... Source: The Media Audit International Demographics, Inc~ National Report 2009 SAN FRANCISCO...

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Source: The Media Audit International Demographics, Inc~ National Report 2009

SAN FRANCISCO CLASSICAL RADIO LISTENINGCOMPARED TO THE NATION

San Francisco adults are 42%

more likely than the average adult in the nation to

listen to the Classical Radio

Format.

National Average

PROFILE OF KDFC LISTENERS

Over 60% of KDFC Listeners are Age 35-64, the age of

financial stability & luxury spending.

Source: The Media Audit International Demographics, Inc~ San Francisco 2009

56% of KDFC Listeners are

Women; 44% are Men

Nearly 70% of KDFC Listeners are White, followed by Asian at

12.7%.

91% of KDFC Listeners are

College Educated

Over Half of KDFC Listeners have

annual incomes in excess of $75,000.

43.1% have $100,000+ annual

incomes.

SECOND IN THE NATION IN INCOME OF CLASSICAL RADIO LISTENERS

Source: The Media Audit International Demographics, Inc~ 2009 National Report

San Francisco is second only to Washington, DCin Affluence of Classical Radio Listeners.

KDFC IS # 2 IN THE MARKET INTHE LOYALTY FACTOR

Source: The Media Audit International Demographics, Inc~ 2009 National Report

Of the top 15 stations in the San Francisco market, KDFC ranks

2nd in loyalty of audience, expressed

as a Conversion Ratio.

Conversion Ratio is the percent of weekly cume audience that

are P-1’s. The higher the conversion ratio,

the more loyal the audience.

102.1 KDFC DELIVERS A UNIQUE AUDIENCE, UNREACHABLE BY OTHER RADIO STATIONS.

78% of KDFC’s listeners can not be

reached by any other radio station.

The KCBS/KFRC Combo duplicates most, but still reaches only 22.2% of the KDFC valuable

audience.

REACH OF 102.1 KDFC LISTENERS BY RADIO STATIONS

102.1 KDFC DELIVERS A UNIQUE AUDIENCE, UNREACHABLE BY DAILY NEWSPAPERS.

57.2% of KDFC’s listeners can not be reached by even the strongest of Dailies.

REACH OF 102.1 KDFC AUDIENCE BY DAILY NEWSPAPERS

102.1 KDFC DELIVERS A UNIQUE AUDIENCE, UNREACHABLE BY TV NEWSCASTS.

68.4% of KDFC’s listeners can not be reached by even the

strongest of TV Newscasts

TV News

102.1 KDFC DELIVERS A UNIQUE AUDIENCE, UNREACHABLE BY CABLE NETWORKS.

60.6% of KDFC’s listeners can not be reached by even the

strongest of Cable Networks

Cable TV

AN AFFLUENT AUDIENCE

HIGHLY EDUCATED

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BUSINESS DECISION-MAKERS

LUXURY MERCHANDISE BUYERS

WINE CONNOISEURS

A CULTURED AUDIENCE

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FREQUENT TRAVELERS

102.1 KDFCRanks 13th in Cume, & 7th in AQH in the May 2010 PPM.

BUT QUALITATIVELY, IT IS A DIFFERENT STORY.

and

San Francisco is the #1 market in the nation in percent of adults shopping at Trader Joe’s.

15.1% of San Fran adults

shop at Trader Joe’s

San Francisco is the #2 market in the nation in the number of adults shopping at Trader Joe’s.

824,668 San Fran adults, 15.1% of the

adult population,

shop at Trader Joe’s

KDFC is #1 in percent of listeners shopping at Trader Joe’s.

#1

KDFC listeners are 156% more likely than the

average San Fran adult

to shop at Trader Joe’s

KDFC TRADER JOE’S CUSTOMERS SPEND THE MOST ANNUALLY ON GROCERIES

Source: The Media Audit International Demographics, Inc~ San Francisco 2009 ACBP

#1

and

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KDFC is highly targeted & efficient in reaching Whole Foods Customers.

KDFC is #1, reaching 31.2% of all Whole Foods Customers.

#1

KDFC WHOLE FOODS CUSTOMERS SPEND THE MOST ANNUALLY ON GROCERIES

#1

WHO ARE SAN FRANCISCO’SLUXURY CAR BUYING PROSPECTS

San Fran’s Luxury Car Buyers are:

- Nearly equally split between genders- 55% are Age 45+- 53.3% Caucasian- Nearly half have $100,000+ Income- Nearly 60% have 1+ college degrees

KDFC OUTPERFORMS THE MARKET INPRIME LUXURY CAR BUYING PROSPECTS

KDFC IS #2 IN DELIVERY OF AGE 45+ CAUCASIAN LUXURY FOREIGN CAR OWNERS

#2

KDFC IS #1 IN AUDI BUYERS, reaching more than any other radio station.

#1

#2

KDFC IS #2 IN DELIVERY OF AGE 45+ CAUCASIAN MERCEDES BUYERS

#2

KDFC IS #2 IN DELIVERY OF AGE 45+ CAUCASIAN LEXUS BUYERS

#1

KDFC IS #1 IN DELIVERY OF AGE 45+ CAUCASIAN MITSUBISHI BUYERS

FREQUENT JEWELRY BUYERS

KDFC IS #1 IN DELIVERY OF AGE 45+ FREQUENT JEWELRY SHOPPERS

#1

KDFC IS #1 IN DELIVERY OF UPPER INCOME FREQUENT JEWELRY SHOPPERS

#2

KDFC IS #2 IN JEWELRY SPENDING BY ADULTS WITH $100,000+ INCOME

#1

KDFC IS #1 IN DELIVERY OF BUSINESS OWNERS

#1

KDFC IS #1 IN DELIVERY OF AGE 45+ CAUCASIAN BUSINESS AIR TRAVELERS

#1

KDFC IS #1 IN DELIVERY OF $100,000+ INCOME CAUCASIAN ADULTS 45+

KDFC IS 2ND IN REACHINGAGE 45+ HIGH INCOME INVESTORS

#2

KDFC IS #2 IN REACHING THOSE WITH ACCUMULATED WEALTH

#2

The Annual Consumer Buying Power Report is a powerful new research tool

from The Media Audit that integrates the richness of

local market socioeconomic and media data with information from the Bureau of Labor Statistics, providing an impactful

and robust marketing tool.

Annual Consumer Buying Power

Highlights of Annual Consumer Buying Power

• Turn ratings into buying power. Compare the average and total amount spent per year on hundreds of consumer categories for all

local media audiences

• Expand your business potential through exploiting new revenue streams and new marketing opportunities

• Develop a competitive advantage by using "buying power" to determine a media's potential strength for delivering a higher return

on investment

Annual Consumer Buying Power

Elderly CarePhysician ServicesMoving & StoragePower ToolsHand ToolsHome RepairPhone CardsCellular ServicesTV RepairComputer ServicesSoftwareVideo GamesCharitable ContributionsPolitical ContributionsHousehold ProductsCleaning ProductsLawn & Garden SuppliesCatered AffairsGrocery

AutomotivePrescription DrugsMotorcyclesApparelCollege TuitionAutomotive RepairAuto InsuranceTransportationTobaccoPersonal HygieneJewelry & AccessoriesPet ServicesChild CareHome UtilitiesVacation HomesFurnitureAlcoholic BeveragesHousehold Appliances

Annual Consumer Buying PowerA Few of the Available Target Categories

GROCERY STORES $4,498,852,196

RESTAURANTS $1,016,749,148

BEER & WINE $215,833,515

AIRLINE FARES $450,367,989

JEWELRY $164,441,928

WATCHES $7,461,514

AIRLINE FARES $450,367,989

TIRES $213,324,015

COLLEGE TUITION $348,674,950

PRESCRIPTION DRUGS & MEDICINES $345,844,248

COMPUTERS AND COMPUTER HARDWARE $318,463,679

HOMEOWNERS INSURANCE $315,400,247

DENTAL SERVICES $295,920,445

EYEGLASSES & CONTACT LENSES $81,212,662

LEGAL FEES $70,833,022

Source: The Media Audit International Demographics, Inc~ San Francisco 2009 ACBP

A SMALL SAMPLE OFANNUAL SPENDING BY KDFC LISTENERS

... Source: The Media Audit International Demographics, Inc~ National Report 2009 SAN FRANCISCO...

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