The Driving Force and Center of the Bay Area and Southern California’s Arts Ecosystem

USC Radio Group - OverviewFormat:Classical Public Radio – Non Commercial/Listener Supported + Underwriting/Sponsorship

Music:Primary focus on Baroque, Classical, and Romantic Eras: 17th Century to Early 20th Century

• Remainder is late 19th- 20th Century Melodic pieces, Vocal, Contemporary and Movie Music

Status:• KDFC is The Bay Area’s ONLY

Classical music station

• KUSC is the nation’s LARGESTClassical music station

KDFC’s MissionClassical KDFC provides access to great classical music, offers education and insight to this music for a sophisticated Bay Area audience, and supports the local arts community as its voice of the arts and as a portal to the rich diversity of our performing arts scene

KUSC’s MissionTo make classical music and the arts a more important part of more people’s lives by presenting high quality classical music programming, and by producing and presenting programming featuring the arts and culture of Southern California

USC Radio Group – Delivery/Distribution

KDFC KUSC

90.3 FM San Francisco- Berkeley- Oakland

104.9 FM Silicon Valley: San Jose- The Peninsula

89.9 FM Wine Country: Napa - Santa Rosa

90.3 FM South Bay: Los Gatos – Saratoga

92.5 FM North Bay: Ukiah – Lakeport

kdfc.com

KDFC Mobile App

91.5 FM Los Angeles

93.7 FM Santa Barbara

99.7 FM San Luis Obispo

88.5 FM Palm Springs

91.1 FM Thousand Oaks

kusc.org

KUSC Mobile App

USC Radio Group – EcosystemUSC Radio Group Community Bay Area and SoCal Arts Ecosystem

67,000 Members/Donors 42,000 KUSC 25,000 KDFC $8.5 Million in annual listener support

1,033,100 weekly listeners on FM signals o A balanced audience across age groups: 6+o 96,300 per week are “Kids” aged 6-17!

240,892 monthly unique streaming listeners 266,984 monthly unique visitors to websites 94,000 email opt-in database members

Since 2011, over 600 different Arts Groups, Museums, Performances and Festivals showcased with on-air and digital platforms by KDFC’s “State of the Arts”, KDFC’s “Top 5”, and KUSC’s “Arts Alive”

Outreach, Regular Broadcasts and Partnerships: San Francisco Symphony Local Vocals San Francisco Opera Star-Spangled Sing-Off Philharmonia Baroque USC’s Thornton School of Music Metropolitan Opera Classical Classroom Crusaders Bay Area Mix Fall Arts Preview

1,500+ Arts Organizations

Symphony Orchestras, Theatre Groups, Operas, Museums, Vocal and Choir Groups,

Dance and Ballet Co.’s

Nearly 1 in 4 are MUSIC Organizations

37,000,000 annual attendees

USC Radio Group – LISTENERS

The USC Radio Group’s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through the USC Radio Group’s audience:

40 to 50-Something Women- “Mozart Moms” College educated, likely played a musical instrument in youth, now typically employed in a supervisor or managerial capacity A sophisticated woman who leads a busy, often time starved life: Has high school or college aged kids Has great passion for the music without extensive depth of knowledge - believes in the value and benefits of Classical Music Typically attends arts performances or museums 2-3x per year, with primary “participation” via the radio/USC Radio Group

50 to 60-Something Men- “Executive Dads” College educated, a “Corner Office Guy”, typically leading a team or a department at a tech company - in peak earning years Attends local sporting events, likely watches and listens to events on TV and the Radio…in addition to the USC Radio Group Knowledge of Classical Music is a hobby, enjoys the companionship of listening at work and the facts/ history of the music Rarely attends performances or arts venues, relying on access provided by USC Radio Group

“Culture Vultures” – Adults 25 and Up! College Educated, likely with an advanced education and degree Frequent and often obsessive consumers of the arts and cultural events A person who loves art, music, movies, and dance, and all forms of culture so much that they stay abreast of and consume it

almost indiscriminately They possess and display eclectic styles and tastes

USC Radio Group – LISTENERS40 to 60-Something Women- “Arts Enthusiasts“ College or an advanced college degree Employed in occupations that “give back”: Teacher, Non Profit Organization, Fundraiser, Counselor, Social Work The arts are a significant part of their life, with painting and arts/crafts/fairs as hobbies Passion for the music more important than knowledge, and has the time and money to regularly attend performances

and museums

45-69 Year Old - “Engineer Guys” College educated men crossing both the Gen X and Boomer demographics Love the complexity of classical music, approach it “analytically” Active listener with strong opinions and tastes, attends performances often and is passionate about the musicianship

and the mechanics of the performance

70+Women and Men – “Institutional Guardians” Pre-boomer (“Silent” or “Pre-War”) generation, with classical music part of their upbringing College educated , retired or consulting/serving on boards, “worldly” as a result of travel/life experiences Heavy listeners, they feel disenfranchised by contemporary radio and other music platforms, enjoy the companionship

of the station and have the strongest affinity with the on-air Hosts Regularly attend performances and museums - have both the time and the money

USC Radio Group – AUDIENCEUSC Radio Group USC Radio Group DIGITALWeekly Listeners: 1,033,100

Median Age: 52

Ethnic Comp:White/Other 67%Asian 10%Hispanic 19%African-American 4%

Gender:Male: 51%Female: 49%

Audience Comp:P6-17 10%P18-24 5%P25-34 16%P35-44 13%P45-54 13%P55-64 16%P65-74 15%P75+ 12%

Mo. Page Views: 673,437

Unique Visitors: 266,984

Mo. Streaming Uniques: 240,892

Mo. Streaming Listening Hours: 1,959,715

Email database/members: 95,000

Facebook Likes: 46,198

sources: Nielsen Audio SF&LA MSA’s Jan-Dec 2015, 6+ and 18+ weekly cume/comp., Scarborough R2 2015 Aug14-Jul15 P18+, Google Analytics/Triton and Webcast Metrics

USC Radio Group – AUDIENCEEducated, Influential, Affluent, Engaged, and with Diverse Interests…

Target Persons % of USC Radio Group 18+ AudienceEducatedCollege Degree or More 707,818 74%

AffluentHH Income $100K+ 386,735 41%Own Home 681,430 71%

“Gives Back”/Philanthropic (past 12 months)Gave $$ to Organization 778,661 82%Performed Volunteer Work 347,482 36%

Active (past 12 months)Hiking/Backpacking 245,744 26%Swimming 334,141 35%

Diverse Interests (attended past 12 months)Professional Sports Event 327,443 34%Symphony Concert, Opera, etc. 188,150 20%Museum 338,761 35%Live Theater 249,711 26%Country, Rock, Jazz, or Blues concert 369,100 39%

Nielsen SF& LA MSA’s, Scarborough R2 2015 Aug14-Jul15 P18+

USC Radio Group- Programs/OutreachBaroque by the Bay Music from the Renaissance to the Baroque and beyond. Sunday mornings 9am-11am

Bay Area Mix Recordings of live performances by local Bay Area based groups. 3rd Sunday each month 8pm

From The Top Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pm

Metropolitan Opera Broadcasts KDFC is the Bay Area home for the Metropolitan Opera. Saturdays at 10am (December-May)

Modern Times Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10pm

Philharmonia Baroque Broadcast Live concert recordings featuring the greatest works from the 17th to 19th century. 2nd Sunday each month 8pm

The Sacred Concert American Bach Soloists Jeffrey Thomas hosts two hours of sacred choral works. Sundays 7am-9am

San Francisco Symphony Broadcasts Recorded live at Davies Symphony Hall. Every Tuesday night at 8pm

San Francisco Opera Broadcasts Voices of the SFO season and War Memorial Opera House. 1st Sunday each month 8pm

The State of the Arts Showcase of Bay Area performing arts organizations and cultural offerings – activities, concerts, soloists, and ensembles. Every weekday at 7:58am, 12:58pm, and 5:58pm

Travel with Rick Steves PBS travel expert shares his experiences and opinions about travel. Sundays at 6am

USC Radio Group- Programs/OutreachArts Alive KUSC’s acclaimed broadcast magazine, with news from the arts and Around Town event

calendar. Saturday’s at 8am

A Musical Offering The Baroque period, marking the beginning of “modern” music, is explored during this two-hour show. Sundays 9am

From the Top Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pm

KUSC at the Beach Weekday afternoon host Rich Capparela broadcasts from his home studio on the beach in Santa Monica. Fridays at 4pm

Modern Times Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10pm

The Opera Show The word of opera comes alive with an enthusiastic look through the eyes of host Duff Murphy. Saturdays 9am

The Record Shelf Host Jim Svejda guides you through the best classical recordings with his irreverent and highly opinionated views. Sundays 10pm

Soul Music Soul Music is a balm for your spirit, exploring the vast choral tradition that has soothed souls and fed spirits for centuries. Sundays 6am-9am

Thornton Center Stage This special program, hosted by Alan Chapman, is devoted to the artistry of the USC Thornton School of Music. Sundays 9pm

USC Radio GroupThe Arts…: Improve the quality of life and vibrancy in a community

Can improve academic performance for students - Educate and engage young people

Stimulate creative thinking and problem solving in our work force and children

Offer education initiatives that benefit the community

Have the capacity to contribute to the kind of positive transformational community/social change critical to CSR (Corporate Social Responsibility) and CCI (Corp. Community Initiatives) investments

Help tell the story of underrepresented voices

Are integral to community development

Help corporations create healthy work communities, attract and retain employees

USC Radio GroupCompanies Support The Arts Because…: Employees want to live and work in a vibrant community

Partnering with the arts can help build market share, enhance brands, and reach new customers

The arts help get a message across in engaging ways – “HALO EFFECT”

Creativity is among the top applied skills sought by employers

The arts challenge employees to be their best

The arts create an environment that blends background, ethnicities, and cultures- DIVERSITY

Companies that support the arts show appreciation for their employees

Partnering with local arts = partnering with the whole city

USC Radio GroupWhy Partner with Listener Supported USC Classical Public Radio?

Expand Your Social IMPACT – partnering with the USC Radio Group provides support of, access to, and amplification for the thousands of non-profit arts groups that make the Bay Area and Los Angeles/Southern California such vibrant places to live and work

• Listener supported USC Radio Group properties are at the center of the Bay Area and Southern California Arts Ecosystem – fueling the creative and innovative economies and culture of the Silicon Valley, greater Bay Area, Hollywood and the Los Angeles Region

• There are nearly 750,000 (1 in 6) creative industry jobs in the LA region

Reach and Exclusivity – Listener supported USC Radio Group properties reach more people in a week than the largest Arts organizations do in an entire season – the USC Radio Group is a VOICE for the Arts

• Via broadcast, digital, and experiential/event platforms• The USC Radio Group delivers a coveted, highly educated, and passionately engaged audience

and community: Over 67,000 of them are members/donors contributing $8.5 Million+ annually to something they get for FREE 1,500,000 total weekly listeners 67,000 of them are donors contributing $8.5 Million annually to something they get for FREE 100,000 weekly listeners are KIDS aged 6-17!

USC Radio GroupWhy Partner with Listener Supported USC Classical Public Radio?

Access – our shared goal partnerships with thousands of California Arts groups allows companies a unique portal to a diversified portfolio of local and international creative works, performances, events, and exhibitions

Educational Outreach – through USC Radio Group’s support of Arts organizations’ community and educational initiatives or through our broadcast and digital profiles of the Arts, the USC Radio Group delivers on its mission to offer education and insight and produce programming featuring the arts and culture of Southern California

Halo Effect “Credit” and Branding – USC Radio Group provides amplification of your companies’ role in supporting the Arts ecosystem and making your community a better place to live and work

75% of listeners of public broadcasting state they have a “positive” impression of companies that sponsor programming on public radio

Tax Deductible – KDFC and KUSC are 501(c)(3). Sponsor messages identifying support for public broadcasting are not considered advertising

USC Radio GroupJohn LeathersSenior Manager – Corporate PartnershipsUSC Radio GroupSan FranciscoLos AngelesKDFC FM KUSC FMjleathers@uscradiogroup.orgO: 415-546-8311M: 415-244-9544

LinkedIn Profile: John Leathers