Source: The Media Audit International Demographics, Inc~ February, 2010

Source: The Media Audit International Demographics, Inc~ First, a little about the source of this data. The Media Audit  ESTABLISHED in 1971  SYNDICATED, local market, multimedia qualitative audience survey  COVERS  Demographics  Socioeconomic Information  Consumer Shopping Behavior

Source: The Media Audit International Demographics, Inc~ The Media Audit Measures  Radio  Radio Dayparts  TV Channels in Total and by Dayparts  TV Newscasts  Daily Newspapers  Daily Newspaper Sections  Other Local and Regional Print Publications  Exposure to Outdoor Billboards  Direct Mail  Local Market Internet Websites First, a little about the source of this data.

Source: The Media Audit International Demographics, Inc~ The Media Audit  INTERVIEWING METHODOLOGY  100% by Telephone  Interviews conducted 5 days per week: Tuesday – Saturday  During Days and Evenings  Minimum of 6 call attempts to each designated respondent First, a little about the source of this data.

Source: The Media Audit International Demographics, Inc~ The Media Audit  SAMPLING  Random-digit-dialing sample selection process  NATIONAL RADIO FORMAT REPORT  An aggregate of data from all 88 markets surveyed First, a little about the source of this data.

Source: The Media Audit International Demographics, Inc~ Country Radio Listeners Demographics

Source: The Media Audit International Demographics, Inc~ 75% of Adult Country Radio Listeners are Age % are Age 25-54, the “Sweet Spot Demo” & are the Largest Age Cells Country Audience Age COUNTRY RADIO

Source: The Media Audit International Demographics, Inc~ Adult Average Age Remains Constant, 2 years younger than the average adult. Country Audience Age Trends

Source: The Media Audit International Demographics, Inc~ The Young End, Age Cell, is Stable

Source: The Media Audit International Demographics, Inc~ Country Listener Average Income Trends

Source: The Media Audit International Demographics, Inc~ Country Listener Ethnicity Over 80% of Country Radio Listeners are White, followed by Hispanic at 9.6%.

Source: The Media Audit International Demographics, Inc~ Country Hispanic Composition Hispanic Listening is I N C R E A S I N G

Source: The Media Audit International Demographics, Inc~ Country Listener Employment Country Radio Listeners are More Likely than the Average Adult to be EMPLOYED FULL-TIME. National Average Country Listener

Source: The Media Audit International Demographics, Inc~ Meet the Country Radio Listener Family Country Radio Listeners

Source: The Media Audit International Demographics, Inc~ Country Radio Marriage Composition Marriage Sustains at High Level for Country Listeners Nearly 63% of Country Radio Listeners are Married.

Source: The Media Audit International Demographics, Inc~ Less than 11% of Country Radio Listeners are Divorced or Separated Country Radio Divorce Composition Divorce/Separation is Declining

Source: The Media Audit International Demographics, Inc~ Children at Home Nearly 50% of Adult Country Listeners have Children in the Household Families. The big consumer unit of America... exactly what advertisers want.

Source: The Media Audit International Demographics, Inc~ Children at Home The percent of Country listeners with children in the household remains constant.

Source: The Media Audit International Demographics, Inc~ Children at Home Country Radio Outperforms in Delivering Parents with Children of All Ages

Source: The Media Audit International Demographics, Inc~ Children Under Age 6 Children Age 6-12Children Age Children Age 18+ Percent of Country Listeners with Children at Home, by Age Children at Home

Source: The Media Audit International Demographics, Inc~ Consumption Patterns Country Radio Listeners

Source: The Media Audit International Demographics, Inc~ Financial Optimism is an indicator of purchasing. Country Radio is a leader in Delivering FINANCIAL OPTIMISTS. Important as we come out of recession.

Source: The Media Audit International Demographics, Inc~ Country Radio & Recreation Vehicles Country Radio Outperforms in Delivering Recreation Vehicle Owners

Source: The Media Audit International Demographics, Inc~ Country Radio’s Female Listeners Country Radio Outperforms in delivering Women with money to spend.

Source: The Media Audit International Demographics, Inc~ Country Radio Listeners – High Mileage Drivers As High Mileage Drivers, Country Listeners are prime prospects for Tires, Oil Changes, Auto Aftermarket.

Source: The Media Audit International Demographics, Inc~ Country Radio Listeners – Banking Services Country Radio Listeners are both Investors & Borrowers...prime banking prospects.

Source: The Media Audit International Demographics, Inc~ Country Audience Home Ownership Continues to Climb

Source: The Media Audit International Demographics, Inc~ Country Radio Could and Should be the Backbone of Rebuilding Domestic Car Sales Country Radio Listeners

Source: The Media Audit International Demographics, Inc~ National Domestic Car Ownership Trends Domestic Car Ownership in US is steadily declining.

Source: The Media Audit International Demographics, Inc~ Country Listener Domestic Car Ownership But Country Listeners Remain LOYAL to Domestics

Source: The Media Audit International Demographics, Inc~ Country Listener Domestic Car BUYERS Year after year, Country Listeners outperform in planning to buy domestic vehicles.

Source: The Media Audit International Demographics, Inc~ Country Listeners Auto Ownership Country Radio reaches the MOST DOMESTIC VEHICLE OWNERS

Source: The Media Audit International Demographics, Inc~ Technology Buffs Country Radio Listeners

Source: The Media Audit International Demographics, Inc~ Country Listener Cell Phone Owners

Source: The Media Audit International Demographics, Inc~ Country Listener HDTV Owners

Source: The Media Audit International Demographics, Inc~ Country Listener & DVR/TIVO Owners

Source: The Media Audit International Demographics, Inc~ Country Listener & the Internet

Source: The Media Audit International Demographics, Inc~ Country Listener & Online Purchasing Over two-thirds of Country Radio Listeners Purchased Online During the Past Year.

Source: The Media Audit International Demographics, Inc~ Country Radio Listeners Unique Audience

Source: The Media Audit International Demographics, Inc~ Over 82% of Country Listeners Are NOT Reached by Any Other Radio Format Country Radio Listeners

Source: The Media Audit International Demographics, Inc~ Country – A Unique Audience Of the Total 18+ Reach of Country Radio + CHR, only 9.7% is Duplicated. CHR COUNTRY 9.7%

Source: The Media Audit International Demographics, Inc~ Country Listeners: Not Exposed to Newspaper Newspaper Readership Declining 54.6% of Country Listeners are NOT exposed to a Daily Newspaper.

Source: The Media Audit International Demographics, Inc~ Country Listeners Media Day Analysis The COUNTRY RADIO Listener Spends MORE MINUTES PER DAY WITH RADIO than does the Average Adult.

Source: The Media Audit International Demographics, Inc~ Country Listeners Country Radio Listeners are 37% more likely than the average adult to be Heavily Exposed to Radio. National Average Adult Country Radio Listener

Source: The Media Audit International Demographics, Inc~ Highest Indexing Markets for Country Radio

Source: The Media Audit International Demographics, Inc~ Country Radio Listeners… 2 years younger than average adult Income continues to increase 80% White…but Hispanic listening is on the rise More likely to be Employed Full-Time than average adult Percentage of Separated/Divorced is declining 50% have children at home Financially optimistic Strong buying power Country Radio outperforms in Affluent Working Women Loyal Domestic vehicle owners Home Ownership increasing Continue to adopt the latest in technology Unique audience…not easily reached by other media