Spokane Public Radio’s audience enjoys more than $2 Billion in annual spending power. While the...
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Transcript of Spokane Public Radio’s audience enjoys more than $2 Billion in annual spending power. While the...
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Spokane Public Radio’s audience enjoys more than $2 Billion in annual spending power. While the average household income in Spokane is $58,500, the average household income for Spokane Public Radio listeners is nearly $80,000. SPR listeners enjoy 36% more income than the average adult in Spokane. In a tight economy, Spokane Public Radio’s listeners still have the money to buy.
Spokane Public Radio’s audience spans the spectrum of ages. 43% of the audience is in the prime of the accumulation phase of life: ages 25-44. The rest of the audience is comprised of people who have the highest disposable incomes in the country: people 50+.
28% of SPR listeners have annual household incomes of $100,000 or more. 65% of listeners earn $50,000+.
SPR is the #1 radio station in Spokane for reaching high-end auto owners. For example, 45.7% of all BMW owners in Spokane listen to SPR every week. BMW owners are more than 8 times as likely to listen to SPR as the average adult. More owners of the following makes listen to SPR than listen to any other radio station in town – bar none!
THE MEDIA AUDITPOSITION FINDER
Position Finder
Page 1
KEEH-FM KEYF-AM KEYF-FM
KEZE-FM KGA-AM KHTQ-FM
KICR-FM KISC-FM KIXZ-FM
KJRB-AM KKZX-FM KMBI-FM
KPBX-FM KPND-FM KPTQ-AM
KQNT-AM KSFC-FM KSPO-FM
KTSL-FM KVNI-AM KXLX-AM
KXLY-AM KXLY-FM KZBD-FM
KZZU-FM KGZG-FM
TARGET AUDIENCE CATEGORIESCUME
RATINGCUMEINDEX
CUMERATINGRANK
MAKE OF VEHICLES NOW OWNED--PORSCHE 63.9 1,141 1
MAKE OF VEHICLES NOW OWNED--SAAB 60.8 1,087 1
MAKE OF VEHICLES NOW OWNED--BMW 45.7 816 1
MAKE OF VEHICLES NOW OWNED--HYUNDAI 42.9 766 1
MAKE OF VEHICLES NOW OWNED--INFINITI 40.5 724 1
MAKE OF VEHICLES NOW OWNED--VOLVO 34.2 611 1
MAKE OF VEHICLES NOW OWNED--LEXUS 24.4 435 1
SPR is the #1 radio station in Spokane for reaching affluent working women – women whose family incomes are $75,000+. 22.5% of them listen to SPR every week. And women make most of the spending decisions for households.
SPR is also #1 for reaching affluent white collar workers whose household incomes are $100,000+.
THE MEDIA AUDITPOSITION FINDER
Position Finder
Page 1
KEEH-FM KEYF-AM KEYF-FM
KEZE-FM KGA-AM KHTQ-FM
KICR-FM KISC-FM KIXZ-FM
KJRB-AM KKZX-FM KMBI-FM
KPBX-FM KPND-FM KPTQ-AM
KQNT-AM KSFC-FM KSPO-FM
KTSL-FM KVNI-AM KXLX-AM
KXLY-AM KXLY-FM KZBD-FM
KZZU-FM KGZG-FM
TARGET AUDIENCE CATEGORIESCUME
RATINGCUMEINDEX
CUMERATINGRANK
AFFLUENT WORKING WOMEN--FAMILY INCOME $75,000+ 22.5 402 1
AFFLUENT WHITE COLLAR WORKER--FAMILY INCOME $100K+ 17.7 317 1
GRAYING AFFLUENTS--AGE 50+/FAMILY INCOME $50,000+ 10.6 189 2
AFFLUENT BLUE COLLAR WORKER--FAMILY INCOME $75000+ 9.9 177 3
SPR should be the first radio station bought when trying to reach affluent working women, a prime target for supermarkets and take-out food providers, among others. Note that SPR reaches 22.5% of affluent working women every week. KIXZ adds another 19.6%, but after that, adding more radio stations to a buy adds virtually no net cume reach. You can make a strong case for media buyers to stop buying one or more stations below and use the money to buy SPR, instead.
THE MEDIA AUDITAD CAMPAIGN PLANNER
Ad Campaign Planner
Page 1
BASE POPULATION: 467,392 % IN TARGET: 5.9% TARGET PERSONS: 27,529
MEDIACUME
RATINGNET
CUME REACH 0 33 67 100
KPBX-FM 22.5 22.5
KIXZ-FM 19.6 42.1
KZBD-FM 18.0 45.1
KTSL-FM 9.5 51.6
KXLX-AM 7.6 51.6
Radio 51.6 51.6
NET UNDUPLICATED MEDIA REACH % 51.6
NET UNDUPLICATED MEDIA REACH PERSONS
GRPs 77.2
Affluent working women spend 50% more time listening to the radio than the average adult. They spend virtually as much time listening to the radio as they spend watching TV. And it’s much more cost-efficient to reach affluent working women via radio than it is to reach them via TV.
THE MEDIA AUDITMEDIA DAY ANALYSIS
Media Exposure (Minutes)
Page 1
BASE POPULATION: 467,392 % IN TARGET: 5.9% TARGET PERSONS: 27,529
MEDIA MINUTES 0 100 200 300
Radio
Total Market 130.62
Target Market 194.66
Television
Total Market 226.48
Target Market 213.28
Newspaper
Total Market 42.03
Target Market 41.98
Billboards
Total Market 48.47
Target Market 60.08
Internet
Total Market 133.30
Target Market 203.71
For a company trying to reach affluent working women by advertising in the Spokesman-Review’s home section, SPR can add 37.2% unduplicated reach – at a fraction of the cost of advertising in the newspaper.
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