Toyota and Westwood One: Communication is KeyToyota and Westwood One: Communication is KeyPresented by: Timothy Hennessy & Anne SassanoPresented by: Timothy Hennessy & Anne Sassano

Westwood One

Westwood One communicatescommunicates with more than 190 million Americans every week, through unique and exclusive programming.

For ToyotaToyota, communication has never been more critical. Toyota’s customers need to hear the Toyota message.

Westwood One provides national national reachreach, plus deep local audience deep local audience deliverydelivery and truly connects with consumers in meaningful ways that affect their daily lives.

Toyota: Moving Forward

Production is increasing again so dealers can be better prepared to meet sales demand. -WSJ, 4/27/10

New car sales were up 41% in March 2010 year over year. New incentives drew loyal customers back to showrooms. -WSJ, 4/6/10

It is Toyota’s image as a long trusted brand that gets much of the credit for the turn around. -WSJ 5/11/10

In studies comparing recall of the main message recall of the main message of two TV spots against the message in one TV spot with one radio spot, the Radio Radio + TV mix+ TV mix delivered the best results.delivered the best results.

Radio + TV

1 Radio & 1 TV Spot 2 TV Spots

39%

23%

Effective & Efficient

1 spot in each: 30 Rock, 1 spot in each: 30 Rock, ModernModern Family, House & NCISFamily, House & NCIS

Cost $606,740$606,664

Impressions 169,590,00027,903,000

Rating Points 133.8 22.4

Reach 47,581,00021,219,000

Reach % 37.5 17.1

Frequency 3.61.3

CPM $3.58$21.74

CPP $4,535$27,083

Campaign 6 weeks 1 week

Source: Proposed Westwood plan: RADAR 104, Arbitron Fall 2009 Nationwide, GfK Custom Research, WW1 Research EstimatesTV: Nielsen audience data provided by Network TV, averaging weeks with original episodes in January-March 2010; Cost data in Ad Age 10/26/09

Custom Westwood Custom Westwood One PlanOne Plan

By utilizing a small portion of your TV budget, Westwood One can By utilizing a small portion of your TV budget, Westwood One can complement your visual message in reaching Adults 25-54. complement your visual message in reaching Adults 25-54.

Kaizen for your campaign!Kaizen for your campaign!

National & Local

• 98% U.S. coverage

• Reach 190 million people every week

• Speak to all demographics

Westwood One’s Metro Traffic provides the most reliable local traffic & news information.

Westwood One Network Radio provides more than 150 programming options to the radio industry.

• Live local reports

• More than 2,600 radio stations

• 130 markets

• 5,000+ media outlets - radio, TV & digital

• State-of-the-art technology unmatched in the industry

Touching the Lives of Consumers

At home, at play, at work and in-between, throughout the day, Westwood One speaks Westwood One speaks to Americansto Americans nationwide through music, need-to-know information, favorite sports teams and beloved personalities.

Day in the Life

• Mom gets her morning news and Traffic ReportTraffic Report from KTLA Channel 5.

• On the road, Dad gets Up to the minute Metro Traffic Metro Traffic road reportsroad reports on KNX 1070 to make sure he’s on time.

• Mom goes to CVSMom goes to CVS to fill a prescription and hears a to fill a prescription and hears a Sienna Sienna spot in store via POP Radio.POP Radio.

• Dad gets Talk Radio he can relate to is at his fingertips with The Dennis Miller ShowThe Dennis Miller Show streaming audio.

• Mom listens to the Billy Bush show on 104.3 My FM

• Dad gets financial news on his time with Wall Street Wall Street Journal podcasts. Journal podcasts.

• And he doesn’t miss a second of Monday Night Monday Night FootballFootball with the NFL on KLAC 570 tuned in on his drive home.

• College bound daughter (too busy to pose for a photo) listens to Dr. Drew and Psycho Mike on LovelineDr. Drew and Psycho Mike on Loveline

Here’s how it all comes together to engage the Here’s how it all comes together to engage the Toyota family throughout their day.Toyota family throughout their day.

Appointment Listening

• Station Programmers must create “Appointment Listening” opportunities

• Listeners tune to more stations (5-7 weekly vs. 2-3 with paper diary)

• Increased Cume / Decreased Time Spent Listening

• Listeners switch stations to get traffic reports

• According to the PPM radio ratings system, Traffic Reports are Appointment Listening for millions of Americans.

Traffic, compelling personalities and sports are “sticky content”.Traffic, compelling personalities and sports are “sticky content”.

Follow the Audience

KNX-AM Los AngelesBlock of time surrounding Traffic On The 5s AnalysisArbitron PPM Survey: June 2009 Los Angeles MSA

Daypart

(Mon - Fri)

Number of panelists LOST once the

3-minute time period surrounding

the traffic report begins

Number of panelists GAINED once

the 3-minute time period

surrounding the traffic report begins

5AM - 10AM 92 680

10AM - 3PM 104 725

3PM - 8PM 78 603

5AM - 8PM 274 2008

Research Concepts Company LA MSA PPM data for A18-54, May 28-June 24, M-F 5A-8P. Compares the number of panelists in the one minute prior to the traffic report to the three minutes surrounding the report to determine gain or loss

Over seven timesseven times as many panelists tuned in to KNX-AM during the 3-minute time period surrounding the traffic report than tuned out.

42% of commuters listening to CDs or MP3 players switched to radio specifically to hear a traffic report.

Metro News, Traffic & Weather

• TrafficLand TrafficLand – exclusive partnership with the largest aggregator of real-time traffic video, with access to over 5000 video cameras nationally 24/7.

• Speed & FlowSpeed & Flow - moved from incident-based reporting to solutions-based reporting, by analyzing real-time experiences of tens of millions of drivers, anonymously, from cell phone signals.

• :15 second:15 second announcements are now available on most affiliates along with :10 second product tags

• Pre-Recorded sponsorships are also available on most affiliates

BILLBOARD: TRAFFIC IS BROUGHT TO YOU BY Toyota Motor Sales, USABILLBOARD: TRAFFIC IS BROUGHT TO YOU BY Toyota Motor Sales, USAThe 2011 Prius – it gives the world fewer smog forming emissions-it gives you a 50 mile per gallon rating. The 3rd generation Prius-it’s harmony between man, nature and machine.

Largest, most comprehensive traffic resource providing up-to-the-minute information to 2,600 radio stations, online traffic solutions (250+ station websites, Yahoo Maps), GPS devices (Tom Tom) and telematics (Sirius/XM).

HighlightsHighlights and Recent Enhancementsand Recent Enhancements

Metro Traffic Activation

Possible activation (case by case approval required)Possible activation (case by case approval required)• Metro Anchors drive 2011 Corolla and comment on driving impressions on air and online• Roadblock by day/daypart/hour• Buy GRPs with a national CPP and sponsorships clear in available markets• Sales Events: copy flexibility and heavy up in major MSAs• Support Initiatives and incentives that vary by geography• Strategic support for Westwood One Network campaigns-Heavy up in key markets

• Traffic Sponsorships are embedded in content that listeners seek out.

• Traffic Sponsorships are delivered live by a trusted traffic anchor.

• Traffic Sponsorships engage consumers searching for Metro’s vital info.

Your Toyota consumer is listening.Your Toyota consumer is listening.

Anatomy of an Embedded SponsorshipAnatomy of an Embedded Sponsorship

Brand CentralWestwood One is also home to some of the most well-known Westwood One is also home to some of the most well-known and trusted brands in the world.and trusted brands in the world.

Premium sports brands• NFL• NCAA Football• NCAA Basketball• The Olympic Games• Masters Golf

Broadcasting the most play-by-play sports in America Broadcasting the most play-by-play sports in America with continuous sports coverage from August to Aprilwith continuous sports coverage from August to April

• FULL Schedule of NFL games (from one network)

• The NFL Playoffs & Super Bowl XLIV

• Broadcasts air on NFL.com and MMOD (March Madness on Demand)

• FULL NCAA March Madness Schedule

• Toyota focus vehicles in rich media ads on websites

• Toyota courtesy vehicles for personalities at NCCA Tournament. On air

Personalities drive vehicles and give impressions during broadcast

• Toyota Truck display and signage at venues

• Toyota Executive interviews on air at “radio row”

• Tickets for consumer promotions

* Pending talent and Venue approval

Highlights and Activation possibilities

Sports Brands

Source: MRI Fall 2009; Regular Season NFL Football: Monday Night/Weekend Pro Football

How to read: Over 2.2 million more Adults 18+ can be reached when adding Regular Season NFL Football on the Radio to the reach of Regular Season NFL Football on TV.

When adding the reach of all the Pro Football Radio listeners to that of all the Adults watching Pro Football on TV, millions more Adults are captured.

+2,240,000 Adults 18+ listening to Regular Season NFL Football

+3,477,000 Adults 18+ listening to NFL Playoffs & Super Bowl

Radio Reaches Pro Football Fans Exclusively

Exclusive Reach

• Naming Rights:Naming Rights: “It’s the Billy Bush Show LIVE from the New New Toyota StudiosToyota Studios in Hollywood!”

• 30-second commercials within all programming

• Voiced reads by celebrity host

• Consumer Sweepstakes:Consumer Sweepstakes: Winner hangs with the host at the studio

• Digital Tie-ins with banner ads on all programming websites, email newsletters from talent and social media extensions

• Customized in-program features

*pending talent approval

In Program Integration OpportunitiesIn Program Integration Opportunities

• The Billy Bush Show

• Live Concerts  

• Beatles Brunch

• BET 106 & Park Radio

• BET Radio Network

• CMT Radio Network

• CMT Radio Live

• Country Countdown USA

• Dr. Phil

• ET Radio Minute

• Last Night On Jimmy Kimmel

• Last Night on Conan O'Brien

• Last Night on Jimmy Fallon

• Top 10 w/David Letterman

• MTV Radio Network 

• The Doctors

• The Insider

• The BET Awards

• The GRAMMY Awards

• VH1 Radio Network

• Gayle King

• Dr. Oz

• Loveline with Dr. Drew Pinsky

• Rachael Ray

BrandsBrands

Entertainment Brands

The GRAMMYs, The Academy of Country Music Awards, The MTV The GRAMMYs, The Academy of Country Music Awards, The MTV Video Music Awards, The CMT Awards, The BET Awards, and more...Video Music Awards, The CMT Awards, The BET Awards, and more...

Westwood One’s exclusive Backstage events at these high-profile awards shows feature top radio stations broadcasting live, interviewing stars and sponsors.

• National media schedule in targeted programming

• Local media schedule on remote broadcast stations

• Live read mentions by local stations and WW1 radio talent

• Award nomination radio special

• Customized congratulatory vignettes both pre and post event

• On-Site signage

• On-Site sampling

• Branded digital media player

• Product in swag bags for celebrities and DJs

• Event tickets

• Turn-key consumer promotion

Awards Partners Receive

Toyota Award Show Integration

The #1 reason Americans tune into media The #1 reason Americans tune into media Millions of American’s get their news from Westwood One every day.

• America in the Morning

• America this Week

• CBS HealthWatch

• CBS Radio News

• CNBC Business Radio

• CNNRadio

• Dave Ross

• First light

• Headline News

• In The Marketplace

• Just A Minute

w/Harry Smith

• Katie Couric’s Notebook

• MarketWatch

• Meet the Press

• NBC News Radio

• Raising Our Kids

• The Osgood File

• The Week in Review

• What's In The News

• World News Roundup-Late Edition

• WSJ Daybreak

and more

Finance and News Brands

Metro TV Reach all five morning news audiences on Metro Television.

• Maximize reach by hitting all Network AM News audiences (NBC’s Today Show, ABC’s Good Morning America, The CBS Early Show, 5am to 9am Local News – all networks)

• National US clearances with ratings competitive to Network News

Delivery

• 85% Reach of US HH in AM News, Evening News, and Late News

• AM News – 3.0 HH Rating

• Evening News – 6.2 HH Rating

• Late News – 5.8 HH Rating

• Ability to buy day and time specific

• Copy split capability

DigitalSigalert: Sigalert: online traffic maps and mobile alertsonline traffic maps and mobile alerts

Web News

Destination Sites

Sports

• Used by 250 radio, TV station & newspaper websites• Consumers visit LOCAL station websites for driving

directions• Interactive map includes traffic conditions AND

TOYOTA DEALERTOYOTA DEALER locations• Display ad will appear adjacent to the traffic map • Acquired Sigalert.com• Mobile email alerts (2mm delivered per month)

• Talent-Driven Brands (Billy Bush, Dennis Miller, etc.)• Multiple Advertising opportunities• Display Ads • Podcasts• Video Pre-roll• Streaming audio message w/synched banners • Integration with on-air reads to drive results

• Integrated into 250 radio station websites• National, World, Business, Sports Music & Entertainment• Serving the top 35 DMAs (75 DMAs served)

• NFL broadcasts streamed on NFL.com• NCAA March Madness on Demand integration

• Reach over 55 million people a week at the point-of-purchase with in-store audio.

• The Toyota message airs once/hour in Grocery and Mass and twice/hour in Drug for every hour the store is open for millions of impressionsmillions of impressions.

• Cost is less than 75¢ per day per store.

• Network comprised of 18,039 stores.

• 11,957 Drug stores including CVS and Rite Aid.

• 4,803 Grocery stores with 48 retailers including Pathmark, Wegmans, Food Lion and ShopRite.

• 1,279 Mass Merch stores via Kmart.

Point of Purchase Radio In-Store Network

FOOD STORES

MASS MERCH STORESDRUG STORES

A&P 123 CENTRAL GROCERS 15 OLENA - OWG STORES 11

A&P - FOOD BASICS 10 FOOD LION 1,152 PATHMARK 145

A&P - FOOD EMPORIUM 19 FOODMASTER 11 PRICE CHOPPER 119

A&P - SUPER FOOD MART 9 FOODMAXX 45 QUICK CHEK 107

A&P - SUPER FRESH 63 FRESH PRIDE 14 RALEYS 62

A&P - WALDBAUMS 64 GRAND UNION 30 SAVE MART 75

AFFILIATED STORES AMARILLO 49 HARVEYS 70 SHOP N SAVE MO 36

AFFILIATED STORES MIDWEST 291 INGLES 193 SHOP N SAVE PA 68

ALPHA 1 / KRASDALE 9 KUHN'S MARKET 9 SHOPRITE / WAKEFERN 74

ASSOC. FOOD STORES SLC 104 K-VA-T 93 SPARTAN FOODS 225

ASSOC. FOOD STORES NEW ENGLAND 19 LAUREL GROCERY 101 SOUTHERN FAMILY MARKETS 63

ASSOC. WHOLESALE GROCERS 196 MARS 18 SWEETBAY 105

BAINES 6 MARSH 105 UNIFIED GROCERS 226

BEL AIR 20 MINYARD 70 WEGMANS 74

BIG M 41 NASH FINCH 12 WEIS MARKETS 167

BROOKSHIRE BROTHERS 72 NORTH STATE 23 WILSON FARMS / XPRESS 190

TOTAL FOOD STORES 4,803

CVS 7,050

RITE AID 4,827

USA DRUG 80

TOTAL DRUG STORES 11,957

KMART 1,279

TOTAL MASS MERCH STORES 1,279

Point of Purchase Radio In-Store Network

Heard in 18,039 Stores NationwideHeard in 18,039 Stores Nationwide

• Tap into the credibility of Westwood One brandsTap into the credibility of Westwood One brands that have been trusted for years: The NFL, Grammies, MTV, Metro Traffic - consumers have relied on Westwood One for years - Just like Toyota! Just like Toyota!

Summary of Benefits• Extend the reachExtend the reach of SSLA TV efforts for Toyota with Westwood One, targeting the core

Toyota consumer throughout their day.

• Make Toyota part of appointment listeningMake Toyota part of appointment listening, embedded in valuable content. Whether it’s top branded content or a trusted Metro Traffic anchor, consumers seek out Westwood One programming.

• Ability to activate exclusive, activate exclusive, marquee eventsmarquee events and tie together national and national and regional platformsregional platforms.

Our Door is OpenCommunication Starts HereCommunication Starts Here

• Marketing Objective Marketing Objective

• Target AudienceTarget Audience

• Message StrategyMessage Strategy

• TimingTiming

• Geographic GoalsGeographic Goals

• Assignments - What can Westwood Assignments - What can Westwood One build for Toyota?One build for Toyota?