Source: The Media Audit International Demographics, Inc~ February, 2010.

Source: The Media Audit International Demographics, Inc~

February, 2010


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


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



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



The Media Audit

SAMPLING Random-digit-dialing sample selection process

NATIONAL RADIO FORMAT REPORT An aggregate of data from all 88 markets surveyed



Country Radio Listeners

DemographicsDemographics


• 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


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


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


$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


Country Listener Ethnicity

Over 80% of Country Radio Listeners are White, followed by Hispanic at 9.6%.


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


Country Listener Employment

Country Radio Listeners are More Likely than the Average Adult to be EMPLOYED FULL-TIME.

National Average

Country Listener


Meet the Country Radio Listener

Family



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.


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


Children at Home

Nearly 50% of Adult Country Listenershave Children in the Household

Families. The big consumer unit of America...exactly what advertisers want.


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.


Children at Home

Country Radio Outperforms in DeliveringParents with Children of All Ages


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


Consumption Patterns



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.


Country Radio & Recreation Vehicles

Country Radio Outperforms in DeliveringRecreation Vehicle Owners


Country Radio’s Female Listeners

Country Radio Outperforms in delivering Women with money to spend.


Country Radio Listeners – High Mileage Drivers

As High Mileage Drivers, Country Listeners are prime prospects for Tires, Oil Changes, Auto Aftermarket.


Country Radio Listeners – Banking Services

Country Radio Listeners are both Investors & Borrowers...prime banking prospects.


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


Country RadioCould and Should

be the Backbone ofRebuilding Domestic Car Sales



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.


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


Country Listener Domestic Car BUYERS

Year after year, Country Listenersoutperform in planning to buy domestic vehicles.


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


Technology Buffs



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


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


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


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


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.



Unique AudienceUnique Audience


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 – A Unique Audience

Of the Total 18+ Reach of Country Radio + CHR, only 9.7% is Duplicated.

CHR COUNTRY9.7%


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.


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.


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


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


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

Source: The Media Audit International Demographics, Inc~ February, 2010.

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Transcript of Source: The Media Audit International Demographics, Inc~ February, 2010.