Consistently Surprising Surprisingly Consistent

Males and Males Listener Product Usage Automobiles/Automotive Supplies Beverages Clothing & Shoes Dining Out Electronics Financial Services Health & Personal Care Products Home Appliances/Furnishings/Improvements Leisure Activities Pet Products Shopping Snacks Travel

Automotive and Automotive Supplies Male Listeners are Consumers of: Bought or Leased New Vehicle Bought Used Vehicle Decision Maker for Vehicle Primary Person-Maintenance DIY-Maintaining Vehicle Did Tune-Up Replaced Brake Lining or Pad Bought Air Filters Bought Anti-Freeze/Coolant Bought Batteries for Vehicle Bought Motor Oil Bought Oil Filters Bought Tires Bought Windshield Wipers Bought or Leased New Vehicle Bought Used Vehicle Decision Maker for Vehicle Primary Person-Maintenance DIY-Maintaining Vehicle Did Tune-Up Replaced Brake Lining or Pad Bought Air Filters Bought Anti-Freeze/Coolant Bought Batteries for Vehicle Bought Motor Oil Bought Oil Filters Bought Tires Bought Windshield Wipers How to Read: Men who bought/leased a new vehicle in the last year are 66% more likely to listen to The Bob & Tom Show than the general population of Adults Men last year Index to A18+ Men last year Index to A18+ Source: MRI Spring 2011, Base Adults 18+

Beverages Drink Alcoholic Beverages Drink Beer/Ale Drink Water/Seltzer Drink Diet Cola Drinks Drink Non-Diet Soft Drinks Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who drank alcoholic beverages are 110% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+ Male Listeners are Consumers of:

Clothing & Shoes Male Listeners are Consumers of: Athletic Shoes Men’s Clothing Shoes Sports Clothing Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who bought Athletic shoes in the last year are 107% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Restaurants Male Listeners are Consumers of: Dined Out in the last month Ate in Family Restaurants/Steak house in the last 6 months Used Fast Food/Drive-In in the last 6 months Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who dined out in the last month are 86% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Electronics Male Listeners are Consumers of: Own a Home Personal Computer Decision Maker for Home PC Bought Home PC in last 2 years Use PC at Work Have Call Waiting on Phone Have Caller ID on Phone Personally Used 800/888/900 #s Decision Maker for TV Set Have a HD TV Set Have a Large Screen TV Set Went to Video Store in last month Bought Pre-Recorded Tapes/CDs Bought Batteries in last 6 months Own a cell/digital Phone Own a Home Personal Computer Decision Maker for Home PC Bought Home PC in last 2 years Use PC at Work Have Call Waiting on Phone Have Caller ID on Phone Personally Used 800/888/900 #s Decision Maker for TV Set Have an HD TV Set Have a Large Screen TV Set Went to Video Store in last month Bought Pre-Recorded Tapes/CDs Bought Batteries in last 6 months Own a cell/digital Phone Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who own a home personal computer are 93% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Financial Services Male Listeners are Consumers of: Have Savings Account Have Interest Checking Acct. Have Non-Interest Checking Acct. Have 1st Home Mortgage Own Securities Have IRA or 401K Have Credit Card in own name Have 3+ Credit Cards Have Savings Account Have Interest Checking Acct. Have Non-Interest Checking Acct. Have 1st Home Mortgage Own Securities Have IRA or 401K Have Credit Card in own name Have 3+ Credit Cards Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who have a savings account are 101% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Health & Personal Care Products Male Listeners are Consumers of: Used Adhesive Bandages < 6 mos. Used Cold/Sinus/Allergy Remedies Used Cough Drops (Non-Rx) Used Headache Relievers (Non-Rx) Used Upset Stomach Remedies Used Lip Care Products Used Aftershave Lotion & Cologne Used Deodorants/Antiperspirants Used Shaving Creams or Gels Used Razor Blades Used Disposable Razors Used Electric Shavers Used Dental Floss Used Mouthwash Wear Prescriptive Eyeglasses Used Suntan/Sunscreen Used Vitamins/Dietary Sup. Used Adhesive Bandages < 6 mos. Used Cold/Sinus/Allergy Remedies Used Cough Drops (Non-Rx) Used Headache Relievers (Non-Rx) Used Upset Stomach Remedies Used Lip Care Products Used Aftershave Lotion & Cologne Used Deodorants/Antiperspirants Used Shaving Creams or Gels Used Razor Blades Used Disposable Razors Used Electric Shavers Used Dental Floss Used Mouthwash Wear Prescriptive Eyeglasses Used Suntan/Sunscreen Used Vitamins/Dietary Sup Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who used adhesive bandages in the last 6 months are 86% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Home Appliances/Furnishings/Improvements Male Listeners are Consumers of: Bought HH Furnishings in last yr Bought HH Appliances/Durables Did Home Remodeling Did Home Improvements DIY of Home Improvements Bought Tools Bought HH Furnishings in last year Bought HH Appliances/Durables Did Home Remodeling Did Home Improvements DIY of Home Improvements Bought Tools Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who bought household furnishings in the last year are 72% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Leisure Activities Male Listeners are Consumers of: Go Camping Barbecue Go to Bars/Night Clubs Play Cards Surf the Net Play Video Games Attend Movies Participate in Sports Attend Sporting Events Play Golf Exercise Regularly (2+ times/wk) Bought Sports Recreation Equip Bought Lottery Ticket Go Camping Barbecue Go to Bars/Night Clubs Play Cards Surf the Net Play Video Games Attend Movies Participate in Sports Attend Sporting Events Play Golf Exercise Regularly (2+ times/wk) Bought Sports Recreation Equip Bought Lottery Ticket Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who went camping in the past year are 182% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Pet Products Owns a Cat Owns a Dog Used Cat Food (last 6 mo) Used Dog Food (last 6 mo) Used Cat/Dog Treats (last 6 mo) Used Tick Care Prod (in last yr) Owns a Cat Owns a Dog Used Cat Food (last 6 mo) Used Dog Food (last 6 mo) Used Cat/Dog Treats (last 6 mo) Used Tick Care Prod (in last yr) Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who own a cat are 161% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+ Male Listeners are Consumers of:

Shoppers Male Listeners are: Stores Shopped In: Appliance, Hardware, Elec. Convenience store Dept., Clothing, Variety store Drugstore Grocery store & Warehouse/Club Office/Computer Supply store Ordered By Internet Stores Shopped In: Appliance, Hardware, Elec. Convenience store Dept., Clothing, Variety store Drugstore Grocery store & Warehouse/Club Office/Computer Supply store Ordered By Internet Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who shop in Appliance, Hardware or Electronic stores are 80% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Snacks Male Listeners are Consumers of: Chewing Gum Breath Fresheners Mints Hard Roll Candy Regular Size Candy Packages of Miniature Candy Nuts Popcorn Corn/Tortilla Chips & Cheese Snacks Potato Chips Pretzels Cookies Doughnuts Snack Cakes Ice Cream Bars/Sandwiches Ice Cream/Ice Milk/Sherbet Meat Snacks Chewing Gum Breath Fresheners Mints Hard Roll Candy Regular Size Candy Packages of Miniature Candy Nuts Popcorn Corn/Tortilla Chips & Cheese Snacks Potato Chips Pretzels Cookies Doughnuts Snack Cakes Ice Cream Bars/Sandwiches Ice Cream/Ice Milk/Sherbet Meat Snacks Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who bought chewing gum in the last 6 months are 67% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+

Travel Took a Plane Trip in Last Year Took a Domestic Trip Took a Domestic Personal Trip Took a Domestic Business Trip Took a Foreign Trip Stayed in a Hotel/Motel Visited a Theme Park Took a Plane Trip in Last Year Took a Domestic Trip Took a Domestic Personal Trip Took a Domestic Business Trip Took a Foreign Trip Stayed in a Hotel/Motel Visited a Theme Park Men last year Index to A18+ Men last year Index to A18+ How to Read: Men who took a plane trip in the last year are 48% more likely to listen to Bob & Tom than the general population of Adults 18+ Source: MRI Spring 2011, Base Adults 18+ Male Listeners are Consumers of: