2017 NCAA Basketball Listening Report

Westwood One’s

NCAA audio

platforms increase

AM/FM reach 38%

Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+

Westwood One simulcasts its NCAA Basketball coverage across multiple audio partners:

• AM/FM radio

• Streaming audio

• Satellite

• Mobile

Streaming expands the AM/FM March Madness audience

AM/FM

54%Streaming

34%

SiriusXM

12%

% of NCAA March Madness listening by platform

Source: GfK Custom Research 2016, Adults 18+, Final Four Tournament

63% to the AM/FM

audience

Streaming adds

24%

41%

34%

Opening

week

Sweet 16/

Elite 8

Final

Four

March Madness’ significant streaming audience: younger and listening across the entire tournament

Target a younger

audience in top markets

Invest across the

entire tournamentReach a digitally

engaged audience

Sources: March Madness reach by platform: GfK Custom Research 2016, Adults 18+, Final Four Tournament. Streaming audience: Nielsen Audio March Madness SDK, measuring Westwood One streaming on westwoodone.com and TuneIn, Total Listening Hours, 3/16/16-4/4/16. AM/FM audience: Nielsen Audio March 2016/April 2016, PPM Markets Only, 2016 NCAA March Madness broadcast lineups, AQH Persons. Opening week = 3/17/16-3/23/16, Sweet 16/Elite 8 = 3/24/16-3/30-16, Final Four = 3/31/16-4/4/16

% share of total streaming hours

54%

Versus AM/FM, the

streaming audience

is made up of

25%more Adults 18-34

of March Madness streaming

occurs in the top 10 markets

of the March Madness

audience listens

via streaming

1/3

NCAA basketball on Westwood One builds national reach: 21.8 million P18+ listeners

Source: Nielsen 22 week (Nov 2014-April 2015) cumulative reach NCAA on Westwood One. Data is based on top 48 PPM markets representing 50% of U.S. adult population. PPM

reach is projected to total U.S. population using a factor of 2x PPM reach. PPM audiences only represents just the AM/FM broadcast. A 38% factor was applied to AM/FM reach

to represent the incremental reach of online audio and SiriusXM NCAA simulcast. Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+

49%of men 18-49 within the

March Madness

audience are reached

by Westwood One’s

coverage

48%of men 25-54 within the

March Madness

audience are reached

by Westwood One’s

coverage

35%of men 35-64 within the

March Madness

audience are reached

by Westwood One’s

coverage

Source: GfK Omnibus Knowledge Panel 2016 versus 2015

Westwood One’s NCAA Basketball audience surges

2016 versus 2015 adults 25-54

+14.4%

+12.7%

+2.6%

Championship

Semifinal 2

Semifinal 1

The NCAA basketball audio audience

Westwood One NCAA basketball audience: high income and full-time employed

Source: Nielsen 22 week (Nov 2014-April 2015) cumulative reach NCAA on Westwood One, Persons 6+

40% 43%

59% 60%

$75K+ Work full-time

Total U.S. population NCAA audio audience

Listeners with $75K+ income:

greater than the U.S.

average

45%

Full-time employment:

greater than the U.S.

average

40%

The NCAA basketball audio audience skews younger and more male

Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+

59%

33%

48%

65%

43%

61%

Male 18-39 18-49

Total NCAA audience NCAA audio audience

Westwood One’s NCAA basketball audience consumes 19% more games

Source: Nielsen “Day in the Life of an NCAA fan” January 2016 Study of 1019 Persons 18+

Average number of March Madness games consumed

10.3

12.3

Net video AM/FM radio

March

Madness AM/FM

radio listeners consumed

more games on

average than March

Madness TV

viewers

19%

Westwood One reaches the avid NCAA basketball fan

NCAA engagement attributeTotal NCAA

audience

NCAA audio

audience

% that follow the Tournament through to the Final 78% 87%

% “very likely” to follow a game of favorite teams

playing in the tournament 64% 71%

Currently attend/graduated from school that typically

plays NCAA basketball tournament 40% 50%

How closely do you follow the NCAA Tournament? %

saying “love it, I’m completely passionate about the

tournament” (top 2 box)34% 45%

Try to follow as many games as possible on as many

devices as they can 17% 28%

Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+

11%only listen

at home

39%only listen

away from

home

49%listen both at

home and

away from

home

8 out of 10 Westwood One NCAA basketball listeners listen away from home

% of location of listening among men 25-54

Source: Nielsen Portable People Meter 22 week (Nov 2014-April 2015) cumulative reach NCAA on Westwood One

listen to NCAA basketball away

from home at some point during

the season

88%

only listen away from home

2 out of 5

of the adult in-car audience are tuned in

to Westwood One NCAA basketball

Westwood One NCAA basketball audio listeners seek out games away from home

Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+

of the adult at work audience are turned in to Westwood One

NCAA basketball

77% 37%

Audio improves the media mix

Westwood One’s NCAA basketball coverage adds incremental reach

How to read: 29% of the March Madness audience was reached by coverage via social media. When radio coverage of the tournament was added to the media mix, the reach within the March Madness audience increased by 17%.

Source: Nielsen “Day in the Life of an NCAA Fan” January 2016 Study of 1019 Persons 18+

90%

45%

29%

+4%

+12%

+17%

Video

Internet

Social

Reach within the March Madness audience

Incremental March Madness reach when radio is added

Source: Nielsen Portable People Meter, Television 3/17/15-4/6/15, Nielsen Radio 3/17/15-4/6/15. Persons 25-54.

NCAA March Madness games watched on TV

How to read: Only 2.3 NCAA March Madness games were watched on TV among the 40% light persons 25-54 NCAA viewers.

% of

TV NCAA

Viewers

Persons 25-54

Light

40%

Medium

40%

Heavy

20%22.7

8.0

2.3

TV: Number of NCAA Games Watched

Source: Nielsen Portable People Meter, Television 3/17/15-4/6/15, Nielsen Radio 3/17/15-4/6/15. Persons 25-54.

Westwood One NCAA basketball audio extends the number of games consumed

How to read: 2.3 NCAA March Madness games were watched on TV by the 40% light persons 25-54 NCAA viewers. Westwood One NCAA March Madness + TV doubles the games consumed to 5.1.

Persons 25-54

% of

TV NCAA

Viewers

22.7

8.0

2.3

+7.2

+4.2

+2.8

TV: Number of NCAA Games Watched

Light

40%

Medium

40%

Heavy

20%

Source: Nielsen Portable People Meter, Television 3/17/15-4/6/15, Nielsen Radio 3/17/15-4/6/15. Persons 25-54.

We Make Your TV Better: Radio amplifies frequency

How to read: The addition of Westwood One NCAA March Madness to the number ofTV games consumed increases 122% among light persons 25-54 NCAA TV viewers.

Persons 25-54 % increase in TV games exposed with the addition of

Westwood One NCAA basketball radio coverage

% of

TV NCAA

Viewers

Light

40%

Medium

40%

Heavy

20%+32%

+53%

+122%

ThroughoutMarch Madness, Westwood One

NCAA coverage increases the

number of games consumed by

50%

Nielsen: NCAA audio elevates awareness of other motorcycle advertising platforms

Source: Nielsen Campaign Effect Study – confidential motorcycle brand/NCAA/Westwood One Q2 2016 Radio Campaign

Percentage of advertising recall lift among those exposed to motorcycle audio ads

214%

100%83%

62%

34% 32%18%

Internet -

mobile

Newspapers Magazines Internet - PC Direct mail/

e-mail

TV Out of home

Radiolifted recall

32%on motorcycle

TV ads

Creative matters

Branding audio ads work as well as promotionaloffers in NCAA basketball

Source: Nielsen Radio Ad Effectiveness Study, March 2016; Sequent Partners, A Meta Analysis, April 2016

43% of all ads indexing over 100 in likability were brand ads

0

20

40

60

80

100

120

140Brand Offer

100+ index of 54 NCAA ads tested by Nielsen

Westwood One NCAA basketball radio advertising works even better among men 18-34

Average ad performance metrics: men 18-34 vs. adults 18+

Source: Nielsen Radio Ad Effectiveness Study, March 2016; Sequent Partners, A Meta Analysis, April 2016

61% 59%

50%46%

59%

68% 67%63%

59%55%

Engaging Memorable Relevant Like Brand recall

Adults 18+ Men 18-34

+11% +14%+26% +28%

• Engaged and passionate

• A growing number of listeners

• Desirable “on the go” consumers

• Incremental reach

• Frequency amplification

• Creative matters

Why reach NCAA basketball listeners?

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