Radio & The African American Voter March, 2011

Source: U.S. Census Bureau Projections +62%+19%+3%+11%+57% African Americans One of the Fastest Growing Population Segments +248%

The African American Population Concentrated in the Age Group Source: Arbitron DMA Population Estimates, Total U.S., 2010

Radio Reaches African Americans

A Unique Environment To Reach African American Consumers Radio Provides:  A strong link to cultural heritage  A conduit to local community issues  A spectrum of lifestyle groups  Implied Endorsement Your Message Delivered via Targeted Radio Conveys A Personalized Invitation To African American Voters!! Radio Provides…

Broadcast TV 22% Cable/Sat 23% Urban Radio 24% Internet 14% Newspaper 6% Other Radio 6% Magazines 5% African American’s Share of Daily Time Spent with Media Source: Arbitron/Edison Research Multimedia 2007 & Arbitron Internet Study

Radio reaches more African American adults who are heavy media users than either Television or Newspapers… Source: RAB Radio Marketing Guide and Fact Book 2010 RADAR 107, December, 2010 In addition, African Americans spend an average of 2 hours more per week with Radio than the total population does. African American Adults 18+ Radio is the Medium of Choice to Reach African Americans

Today, there are a wide variety of Urban format niches available – just as exists among general market formats. The exact makeup of a specific Urban format may vary based on market conditions. And because there are less choices on a market by market basis for black listeners, each of these formats often reach outside of their main target audience and deliver a broad demographic spectrum. However, one common thread continues to run through all Urban formats and that is their commitment to the African American community by providing culturally relevant news and information as part of their regular programming. Source: Urban Radio Today

Urban Contemporary Features Urban flavored dance music interspersed with R&B, Rap, Hip-Hop and Contemporary Hits. Targets Adults Churban Mixes CHR, Urban, Latin and Dance music. Targets Teens and A Urban AC Plays hit black music from the ‘60’s, ‘70’s, ‘80’s and ’90’s. All songs are typically smooth and relaxing without Rap or Dance. Targets A Black Plays older Black music including Motown and R&B. Many Stations often intersperse Gospel or regional music. Format is most often found on the AM dial. Targets A35-64 and A65+. Gospel Inspirational format which includes a combination of Jazz, R&B, Rock & Roll and African American spirituals. Targets A35-64 and A65+. Source: Urban Radio Today

KMG National Format Averages Fall 2009 Arbitron Mo-Su 6a-Mid/ Persons 12+ AQH % General market formats target specific demos and often times, more than one is needed to effectively deliver a target demo. Urban formats deliver targeted demos as well, and just as in the general market, often more than one station is needed to deliver a demo in it’s entirety. You can reach any specific age group by using a variety of Urban formats. Median Age Target Audience High Audience Concentration Churban (Adults 12-34) Urban Contemporary (Adults 18-34) Urban AC (Adults 25-54) Black (Adults 35-64) Gospel (Adults 35-64) African American Universe Years of age The Urban Radio Spectrum Covers All African American Demos

 16.1 million African Americans voted in the 2008 Presidential election oAn increase of 15% in the number of African Americans voting in 2008 as compared to the 2004 Presidential election oThat compares to a 4.3% increase among all registered voters o65% of all registered African American voters turned out to vote in 2008 The African American Voter

Source: Scarborough USA+ 2009, Release 2 Among African Americans, every week, radio reaches: 88% of Adults who are registered to vote in their district of residence 88% of Adults who ALWAYS vote in local elections 88% of Adults who SOMETIMES vote in local elections 88% of Adults who ALWAYS vote in statewide elections 88% of Adults who SOMETIMES vote in statewide elections Radio is a Great Way to Reach African American Voters! Radio Reaches 75.1% of all registered voters each week

 Your message is Relevant to the voter when it is delivered via targeted radio  This personalized invitation to participate with your candidate will gain heightened Recognition within the community  Use of Urban radio as a vehicle to deliver your advertising message will gain Respect from this important constituency Bottom Line? Results ! Marketing to African American Voters