Case 1 Data

Our original research presentation required over 200 slides. This is the "Cliff Notes" version. Of course, names of cities, stations and personalities

have been changed ' to protect the innocent" (and the guilty!)

Strategic Audience Research for "Hits 96"

© 2009, Mark Kassof & Co.

DETERMINE THE BEST STRATEGY FOR HITS 96Fine-Tune Present Format?New Format?

OBJECTIVE:

400 COMPLETED TELEPHONE INTERVIEWS18-54 LISTENERS, CORRYTOWN METROQUOTAS BY AGE/SEX92 QUESTIONS...

DemographicsListening Behavior.Station Preferences.Music Preferences.Personality Preferences."Ideal" Station.Station Association with Image Positives and Negatives.In-Depth Perceptions of Hits 96, Key Competitors.

METHODOLOGY:

PART 1:

FOCUS ON STATIONS

This tells us where the market is at now, in terms of stations' performance and positioning.

PAST WEEK CUME

ROCK 102 24%THE GATOR 20HITS 96 20THE EAGLE 17LITE 95 13OLDIES 104 13THE VALLEY 13POWER 100 12SOFT 107 12THE WORD 9

HAVE LISTENED TO THIS STATION

IN THE PAST WEEK, UNAIDED RECALL.

TOP TEN

ROCK 102 11%THE GATOR 9OLDIES 104 8THE EAGLE 7THE VALLEY 6LITE 95 5THE WORD 5POWER 100 4HITS 96 3SOFT 107 3

FAVORITE STATIONTOP TEN

StationCUME

THE WORD 55%OLDIES 104 54THE GATOR 43ROCK 102 39THE EAGLE 34POWER 100 32LITE 95 31THE VALLEY 30SOFT 107 25HITS 96 13

So, only 13% of Hits 96's cumers say it's their favorite

station...this is extremely low. In ARB, this corresponds to a

station with very low TSL... like Hits 96!

FAVORITE STATIONTHIS TABLE SHOWS THE

PERCENT OF TOP 10 STATIONS' CUMERS WHO NAME THAT STATION AS

THEIR FAVORITE (in descending order).

G

KEY STATION "HOT CELLS"

ROCK 102 18-34M esp 18-24M, CorrytownTHE GATOR 25-44F, Washburn CountyHITS 96 18-34FTHE EAGLE 35-44M, CorrytownLITE 95 35-54F, CorrytownOLDIES 104 45-54 THE VALLEY 25-54MPOWER 100 18-24FSOFT 107 25-34F

Outside Corrytown's home county.

DEMOS WHERE STATIONS PERFORM THEIR BEST.

PROBING STATION IMAGES:

TOP-OF-MIND IMAGES (Example: "What is the very first thing that pops into your mind when you think of Hits 96?")

STATION ASSOCIATION (Example: "Which ONE station plays the most music with the fewest interruptions?")

MULTI-DIMENSIONAL MAPPING


TOP-OF-MIND IMAGES... (Example: "What is the very first thing that pops into your mind when you think of Hits 96?")

TOP-OF-MIND IMAGE: HITS 96

(Too)Pop/Top 40 12%For Kids/Younger/Teens 9Generic Positive 9Generic Negative 7OK/Not Bad 6Rock/Rock'N'Roll 5(Too)Hip Hop/Rap 4Music Negative 3Variety/Mix 3Repeats/Repetitious 2New/Current/Today 2Music Positive 2

TOP-OF-MIND IMAGES ARE VERY VALUABLE. THEY REPRESENT WHAT STATIONS STAND FOR, FIRST AND FOREMOST, IN LISTENERS' MINDS. FROM A RESEARCH STANDPOINT,

THEY PROVIDE OPEN-ENDED INPUT, SO WE CAN UNCOVER STRENGTHS AND VULNERABILITIES WE ARE NOT EXPECTING OR LOOKING FOR.

What you see here is a tabulation of top

response categories. Clients

also receive listeners' verbatim

responses.

We probe top-of-mind images

of all major stations, not just our client! Understanding the

competition is essential for

pinpointing the best strategy.



STATION ASSOCIATION... (Example: "Which ONE station plays the most music with the fewest interruptions?")

...PLAYS THE MOST MUSIC WITH THE FEWEST INTERRUPTIONS?

THE RIVER 9%THE GATOR 7THE EAGLE 6OLDIES 104 6ROCK 102 5LITE 95 5SOFT 107 5HITS 96 4POWER 100 3THE WORD 3

FOR STATION ASSOCIATIONS,

LISTENERS ARE ASKED TO VOLUNTEER THE ONE STATION THAT BEST FITS EACH STATEMENT. THIS

PROVIDES INSIGHTS INTO IMAGE STRENGTHS AND

WEAKNESSES.

TOP TEN



STATION ASSOCIATION... (Example: "Which ONE station plays the most music with the fewest interruptions?")

MULTI-DIMENSIONAL MAPPING...

CORRYTOWN METRO 18-54 TOTAL

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ ROCK102

+ HITS96

+ EAGLE

+ LITE

+ OLDIES104

+ VALLEY + SOFT107

+ POWER

MULTI-DIMENSIONAL MAPPING REVEALS WHERE LISTENERS POSITION STATIONS ON KEY

DIMENSIONS...

This "ideal" represents listeners' perfect station. This ideal is the average of ALL listeners. Ideal is most meaningful among specfic audience groups.

The horizontal dimension shows how soft or hard stations are perceived.

The vertical dimension on this map shows how current or old stations' music are perceived.

CORRYTOWN METRO 18-54 TOTAL

S L O W

F A S T

P A S T

T O D A Y

* IDEAL + GATOR

The horizontal dimension on the Country map shows how fast or slow paced stations are perceived. We've found this more relevant than soft vs. hard for Country.

Ideal here represents listeners' perfect Country station, which can differ from their overall ideal.

COUNTRY STATIONS ARE MAPPED SEPARATELY AND A BIT DIFFERENTLY THAN POP

AND ROCK STATIONS...

KEY STATION IMAGE SUMMARY...

STRENGTHS WEAKNESSESBest Music

RepeatsUnfamiliar Songs

Most MusicToo Commercials

Talk Too MuchPersonalities Morning Program

News & Info Community

Contests Improving

Worse

ROCK 102:MAPPING: Hardest, Mainly Current

#1 TOP-OF-MIND IMAGE: "Hard/Heavy Metal"

STATION ASSOCIATIONS...

Keep in mind that low association with a negative (like this one) is a strength!

And low association with a positive (like this one) is a weakness.

THE GATOR:MAPPING: Leans Fast, Mainly Current

#1 TOP-OF-MIND IMAGE: "Country"

STATION ASSOCIATIONS...STRENGTHS WEAKNESSES

Best MusicRepeats

Unfamiliar SongsMost Music Too Commercials

Talk Too Much Personalities Morning ProgramNews & InfoCommunity

ContestsImprovingWorse

Even though Gator is #2 for 'most music" overall, only 31% of its cumers

and 52% of those who name it their favorite say it plays the most music... a mid-pack performance. How stations

perform among their own listeners factors heavily into this analysis.

HITS 96:MAPPING: Hard, Current

#1 TOP-OF-MIND IMAGE: "Top 40"


Best MusicRepeats

Unfamiliar Songs Most Music

Too CommercialsTalk Too Much

PersonalitiesMorning Program

News & InfoCommunity

ContestsImproving

Worse

THE EAGLE:MAPPING: Hard, Mainly Past

#1 TOP-OF-MIND IMAGE: "Classic Rock"


Best Music Repeats

Unfamiliar SongsMost Music


Personalities Morning Program

News & Info Community

Contests Improving

Worse

LITE 95:MAPPING: Softest, Today=Past

#1 TOP-OF-MIND IMAGE: "Soft/Slow/Easy"


Best MusicRepeats





ContestsImproving

Worse

OLDIES 104:MAPPING: Soft, Oldest

#1 TOP-OF-MIND IMAGE: "Oldies"


Best MusicUnfamiliar Songs

Repeats Most Music




ContestsImproving

Worse

THE VALLEY:MAPPING: Between Soft-Hard, Mainly Past

#1 TOP-OF-MIND: Generic Positive; #2: "Classic Rock"

STATION ASSOCIATIONS...STRENGTHS WEAKNESSES Best MusicRepeatsUnfamiliar SongsMost Music Too CommercialsTalk Too Much



ContestsImproving

Worse

Generic comments like "Good station," "I like it," "My favorite," etc.

POWER 100:MAPPING: Hard, Most Current

#1 TOP-OF-MIND IMAGE: "Hip Hop"


RepeatsUnfamiliar Songs

Most MusicToo Commercials

Talk Too MuchPersonalities

Morning ProgramNews & Info

Community Contests

Improving Worse

Best Music

SOFT 107:MAPPING: Soft, Mainly Past

#1 TOP-OF-MIND IMAGE: "Soft/Slow/Easy"


Best Music Repeats





ContestsImprovingWorse

g

Howard Stern 6%Billy & Bo 4Woof & Joey 4Russell Snipes 4Stevie Sanders 2Bob & Tom 2Mikey Kirk 2Black & Decker 2Delilah 2Rush Limbaugh 2

PERSONALITY/TEAM MOST INTERESTED IN

GATOR

ROCK 102

OLDIES 104

LITE 95

EAGLE 99

BUZZ 101

fired by-EAGLE 99

LITE 95

NEWSRADIO 1140

TOP RESPONSES

ROCK 102

g

Howard Stern 7%Bob & Tom 6Rush Limbaugh 2Russell Snipes 2Mark Kirk 2Billy & Bo 1

ROCK 102

EAGLE 99

NEWSRADIO 1140

BUZZ 101

GATOR

PERSONALITY/TEAM LEAST INTERESTED IN

TOP RESPONSES

ROCK 102

PART 2:

FOCUS ON LISTENERS

Strategy going forward comes out of this part.

1: Strongly Prefer Corrytown 33%2: 93: 264: 95: Strongly Prefer Outside Corrytown 17Don't know 6

HOMETOWN PREFERENCE

BECAUSE HITS 96 COMPETES WITH STATIONS FROM OUTSIDE CORRYTOWN, IT WAS IMPORTANT TO PROBE THE LEVEL OF

PREFERENCE FOR A "HOMETOWN" STATION.

OVERALL, ONE-THIRD STRONGLY PREFERRED A CORRYTOWN STATION. WHILE DOUBLE THAT OF STRONG PREFERENCE FOR AN OUT-OF-TOWN STATION, THIS IS NOT ESPECIALLY

STRONG LOCAL ORIENTATION COMPARED TO OTHER MARKETS WHERE WE'VE LOOKED AT THIS ISSUE.

18-24 25-34 35-44 45-54

1: Corrytown 23% 32% 31% 40%2: 15 8 9 73: 30 23 32 214: 8 14 7 95: Outside 24 17 17 14Don't know 0 6 4 10

18-24's have the lowest hometown preference.

HOMETOWN PREFERENCE

MUSIC GENRES NOT INTERESTED 1---------3---------5 VERY INTERESTED

'70s Soft Rock 3.4Pop Rock 3.4Older Classic Rock 3.3Rock A/C 3.2Newer Classic Rock 3.1Country 2.9Pop Alternative 2.9'80s Oldies 2.9'60s Oldies 2.9

WE TEST DIFFERENT MUSIC GENRES USING EITHER MUSIC MONTAGES OR ARTIST ARRAY DESCRIPTORS. IN THIS STUDY, WE USED ARTIST ARRAYS. NOTE THAT WE

DID NOT USE "RADIO LINGO" WITH LISTENERS (for example, terms like "Pop Rock"). THESE TERMS ARE JUST THERE SO

THAT WE CAN COMMUNICATE THE DIFFERENT MUSIC GENRES WITH EACH OTHER.

FOR THE OLDER MUSIC GENRES HERE, WE'RE SHOWING YOU THE ARTIST EXAMPLES WE USED. FOR THE

CURRENT-BASED GENRES, WE USED EXAMPLES THAT WERE CURRENT AT THE TIME OF OUR SURVEY.


'70s Soft Rock 3.4Pop Rock 3.4Older Classic Rock 3.3Rock A/C 3.2Newer Classic Rock 3.1Country 2.9Pop Alternative 2.9'80s Oldies 2.9'60s Oldies 2.9

The Doobie Brothers, Steve Miller Band, Eagles, Fleetwood Mac

Aerosmith, John Mellencamp, Bon Jovi, Tom Petty

Led Zeppelin, The Who, Lynyrd Skynyrd, Pink Floyd

Eric Clapton, Elton John, Phil Collins, Rod Stewart

Rush, Z.Z. Top, AC/DC, Van Halen

Eddie Money, Hall & Oates, Pat Benetar, Huey Lewis & the News

The Beach Boys, The Mamas & Papas, The Turtles, Lovin' Spoonful

Descending mean (average) scores on the 1 to 5 scale.

more


'70s Oldies 2.7'90s Pop Alternative 2.6Soft A/C 2.4Active Rock 2.4'90s Oldies 2.2Rhythmic CHR 2.1Pop CHR 2.0Hip Hop 1.7

Three Dog Night, Wings, Abba, 10 C.C

Roxette, Seal, Ace of Base, T.L.C.

Celine Dion, Jim Brickman, Dido, Josh Groban

Gin Blossoms, R.E.M., Spin Doctors, Collective Soul

18-24 25-34 35-44 45-54'70s Soft Rock 2.9 3.4 3.7 3.5Pop Rock 3.1 3.4 3.7 3.1Older Classic Rock 3.1 3.3 3.5 3.3Rock A/C 2.4 3.0 3.5 3.4Newer Classic Rock 2.8 3.3 3.5 2.7Country 2.7 2.8 3.0 3.0Pop Alternative 3.5 3.4 2.8 2.1'80s Oldies 2.0 2.8 3.3 3.0'60s Oldies 2.2 2.4 3.0 3.6


THIS TABLE SHOWS APPEAL OF MUSIC GENRES AMONG AGE GROUPS. THOSE UNDER 3.0 ARE HIGHLIGHTED IN RED.

THE POINT WAS TO SEE HOW BROAD OR NARROW THE APPEAL OF GENRES ARE. EXAMPLE: POP ROCK AND OLDER

CLASSICS HAD BROAD APPEAL, WHILE POP ALTERNATIVE WAS PREDOMINANTLY 18-34 WHEN WE CONDUCTED THIS SURVEY.

18-24 25-34 35-44 45-54'70s Oldies 1.8 2.4 3.1 3.2'90s Pop Alternative 2.5 3.0 2.9 2.1Soft A/C 2.2 2.4 2.2 2.8Active Rock 3.3 2.7 2.2 1.6'90s Oldies 2.4 2.5 2.1 1.8Rhythmic CHR 3.3 2.2 1.9 1.7Pop CHR 2.5 2.1 1.8 1.7Hip Hop 3.1 1.8 1.3 1.3

EVEN IF A GENRE WAS BELOW 3.0, THAT DOES NOT MEAN THAT ALL LISTENERS IN A CELL WERE UNINTERESTED! FOR

EXAMPLE, SOME 25-34s WERE VERY INTERESTED IN HIP HOP, WHILE SOME 18-24's WERE NOT AT ALL INTERESTED.

THE POINT IS: DEMOS HAVE LIMITED VALUE IN STRATEGIZING FOR RADIO. SO WE TAKE A FURTHER STEP IN ANALYSIS...


CLUSTER ANALYSIS

RHYTHMIC HITSTERS

COUNTRY CORE

COUNTRY CROSSOVERS

GOLDIES

CLASSIC WIMPSTERS

CLASSIC HITSTERS

REAL ROCKERS

HOT POPSTERS

7%

13%

10%

9%

13%

14%

21%

12%

DIVIDES THE AUDIENCE INTO "SEGMENTS" OF LISTENERS WHO SHARE SIMILAR MUSIC PREFERENCES -- SEGMENTS THAT ARE MORE MEANINGFUL AND ACTIONABLE THAN DEMOGRAPHIC GROUPS. THE

ANALYSIS IS DRIVEN BY THE MARKET'S SURVEY DATA, NOT "BOILERPLATE," PRECONCEIVED CATEGORIES!

BY ANALYZING EACH SEGMENT, WE CAN PINPOINT WHICH HOLD THE GREATEST

POTENTIAL FOR HITS 96, AND DEVELOP A STRATEGY FOR ATTRACTING THEM...

RHYTHMIC HITSTERS -- 7%Biggest Demo: 18-24 WomenTop Music: Hip Hop, Rhythmic CHR. Much prefer rhythmic to rock-based hits.Top Stations: Power #1 cume, Jammin' #1 favoriteNotes: Hits 96 has cume but NONE name it their favorite! One reason: this segment prefers station from outside Corrytown.

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ ROCK102

+ HITS96

+ EAGLE

+ LITE

+ OLDIES104

+ VALLEY

+ SOFT107

+ POWER

HOT POPSTERS -- 12%Biggest Demo: 18-24 WomenTop Music: Pop Alternative. Much prefer rock-based to rhythmic hits.Top Stations: Rock 102 and Hits 96 cume, Power 100 #1 favoriteNotes:

S O F T

H A R D

P A S T

T O D A Y

* IDEAL + ROCK102

+ HITS96

+ EAGLE + LITE

+ OLDIES104

+ VALLEY + SOFT107

+ POWER

REAL ROCKERS -- 21%Biggest Demo: 18-44 MenTop Music: Pop Alt've, Active Rock, Classic RockTop Station: Rock 102 dominatesNotes: Beyond music, Rock 102's personalities play a key role in its dominance among these listeners. This is the #1 segment for both Stern and afternoon guy Russell Snipes.

S O F T

H A R D

P A S T

T O D A Y

* IDEAL + ROCK102

+ HITS96

+ EAGLE + LITE

+ OLDIES104

+ VALLEY

+ SOFT107

+ POWER

CLASSIC HITSTERS -- 14%Biggest Demo: 25-54 MenTop Music: Classic Rock, Pop Rock, '70s Soft RockTop Station: Eagle. River comes close in favorite.Notes: Many unhappy about Eagle's replacement of morning team Black & Decker by Bob & Tom.

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ ROCK102

+ HITS96

+ EAGLE

+ LITE

+ OLDIES104

+ VALLEY + SOFT107

+ POWER

CLASSIC WIMPSTERS -- 13%Biggest Demo: 35-54, especially 45-54Top Music: '70s Soft Rock, Rock A/C, '60s Oldies, '70s OldiesTop Station: Oldies 104. #2 is Lite 95.Notes:

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ ROCK102

+ HITS96

+ EAGLE

+ LITE

+ OLDIES104

+ VALLEY + SOFT107

+ POWER

GOLDIES -- 9%Biggest Demo: 45-54 esp WomenTop Music: '60s Oldies, '70s Soft RockTop Station: Oldies 104.Notes: Tied for the most Corrytown-oriented segment.

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ ROCK102

+ HITS96

+ EAGLE

+ LITE

+ OLDIES104

+ VALLEY + SOFT107

+ POWER

COUNTRY CROSSOVERS -- 10%Biggest Demo: 35-44, especially MenTop Music: Country, '70s Soft Rock, Rock A/CTop Station: Gator. but also cume River, Oldies 104, Lite 95Notes: They're into both Country and softer, older pop and rock. So we're showing both maps...

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ ROCK102

+ HITS96

+ EAGLE

+ LITE

+ OLDIES104

+ VALLEY

+ SOFT107

+ POWER

S L O W

F A S T

P A S T

T O D A Y

* IDEAL + GATOR

COUNTRY CORE -- 13%Biggest Demo: 25-54 Women, especially 25-34 WomenTop Music: Country! (only genre > 3.0)Top Station: Gator dominatesNotes: Tied for the most Corrytown-oriented segment.

S L O W

F A S T

P A S T

T O D A Y

* IDEAL + GATOR

CLUSTER ANALYSIS

RHYTHMIC HITSTERS

COUNTRY CORE

COUNTRY CROSSOVERS

GOLDIES

CLASSIC WIMPSTERS

CLASSIC HITSTERS

REAL ROCKERS

HOT POPSTERS

7%

13%

10%

9%

13%

14%

21%

12%

NOW...SELECT YOUR TARGET(S)DEVISE YOUR STRATEGY!

Case 1 Data

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