Radio Marketing Guide & Fact Bookfor Advertisers

2001-2002

Copyright 2000, Radio Advertising BureauHeadquarters and National Marketing Department

261 Madison Avenue, 23rd FloorNew York, NY 10016

New York • Los Angeles • Chicago • Detroit • Dallas

Member Stations: 1-800-232-3131E-mail: rab@rab.com

Agencies and Advertisers: 1-800-252-RADIOE-mail: marketing@rab.com

Web Address: www.RAB.comNational Marketing Web Address: www.rabmarketing.com

Radio reaches 96%

of all consumers

every week. 96%

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc.(Monday-Sunday, 24 hours, based on weekly cume)

Average weekly reach: persons

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume)

Radio Reaches 95% of All Consumers Every WeekRadio Reaches 95% of All Consumers Every Week

Read: Radio reaches 96.1% of persons 12 and older each week.

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc.(Monday-Sunday, 24 hours, based on weekly cume)

Radio’s Weekly ReachRadio’s Weekly Reach

Persons12+ 96.1%

Teens12-17 99.1%

Men18+ 96.4%18-34 98.5%25-54 97.7%35-64 97.2%65+ 88.3%

Women18+ 95.2%18-34 97.1%25-54 97.3%35-64 96.9%65+ 87.4%

“We view Radio as the active ingredient of the media plan. Radio is engaging, immediate, and scores sales. What’s more, Radio is flexible, from scheduling times to micro-targeting. If it isn’t part of your plan, you can’t win the bake-off.”

Larry KelleySr. Vice President/Media, Fogarty, Klein & Partners

Average daily reach: persons

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume)

Radio Reaches 78% of All Consumers Every DayRadio Reaches 78% of All Consumers Every Day

Read: Radio reaches 78.0% of persons 12 and older each day.

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume)

Radio’s Daily ReachRadio’s Daily Reach

Persons12+ 78.0%

Teens12-17 81.5%

Men18+ 78.8%18-34 80.0%25-54 81.3%35-64 81.0%65+ 67.5%

Women18+ 76.6%18-34 80.2%25-54 79.3%35-64 78.3%65+ 65.7%

“We see Radio as a tool to help us build

relationships and make connections with

consumers in the local market place.”

Christopher Gagen

Director of Media Services, Coca-Cola Co.

Average daily reach: persons

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume)

Radio Reaches 78% of All Consumers Every DayRadio Reaches 78% of All Consumers Every Day

Persons 6-10A 10A-3P 3P-7P 7P-Mid Mid-6A12+ 85.7% 86.2% 85.0% 64.3% 40.2%

Teens12-17 87.4% 84.6% 88.7% 81.3% 47.4%

Adults18+ 85.5% 86.4% 84.5% 62.3% 39.3%18-34 86.7% 89.7% 89.7% 71.7% 44.6%25-54 89.0% 88.2% 89.0% 65.7% 41.9%35-64 88.1% 87.2% 87.3% 62.5% 41.2%65+ 74.8% 77.5% 65.4% 43.2% 23.0%

Men18+ 86.5% 86.0% 85.3% 61.8% 42.2%18-34 86.2% 88.7% 89.7% 70.5% 48.1%25-54 89.4% 87.6% 89.9% 64.9% 45.3%35-64 89.2% 86.5% 88.1% 61.7% 44.5%65+ 76.9% 77.8% 64.8% 41.7% 19.7%

Women18+ 84.6% 86.8% 83.8% 62.8% 36.7%18-34 87.1% 90.6% 89.6% 72.8% 41.2%25-54 88.7% 88.8% 88.2% 66.5% 38.5%35-64 87.1% 87.8% 86.5% 63.2% 38.0%65+ 73.3% 77.3% 65.8% 44.3% 25.4%

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc.(Monday-Sunday, based on weekly cume for daypart)

Radio’s Weekly Reach by DaypartRadio’s Weekly Reach by Daypart

Read: Each week from 6 to 10 a.m., Radio reaches 85.7% of persons 12 and older.

“If you believe that the message closest to the point of purchase is most valued, then Radio shines — particularly when you consider that so much listening takes place in the car.”

Reyn LeutzSenior Partner/Associate Director of National Broadcast, Mind Share USA

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume)

Radio is the Medium of Choice All DayRadio is the Medium of Choice All Day

Average daily share of time spent with each mediumPersons 12 and older, Monday-Friday 6 a.m. to 6 p.m.

Persons 6-10A 10A-3P 3P-7P 7P-Mid Mid-6A12+ 51.2% 44.6% 44.9% 25.5% 15.6%

Teens12-17 46.4% 35.0% 43.3% 37.4% 14.2%

Adults18+ 51.8% 45.7% 45.1% 24.1% 15.8%18-34 49.0% 45.7% 48.4% 28.1% 15.7%25-54 54.9% 46.8% 49.6% 24.8% 16.8%35-64 55.3% 46.8% 47.7% 23.5% 17.5%65+ 45.8% 42.4% 30.0% 18.2% 10.5%

Men18+ 54.0% 45.3% 45.9% 24.6% 17.5%18-34 50.1% 44.4% 48.3% 28.2% 17.5%25-54 57.4% 46.6% 51.2% 25.7% 19.0%35-64 57.8% 46.7% 49.2% 24.3% 19.8%65+ 48.4% 42.2% 28.6% 17.2% 8.9%

Women18+ 49.8% 46.1% 44.3% 23.7% 14.3%18-34 48.0% 47.0% 48.5% 28.0% 14.0%25-54 52.5% 47.0% 48.0% 24.0% 14.8%35-64 52.9% 46.8% 46.3% 22.8% 15.3%65+ 43.9% 42.5% 31.0% 18.8% 11.7%

Read: Each morning from 6 to 10 a.m.,Radio reaches 51.2% of persons 12 and older.

Radio’s Daily Reach by DaypartRadio’s Daily Reach by Daypart

Source: RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, based on daily cume for daypart)

“People respond to what they hear on the Radio. Its level of immediacy allows you to really drive urgent customer behavior, which is absolutely critical. Radio does a lot of things for us: It provides a target audience of very loyal listeners, it extends the reach of our other messaging, and it provides a highly targeted opportunity.”David SelbySVP/Retail Marketing, Sears

Radio Listeners Listen... and Listen... and ListenRadio Listeners Listen... and Listen... and Listen

Persons

Total Week Time Spent Listening Hrs:Min

Average Weekday Time Spent Listening Hrs:Min

Weekend Time Spent Listening Hrs:Min

12+ 20:30 3:03 5:15Teens

12-17 13:45 1:48 4:45Adults

18+ 21:15 3:12 5:1518-34 20:45 3:09 5:0025-54 21:30 3:18 5:0035-64 21:30 3:15 5:1565+ 21:00 3:03 5:45

Men18+ 21:45 3:18 5:1518-34 21:30 3:18 5:0025-54 22:30 3:27 5:1535-64 22:15 3:24 5:1565+ 20:30 3:00 5:30

Women18+ 20:30 3:03 5:1518-34 20:00 3:03 4:4525-54 20:30 3:11 4:4535-64 20:45 3:09 5:0065+ 21:15 3:03 6:00

Source: Fall 2000 Arbitron American Radio Trends Time Spent Listening Estimates, Monday-Sunday 6 a.m.-midnight; Average Weekday (Monday- Friday 6 a.m.-midnight); and Saturday/Sunday 6 a.m.-midnight.

Based on Arbitron's 94 Continuous Measurement Markets.

“Radio offers the advertiser a perfect way to

target their customer with very little waste. It’s a

great way for the advertiser to target their

audience wherever they may be.”

Warren Edelman

Partner/Assc. Dir. of Local Radio, Mind Share USA

Radio Reaches African-AmericansRadio Reaches African-Americans

Monday-Sunday 6 a.m. - Midnight

Source: Arbitron Fall 2000 MaxiMi$er dataAfrican-American cume estimates based on Top 25 African-American Markets

Radio’s Reach with African-AmericansRadio’s Reach with African-Americans

PersonsWeekly Reach

Weekly Time Spent Listening Hr:Min

12+ 95.1% 23:15Teens

12-17 95.6% 16:45Adults

18+ 95.0% 24:1518-34 96.9% 23:4525-54 95.9% 24:1535-64 95.0% 24:3065+ 86.7% 24:45

Men18+ 94.9% 24:1518-34 96.3% 24:0025-54 95.3% 24:3035-64 94.6% 24:4565+ 87.8% 22:45

Women18+ 95.2% 24:0018-34 97.5% 23:5025-54 96.5% 24:0035-64 95.4% 24:1565+ 85.9% 26:00

Source: Arbitron Fall 2000 MaxiMi$er dataBased on African-American cume and TSL estimates for Top 25 African-American Markets

“Our clients recognize the growing importance of the African-American consumer market. Radio offers a highly targeted, cost-effective medium that delivers exceptional results.”Cheryl HudsonExecutive VP, Director of Media Communications, Don Coleman Advertising

Radio Reaches HispanicsRadio Reaches Hispanics

Monday-Sunday 6 a.m. - Midnight

Source: Arbitron Fall 2000 MaxiMi$er dataHispanic cume estimates based on Top 25 Hispanic Markets

PersonsWeekly Reach

Weekly Time Spent Listening Hr:Min

12+ 95.1% 23:15Teens

12-17 95.6% 16:45Adults

18+ 95.0% 24:1518-34 96.9% 23:4525-54 95.9% 24:1535-64 95.0% 24:3065+ 86.7% 24:45

Men18+ 94.9% 24:1518-34 96.3% 24:0025-54 95.3% 24:3035-64 94.6% 24:4565+ 87.8% 22:45

Women18+ 95.2% 24:0018-34 97.5% 23:5025-54 96.5% 24:0035-64 95.4% 24:1565+ 85.9% 26:00

Radio’s Reach with HispanicsRadio’s Reach with Hispanics

Source: Arbitron Fall 2000 MaxiMi$er dataBased on Hispanic cume and TSL estimates for Top 25 Hispanic Markets

“Radio is powerful for reaching and motivating diverse audiences in the Latino market. We utilize Radio as an integral element in our plans to ensure that we are targeting the most relevant and loyal customers for our clients’ brands. Radio, like no other medium, generates the ultimate measurable result: increased sales!”Victor OrnelasCEO, Ornelas & Assoc.

Radio Reaches Upscale ConsumersRadio Reaches Upscale Consumers

Radio reaches adults with incomes of $50,000+

AdultsWeekly Reach

Avg. Daily Time Spent Listening Hrs:Min

18+ 98.6% 3:22Men

18+ 98.3% 3:28Women

18+ 98.8% 3:16

Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume, daily time spent listening)

AdultsWeekly Reach

Avg. Daily Time Spent Listening Hrs:Min

18+ 98.2% 3:07Men

18+ 97.7% 3:07Women

18+ 98.9% 3:07

Radio Reaches Upscale ConsumersRadio Reaches Upscale Consumers

Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume, daily time spent listening)

Radio reaches college graduates

AdultsWeekly Reach

Avg. Daily Time Spent Listening Hrs:Min

18+ 99.1% 3:09Men

18+ 98.2% 3:04Women

18+ 100.0% 3:14

Radio Reaches Upscale ConsumersRadio Reaches Upscale Consumers

Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume, daily time spent listening)

Radio reaches professionals/managers

“Younger adults are very active, very busy. They don’t have the time to sit and read newspapers the way past generations have. You have to catch them on the move, and the best way to do this is through Radio. They can listen in the car or while they are participating in other activities.”Anthony D’AmbrosioExecutive VP, Tourneau Jewelers

Radio Reaches Customers EverywhereRadio Reaches Customers Everywhere

Radio listening by location

Source: Compiled by RAB from RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc.(Based on weekly cume, Monday-Sunday, 24 hours)

Radio Reaches Customers EverywhereRadio Reaches Customers Everywhere

Demo Location Weekdays Weekends

Persons 12+At home 36.6% 39.4%In car 43.0% 48.7%At work or other places 20.4% 11.9%

Teens 12-17At home 42.3% 46.4%In car 36.8% 40.1%At work or other places 20.8% 13.5%

Adults 18+At home 35.8% 38.4%In car 43.8% 49.9%At work or other places 20.4% 11.7%

Men 18+At home 33.4% 36.0%In car 44.7% 51.0%At work or other places 21.9% 13.0%

Women 18+At home 38.1% 40.6%In car 43.0% 48.9%At work or other places 18.9% 10.5%

Source: Compiled by RAB from RADAR® 67, Fall 2000, © Copyright Statistical Research, Inc.(Weekday numbers are weekly cume, Monday-Friday, 24 hours,

Weekend numbers are weekly cume, Saturday/Sunday, 24 hours)

“Radio is an excellent medium to reach key target audiences with specific messages tailored to them. As consumers continue to be more mobile, advertisers can focus on them, often when they are near the point of the purchase. Also, Radio lets advertisers further extend the message through promotional opportunities.”Marilyn Dennis, Mgr. Local Media, Wendy's