MULTIPLE STUDIES SHOW THAT AUDIENCE ERODES DURING COMMERCIAL PODS ON MUSIC STATIONS

JACKSONVILLE, FLORIDA RADIO MARKET

“THE MOMENT YOU TURN ON COMMERCIALS, YOU HAVE AUDIENCE FALL OFF. DEPENDING ON YOUR FORMAT AND MARKET. IT’S A MINIMUM OF 25% AND CAN GO OVER 50%. THE AVERAGE IS SOMEWHERE AROUND 42%....” Dr. Ed Cohen Vice President Research Policy & Communication, Arbitron, Inc. PPM Breakfast, Phoenix, AZ, May 21, 2009 Programming Segment

A STUDY CONDUCTED BY NAVIGAUGE USING PASSIVE IN-CAR MONITORING TECHNOLOGY FOUND THAT:

• ABOUT 88% OF THE AUDIENCE THAT TUNED IN PRIOR TO THE START OF A COMMERCIAL BREAK WAS RETAINED THROUGH A SINGLE-COMMERCIAL BREAK.

• ABOUT 80% WAS STILL TUNED IN AFTER THE SECOND COMMERCIAL IN BREAKS OF 4 COMMERCIALS OR FEWER.

• LESS THAN TWO-THIRDS OF THE QUALIFIED AUDIENCE THAT TUNED IN PRIOR TO THE START OF A COMMERCIAL BREAK WAS RETAINED AFTER FOUR COMMERCIALS – REGARDLESS OF THEIR LENGTH.

• LESS THAN HALF OF THE AUDIENCE WAS RETAINED WHEN SIX OR MORE COMMERCIALS RUN.

Source: Study of Commercial Break Structure, Navigauge, 2005

SPORTS RADIO LISTENERS ARE MORE ENGAGED “Radio makes its revenue from advertising, not listeners. But

the kind of listening that sports radio elicits is the most compelling to advertisers. Those formats have an attentive audience. There’s higher time-spent-listening as well. And they don’t engender the turnover at commercial breaks that you get from music formats.”

Jen Walz,

Media investment Supervisor

Campbell Mithun Advertising’s Compass Point Media.

“With sports comes passion. There’s a new storyline every day. Sometimes it changes hourly. From a programming standpoint, it’s the gift that keeps on giving.”

Dan Seeman

Vice President and Market Manager

Hubbard Radio

DUPLICATION IN THE MARKET WHY LISTEN TO THE COMMERCIAL BLOCK WHEN THERE

IS A SIMILAR STATION TO SWITCH TO?

TO INSURE A RESPONSE, AND ACTUAL IMPRESSSIONS, INCLUDE 1010XL INTO YOUR MARKETING MIX

• STRONGEST MALE AUDIENCE IN JACKSONVILLE

• LIVE AND LOCAL

• EDUCATED AND ENGAGED LISTENING AUDIENCE

• THREE OF TEN MEN ARE SINGLE, AND SIX OF TEN MEN PLAY AN INFLUENTIAL ROLE IN THE BIG-TICKET ITEM BUYING PROCESS. THEY ARE EITHER THE SOLE OR JOINT DECISION MAKERS IN THE PURCHASE OF ITEMS LIKE HOMES, CARS, AND MAJOR APPLIANCES.

• SEVEN OF TEN WOMEN SAY THAT A RECOMMENDATION FROM A SPOUSE OR PARTNER IS A DECIDING FACTOR WHEN MAKING MAJOR PURCHASES.

(Marketing to Men radio survey, Jacobs Media 2011)