Monica NarvaezHispanic Broadcaster SpecialistNielsen Audio

July 2014

LOS ANGELES PPM UPDATE

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HISPANIC RADIO INSIGHTS

USE RADIOEACH WEEK

13:55

12:47

12:0012:1412:2812:4312:5713:1213:2613:4013:5514:09

SpanishDominant 18-49

English Dominant18-49

Weekly TSL

62%

38%

Spanish Formats

One orMoreChildNone

Radio has high reach and engagement levels

among Hispanic Consumers!

Radio is mobile and mostly listened to outside the home

Spanish Radio listeners are more likely to have children

Source: Nielsen Audio March 2014 Radar and Nielsen Scarborough Multi-Market Hispanic Plus Release 2 2013 H12+/H18+

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RADIO & DIGITAL DISPLAY KEY MEDIA PLATFORMSAlmost half of the Upscale Hispanic Segment are heavy Radio Users

Source: Scarborough Hispanic Multimarket PLUS, 2013 Release h

© Nielsen 2014. Prepared by Nielsen for the use of the Association of Hispanic Advertising Agencies. This information may not be used for other purposes without written permission from Nielsen.

49% 48% 43% 43% 33% 35%

109 114 130 119 114 97

117 117 96 93 77 92

Radio Digital display Internet Out of home Newspaper TV

Quintiles I & II by Media for Upscale Hispanics

Upscale Hispanics

Total Hispanics

Upscale NH

Indices VS Total Hispanics and Upscale non Hispanics

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AM/FM RADIO IS THE DOMINANT SOURCE OF MUSIC LISTENING

Source: 2013 Nielsen Music 360 StudyIn a typical week, which of the following do you use to listen to music, or to follow musicians that you like?Base: Total - Music Listeners (2401) / Streaming Radio Services includes Pandora, Rdio, Spotify, iHeartRadio, AM/FM Station Website

55%

36%

30%

24%

10%

3%

2%

AM/FM Radio

CDs

Streaming Radio Services

Music Through iTunes

Music Through AnotherService (Not iTunes)

Cassette Tapes

Records/ LPs

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AM/FM RADIO COMMANDS IN-CAR LISTENINGHow people typically listen to music in the car.

Source: 2013 Nielsen Music 360 StudyBase: Listens to music while in a car - Total (1870)Thinking about the past 12 months, how do you typically listen to music while in a car?

78%

40%30%

15% 7% 3%

AM/FM radio CD SmartphoneMP3 Player

iPod

Sirius XM In-dashapplication

Cassette tape

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HISPANICS ARE 41% MORE LIKELY TO STREAM THEIR RADIO STATION

22.4%24.5%

27.8%31.3%

14.6%16.8%

22.1% 22.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Listen to a local radio stationonline

Listen to Internet radio(iHeartRadio, Radio.com,

etc.)

Listen to online music service(Last.fm,Pandora,Spotify,etc)

Listen to radio (local orinternet radio)

Hispanics Non Hispanics

Source: Nielsen Scarborough Multi-Market Hispanic Plus Release 2 2013 H18+

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HISPANICS ARE IMMERSED IN AND ENGAGED WITH ‘ONLINE’ AND ‘EMERGING PLATFORM’

Source: Nielsen, Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative • Source: Nielsen Q1 2013 Hispanic Mobile and Market Imperative

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SPANISH ADS OFFER A UNIQUE ADVANTAGE FOR BRANDS STRIVING TO CONNECT WITH HISPANICS

Source; Nielsen Neurofocus – The Bilingual Brain Study June 2014

Neurological EffectivenessOut of 10 point scale

HolaHello

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OVER HALF OF LOS ANGELES IS HISPANIC 52%57% of Hispanics are Spanish DominantSpanish Radio Reaches 3.9 Million Hispanic Listeners 6+

7:15 7:308:15

9:15

6:00 6:30 6:30 6:30

0:001:122:243:364:486:007:128:249:36

10:48

TSL H12+ TSL H18-49 TSL H25-54 TSL H35-64

Spanish Formats English Formats

Source: Nielsen Audio PPM LA Metro April Rev.-June 2014 Mon-Sun 6a – 12 am

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LOS ANGELES RADIO REACHES 97% OF ALL HISPANICSState of the Media: Audio Today Multicultural Audiences Highlights Los Angeles

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TOP 5 HISPANIC STATIONS HISPANIC ADULTS 18-49*Multi daypart by Average Persons for June 2014

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

KSCA-FM KLVE-FM KPWR-FM KIIS-FM KLAX-FM

M-Sun 6a-12midAMMIDPM

Source: Nielsen Audio Los Angeles June 2014 PPM Metro Hispanic Adults 18-49 * Top 5 stations based on M-Sun 6ª-12pm

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KLAX-FM April Rev. May JuneAVERAGE RATING

0.5 0.5 0.5AVERAGE SHARE

3.2 2.8 2.9 WEEKLY CUME

809,200 736,300 800,000

WEEKLY TSL2:30 2:15 2:15

KLAX-FM TREND AMONG HISPANIC ADULTS 18-49Q2 2014

Source: Nielsen Audio PPM Los Angeles Metro April Rev.-June 2014 Mon-Sun 6a – 12 am Hispanic Adults18-49

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KXOL-FM April Rev. May JuneAVERAGERATING

0.4 0.4 0.4AVERAGE SHARE

2.2 2.4 2.3WEEKLY CUME

719,400 738,500 743,200

WEEKLY TSL1:45 2:00 1:45

KXOL-FM TREND AMONG HISPANIC ADULTS 18-49Q2 2014

Source: Nielsen Audio PPM Los Angeles Metro April Rev.-June 2014 Mon-Sun 6a – 12 am Hispanic Adults18-49

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3,80010,300 9,600

12,200

26,40023,10012,100

22,20019,600

3,900

6,700

6,000

HA18-34 HA 18-49 HA 25-54

AM MIDDAY PM EVE

KLAX-FM MULTIDEMO AND DAYPART

Source: Nielsen Audio PPM Los Angeles Metro April Rev. - June 2014

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15

5,30010,100 9,900

6,400

14,600 13,4007,900

15,80014,400

3,200

6,0005,100

HA18-34 HA 18-49 HA 25-54

AM MIDDAY PM EVE

KXOL-FM MULTIDEMO AND DAYPART

Source: Nielsen Audio PPM Los Angeles Metro April Rev. - June 2014