Source: The Media Audit International Demographics, Inc~
February, 2010
Source: The Media Audit International Demographics, Inc~
First, a little about the source of this data.
The Media Audit ESTABLISHED in 1971
SYNDICATED, local market, multimedia qualitative audience survey
COVERS Demographics Socioeconomic Information Consumer Shopping Behavior
Source: The Media Audit International Demographics, Inc~
The Media Audit Measures Radio Radio Dayparts TV Channels in Total and by Dayparts TV Newscasts Daily Newspapers Daily Newspaper Sections Other Local and Regional Print Publications Exposure to Outdoor Billboards Direct Mail Local Market Internet Websites
First, a little about the source of this data.
Source: The Media Audit International Demographics, Inc~
The Media Audit INTERVIEWING METHODOLOGY
100% by Telephone
Interviews conducted 5 days per week: Tuesday – Saturday
During Days and Evenings
Minimum of 6 call attempts to each designated respondent
First, a little about the source of this data.
Source: The Media Audit International Demographics, Inc~
The Media Audit
SAMPLING Random-digit-dialing sample selection process
NATIONAL RADIO FORMAT REPORT An aggregate of data from all 88 markets surveyed
First, a little about the source of this data.
Source: The Media Audit International Demographics, Inc~
Country Radio Listeners
DemographicsDemographics
Source: The Media Audit International Demographics, Inc~
• 75% of Adult Country Radio Listeners are Age 18-54
• 62.4% are Age 25-54, the “Sweet Spot Demo”
• 35-44 & 45-54 are the Largest Age Cells
Country Audience Age
COUNTRY RADIO
Source: The Media Audit International Demographics, Inc~
42.3 42.3 43.0 43.0 43.0 43.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
2004 2005 2006 2007 2008 2009
Adult Average Age Remains Constant,2 years younger than the average adult.
Country Audience Age Trends
Source: The Media Audit International Demographics, Inc~
19.8% 19.4% 19.4% 19.2% 19.7%18.6%
0%
5%
10%
15%
20%
25%
Perc
ent of C
ountry A
dults List
eners
s
2004 2005 2006 2007 2008 2009
Percent of Listeners Age 25-34
The Young End, 25-34 Age Cell, is Stable
Source: The Media Audit International Demographics, Inc~
$60,931$63,034
$65,733 $67,406 $68,158$70,753
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
Ave
rage H
H Incom
e
2004 2005 2006 2007 2008 2009
Country Listener Average Income Trends
Source: The Media Audit International Demographics, Inc~
Country Listener Ethnicity
Over 80% of Country Radio Listeners are White, followed by Hispanic at 9.6%.
Source: The Media Audit International Demographics, Inc~
6.5%7.0%
8.1%8.7%
8.3% 8.5%
9.6%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
Perc
ent of A
dult C
ountry Liste
ners
2003 2004 2005 2006 2007 2008 2009
Country Hispanic Composition
Hispanic Listening is Hispanic Listening is IINNCCRREEAASSIINNGG
Source: The Media Audit International Demographics, Inc~
Country Listener Employment
Country Radio Listeners are More Likely than the Average Adult to be EMPLOYED FULL-TIME.
National Average
Country Listener
Source: The Media Audit International Demographics, Inc~
Meet the Country Radio Listener
Family
Country Radio Listeners
Source: The Media Audit International Demographics, Inc~
58.6% 59.3% 60.9% 62.5% 62.7% 63.5% 62.9% 62.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Perc
ent of A
dult C
ountry Liste
ners
2001 2003 2004 2005 2006 2007 2008 2009
Country Radio Marriage Composition
Marriage Sustains at High Level for Country Listeners
Nearly 63% of Country Radio
Listeners are
Married.
Source: The Media Audit International Demographics, Inc~
Less than
11% of Country Radio
Listeners are
Divorced or
Separated
15.8% 15.9%
14.2%
12.8% 13.1%12.4%
10.9% 10.8%
1%
6%
11%
16%
Perc
ent of A
dult C
ountry Liste
ners
2001 2003 2004 2005 2006 2007 2008 2009
Country Radio Divorce Composition
Divorce/Separation is Declining
Source: The Media Audit International Demographics, Inc~
Children at Home
Nearly 50% of Adult Country Listenershave Children in the Household
Families. The big consumer unit of America...exactly what advertisers want.
Source: The Media Audit International Demographics, Inc~
48.0% 48.6% 49.1% 49.0% 49.0% 49.1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
Perc
ent of C
ountry A
dults List
eners
s
2004 2005 2006 2007 2008 2009
Children at HomeThe percent of Country listeners with children in the household remains constant.
Source: The Media Audit International Demographics, Inc~
Children at Home
Country Radio Outperforms in DeliveringParents with Children of All Ages
Source: The Media Audit International Demographics, Inc~
22.5%
17.5%
15.6% 19.8%
Children Under Age 6
Children Age 6-12Children Age 13-17
Children Age 18+
Percent of Country
Listeners with Children
at Home,by Age
Children at Home
Source: The Media Audit International Demographics, Inc~
Consumption Patterns
Country Radio Listeners
Source: The Media Audit International Demographics, Inc~
7.1
7.2
7.8
8.4
8.8
9.5
9.9
11.6
12.1
15.2
0 2 4 6 8 10 12 14 16 18
Hot AC
Talk
Modern Rock
Classic Rock
Urban AC
R&B-Urban
Rock
News Talk
COUNTRY
CHR
Cume Ratings
Financial Optimism is an indicator of purchasing.
Country Radio is a leader in
DeliveringFINANCIAL OPTIMISTS.
Important as we come out of recession.
Source: The Media Audit International Demographics, Inc~
Country Radio & Recreation Vehicles
Country Radio Outperforms in DeliveringRecreation Vehicle Owners
Source: The Media Audit International Demographics, Inc~
Country Radio’s Female Listeners
Country Radio Outperforms in delivering Women with money to spend.
Source: The Media Audit International Demographics, Inc~
Country Radio Listeners – High Mileage Drivers
As High Mileage Drivers, Country Listeners are prime prospects for Tires, Oil Changes, Auto Aftermarket.
Source: The Media Audit International Demographics, Inc~
Country Radio Listeners – Banking Services
Country Radio Listeners are both Investors & Borrowers...prime banking prospects.
Source: The Media Audit International Demographics, Inc~
65.6% 65.7% 67.5% 69.2% 70.2%
79.3% 79.8% 80.8%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Perc
ent of A
dult
Country L
iste
ners
2001 2003 2004 2005 2006 2007 2008 2009
Country Audience Home Ownership
Continues to Climb
Source: The Media Audit International Demographics, Inc~
Country RadioCould and Should
be the Backbone ofRebuilding Domestic Car Sales
Country Radio Listeners
Source: The Media Audit International Demographics, Inc~
70.5%
68.2% 67.9% 68.2%66.7%
65.7%64.6%
63.0%
50%
55%
60%
65%
70%
75%
Perc
ent of A
dults A
2001 2003 2004 2005 2006 2007 2008 2009
National Domestic Car Ownership Trends
Domestic Car
Ownership in US is steadily
declining.
Source: The Media Audit International Demographics, Inc~
83.8% 84.2% 83.5% 83.5% 83.3% 82.1% 80.3% 79.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Perc
ent of A
dults A
2001 2003 2004 2005 2006 2007 2008 2009
Country Listener Domestic Car Ownership
But Country Listeners Remain LOYAL to Domestics
Source: The Media Audit International Demographics, Inc~
Country Listener Domestic Car BUYERS
Year after year, Country Listenersoutperform in planning to buy domestic vehicles.
Source: The Media Audit International Demographics, Inc~
6.9
7.1
7.7
8.1
8.6
9.0
12.4
13.2
14.1
0 2 4 6 8 10 12 14 16 18
Hot AC
AC
Talk
Public
Dance CHR
Classic Rock
CHR
News Talk
COUNTRY
Cume Ratings
Country Listeners Auto Ownership
Country Radio reaches the
MOST DOMESTIC VEHICLE OWNERS
Source: The Media Audit International Demographics, Inc~
Technology Buffs
Country Radio Listeners
Source: The Media Audit International Demographics, Inc~
58.9%
66.7%70.5%
76.6%80.5%
83.9% 85.6% 87.6%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Perc
ent of A
dult C
ountry Liste
ners
2001 2003 2004 2005 2006 2007 2008 2009
Country Listener Cell Phone Owners
Source: The Media Audit International Demographics, Inc~
30.2%
36.9%
51.0%
0%
10%
20%
30%
40%
50%
60%
Perc
ent of A
dult C
ountry Liste
ners
2007 2008 2009
Country Listener HDTV Owners
Source: The Media Audit International Demographics, Inc~
26.4%
33.6%
41.1%
0%
10%
20%
30%
40%
50%
Perc
ent of A
dult C
ountry Liste
ners
2007 2008 2009
Country Listener & DVR/TIVO Owners
Source: The Media Audit International Demographics, Inc~
47.1%
63.9% 66.3%
73.7%
80.5% 79.2% 80.8%83.6%
20%
30%
40%
50%
60%
70%
80%
90%
Perc
ent of A
dult C
ountry Liste
ners
2001 2003 2004 2005 2006 2007 2008 2009Online Per Month
Country Listener & the Internet
Source: The Media Audit International Demographics, Inc~
Country Listener & Online Purchasing
27.3%
41.6%
46.1%
52.5%
62.2%59.7%
62.9%66.2%
20%
30%
40%
50%
60%
70%
Perc
ent of A
dult C
ountry Liste
ners
2001 2003 2004 2005 2006 2007 2008 2009
Over two-thirds of Country Radio Listeners Purchased Online During the Past Year.
Source: The Media Audit International Demographics, Inc~
Country Radio Listeners
Unique AudienceUnique Audience
Source: The Media Audit International Demographics, Inc~
8.6%
9.9%
10.4%
10.4%
10.6%
11.0%
11.9%
17.9%
100%
0% 20% 40% 60% 80% 100%
Dance CHR
AC
Hot AC
Hot AC
News Talk
Classic Rock
Rock
CHR
COUNTRY
Over 82% of Country ListenersAre NOT Reached by Any Other Radio Format
Country Radio Listeners
Source: The Media Audit International Demographics, Inc~
Country – A Unique Audience
Of the Total 18+ Reach of Country Radio + CHR, only 9.7% is Duplicated.
CHR COUNTRY9.7%
Source: The Media Audit International Demographics, Inc~
50.3% 50.6% 51.9%54.0% 54.6%
0%
10%
20%
30%
40%
50%
60%
70%
Perc
ent of A
dult C
ountry Liste
ners
2005 2006 2007 2008 2009
Country Listeners: Not Exposed to NewspaperNewspaper Readership Declining
54.6% of Country Listeners are NOT exposed to a Daily Newspaper.
Source: The Media Audit International Demographics, Inc~
Country Listeners Media Day Analysis
42
40
83
93
170
45
40
83
94
156
0 20 40 60 80 100 120 140 160 180 200
Newspaper
Satellite TV
Cable TV
Broadcast TV
Radio
Country Radio Listeners Average Adult
The COUNTRY RADIO Listener Spends
MORE MINUTES PER DAY WITH RADIO
than does the Average Adult.
Source: The Media Audit International Demographics, Inc~
Country Listeners
Country Radio Listeners are 37% more likely than the average adult to be Heavily Exposed to Radio.
National Average Adult
Country Radio Listener
Source: The Media Audit International Demographics, Inc~
Highest Indexing Markets for Country Radio
192
194
196
200
202
204
208
213
231
233
0 50 100 150 200 250
Oklahoma City, OK
Boise, ID
Nashville, TN
Birmingham, AL
Greenville-Spartanburg,SC
Greensboro-WS-HP, NC
Louisville, KY
Lexington, KY
Austin, TX
Columbia-Jeff City, MO
Source: The Media Audit International Demographics, Inc~
Country Radio Listeners…
• 2 years younger than average adult• Income continues to increase• 80% White…but Hispanic listening is on the rise• More likely to be Employed Full-Time than average adult• Percentage of Separated/Divorced is declining• 50% have children at home• Financially optimistic• Strong buying power• Country Radio outperforms in Affluent Working Women• Loyal Domestic vehicle owners• Home Ownership increasing• Continue to adopt the latest in technology• Unique audience…not easily reached by other media