 20:45 3:06 5:1565+ 20:00 2:54 5:30Men18+ 21:00 3:09 5:1518-34 20:15 3:03 5:0025-54 21:45 3:18 5:1535-65 21:45 3:18 5:1565+ 19:45 2:54 5:15Women18+ 19:30 2:54 5:0018-34 18:30 2:45 4:4525-54 19:30 2:57 4:4535-64 20:00 3:00 5:0065+ 20:00 2:51 5:45

Avg. TotalTotal Week Weekday WeekendTime Spent Time Spent Time SpentListening Listening Listening

Persons Hrs:Min Hrs:Min Hrs:Min

Source: Spring 2005 Arbitron American Radio Trends Time Spent Listening Estimates. Monday-Sunday 6:00am-Midnight; Average WeekdayMonday-Friday 6:00am-Midnight; Weekend Saturday/Sunday 6:00am-Midnight. Based on Arbitron’s 94 Continuous Measurement Markets.

Radio’s Reach Among African-Americans

12+ 94.7% 22:45Teens12-17 95.2% 17:15Persons18+ 94.6% 23:4518-34 95.2% 21:3025-54 95.9% 24:0035-64 95.6% 25:0065+ 88.6% 23:30Men18+ 93.9% 23:3018-34 93.0% 21:1525-54 94.8% 23:4535-64 95.2% 25:0065+ 90.6% 24:30Women18+ 95.2% 23:4518-34 97.0% 21:4525-54 96.8% 24:0035-64 95.9% 24:4565+ 87.4% 24:15

Source: Arbitron Maximi$er Plus National Regional Database. Spring 2005, Monday-Sunday 6AM-Midnight, All Black Markets.Cume and Time Spent Listening Estimates.

Weekly TimeWeekly Spent Listening

Persons Reach Hrs:Min

Radio’s Reach Among Hispanics

12+ 95.4% 22:15Teens12-17 95.7% 16:30Persons18+ 95.4% 23:1518-34 96.3% 22:4525-54 96.5% 23:3035-64 95.7% 23:3065+ 88.3% 23:45Men18+ 95.1% 23:1518-34 95.4% 23:1525-54 96.1% 24:0035-64 95.3% 23:4565+ 90.5% 22:45Women18+ 95.7% 23:0018-34 97.2% 22:1525-54 96.9% 23:0035-64 96.1% 23:1565+ 86.8% 24:30

Source: Arbitron Maximi$er Plus National Regional Database. Spring 2005, Monday-Sunday 6AM-Midnight, All Hispanic Markets.Cume and Time Spent Listening Estimates.

Weekly TimeWeekly Spent Listening

Persons Reach Hrs:Min

Radio Reaches Upscale Consumers

18+ 94.9% 3:34

Men

18+ 94.9% 3:45

Women

18+ 94.9% 3:23

18+ 94.8% 3:13

Men

18+ 94.7% 3:20

Women

18+ 94.9% 3:05

Avg. Daily TimeWeekly Spent Listening

Adults Reach Hrs:Min

Radio Reaches College Graduates

Avg. Daily TimeWeekly Spent Listening

Adults Reach Hrs:Min

Radio Reaches adults with incomes of $50,000+

Source: RADAR ® 85, June 2005, © Copyright Arbitron (Monday-Sunday, 24 hours, based on weekly cume, average daily time spent listening)

Radio Reaches Customers EverywherePersons 12+ Location Weekdays Weekends

At home 35.2% 41.1%In car 46.1% 48.6%At work or other places 18.7% 10.3%

Teens 12-17At home 44.5% 48.8%In car 40.5% 40.5%At work or other places 15.0% 10.7%

Adults 18+At home 34.2% 40.3%In car 46.7% 49.6%At work or other places 19.1% 10.1%

Men 18+At home 32.0% 38.2%In car 46.8% 50.0%At work or other places 21.2% 11.8%

Women 18+At home 36.4% 42.1%In car 46.8% 49.4%At work or other places 21.2% 8.5%

Source: Compiled by RAB from RADAR ® 85, June 2005, © Arbitron.Weekday numbers are weekly cume, Monday-Friday, 24 hours; Weekend numbers are weekly cume, Saturday/Sunday, 24 hours .

Radio Reaches Customers Everywhere

Source: Compiled by RAB from RADAR ® 85, June 2005, © Arbitron. Based on weekly cume, Monday-Sunday, 24 Hours, for Persons 12+.

Radio listening by location – Persons 12+ (Read: Among persons 12+, 44.7% of all Radio listening takes place in the car)

Average Weekly Time Spent Listening

SP’04 SU’04 FA’04 WI’05 SP’05Persons Hrs:Min Hrs:Min Hrs:Min Hrs:Min Hrs:Min12+ 19:45 19:30 19:30 19:30 19:30Teens12-17 13:30 14:00 13:00 13:00 13:15Adults18+ 20:30 20:15 20:15 20:15 20:1518-34 19:30 19:15 19:15 19:00 19:3025-54 20:45 20:30 20:30 20:30 20:4535-64 21:00 20:45 20:45 20:45 20:4565+ 20:15 20:15 19:45 20:30 20:00

Source: Arbitron American Radio Listening Trends (Spring 2004-Spring 2005). Based on Arbitron’s 94 Continuous Measurement Markets.Weekly Time Spent Listening estimates (Monday-Sunday 6:00am-Midnight)

Radio Reaches Customers Year-Round

SP’04 SU’04 FA’04 WI’05 SP’05Persons Reach Reach Reach Reach Reach12+ 94.2% 93.7% 94.1% 93.9% 93.7%Teens12-17 92.9% 92.1% 93.1% 92.8% 92.4%Adults18+ 94.3% 93.9% 94.3% 94.0% 93.8%18-34 95.0% 94.5% 94.9% 94.4% 94.4%25-54 96.0% 95.6% 96.0% 95.9% 95.6%35-64 95.7% 95.4% 95.6% 95.6% 95.3%65+ 88.0% 87.7% 88.3% 87.7% 87.4%Men18+ 94.3% 93.9% 94.3% 94.2% 93.8%18-34 94.2% 93.5% 94.1% 93.7% 93.2%25-54 95.7% 95.3% 95.6% 95.6% 95.2%35-64 95.6% 95.4% 95.5% 95.7% 95.3%65+ 89.5% 88.9% 89.8% 89.1% 89.2%Women18+ 94.3% 93.9% 94.3% 93.9% 93.8%18-34 95.9% 95.6% 95.8% 95.2% 95.7%25-54 96.2% 95.9% 96.3% 96.1% 96.0%35-64 95.8% 95.3% 95.8% 95.6% 95.4%65+ 86.9% 86.9% 87.2% 86.8% 86.2%

Source: Arbitron American Radio Listening Trends (Spring 2004-Spring 2005). Based on Arbitron’s 94 Continuous Measurement Markets. Cume Persons Using Radio estimates (Monday-Sunday 6:00am-Midnight)

Adults Listen to Radio in the Car

Mon.-Sun. Adults 18+ Men 18+ Women 18+

24 Hours 81.8% 82.7% 81.0%

Mon.-Fri.

6 a.m.-10 a.m. 58.7% 60.2% 57.4%

10 a.m.-3 p.m. 52.3% 51.0% 53.4%

3 p.m.-7.p.m. 61.3% 61.9% 60.8%

7 p.m.-midnight 28.7% 28.9% 28.5%

Sat./Sun.

6 a.m.-7 p.m. 50.8% 50.4% 51.1%

Percentage reached in cars by daypart (Adults 18+)

Source: RADAR ® 85, June 2005, © Arbitron. Based on Weekly Cume for Dayparts.

Upscale Consumers Listen to Radio in the Car

Adults 18+ Men 18+ Women 18+

College Graduates 87.4% 87.8% 87.0%

HH Income $75K+ 89.3% 89.2% 89.4%

Percentage reached weekly by car Radio, Monday-Sunday, 24 hours.

Source: RADAR ® 85, June 2005 © Arbitron.

Quarter-Hour Flow by Listening AudienceThe audience flow chart below shows the percentage of Arbitron diary mentions by quarter-hour, Mon.-Fri., 5 a.m. to midnight.

Source: Arbitron Fall 2004-Summer 2005 P12+, Sum of AQH by Quarter-hour (Saturday) of top 12 markets;as calculated by Research Director Inc.

ConsumerCategoriesConsumerCategories

Radio Works with Other Media to Influence Decisions on Big-Ticket Purchases

All 18+ Buy Car Home Imp. Electronics

When you go online, do you simultaneously… (Regularly)

Listen to the Radio? 20.7% 25.1% 22.7% 24.4%

Read magazines? 6.4% 9.6% 8.7% 8.4%

Read the newspaper? 9.1% 11.1% 10.4% 10.2%

Read the mail? 19.7% 23.6% 21.0% 21.6%

Engage in other activities? 22.8% 28.4% 25.5% 28.5%

When you read the newspaper, do you simultaneously… (Regularly)


Go online? 7.9% 12.5% 8.9% 11.1%


When you read magazines, do you simultaneously… (Regularly)


Go online? 6.1% 10.3% 6.9% 8.7%


Source: BIGresearch Simultaneous Media Usage (SIMM (TM)) knowledgebase - 2005

Radio Works with Other Media to Influence Decisions on Big-Ticket Purchases

All 18+ Buy Car Home Imp. Electronics

When you listen to the Radio, do you simultaneously… (Regularly)


Go online? 18.6% 23.7% 19.1% 22.9%

Read magazines? 8.2% 12.8% 10.0% 10.6%

Read the mail? 10.9% 14.9% 13.4% 13.2%


When you watch TV, do you simultaneously… (Regularly)


Go online? 28.3% 32.1% 28.7% 31.3%

Read magazines? 9.2% 12.5% 12.0% 10.5%


Read the mail? 14.5% 17.6% 15.6% 15.0%


When you read the mail, do you simultaneously… (Regularly)


Go online? 10.6% 16.2% 12.4% 13.2%



Radio Reaches Retail Consumers

African-

Total American Hispanic

Shopped any audio/video store – past year 91% 91% 88%

Shopped any carpet store – past year 91% 90% 89%

Shopped any furniture/mattress store – past year 90% 91% 88%

Shopped any hardware/paint/lawn & garden store – past year 90% 90% 89%

Shopped any large appliances store – past year 91% 90% 88%

Bought any heating/air-conditioning – past year 91% 90% 87%

Bought any draperies, blinds, other window treatments – past year 91% 91% 88%

Bought any men’s business clothing – past year 92% 92% 91%

Bought any women’s business clothing – past year 92% 92% 89%

Bought any children’s clothing – past year 91% 92% 88%

Bought any fine jewelry – past year 92% 92% 90%

Shopped any florist (except in supermarket) – past 3 months 91% 91% 89%

Shopped any bookstore – past 3 months 91% 91% 89%

Shopped any office supply store – past 3 months 91% 91% 89%

Shopped any sporting goods store – past 3 months 92% 91% 89%

Shopped any toy store – past 3 months 91% 91% 89%

Radio’s weekly reach among adults 18+ who…

Source: Scarborough Research Multi-Media 2005 Release

Read: Every week, Radio reaches 91% of those who shopped any audio/video store in the past year.

Radio Reaches ProfessionalServices Consumers


African-


Household used an accountant – past year 91% 90% 89%

Household used a financial planner – past year 91% 92% 90%

Household used a check-cashing service – past year 87% 89% 86%

Household used a full-service stockbroker – past year 89% 91% 87%

Household used a discount stockbroker – past year 91% 92% 91%

Household used online investing/stock-trading service – past year 93% 93% 93%

Household used an employment agency or counselor – past year 92% 93% 89%

Household used a personal injury attorney – past year 91% 91% 88%

Household used a travel agent – past year 91% 91% 90%

Household used a real estate agent to buy or rent home – past year 92% 92% 92%

Household used a real estate agent to sell home – past year 90% 90% 90%


Read: Every week, Radio reaches 91% of households who used an accountant in the past year.

Radio Reaches Prospects for Car Dealers and the Auto Aftermarket


African-Total American Hispanic

HH plans to buy/lease a new compact car – next 12 months 90% 95% 90%HH plans to buy/lease a new midsize car – next 12 months 92% 93% 88%HH plans to buy/lease a new full-size car – next 12 months 89% 92% 88%HH plans to buy/lease a new luxury vehicle (any size) – next 12 months 93% 91% 95%HH plans to buy/lease a new pickup truck – next 12 months 91% 91% 88%HH plans to buy/lease a new sport-utility vehicle – next 12 months 93% 94% 92%HH plans to buy/lease a new van or mini-van – next 12 months 90% 91% 84%HH plans to pay $10K-$14,999 for new vehicle – next 12 months 89% 94% 86%HH plans to pay $15K-$19,999 for new vehicle – next 12 months 91% 94% 89%HH plans to pay $20K-$24,999 for new vehicle -- next 12 months 92% 92% 92%HH plans to pay $25K-$29,999 for new vehicle – next 12 months 93% 95% 91%HH plans to pay $30K-$34,999 for new vehicle – next 12 months 93% 97% 94%HH plans to pay $35K-$44,999 for new vehicle – next 12 months 92% 92% 89%HH plans to pay $45K or more for new vehicle – next 12 months 92% 95% 95%HH plans to buy any used vehicle – next 12 months 92% 92% 88%HH plans to buy any pickup truck – next 12 months 92% 90% 87%HH plans to buy any sport-utility vehicle – next 12 months 93% 92% 90%HH plans to buy any van or mini-van – next 12 months 90% 92% 87%HH plant to buy RV/motor Home – next 12 months 90% 90% 87%


Read: Every week, Radio reaches 90% of all those who plan to buy or lease a new compact car in the next 12 months.

Radio Reaches Prospects for Car Dealers and the Auto Aftermarket


African-


HH plans to buy new tires – next 12 months 91% 91% 88%

HH plans to buy new car battery – next 12 months 90% 91% 89%

HH plans to buy new shocks/struts – next 12 months 91% 91% 88%

HH plans to buy new muffler – next 12 months 91% 90% 88%

HH plans transmission repair – next 12 months 91% 91% 87%

HH plans brake repair – next 12 months 91% 91% 88%

HH plans paint/body work – next 12 months 92% 92% 92%

HH plans tune-up/buy spark plugs – next 12 months 91% 91% 89%

HH plans to service car radio/stereo equipment – next 12 months 93% 92% 89%

HH plans to add anti-freeze/coolant – next 12 months 90% 91% 88%


Radio Reaches Prospects of Financial Services

African-Total American Hispanic

Household has 24-hour teller card (ATM) 91% 92% 89%Household has 401-K plan 93% 93% 90%Household has auto loan 93% 91% 91%Household has Certificates of Deposit (CDs) 87% 91% 87%Household has checking account 89% 90% 88%Household has debit card 91% 91% 89%Household has home equity loan 93% 91% 91%Household has home improvement loan 92% 90% 91%Household has home mortgage 93% 91% 90%Household has IRA (Individual Retirement Account) 90% 91% 88%Household has Keogh plan 92% 97% 91%Household uses online banking 93% 93% 91%Household uses online bill paying 92% 94% 91%Household has personal loan 92% 91% 88%Household has savings account 90% 91% 88%Used any credit card – past 3 months 89% 90% 88%Used any American Express card – past 3 months 92% 91% 90%Used any MasterCard – past 3 months 90% 90% 88%Used any VISA card – past 3 months 90% 90% 89%Used any Discover Card – past 3 months 89% 90% 89%Used any gasoline credit card – past 3 months 90% 88% 90%Used any major department store credit card – past 3 months 90% 89% 90%



Read: Every week, Radio reaches 91% of those who have a 24-hour teller card (ATM).

Radio Reaches Prospects of Financial Services

African-


Household holds bonds 91% 92% 90%

Household holds money market funds 90% 91% 90%

Household holds mutual funds 91% 92% 89%

Household owns second home or real estate property 90% 91% 88%

Household holds stocks or stock options 91% 91% 89%



Read: Every week, Radio reaches 91% of those who have a 24-hour teller card (ATM).

Radio Reaches Food Shoppers and Restaurant Patrons


African-


Spend $100 on groceries in average week 91% 91% 88%

Spend $150 on groceries in average week 91% 91% 87%

Ate out at any “upscale” restaurant – past month 91% 91% 90%

Ate out at any Chinese/Asian restaurant – past month 90% 90% 88%

Ate out at any coffee house/coffee bar – past month 92% 91% 90%

Ate out at any Italian restaurant – past month 91% 91% 89%

Ate out at any Mexican restaurant – past month 91% 90% 89%

Ate out at any seafood restaurant – past month 89% 91% 88%


Read: Every week, Radio reaches 91% of those who spend $100 on groceries in an average week.

Radio Reaches Consumers of All Types of Beverages


African-


Drank any regular domestic (non-light) beer – past week 92% 80% 89%

Drank any domestic light beer – past week 92% 90% 88%

Drank any imported beer – past week 93% 93% 90%

Drank any microbrewed beer – past week 93% 91% 92%

Bought any red wine – past 3 months 91% 91% 90%

Bought any white wine – past 3 months 91% 91% 89%

Bought any blush or rose wine – past 3 months 91% 92% 88%

Bought any Champagne or sparkling wine – past 3 months 91% 92% 87%

Consumed any regular (not diet) soft drinks – past week 89% 89% 87%

Consumed any diet soft drinks – past week 89% 89% 86%

Consumed any tea (in cans/bottles) – past week 90% 90% 88%

Consumed any sports drinks – past week 91% 91% 88%

Consumed any fruit juices (100% fruit juice) – past week 88% 89% 87%

Consumed other fruit beverages – past week 89% 90% 87%


Read: Every week, Radio reaches 92% of those who drank any regular domestic (non-light) beer in the past week.

Radio Reaches Real Estate and Home Improvement Consumers


African-


HH plans to buy primary house or condo (existing construction) – next year 92% 93% 90%

HH plans to buy primary house or condo (new construction) – next year 91% 90% 86%

HH plans to buy second or vacation home – next year 93% 92% 93%

HH plans to buy mobile home or manufactured housing – next year 90% 91% 88%

HH spent $1,000 or more on home improvements – past year 92% 91% 88%

HH spent $1,000 or more on landscaping – past year 92% 92% 89%

HH installed exterior paint or siding – past year 91% 90% 88%

HH installed a pool or spa – past year 93% 91% 89%

HH installed interior paint or wallpaper – past year 92% 91% 90%

HH remodeled bathroom – past year 91% 91% 89%

HH remodeled kitchen – past year 92% 91% 88%

HH replaced windows – past year 92% 91% 89%


Read: Every week, Radio reaches 92% of those who plan to buy a primary house or condo(existing construction) in the next year.

Radio Reaches Electronics and Computer Consumers


African-


Plan to buy a DVR (TiVo, etc.) – next 12 months 92% 94% 91%

Plan to buy a home security system – next 12 months 93% 94% 92%

Plan to buy an MP3 player – next 12 months 92% 91% 89%

Plan to buy a home computer – next 12 months 92% 92% 88%

Plan to buy a digital camera – next 12 months 92% 93% 90%

Plan to subscribe to satellite Radio (XM, Sirius) – next 12 months 93% 96% 91%

Plan to subscribe to satellite TV – next 12 months 92% 92% 91%

Plan to buy wireless/cellular phone for self – next 12 months 91% 93% 89%

Household owns a Personal Digital Assistant (PDA) 93% 94% 90%

Household owns video games 93% 93% 89%

Have an office at home 93% 93% 92%


Read: Every week, Radio reaches 92% of those who plan to buy a DVR (TiVo, etc.) in the next 12 months.

Radio Influences Big-Ticket Purchases


Read: Thirty-eight percent of people planning on purchasing electronics say Radio influences their purchase.

People planning on purchasing electronics 37.6%

People planning on buying a car 15.9%

People planning a major home improvement 14.9%

% who say Radio influences them to make a purchase

Radio Influences Purchases of Key Consumer Groups


Read: Twenty-seven percent of consumers with incomes of $50,000+ say their dining-out decisionis influenced by Radio.

Dining out for consumers with incomes over $50,000 27.0%

Females who frequently purchase apparel 12.1%

Weekend Radio listeners - Apparel purchases 10.8%

Weekend Radio listeners - Grocery purchases 15.9%

Weekend Radio listeners - Car/Truck purchases 16.6%

Weekend Radio listeners - Dining out purchases 31.5%

% who say Radio influences them to make a purchase

AdvertisingExpendituresAdvertising

Expenditures

Radio Revenue Trends

2005 $15.63 $3.38 $1.05

2004 15.48 $3.45 $1.08

2003 15.10 3.47 1.03

2002 15.13 3.28 1.00

2001 14.55 2.90 .92

2000 15.22 3.60 1.00

1999 13.59 3.21 .88

1998 11.92 2.77 .74

1997 10.74 2.41 .65

1996 9.85 2.09 .47

Figures shown in billions of dollars.

Revenue Local National Network Spot Spot

Source: Local and national revenues are based on a pool of more than 150 markets, as reported by the accounting firm of Miller, Kaplan,Arase & Co. and other Certified Public Accounting firms.

MediaMix

MediaMix

Radio Reaches Newspaper Readers and Non-Readers

Radio reaches 87.7% of the 54.0% of readers who usually read the Front Page section, and reaches 81.7% of the 46.2% who don’t usually read the Front Page Section.

Radio reaches 85.8% of the 23.5% of readers who usually read the TV Schedule/Book section, and reaches 84.8% of the 76.2% who don’t usually read the TV Schedule/Book section.

Radio reaches 88.9% of the 27.5% of readers who usually read the Sports section, and reaches 83.5% of the 72.5% who don’t usually read the Sports section.

Radio reaches 85.8% of the 23.8% of readers who usually read the Food section, and reaches 84.8% of the 76.2% who don’t usually read the Food section.

Radio reaches 88.9% of the 26.2% of readers who usually read the Business section, and reaches 83.6% of the 73.8% who don’t usually read the Business section.

Radio reaches 88.4% of the 21.7% of readers who usually read the Lifestyle/Fashion section, and reaches 84.1% of the 89.8% who don’t usually read the Lifestyle/Fashion section.

Radio reaches 89.3% of the 10.2% of readers who usually read the Auto Classified section, and reaches 84.5% of the 89.2% who don’t usually read the Auto Classified section.

Radio reaches 87.7% of the 10.8% of readers who usually read the Employment Classified Ads, and reaches 84.7% of the 89.2% who don’t usually read the Employment Classified Ads.

Radio Reaches 88.5% of the 16.0% of readers who usually read the Real Estate/Home section, and reaches 84.3% of the 84.0% who don’t usually read the Real Estate/Home section.

Source: The Media Audit – Year 2004 / 87-market report. (Based on Daily Newspaper Readership estimates)

Radio Reaches TV Viewers and Light TV Viewers

Source: The Media Audit – Year 2004 / 87-market report. (Based on Daily Television Viewing estimates)

Radio reaches 84.3% of the 24.3% of adults who watch TV 7-9 a.m., and reaches 85.2% of the 75.7% of adults who don’t watch 7-9 a.m.

Radio reaches 82.4% of the 26.8% of adults who watch TV 9 a.m.-4 p.m. and reaches 86.0% of the 73.2% of adults who don’t watch 9 a.m.-4 p.m.

Radio reaches 82.4% of the 27.6% of adults who watch TV 4-5 p.m. and reaches 86.0% of the 72.4% of adults who don’t watch 4-5 p.m.

Radio reaches 84.5% of the 44.3% of adults who watch TV 5 p.m.-prime, and reaches 84.7% of the 55.7% of adults who don’t watch 5 p.m.-prime.

Radio reaches 86.8% of the 59.1% of adults who watch primetime TV, and reaches 85.1% of the 40.9% of adults who don’t watch primetime TV.

Radio reaches 86.8% of the 23.2% of adults who watch late evening local news, and reaches 84.5% of the 76.8% of adults who don’t watch late evening local news.

Radio is Strong During TV’s Primetime

Persons Men Women

12+ 54.3% 53.7% 54.3%

12-17 67.5% 61.0% 67.5%

18+ 52.8% 52.9% 52.8%

18-34 60.5% 58.9% 60.5%

25-54 55.1% 54.8% 55.1%

35-64 52.6% 52.6% 52.6%

65+ 39.6% 40.0% 39.6%

Read: Each week during TV’s primetime viewing hours, Radio reaches 54.3% of persons 12 and older.

Source: RADAR 85, June 2005. Copyright Arbitron Monday-Sunday. 7pm-midnight Cume Audience

RadioFormats

RadioFormats

There’s a Radio Format for Everyone

Format 12+ Share

News/Talk/Information (All News, All Sports, News/Talk, All Talk) 17.0%

Adult Contemporary (AC, Hot A/C, Modern A/C, Soft A/C) 13.4%

Contemporary Hit Radio (CHR, Pop CHR, Rhythmic CHR) 11.2%

Urban (Urban A/C, Urban Oldies, Urban) 10.2%

Hispanic (All Varieties) 9.8%

Country (Classic Country, Country, New Country) 9.3%

Rock (‘70s, Active Rock, AOR, Classic Rock) 8.7%

Oldies (‘70s Hits, ‘80s Hits, Classic Hits, Oldies, Rhythmic Oldies) 6.3%

Alternative (AAA, Alternative, New Rock) 3.9%

New AC/Smooth Jazz (Jazz, NAC) 2.8%

Religion (All Varieties) 2.8%

Adult Hits 2.0%

Classical 1.3%

Adult Standards (EZ Listening, MOR, Nostalgia, Variety) 1.2%

Remaining Formats 0.1%

Read: The News/Talk/Info. format enjoys a 17.0% share of Radio listening among all Persons age 12 and older.

Source: Arbitron Format Trends Report, Spring 2005; 94 Continuous Measurement Markets; Monday-Sunday 6AM-Midnight, Average Quarter Share for Demographic

Radio Format Analysis

Source: M Street Corp., © 2005.

Rank Format # Stations1 Country 20192 News/Talk 13243 Oldies 7734 Latin/Hispanic 7035 Adult Contemporary 6846 CHR (Top 40) 5027 Sports 4978 Classic Rock 4619 Adult Standards 40510 Hot AC 38011 Soft Adult Contemporary 32412 Religion (Teaching, Variety) 31813 Black Gospel 28614 Rock 27015 Classic Hits 26216 Southern Gospel 20717 Contemporary Christian 17418 Urban AC 15319 Modern Rock 15220 R&B 15021 Ethnic 11222 Alternative Rock 10423 Jazz 8424T Pre-Teen 5924T R&B Adult/Oldies 5926 Adult Hits 5427 Variety 3828 Gospel 3629T Modern AC 2829T Classical 2831 Easy Listening 2032 Other/Format Not Available 3

In 2005, there are 10,659

commercial Radio stations;

an additional 44 stations are

licensed under construction

permits for future broadcast.

StatisticsStatistics

CBSA = Core Based Statistical Area

New EnglandCT, ME, MA,

NH, RI, VT

East South CentralAL, KY, MS, TN

Middle AtlanticNJ, NY, PA

West South CentralAR, LA, OK, TX

East North CentralIL, IN, MI, OH, WI

MountainAZ, CO, ID, MT,

NM, NV, UT, WY

West North CentralIA, KS, MN, MO,

ND, NE, SD

PacificAK, CA, HI, OR, WA

South AtlanticDE, DC, FL, GA, MD,

NC, SC, VA, WV

Vital U.S. StatisticsTotal U.S. Population % of Population 295,140,100

Top 50 Metro Areas 54% 158,957,300Top 100 Metro Areas 65% 192,490,500Top 200 Metro Areas 76% 224,000,100

Population by Age Groups0-17 25% 73,467,90018-24 10% 29,200,40025-34 14% 39,740,30035-49 22% 66,024,40050+ 29% 86,707,100

Population by RegionNew England 5% 14,325,700East South Central 6% 17,501,800Middle Atlantic 14% 40,436,300West South Central 11% 33,515,900East North Central 15% 46,148,400Mountain 7% 19,930,700West North Central 7% 19,725,400Pacific 16% 48,016,700South Atlantic 19% 55,539,200

Total Number of U.S. Households 111,007,700Top 50 Metro Areas 47% 58,891,000Top 100 Metro Areas 64% 71,571,900Top 200 Metro Areas 75% 83,538,100

U.S. Households by RegionNew England 5% 5,596,900East South Central 6% 6,872,200Middle Atlantic 14% 15,250,500West South Central 11% 12,204,100East North Central 16% 17,773,300Mountain 7% 7,367,200West North Central 7% 7,721,400Pacific 15% 16,683,600South Atlantic 19% 21,538,500

Demographic CharacteristicsRead: 54% of the total U.S. population lives in the top 50 metropolitan areas.

Source: Sales & Marketing Management Survey of Buying Power, September 2005, for the 50 U.S. states and the District of Columbia.

CBSA = Core Based Statistical Area

New EnglandCT, ME, MA,

NH, RI, VT

East South CentralAL, KY, MS, TN

Middle AtlanticNJ, NY, PA

West South CentralAR, LA, OK, TX

East North CentralIL, IN, MI, OH, WI

MountainAZ, CO, ID, MT,

NM, NV, UT, WY

West North CentralIA, KS, MN, MO,

ND, NE, SD

PacificAK, CA, HI, OR, WA

South AtlanticDE, DC, FL, GA, MD,

NC, SC, VA, WV

Vital U.S. StatisticsU.S. African-American Population 36,574.000

Top 50 Metro Areas 67% 24,478,900Top 100 Metro Areas 78% 28,673,300Top 200 Metro Areas 87% 31,963,300

U.S. Hispanic Population 41,860,400Top 50 Metro Areas 78% 32,805,700Top 100 Metro Areas 86% 36,095,800Top 200 Metro Areas 92% 38,613,500

U.S. Asian & Pacific Islander Population 12,590,000Top 50 Metro Areas 83% 10,445,000Top 100 Metro Areas 90% 11,368,600Top 200 Metro Areas 95% 11,998,900

Total U.S. Effective Buying Income (EBI) $5.69 TrillionPer Capita EBI $19,289,0Average Household EBI $51,284,000Median Household EBI $39,324,000

Percent of Total U.S. EBI, by RegionNew England 5.7%East South Central 5.2%Middle Atlantic 14.4%West South Central 10.3%East North Central 15.7%Mountain 6.6%West North Central 6.4%Pacific 16.5%South Atlantic 19.2%

Average Household EBI, by RegionNew England $57,635,000East South Central $43,618,000Middle Atlantic $53,931,000West South Central $48,166,000East North Central $50,163,000Mountain $50,778,000West North Central $47,302,000Pacific $56,174,000South Atlantic $50,710,000

General CharacteristicsRead: 67% of the total U.S. African-American population lives in the top 50 metropolitan areas.

Source: Sales & Marketing Management Survey of Buying Power, September 2005, for the 50 U.S. states and the District of Columbia

copyright 2006, radio advertising bureau headquarters and national marketing department 261 madison...

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