National Rock Perceptual Trends May, 2008 Prepared by: FMR Associates, Inc. Tucson, Arizona FMRassociates.com

Bruce Fohr President, FMR Associates Tucson, AZ (established: 1981) 2 Researching Rock and Classic Rock Radio for more than 25 years, including hundreds of studies Developed first handheld electronic device for radio in 1983 (EARS ® System). Conducts Perceptual Telephone Studies, EARS ® Library Music Tests, and Call-Out for dozens of Rock stations in large markets (Boston, San Diego, Sacramento, San Antonio, Las Vegas); medium markets (Norfolk, Tucson, Ft. Myers, Fresno, Wilkes-Barre); and small markets (Reno, Appleton, Hagerstown).

FMR has worked with nearly 450 radio stations in the U.S., Canada, Australia, Europe and Mexico, in virtually every format, including non-commercial stations, Spanish-language, public and commercial radio networks, as well as other media including newspapers, magazines, cable and broadcast television. National Rock Trends based on averages from more than a dozen research projects over the past two years. Comparative format trends over the past five years. 3

National Rock Perceptual Trends What Do Rock/Alternative Listeners Like? 4 What Do Classic Rock Listeners Like? Why Do P-1s Prefer Rock Stations? How Important Is the Morning Show? How Loyal Are Rock Fans? Why Are Rock Listeners Tuning In More? Why Are Rock Listeners Tuning In Less? How to Best Reach Rock Fans? How to Engage Rock Fans?

5 What Do Rock/Alternative Listeners Like? Net Appeal* 62% 57% 54% Late 90s Alternative Grunge 80s Hard * Enjoy Very Much + Enjoy – Dislike

6 Net Appeal* 48% 45% 39% 2000s Mainstream 80s Pop Metal Metallica * Enjoy Very Much + Enjoy – Dislike

7 Net Appeal* 34% 32% 29% Metal 2000s Hard 2000s Alternative * Enjoy Very Much + Enjoy – Dislike

8 What Do Classic Rock Listeners Like? Net Appeal* 67% 62% 61% Classic Rock Evergreens Corporate Late 60s/Early 70s Pop Classic Rock * Enjoy Very Much + Enjoy – Dislike

9 Net Appeal* 61% 56% 54% 70s Classic Hits 60s Classic Rock 80s Hard * Enjoy Very Much + Enjoy – Dislike

10 Net Appeal* 54% 53% 50% 80s Pop Metal 80s Mainstream 80s Alternative * Enjoy Very Much + Enjoy – Dislike

11 What types of Rock/Classic Rock fit together (or not)? FMRs Format Opportunity and Music Mapping studies include Correlation Analysis to help determine formatic element fit and composition. This includes determining the music cluster categories that go together like Late 90s Alternative, Grunge, 2000s Mainstream and Hard Alternative. For Classic Rock formats, Classic Rock Evergreens typically fits with Late 60s/Early 70s Pop Classic Rock and 70s Classic Hits. What doesnt fit together? We have found negative correlations (non-fit results) for Alternative formats with: Grunge and Classic Rock (60s-80s) 80s music and current (2000s) music Alternative-leaning and Metal/Hard Rock Negative correlations for Classic Rock formats have included: Pop/Classic Hits and Metal/Hard Rock 80s Metal/Hard/Hair and 60s/70s Pop Classic Rock 80s music and 60s/70s Pop Classic Rock

12 Why Do Rock P-1s Prefer Rock Stations? Rock fans associate the following attributes with their favorite station:

13 How Important Is the Morning Show? P-1s primarily prefer their favorite Rock station for its... The average Rock P-1 music-to-Morning Show Conversion Ratio is 49%.

14 How Loyal Are Rock Fans? (I could switch from my favorite station...)

Rock Fans Are Loyalty-Challenged. Why? 15 Inconsistent music Lack of personality/Non-music appeals Perception of too much clutter Lack of stationality What Makes Rock Fans More Loyal? Music appeals, including variety or mix of music Personality appeals, including a strong Morning Show Other non-music attributes Nostalgia (Classic Rock only)

16 Why are Rock listeners tuning in more?

17 Why are Rock listeners tuning in less?

18 How Tolerant Are Rock Fans of Commercials? (I switch from my favorite station at the start of...)

19 How Best Reach Rock Fans? (Advertising Leadership is based on the recall of...)

20 How to Engage Rock Fans? (Pre-Disposition to Radio Contests)

Three of ten Rock P-1s listen to some degree to radio programming streamed on the Internet. The Internet 21 Why do Rock P-1s log on to radio station websites? Concert tickets/events39% Contest participation32% Download music or other content31% Read host blogs16% Communicate with hosts15%

All FMR perceptual studies, Format Opportunity or Vulnerability Analysis ® Tracking projects are custom- designed to meet specific station goals and objectives. This presentation has depicted just a few of the areas that are typically addressed in one of these studies. These national results establish benchmarks that help guide the analysis and recommendations submitted for a specific station or report. Summary of National Rock Perceptual Trends 22

To see how these results might match with your Classic Rock/Alternative/Active Rock station, visit the FMR Associates website: or contact Bruce Fohr, President: (520)