Lotus Fresno Media Kit

Market Overview

“Future Forecast”

For the first time since 1947, America’s most common age is no longer part of the Baby Boomgeneration. Millennials have taken over. According to Census Bureau information, 22-year-olds are the most represented age group in America, followed by 23-year-olds and then 21-year-olds.

The rising prevalence of young 20-somethings can be explained by a combination of immigration and aging. Immigration has added people to the ranks of ages up until about 40 years old, when it begins to tail off. That means that the younger age groups continue to grow in size as the older ones start to fade away. 1

These consumers are entering the “age of acquisition”, when they’re buying their first car, securing credit, finding new career opportunities, getting married, purchasing the first home, having children and much more. They are trend setters and looking for the goods and services that fit their lifestyles and belief systems. They will be the driving consumer force for the next decade and beyond. Today in marketing, age matters, and the Lotus Radio Group is positioned perfectly.

Fresno Median Age 37

Lotus Radio Group Median Age 29

KSEQ FM 26 KKBZ FM 34 KLBN FM 34 KGST AM 39* KHIT FM 44

Age is also a critical factor considering that brand loyalty and product relationships are established in the Teen and Early Adult years. 2 Youth has its advantages!

1. Eric Levenson - The Wire - May 23, 20142. Bruce Turkell - Fox News - Fenruary 17, 2014* Median Age - Nielsen Radio Winter 2015, except KGST - Nielsen Winter 2014

“WHO-WHAT-WHY-WHEN-WHERE”

Between July 2012 and July 2013, Fresno County’s population grew just over 1%, which is the county’s highest growth rate in three years.

Fresno Marketplace

Lotus Radio Group

With the diverse formats of the Lotus Radio Group (Sports, Rock, Rythmic Contemporary Hits,Mexican Regional, Spanish Hits), each week we reach and interact with 233,000 3 consumers of all ages, both Male and Female, with a wide variety of interests and consumer product needs. Why not invite them into your business?

1. May 19, 2014 - World Population Review2. US Census Bureau State & County Quick Facts - Workers age 16+, 2009-20133. Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Cume

12-17

11.7%

16.0%

18-24

14.0%

18.5%

25-34

18.2%

28.4%

55-64

12.7%

5.2%

45-54

14.4%

14.4%

35-44

15.2%

15.0%

65+

13.8%

2.5%

Marketplace Age Distribution

With an average work commute time of twenty two minutes, the portable nature of radio makes it a natural and effective tool for reaching prime prospects on their way to and from work 2.

Fresno Marketplace

Lotus Radio Group

At Home

61.4%

46.9%

In Car

85.0%

75.5%

At Work

17.5%

11.4%

Other

10.9%

8.9%

Listening Locations

Gender Profile

Fresno Marketplace

Lotus Radio Group

Male

49.1%

50.7%

Female

50.9%

49.3%

Fresno is growing faster than the state of California as a whole, and faster than other counties.The growth in the area is attributed to a growing Hispanic population, which makes up afirst-time majority in Fresno 1.

“The Language of Opportunity”

More than half of the Fresno marketplace is Hispanic or Latino 1 (51.6% ).

A very important marketing consideration is how these consumers use Spanish or English language in their daily lives. Households that use limited or no English language account for almost 40% of the marketplace! 2 Radio reaches 90.1% of all Spanish Dominant consumers each week. Of these, the Lotus Radio Group delivers 52.4%. 3 In today’s competitive environment, these Spanishdominant households represent incredible opportunity.

The ability to reach and impact these consumers requires a balanced and strategic approach.Research shows that the Lotus Radio Group of stations over delivers the Fresno Spanish Dominant marketplace, with 26% of our listeners belonging to Spanish Dominant households.3 KLBN FM(La Buena 101.9) ranks #1 in the marketplace in delivering Spanish dominant households each week, with KHIT-FM (Exitos 107.1) ranked #6 and KSEQ FM ( Q 97.1) ranked #9.3 (It shows the power

of music when an English language radio station is in the top ten with Spanish Dominant households!)

Spanish Dominant Age Distribution

Fresno Radio

Lotus Radio Group

Spanish Dominant Hispanic Persons represent 115,000 3 potential shoppers, and by using acombination of our stations you can develop a focused marketing plan based on age, sex, lifestyles and interests that will motivate these consumers to become your customers!

1. US Census Bureau - State & County Quick Facts - Fresno County2. Scarborough - Adults 18+ - US3. Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Spanish Dominant - Adults 12+ - Cume

12-17

12.7%

12.1%

18-24

9.8%

9.7%

25-34

23.7%

22.9%

55-64

10.8%

9.4%

45-54

13.6%

16.5%

35-44

23.5%

22.9%

65+

5.9%

6.5%

1. Fresno - Nielsen Radio - Winter 2015 - Monday to Sunday - 6am-12m - Cume Language Composition - Persons 12+2. Fresno - Nielsen Radio - Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 Winter 2015 - Adults 18+

“Listen To This”

Understanding Fresno’s language dynamic is not as simple as Spanish vs English, especially when you consider that 59.3% of the market speaks both Spanish and English. Today’s consumer fits into five different language categories and the Lotus Radio Group can deliver your marketingmessage effectively to any of these target customers. 1

Fresno Marketplace

Lotus Radio Group

English Only

27.7%

23.6%

Hispanic Marketplace Language Composition

English Dominant

69.6%

62.4%

Spanish & English

59.3%

60.1%

Spanish Dominant

30.4%

37.6%

Spanish Only

13.0%

16.3%

Lived in Present Home Three or More Years

Three or More Adults Living in Household

One or More Teenagers (12-17) Reside in Household

Own Residence

Dwelling is a Single Family House

Dwelling is a Apartment

Married

Single

Divorced

Fresno Marketplace

61.7%

38.6%

22.0%

44.3%

60.2%

15.5%

41.7%

31.6%

5.6%

Lotus Radio Group

57.3%

45.4%

25.6%

33.2%

58.1%

18.4%

33.2%

44.9%

4.3%

In addition to language, other lifestyle characteristics of the Fresno marketplace are nicely matched with the Lotus Radio Group listener. 2

Don’t forget the Teens! In 2013, Teens accounted for 258.7 billion in consumer spending in the US and had income that totaled 91.1 billion. 2

1. Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Retail Spending Power2. Statistic Brain - Teenage Comsumer Spending Statistics - 7/8/2014

Fresno Spending Power

Age RangeP18-24P25-34P35-44P45-54P55-64P65+

Weekly Cume93,000132,100107,400102,50085,50084,300

% of 18+ Population13.4%19.0%15.5%14.8%12.3%12.1%

Spending 537,650,0001,513,688,0001,352,078,0001,757,000,0001,536,824,0001,096,072,000

% of Sales 6.9%19.4%17.3%22.5%19.7%14.1%

Lotus Radio Group Spending Power

Age RangeP18-24P25-34P34-44P45-54P55-64P65+

Weekly Cume43,10066,20034,90033,50012,200 5,700

% of Total Audience18.5%28.4%15.0%14.4% 5.2% 2.4%

Spending288,763,000738,117,000509,335,000488,931,000188,306,000 54,181,000

% of Total Market Sales45.1%46.6%37.7%27.8%12.2%4.9%

“Money TAlks”

With 26.3% of retail sales coming from the 18-34 year old age group, and more than 55.1% generated by Adults 18 to 49, focusing on these demographics makes great business sense. The quality of the Lotus Radio Group can be seen in the percentages of the total market spending they deliver! 1

“FAMILY AFFAIR”

Category

Employed Full Time Hispanic English Only English Dominant Spanish Only Spanish Dominant Own Residence Hispanic English Only English Dominant Spanish Only Spanish Dominant

Household Income $45,000+ Hispanic English Only English Dominant Spanish Only Spanish Dominant

Any College Hispanic English Only English Dominant Spanish Only Spanish Dominant

Fresno Marketplace

119,100 50,200 35,300 N/A 20,300

113,300 42,000 15,300 12,400 N/A

114,600 49,200 43,500 N/A N/A

109,600 41,900 49,800 N/A N/A

Lotus Radio Group

50,900 15,600 16,300 N/A 9,900

43,500 11,400 13,200 10,400 N/A

48,400 18,300 15,100 N/A N/A

47,400 16,600 20,200 N/A N/A

Reach

42.7%31.1%46.1%N/A48.7%

38.4%27.1%86.2%83.9%N/A

42.2%37.2%34.7%N/AN/A

43.2%39.6%40.6%N/AN/A

Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+ - CumeN/A = Not enough respondents to obtain accurate data

53.3% of all two income households, and 57.1% of all three incomehouseholds in Fresno, are Hispanic. Households with two or morechildren under the age 17 are 60.1% Hispanic. The Lotus Radio Group reaches 58.3% of all Hispanic households with two incomes and 40.6% of the three income Hispanic households.

“what we love to do”

Every week, the Lotus Radio Group audience spends $855,000 at Family Clothing Stores, $560,000 at Furniture Stores, $163,000 at Floor Covering Stores and $139,000 at Pet & Pet Supply Stores.

Category

Purchased Department Store Items (mn) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Shopped Any Shoe Store (3 mns) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Purchased Furniture / Mattress (yr) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Purchased Clothing (3 mns) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Fresno Marketplace

237,500 90,900 79,400 22,100 43,100

240,000 97,200 69,600 25,100 44,800

79,10035,70027,300N/AN/A

244,200 92,500 77,500 25,200 45,600

Lotus Radio Group

100,900 29,200 31,200 13,500 26,100

98,300 31,200 25,500 14,000 26,800

29,700 8,500 12,800N/AN/A

102,400 29,000 31,700 15,000 25,800

Reach

42.5%32.1%39.3%61.0%60.5%

41.0%32.1%36.6%55.8%59.8%

37.5%23.8%46.9%N/AN/A

41.9%31.3%40.9%59.5%56.6%

Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+ - CumeRetail Spending Power - Metro - WI15 - Adults 18+N/A = Not enough respondents to obtain accurate data

They’re also using professional services, spending $959,000 every week with Dentists, $471,000 each week with CPA’s and Tax Preparation Services and $305,000 per week on Child Day Care services!

“a driven consumer”

The Lotus Radio Group audience loves their cars, spending $5,418,000 at New Car Dealers and $906,000 at Used Car

Category

Hhld Purchased New Vehicle Hispanic English Only English Dominant Spanish Only Spanish Dominant Hhld Purchased Used Vehicle Hispanic English Only English Dominant Spanish Only Spanish Dominant

Hhld Plans to Buy/Lease New/Used Vehicle (yr) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Used Dealer for Last New Car Purchasebecause of Financing/Reputation Hispanic English Only English Dominant Spanish Only Spanish Dominant

Fresno Marketplace

113,800 49,200 40,200 N/A N/A

199,800 68,500 67,700 24,200 38,200

74,80028,70024,300N/AN/A

19,40023,20015,700N/AN/A

Lotus Radio Group

44,20015,90015,200N/AN/A

84,40022,40025,10015,70021,200

35,300 7,10014,700N/AN/A

10,400 7,500 7,200N/AN/A

Reach

38.8%32.3%37.8%N/AN/A

42.2%32.7%37.0%64.9%55.5%

47.2%24.7%60.5%N/AN/A

53.6%32.3%45.8%N/AN/A


Dealers each week. They spend $331,000 each week on Recreational Vehicles, $156,000 at Motorcycle Dealers, $370,000 at Tire Dealers, $763,000 at Auto Parts & Accessories Stores and $451,000 onGeneral Auto Repair each week.

“OUT AND ABOUT”

The Lotus Radio Group audience knows good food! Each week, our audience spends $1,700,000 at Full-Service Restaurants,

Category

Ate at Sit Down Restaurant 4+ Times (mn) Hispanic English Only English Dominant Spanish Only Spanish Dominant Ate at Quick Service Restaurant 4+ Times (mn) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Spent $200+ On Groceries (wk) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Used any Credit Card (3mns) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Fresno Marketplace

92,80039,20030,400N/AN/A

204,100 88,300 65,300 16,500 32,000

106,600 43,200 29,400 10,400 22,800

195,200 79,300 68,500 12,900 33,100

Lotus Radio Group

39,40013,700 9,500N/AN/A

91,50032,20029,00010,30019.100

44,40016,000 9,300 6,50012,600

79,90028,10024,500 7,90018,500

Reach

42.4%34.9%31.2%N/AN/A

44.8%36.4%44.4%62.4%59.6%

41.6%37.0%31.6%62.5%55.2%

40.9%35.4%35.7%61.2%55.9%


$2,322,000 at Limited-Service Restaurants, $345,000 on Snacks & Nonalcoholic Beverage Bar sales and $77,000 in Drinking Place sales. When they shop the cart is full, as they spend $7,677,000 each week at Supermarkets & Other Grocery Stores.

“UNCOMMON CONSUMER”You might find a Lotus Radio Group listener in someunexpected places. Regardless of what they’re doing they have a significant financial impact on the marketplace,

Category

Attended Art Museum / Dance or BalletSymphony / Opera / Live Theater (yr) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Participated in Volunteer Work (yr) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Contributed Money to Organizations (yr) Hispanic English Only English Dominant Spanish Only Spanish Dominant

Always Vote in Local, State & Presidential Elections Hispanic English Only English Dominant Spanish Only Spanish Dominant

Fresno Marketplace

51,60015,60016,600N/AN/A

67,70027,50025,900N/AN/A

172,400 68,200 55,500 15,900 29,900

138,400 59,200 49,400 10,600 17,500

Lotus Radio Group

23,400 5,700 5,500N/AN/A

28,50010,30010,200N/AN/A

76,80024,70024,700 9,30017,200

52,50016,00018,800 7,600 9,100

Reach

45.3%36.5%33.1%N/AN/A

42.0%37.5%39.3%N/AN/A

44.5%36.2%44.5%58.4%57.5%

37.9%27.0%38.0%71.6%52.0%


spending $277,000 each week at Jewelry Stores, $182,000 weekly at Fitness Centers, $166,000 on Homes for the Elderly and $124,000 at Golf Courses & Country Clubs every week.

Lotus Fresno Media Kit

Documents

Transcript of Lotus Fresno Media Kit