2. Radio Marketing Guide & Fact Book for Advertisers 2001-2002 Copyright 2000, Radio Advertising Bureau Headquarters and National Marketing Department 261 Madison Avenue, 23rd Floor New York, NY 10016 New York Los Angeles Chicago Detroit Dallas Member Stations: 1-800-232-3131 E-mail: rab@rab.com Agencies and Advertisers: 1-800-252-RADIO E-mail: marketing@rab.com Web Address: www.RAB.com National Marketing Web Address: www.rabmarketing.com

3. Radio reaches 96% of all consumers every week. Radio reaches 96% of all consumers every week. 96% Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume)

4. Average weekly reach: persons Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume) Radio Reaches 95% of All Consumers Every Week

5. Read: Radio reaches 96.1% of persons 12 and older each week. Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume) Radio’s Weekly Reach

6. “We view Radio as the active ingredient of the media plan. Radio is engaging, immediate, and scores sales. What’s more, Radio is flexible, from scheduling times to micro-targeting. If it isn’t part of your plan, you can’t win the bake-off.” Larry Kelley Sr. Vice President/Media, Fogarty, Klein & Partners

7. Average daily reach: persons Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume) Radio Reaches 78% of All Consumers Every Day

8. Read: Radio reaches 78.0% of persons 12 and older each day. Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume) Radio’s Daily Reach

9. “We see Radio as a tool to help us build relationships and make connections with consumers in the local market place.” Christopher Gagen Director of Media Services, Coca-Cola Co.

10. Average daily reach: persons Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume) Radio Reaches 78% of All Consumers Every Day

11. Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, based on weekly cume for daypart) Radio’s Weekly Reach by Daypart Read: Each week from 6 to 10 a.m., Radio reaches 85.7% of persons 12 and older.

12. “If you believe that the message closest to the point of purchase is most valued, then Radio shines — particularly when you consider that so much listening takes place in the car.” Reyn Leutz Senior Partner/Associate Director of National Broadcast, Mind Share USA

13. Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on daily cume) Radio is the Medium of Choice All Day Average daily share of time spent with each medium Persons 12 and older, Monday-Friday 6 a.m. to 6 p.m.

14. Read: Each morning from 6 to 10 a.m., Radio reaches 51.2% of persons 12 and older. Radio’s Daily Reach by Daypart Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, based on daily cume for daypart)

15. “People respond to what they hear on the Radio. Its level of immediacy allows you to really drive urgent customer behavior, which is absolutely critical. Radio does a lot of things for us: It provides a target audience of very loyal listeners, it extends the reach of our other messaging, and it provides a highly targeted opportunity.” David Selby SVP/Retail Marketing, Sears

16. Radio Listeners Listen... and Listen... and Listen Source: Fall 2000 Arbitron American Radio Trends Time Spent Listening Estimates, Monday-Sunday 6 a.m.- midnight; Average Weekday (Monday- Friday 6 a.m.-midnight); and Saturday/Sunday 6 a.m.-midnight. Based on Arbitron's 94 Continuous Measurement Markets.

17. “Radio offers the advertiser a perfect way to target their customer with very little waste. It’s a great way for the advertiser to target their audience wherever they may be.” Warren Edelman Partner/Assc. Dir. of Local Radio, Mind Share USA

18. Radio Reaches African-Americans Monday-Sunday 6 a.m. - Midnight Source: Arbitron Fall 2000 MaxiMi$er data African-American cume estimates based on Top 25 African-American Markets

19. Radio’s Reach with African-Americans Source: Arbitron Fall 2000 MaxiMi$er data Based on African-American cume and TSL estimates for Top 25 African-American Markets

20. “Our clients recognize the growing importance of the African-American consumer market. Radio offers a highly targeted, cost-effective medium that delivers exceptional results.” Cheryl Hudson Executive VP, Director of Media Communications, Don Coleman Advertising

21. Radio Reaches Hispanics Monday-Sunday 6 a.m. - Midnight Source: Arbitron Fall 2000 MaxiMi$er data Hispanic cume estimates based on Top 25 Hispanic Markets

22. Radio’s Reach with Hispanics Source: Arbitron Fall 2000 MaxiMi$er data Based on Hispanic cume and TSL estimates for Top 25 Hispanic Markets

23. “Radio is powerful for reaching and motivating diverse audiences in the Latino market. We utilize Radio as an integral element in our plans to ensure that we are targeting the most relevant and loyal customers for our clients’ brands. Radio, like no other medium, generates the ultimate measurable result: increased sales!” Victor Ornelas CEO, Ornelas & Assoc.

24. Radio Reaches Upscale Consumers Radio reaches adults with incomes of $50,000+ Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume, daily time spent listening)

25. Radio Reaches Upscale Consumers Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume, daily time spent listening) Radio reaches college graduates

26. Radio Reaches Upscale Consumers Source: RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Monday-Sunday, 24 hours, based on weekly cume, daily time spent listening) Radio reaches professionals/managers

27. “Younger adults are very active, very busy. They don’t have the time to sit and read newspapers the way past generations have. You have to catch them on the move, and the best way to do this is through Radio. They can listen in the car or while they are participating in other activities.” Anthony D’Ambrosio Executive VP, Tourneau Jewelers

28. Radio Reaches Customers Everywhere Radio listening by location Source: Compiled by RAB from RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Based on weekly cume, Monday-Sunday, 24 hours)

29. Radio Reaches Customers Everywhere Source: Compiled by RAB from RADAR ® 67, Fall 2000, © Copyright Statistical Research, Inc. (Weekday numbers are weekly cume, Monday-Friday, 24 hours, Weekend numbers are weekly cume, Saturday/Sunday, 24 hours)

30. “Radio is an excellent medium to reach key target audiences with specific messages tailored to them. As consumers continue to be more mobile, advertisers can focus on them, often when they are near the point of the purchase. Also, Radio lets advertisers further extend the message through promotional opportunities.” Marilyn Dennis, Mgr. Local Media, Wendy's