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EASTLAN RATINGS, LLC SURVEY RESULTS

About the survey Conducted by Eastlan Ratings, LLC - Second largest radio ratings producer in the United States. Founded in Eastland has served the research needs of hundreds of clients producing accurate and reliable measurements of consumer consumption of radio medium. Double blind survey – selected at random survey’s of adults residing in State of Wyoming. Secondary data (including population counts and estimates for distinct demographic cells) were used to generate quotas and weights to improve the representational nature of the survey sample with respect the adult population of the State of Wyoming. The sample represents the media consumption habits of all adults in the State of Wyoming to within +/- 4.9% at a 95% confidence interval. Phone interviews with land lines and cell phones. All surveys were completed between August 28 and September 10, 2011.

HOW OFTEN DO YOU LISTEN TO RADIO? SEVERAL HOURS A DAY – 26% AT LEAST ONCE A DAY – 35% COUPLE OF TIMES A WEEK – 16% Radio listeners per week = 77% of WYOMINGITES Listen to the radio weekly

How does radio compare to new media at home? 0 47% LOCAL broadcast radio 0 Only 13% have satellite radio in home 0 Only 6% have an internet radio (not a computer) 0 Only 13% subscribe to on online music service (ie, Pandora)

KEY FINDINGS! RADIO IS THE #1 source for Wyoming consumers looking for new music!

How does Wyoming radio compare to new media when looking for new music? 0 56% pick LOCAL broadcast radio 0 15% internet radio/on-line streaming 0 16% peer to peer music sharing 0 16% downloaded music such as I-tunes

WHAT ABOUT DRIVING? RADIO IS THE MOST USED MEDIUM BY WYOMING DRIVERS!

0 1. Just 1 in 6 (16%) indicate no use of radio while driving % of all adults in Wyoming claim to “commute by car to regular activities” (work, school, etc.) Satellite radio is used A LOT only by 17% of adults Personal music (iPods, cd’s, etc.) is used A LOT by 21%. Wyoming Drivers?

WHAT ABOUT SATELLITE RADIO IN WYOMING? Doesn’t everyone have one in their car these days? NO! Only 17% use satellite radio “a lot” Remember: 46% use radio “a lot”

LOCAL BROADCAST RADIO & TV ARE MORE IMPORTANT THAN THE INTERNET AS A SOURCE FOR: IMMEDIATE NEWS SUCH AS WEATHER EMERGENCIES & SOURCE FOR LOCAL NEWS!

DEMO GROUP USING RADIO & NEW MEDIA THE MOST NEWSPAPERS – THE LEAST! Why?

DEMO GROUP The demo is embracing new the media but NOT abandoning radio! However, they are LEAVING newspapers.

DEMO GROUP How often do you listen to Local Broadcast Radio? (Several hours a day, at least once a day, couple times a week). All – 77% Females – 81% Males – 83% All %

DEMO GROUP How often do you typically read a newspaper? Daily36%64% Females only 31%

DEMO GROUP How often do you typically read a digital version of a newspaper? All Daily13%17%7% Never56%

On-line content Wyoming: 14% visited radio website 8% visited TV website 21% visited Newspaper website Total Broadcast (radio+tv) = 22%

WYOMING SOCIAL MEDIA Have you accessed the social media site of: Radio – 33% TV – 4% Newspaper – 8% Total Broadcast (radio+tv) = 37%

Effectiveness of websites mentioned in ads 20% of radio listeners 36% of TV viewers 56% broadcast total

Rank of use for general local news: 26% - Radio 26% - TV 52% - Radio + TV 8% - Internet 40% - Newspaper

Rank of news about weather emergencies: 45% - Local TV 32% - Local Radio 77% - Local Radio + Local TV 23% - Internet

When listening to NEWS on radio which do you consider first? FM 60% AM 20% Both Equally 21%

HOW OFTEN DO YOU WATCH TV? Several times a day 40% At least 1x per day 37% Couple times a week 13% It adds up! 90% watch TV at least weekly

TV RECEPTION Which do you use most? Cable – 51% Satellite – 39% Antennae for local – 10%

CELL PHONES IN WYOMING All things electronic = all things internet FALSE! 13% of all adults in WY DO NOT have a cell phone 77% DO NOT have a smart phone 15% DO NOT HAVE INTERNET ACCESS

RADIO MARKETING MATERIALS 7 Wyoming Radio Facts 1. Wyoming radio is the #1 choice over new media (56%) choose radio. 2. Radio is the #1 source for consumers looking for new music 3. Radio is the #1 medium used while driving – 46% listen A LOT – only 17% listen to satellite radio A LOT 4. 77% of Wyomingites listen to broadcast radio weekly to 49 year olds use radio and new media the most – newspapers the LEAST 6. Local broadcast is the MOST important for local news and weather emergencies. 7. Wyoming radio is the only true mobile medium, in the car, at work and at play.

INTERESTING TIDBITS Who listens to the radio most at work among employees (a lot + sometimes)? Males 18 to 49 (47%) Females 18 to 49 (43%) Newspaper Websites and Social Media Just 1 in 5 (20%) of adults have accessed the website of a local newspaper in the past week 4 of 10 (40%) never have. Just 1 in 12 (8%) of adults have accessed the social media site of a local newspaper 3 of 4 (75%) never have. New Media What demo uses smartphones the most? Females 18 to 49 What demo has the most home internet access? Females 18 to 49 What demo goes on line the most? Females 18 to 49 What demo sends and receives the most TXT messages? Females 18 to 49 What demo listens to the radio the most while driving? Males 18 to 49 BROADCAST IS STILL THE MOST EFFECTIVE WAY TO REACH TODAY’S CONSUMERS!

CONCLUSION The penetration of new media use in Wyoming is not as large as many perceive Wyoming residents that are using new media, still embrace the traditional media of radio and television while the decline of newspaper readership continues. Radio and television in Wyoming has the best reach of all media, old and new. Wyoming broadcasting is the “BULL HORN” to reach most of Wyoming’s residents at any one time. Radio and television in Wyoming and the new media compliment one another. Keeping new music in rotation is important. Local programming (news, sports, weather, etc.) is more important than ever. BROADCAST IS STILL THE MOST EFFECTIVE WAY TO REACH TODAY’S CONSUMERS!

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OVER THE FENCE BY THE FAMOUS RADIO RANCH

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