Excerpts FromWBUR Boston Underwriting ROI

StudyAutomotive July, 2011

Prime Auto Customers by Media

• Prime Auto’s sponsorship of WBUR in October 2010 led to an increase in customers – a bigger increase than nearly all other media.

250

Percent Recently Purchasing/Leasing Auto Indexed Values: Boston Adults 25-54 = 100

Dec. 2010 Jun. 2011

200

150

100

50

0

Print Digital

Q: Which of the following auto dealers, if any, have you purchased or leased an automobile from? A: Prime Auto

July, 2011 WBUR Underwriting ROI Study

Radio

Television

Prime Auto Customers by Media

• The increase in Prime customers among WBUR listeners is higher than nearly all other comparative media.

100%

Percent Change in Indexed Value Boston Adults 25- 54‐ = 0

% Change

80%

60%

40%

20%

0%

- 20%‐- 40%‐

Print

Q: Which of the following auto dealers, if any, have you purchased or leased an automobile from? A: Prime Auto

DigitalRadio

Television

- 24%‐- 26%‐- 22%‐- 8%‐- 13%‐- 10%‐

- 17%‐- 22%‐- 3%‐ - 2%‐ - 1%‐

17%10%9%5%10%

24%24%

39%

86%80%

Likelihood of Considering Lincoln

• The share of all WBUR listeners who report being likely to consider purchasing or leasing an automobile from Lincoln doubled during the Q2 2012 sponsorship period.

70%

60%

50%

Likelihood of Considering Lincoln WBUR Listeners

40%

30%

20%

10%

0%

Top 2 Box Likely Very Likely (5) 4 3 2 Not At All Likely(1)

Q: If you were looking to purchase or lease a car (new or used) how likely would you be to consider each of the brands listed below? A: Lincoln Base: WBUR listeners age 25-54

4%2%1%

8%8%5%

10%15%

21%22%

54%

65%JulyApril