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Targeting Market by Market to Drive Call Volume

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  • Radio with its diverse formats and niche programming helps to reach consumers - regardless of age or gender.
  • Radio advertising drives action, behavior and response. Based on a survey of over 2,000 P12+:
      • 43% visited advertised restaurant.
      • 41% visited the advertised store.
      • 39% talked about the ad or product with others.
      • 28% recommended advertised product to others.
      • 28% visited the advertiser's website.
      • 16% called the advertised product or store.
      • 40% say listening to the radio gets them in a better mood.
      • (Source: The Infinite Dial 2013 - Arbitron, Inc. and Edison Research)

  • Media Dynamics Inc. analyzed the impact of revising an all-TV media plan to a revised plan that converted 1/3 of TV dollars into Radio over a four-week time frame. The results were:
    • Among the Top quintile (heaviest TV viewers), target grps decreased slightly (135 grps) but there was a percentage increase in reach versus an all-TV plan.
    • Third quintile grps increased by 41% (+365) and a positive 8% change in reach.
    • Lightest TV viewers (fifth quintile) target grps increased by 625 - nearly three-fold over the TV-only plan of 200. Additionally, there was a positive impact to percent reach - up 52% in the media mixed plan compared to the TV-only plan. (For specific information go to: www.MediaDynamicsInc.com)
  • According to MBI USA TouchpointsTM 2012.2, when a portion of TV budget is allocated to radio, there was an increase to the reach, frequency and ad receptivity of the campaign. (Source: MBI USA TouchpointsTM 2012.2 (across seven different brand plans in diverse categories)
  • When 15% of a TV-only campaign is reallocated to radio, the campaign's reach and receptivity significantly increases. (Source: A Smarter Mix, 2012, Clear Channel Media + Entertainment and MBI TouchPoints)
  • Consumer packaged goods advertisers achieved over $6 of incremental sales for every $1 spent on radio. (Source: Nielsen Catalina Solutions Copyright 2014)
  • Based on an online sample of 622 radio listeners 18-54, respondents stated that radio&sup:
    • Provides them with information on places to go and things to do (63%)
    • Helps them learn about local businesses (41%)
    • Builds in-store traffic (40%)
    • Connects them with their local area (39%)
    • Prompts online action (38%)
    • Ads have messages that they retain (38%)
    • Tells them why to buy (26%)
    • (Source: NuVoodoo Media Services proprietary study for RAB, 2013)
  • According to the Keller Fay Group, Heavy Radio listeners (2+ hrs. daily) generate 329 WOM impressions annually:
    • More than Heavy TV Viewers (5+ hrs. daily) at 218B
    • Heavy Print readers (1+ hrs. daily) at 209B
    • Heavy Internet users (5+ hrs. daily) at 208B