Arbitron Inc. 1

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2 Radio Continues to Serve an Important Role in the Lives of Blacks About 94% of Black consumers aged 12 years and over listen to the radio each week at home, at work, in the car and in other locations. Regardless of age, time of day or location, radio is the true media companion of Black consumers. Welcome to Black Radio Today 2011 an up-to-date look at radio listening nationwide and by individual formats consumed by Black audiences. Black Radio Today uses Arbitron audience estimates to develop a valuable profile of radio listening among Black consumers across America. You ll find valuable insights on the enduring relationship between radio and Black communities around the country. We hope you'll examine and find useful the many fascinating facts about radio listening, gathered from thousands of respondents in 133 radio markets with significant Black populations in Fall After reading Arbitron s Black Radio Today 2011, you ll see that radio remains a valuable component of Black media usage. Keep up with Arbitron on our Facebook and Twitter accounts linked below. PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market. 2 BLACK RADIO TODAY 2011 EDITION

3 Contents Introduction 2 Radio Listening Trends Among Black Listeners 66 What s New in This Edition of Black Radio Today Radio Reaches All Ages 67 Ratings Story Lines of the Year 5 Hour-by-Hour Listening 69 About Black Radio Today Where Black People Listen: Weekdays 70 Glossary 9 Where Black People Listen: Weekends 71 Where Black Men and Women Listen 72 Formats 10 Listening by Daypart 73 Urban Adult Contemporary (Urban AC) 11 Black Audience Composition by Demographic 74 Urban Contemporary 16 Black Audience Composition by Gender 76 Rhythmic Contemporary Hit Radio (Rhythmic CHR) 21 Black Percentage of Listening by Location 77 Adult Contemporary (and Soft Adult Contemporary) 26 Black AQH Share of Listening by Daypart 78 News/Talk/Information (and Talk/Personality) 31 Time Spent Listening by Demographic 79 Gospel 36 Black Differential Survey Treatment (DST) Markets 80 Pop Contemporary Hit Radio (Pop CHR) 41 All Sports 46 All News 51 Classic Hits 56 Religious 61 3 BLACK RADIO TODAY 2011 EDITION

4 What s New in This Edition of Black Radio Today 2011 Introducing Classic Hits For the first time, Black Radio Today is including a detailed analysis of the Classic Hits format, which delivered 1.8% of all listening by Black consumers. Fourteen New Black DST Metros Converted From Diary Measurement to PPM In addition to the 33 markets that shifted from Diary to Portable People Meter measurement methodology and whose listening data were included in Black Radio Today 2010, there are 15 more metropolitan areas that Arbitron began surveying with PPM. Data from the 14 metropolitan areas that are in Black Differential Survey Treatment markets are part of this study for the first time. Audience data from PPM markets were combined with data from Diary markets to create the information in this report. The 14 new PPM Metros are Austin; Charlotte-Gastonia-Rock Hill; Columbus, OH; Indianapolis; Greensboro-Winston Salem-High Point; Hartford-New Britain-Middletown; Jacksonville; Memphis; Milwaukee-Racine; Nashville; Norfolk-Virginia Beach-Newport News; Orlando; Raleigh-Durham; and West Palm Beach-Boca Raton. For a full list of PPM and Diary markets that were included in this report, see page 81. First-Time PPM vs. Diary Market Share Ratings With all PPM metropolitan areas being measured during Fall 2010, Arbitron is able to provide useful side-by-side comparison of each format s 12+ audience share ratings in both PPM and Diary Metros. Combined, these figures determine the format s national share in Black DST markets. What We Have Learned About the PPM System So Far In our experience of measuring radio listening using the PPM system, certain characteristics stand in contrast to what we have observed using Diary measurement the typical listener in the PPM system is exposed to nearly twice as many radio stations in a given week and uses radio on far more occasions than what is typically reported in the diary. The increase in the number of occasions is usually offset by a lower amount of Time Spent Listening (TSL) in the PPM service than in the diary. However, we have not seen consistent patterns in the amount of reported listening to a particular radio format or by particular demographic groups in the PPM service when compared to the diary; these statistics can vary widely by market. 4 BLACK RADIO TODAY 2011 EDITION

5 Ratings Story Lines of the Year About 94% of Black consumers listened to radio every week. Despite a growing number of media choices, radio boasted near-universal reach with Black consumers. While the conversion of several additional markets to PPM in 2009 and 2010 could be a contributing factor, radio s reach among Black consumers rose to 93.6%, its highest level since Fall 2008, and was nearly the same as it was in Spring Black radio listeners became more affluent, despite the difficult economy. Among the 10 formats in both the 2010 and 2011 report, the proportion of Black consumers residing in households generating at least $75,000 per year rose from 23.0% to 23.7%, with six of the 10 formats showing growth in this segment. Radio s Black consumers educational attainment rose. The percentage of Black listeners who earned a college degree climbed from 24% to 25% between Fall 2009 and Fall 2010, among the 10 formats studied both years. Here also, six of the 10 formats registered increases. Away-from-home s proportion of Black radio listening rose. Whether because of longer commute times, more hours on the job or increasing at-home entertainment options, people spent more time with radio on the go. The shift was most notable during weekdays between 6PM and 9PM, but increases took place since the last report in nearly every hour. During prime hours on the weekend, the majority of listening continued to shift further to away from home. Every format except Religious experienced a higher proportion of its listening taking place away from home. Five formats registered new highs in out-ofhome percentages: Urban Adult Contemporary (Urban AC), Urban Contemporary, Adult Contemporary and Soft Adult Contemporary (AC), Pop Contemporary Hit Radio (Pop CHR) and Rhythmic Contemporary Hit Radio (Rhythmic CHR). Among the 10 formats measured yearto-year, radio listening somewhere other than at home rose from less than 54% in Fall 09 to nearly 57% in Fall 10. General market formats slightly increased their overall share. Among the 10 formats covered in both last year s report and Black Radio Today 2011, the seven serving general market consumers (Rhythmic CHR, AC, Pop CHR, All News, News/Talk/Information, Religious and All Sports) accounted for 1.2 additional shares of Black listening in Fall 2010 than in Fall The three formats that specifically target Black consumers (Gospel, Urban Adult Contemporary and Urban Contemporary) combined to generate 0.9 fewer shares of Black listening. Among leading formats, radio s gender balance among Black listeners remained steady. Looking at the 10 formats studied for both Black Radio Today 2010 and 2011, the ratio of women to men decreased slightly from 52.1% to 51.5%. Classic Hits, whose format report was added this year, had a virtually identical female composition (52.2%). 5 BLACK RADIO TODAY 2011 EDITION

6 Ratings Story Lines of the Year Black radio s decline in Time Spent Listening continued. Though certain demos showed increases in various formats, reported Time Spent Listening continued to decrease overall; this is a phenomenon we have seen as markets transition between Diary and PPM measurement. All formats were down year-to-year except Religious, which gained 15 minutes per week, while Adult Contemporary and All News held steady. Listening by older Black men increased. In recent years, a steadily higher percentage of men aged 35 or above have tuned in during weekday middays, afternoons and evenings. Urban Adult Contemporary continued as America s favorite format among Black listeners for the fifth straight year. Urban AC has increased its share of listening every year since Spring 2005, and in Fall 10 reached an all-time high 74% above the nearest format alternative. Urban Adult Contemporary s adult listeners achieved new heights in education. The segment of Urban AC s audience holding a college degree rose 5.6% over the past year. Nearly one in four Black Urban AC followers was a college graduate, the largest percentage recorded in the past nine years, and more than one-half had a college or university education. Urban Contemporary and Rhythmic Contemporary Hit Radio s s audience composition rose. Urban Contemporary was No. 2 to Urban Adult Contemporary with those 35-44, up from fifth last year. Its composition rose from 29% in 2002 to 34% in Fall 2010, while its teen composition fell from 18% to 13%. Rhythmic CHR s audience segment climbed from less than 32% in Fall 2009 to 34% in Fall 10. Rhythmic Contemporary Hit Radio s adult listeners became better educated. One in six Rhythmic CHR listeners held a college diploma; that was a 7% growth rate over Fall 2009 and 17% above Spring Adult Contemporary s popularity grew. AC drew 5.5% of all listening by Blacks, up from 5.0% in Fall 2009; that 5.5% is the largest share this format has delivered to date. 6 BLACK RADIO TODAY 2011 EDITION

7 Ratings Story Lines of the Year Gospel was a Time Spent Listening powerhouse. Gospel enjoyed the longest Time Spent Listening rates of all formats targeting Black listeners. It was No. 2 only to Urban AC among those and in various adult demos. Its TSL decreased just 15 minutes per week overall, but gained among 18-34s the only music format to do so. News/Talk/Information listeners became more affluent. Between Fall 09 and Fall 10, the percentage of Black N/T/I listeners residing in households producing at least $75,000 in annual income rose from 32% to more than 35% the largest composition increase of any format. Pop Contemporary Hit Radio gained in share, affluence and education. The format s share was up for the fourth year in a row; its segment of listeners in $75,000-plus households grew more than any other format in this report and its proportion of college graduates rose more than that of any other music programming. Religious was the only format in this study to demonstrate increased overall Time Spent Listening. Religious saw 30-minute gains among those and a full hour uptick with adults BLACK RADIO TODAY 2011 EDITION

8 About Black Radio Today 2011 Black Radio Today 2011 contains radio listening and consumer behavior statistics for listeners to radio stations in the United States. Data for the charts and graphs in this edition come from these sources: Sources: Format definitions are from the Arbitron Radio Station Information Database. The information in this database is supplied by U.S. government-licensed radio stations, their Internet streams and HD Radio services, regardless of their status as an Arbitron client, on a monthly, quarterly or semi-annual basis. Arbitron s TASPCAN Web national Regional Database, Fall 2010, includes quantitative radio audience information from across the United States. Scarborough data in this report is from the company s National USA+ Study, Release All spending estimates shown in this report are based on self-reported dollar amounts spent in each category during a specified time period. For each category, total dollar estimates have been developed using Scarborough s proprietary software. Voter Profile data are based on consumers self-proclaimed registration status and political party affiliation. About Scarborough: Scarborough ( info@scarborough.com) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company s core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. ( and The Nielsen Company ( Black Radio Today 2011 Is Published by Arbitron Inc. Ron Rodrigues, Arbitron Marketing/Radio Today Editor Jeff Green and Lauren Virshup, Arbitron Data Research Barbara Quisenberry and Allyson Mongrain, Scarborough Data Research Jane Shapiro, RADAR Data Research Randy Brooks and Zack Oser, Art Direction Kevin Lee, Production Siobhan Leftwich, Copy Editor Please direct questions or comments about this study to Ron Rodrigues (ron.rodrigues@arbitron.com). Please direct media inquiries to Kim Myers (kim.myers@arbitron.com). 8 BLACK RADIO TODAY 2011 EDITION

9 Glossary Average Quarter-Hour Persons (AQH Persons) The average number of Persons listening to a particular station for at least five minutes during a 15-minute period. Average Quarter-Hour Rating (AQH Rating or AQH PUR [Persons Using Radio]) The Average Quarter-Hour Persons estimate expressed as a percentage of the population being measured. AQH Persons Population Cume Persons The total number of different Persons who tune in to a radio station during the course of a daypart for at least five minutes. Cume Rating or Cume PUR The Cume Persons audience expressed as a percentage of all Persons estimated to be in the specified demographic group listening to a particular radio station or format. Example: Cume Persons Population Group x 100 = AQH Rating (%) x 100 = Cume Rating% Differential Survey Treatment (DST) The process by which Arbitron applies weighting to Black or Hispanic respondents in those Metro areas with a significant Black or Hispanic population. Format Share The percentage of those listening to radio in the Metro who are listening to a particular radio station or format. Example: 6,400 AQH Persons to a specific format 80,000 AQH Persons to all formats A numerical comparison of one percentage to another, with 100 being the norm. Time Spent Listening (TSL) An estimate of the amount of time the average listener spent with a station (or total radio) during a particular daypart. This estimate, expressed in hours and minutes, is reported for the Metro only. Example: 168 Quarter-Hours in a time period 40,000 Cume Audience x x 100 = Share of 8.0% 2,000 AQH Persons = TSL of 8.4 hours 9 BLACK RADIO TODAY 2011 EDITION

10 Formats On the following pages, you can read in detail about Black listening behavior to 11 of America s most popular radio formats, which include a substantial number of Black listeners: Urban Adult Contemporary (Urban AC), Urban Contemporary, Rhythmic Contemporary Hit Radio (Rhythmic CHR), Adult Contemporary and Soft Adult Contemporary (AC), News/Talk/Information and Talk Personality (N/T/I), Gospel, Pop Contemporary Hit Radio (Pop CHR), All Sports, All News, Classic Hits and Religious. The audience estimates came from the 133 radio markets with a significant Black population (known as Differential Survey Treatment [DST] markets), using the Fall 2010 survey. These major formats appear in descending order of their popularity with Black listeners a ranking based on the 12+ Average Quarter-Hour Share, leading off with the most popular format. Eight of these popular formats such as AC, N/T/I, Pop CHR (Top 40), Rhythmic CHR and All Sports, All News, Classic Hits and Religious have appealed to the general market as well as to Black audiences. However, three of the formats featured in this report Urban Contemporary, Urban AC and Gospel, for example were specifically designed to attract Black listeners. Indeed, several formats among those targeted to Black radio consumers, such as Urban Contemporary and Urban AC, have had such huge success that they have become the most-listened-to stations in many cities. While not covered in this study, three other formats attracted a notable percentage at least 1% of the national Black radio audience: Rhythmic Adult Contemporary (1.2%), Contemporary Christian (1.1%) and Hot Adult Contemporary (1.1%). Arbitron will continue to monitor these and other formats as demographic trends and changes in America s ethnic composition challenge radio programmers to design formats that appeal to even more segments of the increasingly influential population of Black media consumers. Some Notes About the Format Pages Although this study is dated 2011, it uses data gathered from the Fall 2010 survey period. The Education and Household Income charts include only listeners 18 or older, whereas the gender ratios are among those 12 years old and above. The Audience Composition information breaks out the total percentage of a format s audience for various age groups. The Audience Share by State information breaks out the percentage above or below a format s national share that the format generates in a particular state. Listening data include both commercial and noncommercial radio listening. For additional terms and definitions, please see the Glossary on page BLACK RADIO TODAY 2011 EDITION

11 Urban Adult Contemporary (Urban AC) Women 56% National AQH Composition for All Formats 5% Listeners 12+ Mon-Sun, 6AM-Mid 8% 13% Men 44% 19% SP % SP % Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 26% SP % SP % 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets 19% SP % 31.5% 30.6% FA % 11% FA % FA % America s top format among Black listeners overall and No No. 1 in every daypart No. 1 in TSL among adults 25-54, At-home, away-from-home proportions were the median of all formats studies Musically, Urban Adult Contemporary (Urban AC) playlists vary between long-standing favorites such as Maze Featuring Frankie Beverly, Earth, Wind & Fire and Marvin Gaye along with current artists such as R. Kelly, Alicia Keys, Eric Benet, Ne-Yo and Usher. Many Urban AC stations broadcast the popular syndicated Tom Joyner Morning Show or the Steve Harvey Morning Show. America s favorite format among Black listeners for the past five years, Urban AC has increased its share of listening every year since Spring In Fall 10, it reached an all-time high, 74% above the nearest format alternative. More than 14.4 million Black consumers tuned to 161 Urban AC stations in the 133 Black DST markets each week. Urban AC leaned female, more so in the past two years, and slightly more than the average format serving Black consumers. About 88% of Urban AC listeners were at least 25 years old, and 45% were between the ages of a higher concentration than in any other music format. Urban AC was the dominant No. 1 format among Black adults 35+. continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

12 Urban Adult Contemporary (Urban AC) Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 60% 2.9% At Home 40% $50K- $75K 19% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 21% $25K- $50K 33% 8.9% <$25K 27% About 40% of the Black households listening to Urban AC generated incomes of at least $50,000 annually, a figure that has not shifted significantly for the past nine years. However, away-from-home s proportion of Urban AC listening grew 3% to nearly 60% of all tune-in, the highest proportion the format has recorded since these studies began in Urban AC s percentages of at-home and away-from-home listening represented the medians for the 11 formats in this report. Urban AC continued to do particularly well in Illinois, Michigan, New Jersey, Ohio and other states with large urban centers. It also attracted a disproportionately high amount of listening in the deep South, outperforming its national average in Alabama, Georgia, Louisiana, Mississippi and South Carolina, as well as in Washington, DC. (States colored gray either had no Black DST markets or no Urban AC stations that met our minimum reporting standard.) 14.1% 15.2% 37.2% 21.3% : Percent +/- National Format Share 27.8% 32.3% 32.0% No stations <75% % continued >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

13 Urban Adult Contemporary (Urban AC) Cume Black Cume 14,435,000 19,445,600 Total Format Cume In Black DST Markets AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 33% 30% 32% 29% 31% 31% Mon-Sun 6AM-Mid Far ahead of all other formats in each daypart, Urban AC added more than 1% of all weekend listening between Fall 09 and Fall 10, and increased its proportion of weekday afternoons and evenings by nearly a full share, as well. Urban AC listeners achieved new heights in education, with the segment of its audience holding a college degree rising at a rate of 5.6% over the past year. Nearly one in four Black Urban AC followers was a college graduate, the largest percentage recorded for this format in the past nine years, and more than half had a college or university education. College Graduate 23% Education Persons 18+ <12th Grade 9% 6AM-10AM 10AM-3PM 3PM-7PM 7PM-Mid Sat-Sun 6AM-Mid Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid While Time Spent Listening to Urban AC declined an hour per week, the format still ranked No. 2 overall among all the programming choices in this report (second only to Gospel) and continued as the solid No. 1 among adults and adults by a full hour. Urban AC s TSL slipped just 15 minutes among 12-24s and adults High School Graduate 36% 4:00 5:15 7:30 8:30 7:00 P12+ Some College 33% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

14 Urban Adult Contemporary (Urban AC) Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 100 $358 Million Men s Casual Clothing 101 $870 Million Men s Shoes 98 $604 Million Women s Business Clothing 115 $527 Million Women's Casual Clothing 109 $1.2 Billion Women s Shoes 107 $847 Million Children s Clothing 106 $1.1 Billion Infants Clothing 102 $379 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 107 $1.7 Billion Furniture 106 $1.5 Billion Carpet/Flooring 107 $1.1 Billion Mattress 115 $922 Million Window Treatments 107 $430 Million Music Equipment 105 $303 Million Computers/Mobile Devices (Household) Desktop Computer 106 Laptop Computer 108 Smartphone 108 Other Mobile Computing Device 114 E-Reader 111 Online Purchasing Have Online Access 109 Purchased Online Past 12 Months 111 Online Purchases by Listeners, Selected Categories: Clothing or Accessories 102 Airline Tickets/Travel Reservations 103 Music 110 Computer Hardware/Software 102 Health and Beauty Items 106 Movie Tickets 115 Home Accessories 112 Office Supplies 115 Total Online Spending Past 12 Months: $4.3 Billion 14 BLACK RADIO TODAY 2011 EDITION The collective buying power of this large audience produced high levels of personal spending. Three out of four Black listeners bought apparel during the past 12 months, spending an estimated $5.8 billion on clothing and shoes. Urban Adult Contemporary s (Urban AC) appeal leaned female, and we saw this reflected in purchasing patterns that were above average for women s business clothing, casual clothing and shoes. The audience also reported considerable household spending on home furnishings and home electronics. When choosing entertainment activities, Urban AC s Black listeners were movie fans nearly twothirds enjoyed going out to see new movies. Listeners were above national averages for playing the lottery and visiting casinos, attending pro sports events and enjoying performing arts (live theater, concerts). Listeners lived in households that were above national averages for ownership of computers, smartphones and other mobile computing devices and were above the norm for online purchasing. Compared with total Blacks online, they were more likely to purchase music (CDs or digital music files), movie tickets, home accessories and office supplies. Listeners were also more likely to go online to locate medical services or information and to shop for medicine or prescriptions. Urban AC listeners were slightly above average for being registered voters. Seventy-three percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Urban AC s registered voters were somewhat more likely than the average Black voter to contribute to political organizations about 7% of them did so during the past 12 months. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, 2010

15 Urban Adult Contemporary (Urban AC) Voter Profile (Self-Identified) Pct. Registered to Vote 85% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 104 Republican/Independent but Feel Closer to Republican 90 Independent/Other 89 Contribute to Political Organizations 108 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 103 Domestic Regular Beer 106 Imported Beer 110 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 104 Salty Snacks 107 Candy 103 Energy Bars/Nutrition Bars 104 Coupon Usage (Household) Use Grocery Coupons Every Week 103 Use Coupons for Other Goods/Services Every Month 106 Coupons Obtained From: Newspapers/Magazines/Mail 101 In-Store Circulars/Coupons 101 Loyalty Cards 107 Electronic Sources ( /Text/Online) 108 Product Packages 101 Health and Wellness Have Health Insurance Coverage 101 Have Life Insurance Coverage 108 Bought Prescription Drugs Past 30 Days 101 Belong to Health/Exercise Club 106 Buy Organic Food Regularly 102 Located Medical Services or Information Online Past 30 Days 116 Shopped for Medicine/Prescriptions Online Past 12 Months 112 Made Contribution to Healthcare or Medical Organization Past 12 Months 103 Dental Check-Up/Procedure Past 12 Months 101 Bought Glasses/Contacts Past 12 Months 103 Entertainment Past 12 Months New Movies at Theater 107 Lottery Ticket 106 Casino 106 Pro Sports Event 111 Theme Park 104 Live Theater 112 R&B/Rap/Hip-Hop Concert 125 Comedy Club BLACK RADIO TODAY 2011 EDITION

16 Urban Contemporary Listeners 12+ Mon-Sun, 6AM-Mid Women 53% Men 47% 13% 20% 25% 21% SP % SP % Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid 13% SP % SP % 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets SP % 13.7% 26.4% FA % National AQH Composition for All Formats FA % FA % America s No. 2 format among Blacks; No. 1 with teens, adults and No. 2 in every daypart No. 1 in TSL among adults 12-24, Male proportion of listening is rising Featuring artists such as Drake, Keri Hilson, Rihanna, Nicki Minaj and Trey Songz, Urban Contemporary was Black America s No. 2 mostlistened-to format for the fifth consecutive year, attracting 10.4 million listeners each week. It was the dominant No. 1 format among Black teens and adults 18-24, with a third of its audience under 25. Broadcast by 125 stations in the 133 Black DST markets, Urban Contemporary also lead with adults and was No. 2 to Urban Adult Contemporary with those 35-44, up from fifth last year. In fact, Urban Contemporary has gradually attracted a higher proportion of older adults, with its composition rising from 29% in 2002 to more than 34% in Fall 2010, while its teen composition has fallen from 18% to 13% over that time frame. Although women comprised the majority of Urban Contemporary listening, the male gender ratio has risen in recent years, up 2% from Fall % 3% continued P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

17 Urban Contemporary Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 59% At Home 41% $50K- $75K 17% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 15% $25K- $50K 33% <$25K 35% Despite its youthful orientation, half of Urban Contemporary s Black audience resided in households generating between $25,000 and $75,000 per year, and its 15% proportion of those in households with $75,000 or more in annual income compared favorably with 2002, when it was less than 13%. Considering Urban Contemporary s youthful audience composition, it s not surprising that the format earned nearly 60% of its Black tune-in away from home, a figure that rose from 53% since Spring 2008 and higher than any previously recorded in these studies. Geographically, Urban Contemporary had a broad appeal, earning more than double its national audience share in Arkansas, Indiana, Missouri and Oklahoma; it attracted more than 40% above its norm in Louisiana, North Carolina, South Carolina and Tennessee. 0.1% 1.1% 0.0% 27.4% 24.2% 22.7% 19.8% 23.1% 21.5% : Percent +/- National Format Share No stations <75% % >150% continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

18 Urban Contemporary Cume Black Cume 10,425,700 17,460,400 Total Format Cume In Black DST Markets 17% AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 15% 18% 22% 18% 18% Mon-Sun 6AM-Mid Ranking No. 2 to Urban AC in every daypart among listeners overall, Urban Contemporary earned its highest ratings during weekday evenings, followed by weekends and afternoons. The format s educational profile advanced, with 49% of its Black audience aged 18+ having attended or graduated from college, up from 48% a year prior. Urban Contemporary enjoyed the third-longest Time Spent Listening of all formats in this report, and was No. 1 in TSL among both those and AM-10AM 10AM-3PM 3PM-7PM 7PM-Mid Sat-Sun 6AM-Mid Education Persons 18+ College Graduate 14% <12th Grade 12% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid Some College 35% High School Graduate 39% 5:30 6:15 5:45 5:00 P12-24 P18-34 P25-54 P :30 P12+ Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

19 Urban Contemporary Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 113 $292 Million Men s Casual Clothing 103 $652 Million Men s Shoes 110 $507 Million Women s Business Clothing 115 $392 Million Women s Casual Clothing 106 $844 Million Women s Shoes 107 $646 Million Children s Clothing 114 $882 Million Infants Clothing 108 $308 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 109 $1.2 Billion Furniture 108 $1.0 Billion Carpet/Flooring 101 $653 Million Mattress 119 $630 Million Window Treatments 108 $289 Million Music Equipment 114 $237 Million Computers/Mobile Devices (Household) Desktop Computer 111 Laptop Computer 113 Smartphone 124 Other Mobile Computing Device 121 E-Reader 121 Online Purchasing Have Online Access 116 Purchased Online Past 12 Months 116 Online Purchases by Listeners, Selected Categories: Music 104 Computer Hardware or Software 105 Movie Tickets 121 Toys or Games 111 Food Items 114 Consumer Electronics 106 Tickets to Cultural Events 104 Insurance 103 Total Online Spending Past 12 Months: $3.2 Billion Urban Contemporary radio s Black audience made a significant impact on consumer spending. More than three-quarters personally shopped for clothing or shoes during the past 12 months, spending an estimated $4.5 billion. During that same time period, household spending on televisions and music equipment totaled $1.2 billion and $1.0 billion, respectively. Seventy-eight percent of Black Urban Contemporary listeners had health insurance coverage, just slightly below the national average for all Blacks (80%). Black listeners to the format were slightly above the norms for having life insurance almost two-thirds were covered compared to 62% coverage among total Blacks. When choosing entertainment activities, Urban Contemporary s Black listeners were movie fans almost two-thirds enjoyed going out to see new movies. Listeners were above national averages for visiting theme parks, attending concerts and going out to comedy clubs. Listeners lived in households that were well above national averages for ownership of computers, smartphones and other mobile computing devices. These listeners were above the norm for online purchasing. Compared with total Blacks online, they were much more likely to purchase movie tickets, toys or games and food items and to shop for medicine or prescriptions. Listeners closely reflected the average for being registered voters. Seventy percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

20 Urban Contemporary Voter Profile (Self-Identified) Pct. Registered to Vote 82% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 100 Republican/Independent but Feel Closer to Republican 92 Independent/Other 108 Contribute to Political Organizations 78 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 112 Domestic Regular Beer 109 Imported Beer 121 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 104 Salty Snacks 105 Candy 111 Energy Bars/Nutrition Bars 106 Coupon Usage (Household) Use Grocery Coupons Every Week 103 Use Coupons for Other Goods/Services Every Month 106 Coupons Obtained From: Newspapers/Magazines/Mail 98 In-Store Circulars/Coupons 103 Loyalty Cards 102 Electronic Sources ( /Text/Online) 116 Product Packages 99 Health and Wellness Have Health Insurance Coverage 98 Have Life Insurance Coverage 102 Bought Prescription Drugs Past 30 Days 98 Belong to Health/Exercise Club 99 Buy Organic Food Regularly 105 Located Medical Services or Information Online Past 30 Days 105 Shopped for Medicine/Prescriptions Online Past 12 Months 116 Made Contribution to Healthcare or Medical Organization Past 12 Months 100 Dental Check-Up/Procedure Past 12 Months 102 Bought Glasses/Contacts Past 12 Months 97 Entertainment Past 12 Months New Movies at Theater 110 Lottery Ticket 101 Casino 103 Pro Sports Event 106 Theme Park 118 R&B/Rap/Hip-Hop Concert 139 Live Theater 107 Comedy Club BLACK RADIO TODAY 2011 EDITION

21 Rhythmic Contemporary Hit Radio (Rhythmic CHR) Listeners 12+ Mon-Sun, 6AM-Mid SP03 9.3% SP % AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid SP % SP % SP % FA % FA09 9.4% FA10 9.3% Consistent ratings performer year after year $75,000+ household proportion reached new high College education rate increased Most balanced format in terms of gender appeal Women 51% Men 49% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid 9.8% 8.4% You ll hear artists such as Lil Wayne, Rihanna, Far East Movement and Bruno Mars on the 123 Rhythmic Contemporary Hit Radio (Rhythmic CHR) stations in the 133 Black DST markets, which collectively delivered 7.8 million listeners per week and almost 10% of all listening in PPM markets. Although down a bit in recent years, its national share third-best of all formats in this report remained relatively stable between Fall 2009 and In fact, Rhythmic CHR s format share has been fairly consistent for the past nine years. 15% 19% 25% 21% P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 13% 4% National AQH Composition for All Formats 2% As with Urban Contemporary s listenership, Rhythmic CHR s adult audience composition increased, up from less than 32% in Fall 2009 to 34% a year later. This shift came at the expense of teens and adults 18-24, who represented 34% of the format s audience, down from 37% in Fall The most balanced format in terms of gender appeal among all those in this report, Rhythmic CHR continued to lean slightly female, shifting a few tenths toward equality in recent years. continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

22 Rhythmic Contemporary Hit Radio (Rhythmic CHR) Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 63% At Home 37% $50K- $75K 18% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 21% $25K- $50K 32% <$25K 29% Close to 40% of adult Rhythmic CHR listeners lived in households producing $50,000 or more in annual income. More than one in five were in the $75,000-plus household category, up 1.1% (a 5.5% growth rate) from Fall 2009 and the largest percentage overall since this analysis began being tracked in Rhythmic CHR s ratio of away-from-home vs. at-home listening has risen rapidly in recent years, up from 57% in 2008 to a format-high 63% in Fall Popular coast-to-coast, Rhythmic CHR generated more than twice its national ratings share in Arizona, Colorado, Connecticut, Kentucky, Massachusetts, Minnesota and Texas; it scored at least 50% better than its overall share in California, Florida, Indiana and Maryland. 25.8% 28.5% 13.8% 4.2% 11.1% : Percent +/- National Format Share 12.1% 7.3% 8.0% No stations <75% % >150% continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

23 Rhythmic Contemporary Hit Radio (Rhythmic CHR) Cume Black Cume 7,804,000 28,115,200 Total Format Cume In Black DST Markets 9% 8% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 10AM-3PM 10% 11% 3PM-7PM 7PM-Mid 9% Sat-Sun 6AM-Mid 9% Mon-Sun 6AM-Mid Ranking third-highest in all dayparts of all formats in this report, Rhythmic CHR was not unlike Urban Contemporary in that it produced its best ratings on weekday evenings; that strength was followed by weekday afternoons and weekends. Adult Rhythmic CHR listeners became better educated, with one in six holding a college diploma a 7% growth rate over Fall 2009 and 17% above Spring While Black Time Spent Listening to Rhythmic CHR was lower than most of the formats in this report, it tied for third-highest with those aged And its TSL among adults was one of just two music formats to remain steady between Fall 2009 and Education Persons 18+ College Graduate 16% <12th Grade 11% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid Some College 35% High School Graduate 38% 4:00 4:15 4:00 3:30 P12-24 P18-34 P25-54 P :45 P12+ Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

24 Rhythmic Contemporary Hit Radio (Rhythmic CHR) Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 117 $247 Million Men s Casual Clothing 112 $570 Million Men s Shoes 114 $424 Million Women s Business Clothing 114 $316 Million Women's Casual Clothing 102 $672 Million Women s Shoes 106 $507 Million Children s Clothing 110 $698 Million Infants Clothing 118 $270 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 112 $1.0 Billion Furniture 121 $907 Million Carpet/Flooring 108 $601 Million Mattress 105 $473 Million Window Treatments 109 $220 Million Music Equipment 136 $238 Million Computers/Mobile Devices (Household) Desktop Computer 113 Laptop Computer 123 Smartphone 135 Other Mobile Computing Device 132 E-Reader 135 Online Purchasing Have Online Access 123 Purchased Online Past 12 Months 129 Online Purchases by Listeners, Selected Categories: Clothing and Accessories 105 Airline Tickets/Travel reservations 103 Books 103 Music 104 Movie Tickets 118 Toys/Games 111 Consumer Electronics 103 Food Items 102 Total Online Spending Past 12 Months: $3.0 Billion The Black audience of Rhythmic Contemporary Hit Radio (Rhythmic CHR) made a significant impact on consumer spending. Seventy-six percent personally shopped for clothing or shoes during the past 12 months, spending an estimated $3.7 billion. The purchasing patterns of Black listeners were above the national average for Blacks for men s business clothing, casual clothing and shoes, women s business clothing and children s and infants clothing. Although slightly below national averages for insurance coverage among Blacks, 77% had health coverage and 57% had life insurance. They were well above norms for health club memberships and for eating organically. Black Rhythmic CHR listeners lived in households that were well above national averages in ownership of computers, smartphones and other mobile computing devices. Listeners were above-average for online purchasing and contributed $3.0 billion to e- commerce during the past 12 months. They were also more inclined than the Black population in general to go online to seek out medical services and to obtain retail coupons from electronic sources. When choosing entertainment activities, listeners were movie fans 70% enjoyed going out to see new movies. Listeners were above national averages for attending pro sports events, visiting theme parks and attending live theater, concerts and comedy clubs. The format s Black listeners were somewhat below the average for being registered voters compared with total Black adults nationwide. More than two-thirds of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

25 Rhythmic Contemporary Hit Radio (Rhythmic CHR) Voter Profile (Self-Identified) Pct. Registered to Vote 78% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 96 Republican/Independent but Feel Closer to Republican 106 Independent/Other 111 Contribute to Political Organizations 93 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 115 Domestic Regular Beer 113 Imported Beer 140 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 101 Salty Snacks 108 Candy 109 Energy Bars/Nutrition Bars 116 Coupon Usage (Household) Use Grocery Coupons Every Week 104 Use Coupons for Other Goods/Services Every Month 117 Coupons Obtained From: Newspapers/Magazines/Mail 98 In-Store Circulars/Coupons 102 Loyalty Cards 106 Electronic Sources ( /Text/Online) 122 Product Packages 103 Health and Wellness Have Health Insurance Coverage 96 Have Life Insurance Coverage 92 Bought Prescription Drugs Past 30 Days 93 Belong to Health/Exercise Club 114 Buy Organic Food Regularly 121 Located Medical Services or Information Online Past 30 Days 118 Shopped for Medicine/Prescriptions Online Past 12 Months 117 Made Contribution to Healthcare or Medical Organization Past 12 Months 102 Dental Check-Up/Procedure Past 12 Months 106 Bought Glasses/Contacts Past 12 Months 96 Entertainment Past 12 Months New Movies at Theater 120 Casino 105 Pro Sports Event 117 Theme Park 135 Live Theater 112 R&B/Rap/Hip Hop Concert 119 Comedy Club 126 Circus BLACK RADIO TODAY 2011 EDITION

26 Adult Contemporary (and Soft Adult Contemporary) Women 59% Listeners 12+ Mon-Sun, 6AM-Mid Men 41% SP03 3.8% SP04 3.5% Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid SP05 4.4% SP06 3.9% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets SP07 3.7% FA08 4.5% FA09* 5.0% FA10* 5.5% *Reflects AC and Soft AC. Prior years are AC only. 6.8% 2.9% Excellent balance of adult audience composition Away-from-home percentage of listening reached new high Strong midday ratings performer Time Spent Listening remained steady The 253 stations in the 133 Black DST markets programming Adult Contemporary and Soft Adult Contemporary (AC) generated 5.5% of all listening by Blacks, up from 5.0% in Fall 2009 and the largest share this format has delivered to date. Combined with pop hits of recent decades, AC also presented artists such as Michael Bublé, Daughtry, Country crossovers such as Lady Antebellum, as well as The Script and Train. AC ranked as the fifth-most-popular format, reaching nearly 6.8 million Black consumers each week, and ranked No. 4 in every age group 18+. National AQH Composition for All Formats 6% 9% 13% 21% P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 22% 16% 13% AC boasted one of radio s most demographically balanced audiences: A majority comprised adults 45+, but a majority were also adults and nearly half were between the ages of 12 and 44. As proof of its concentrated adult listenership, AC s 25-34, and audience composition was fourth-highest among the 11 formats in this report. Black women listeners to AC consistently outnumbered Black men by about a 6:4 ratio, ranking the format No. 3 in terms of its high proportion of women vs. men. continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

27 Adult Contemporary (and Soft Adult Contemporary) Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 67% At Home 33% $50K- $75K 18% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 23% <$25K 24% $25K- $50K 35% About 41% of adult Blacks who listened to AC lived in households earning $50,000 or more per year. The format ranked No. 1 among all those in this report for its proportion of its audience in the $25,000-$50,000 category. For the first time since these studies began, more than two-thirds of AC listening by Blacks took place somewhere other than at home, up nearly 2% from Fall 2009 and almost 9% higher than in Fall AC delivered much higher ratings in certain states than its national average, indexing more than double in California, Connecticut, Delaware, Kansas and Massachusetts; it registered at least 30% higher than its overall share in Florida, Nevada and New York. 10.7% 15.3% continued 5.0% 2.8% 2.6% 7.7% : Percent +/- National Format Share 2.7% 2.2% 3.4% No stations <75% % >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

28 Adult Contemporary (and Soft Adult Contemporary) Cume Black Cume 6,768,500 59,086,800 Total Format Cume In Black DST Markets 5% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 7% 10AM-3PM 5% 3PM-7PM 5% 7PM-Mid 5% Sat-Sun 6AM-Mid 6% Mon-Sun 6AM-Mid AC gained format share in all dayparts between Fall 2009 and 2010, particularly on weekends, when it rose from 4.2% to 5.0% a 19% rate of increase, the most of any daypart among any format in this report. Popular in-office, AC recorded Its strongest listening in middays, when it far outperformed its overall share. Sixty percent of AC s Black listeners aged 18+ either attended college or earned a degree, slightly above the 58% average of all 11 formats in this study. Time Spent Listening to AC held steady between Fall 09 and Fall 10 the only music format in this report to do so. TSL actually increased 15 minutes among those 12-24, was unchanged with adults and was down just a quarter-hour with adults and Education Persons 18+ College Graduate 28% <12th Grade 7% High School Graduate 33% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid 2:00 2:15 2:45 2:45 2:45 P12+ Some College 32% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

29 Adult Contemporary* Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 123 $162 Million Men s Casual Clothing 109 $324 Million Men s Shoes 112 $241 Million Women s Business Clothing 117 $192 Million Women's Casual Clothing 102 $396 Million Women s Shoes 103 $282 Million Children s Clothing 105 $375 Million Infants Clothing 109 $143 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 105 $601 Million Furniture 109 $365 Million Carpet/Flooring 104 $337 Million Mattress 104 $271 Million Window Treatments 100 $139 Million Music Equipment 120 $122 Million Computers/Mobile Devices (Household) Desktop Computer 112 Laptop Computer 121 Smartphone 111 Other Mobile Computing Device 121 E-Reader 138 Online Purchasing Have Online Access 114 Purchased Online Past 12 Months 125 Online Purchases by Listeners, Selected Categories: Airline Tickets/Travel Reservations 120 Books 111 Music 105 Computer Hardware/Software 112 Health and Beauty Items 107 Movie Tickets 111 Toys/Games 111 Consumer Electronics 111 Total Online Spending Past 12 Months: $1.8 Billion The Black audience of Adult Contemporary (AC) represented an estimated $2.1 billion dollars spent on apparel during the past 12 months. Purchasing levels were stronger than the norm for all apparel categories studied and were especially pronounced for both men s and women s business clothing. Black AC listeners lived in households that were above-average in use of coupons 27% used grocery coupons weekly and 35% used coupons for other types of merchandise monthly. They were more likely than other coupon users in the general Black population to obtain coupons from loyalty cards and electronic sources. Eighty-one percent of Black AC listeners had health insurance and 61% had life insurance. They were also well above the norms for the Black population for having health club memberships, eating organically and going online to seek out medical services and medical information. The format s Black listeners lived in households that were above the national averages for the Black population in ownership of computers, smartphones and other mobile computing devices. More than half of these listeners purchased online during the past 12 months and contributed $1.8 billion to e-commerce during that time period. Listeners were about average for being registered voters compared with total Black adults nationwide. Seventy-one percent of Black Adult Contemporary voters identified as Democrats or as Independents who leaned toward the Democratic side. Close to one in 10 voters contributed to political organizations during the past 12 months. *Scarborough data do not include Soft Adult Contemporary. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

30 Adult Contemporary Voter Profile (Self-Identified) Pct. Registered to Vote 80% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 101 Republican/Independent but Feel Closer to Republican 92 Independent/Other 103 Contribute to Political Organizations 127 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 100 Domestic Regular Beer 111 Imported Beer 127 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 100 Salty Snacks 100 Candy 94 Energy Bars/Nutrition Bars 118 Coupon Usage (Household) Use Grocery Coupons Every Week 110 Use Coupons for Other Goods/Services Every Month 111 Coupons Obtained From: Newspapers/Magazines/Mail 99 In-Store Circulars/Coupons 101 Loyalty Cards 113 Electronic Sources ( /Text/Online) 122 Product Packages 102 Health and Wellness Have Health Insurance Coverage 101 Have Life Insurance Coverage 97 Bought Prescription Drugs Past 30 Days 99 Belong to Health/Exercise Club 120 Buy Organic Food Regularly 119 Located Medical Services or Information Online Past 30 Days 140 Shopped for Medicine/Prescriptions Online Past 12 Months 103 Made Contribution to Healthcare or Medical Organization Past 12 Months 108 Dental Check-Up/Procedure Past 12 Months 107 Bought Glasses/Contacts Past 12 Months 94 Entertainment Past 12 Months New Movies at Theater 110 Lottery Ticket 107 Casino 107 Pro Sports Event 115 Theme Park 118 Live Theater 130 Comedy Club 113 Circus BLACK RADIO TODAY 2011 EDITION

31 News/Talk/Information (and Talk/Personality) Women 43% Listeners 12+ Mon-Sun, 6AM-Mid Men 57% SP03 3.9% SP04 3.8% Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid SP05 3.9% SP06 3.6% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets SP07 3.9% FA08 4.9% FA09* 4.6% FA10* 4.5% *Reflects AC and Soft AC. Prior years are AC only. 5.2% 3.1% Largest composition increase of $75,000- plus households Audience was mostly 45+, but composition grew Majority of listening took place away from home Best-educated Black Radio listeners With 686 stations programming News/Talk/Information and Talk Personality (N/T/I) in the 133 Black DST markets, the format was heard on nearly twice as many stations as its nearest competitor (Religious). N/T/I accumulated 4.5% of all radio listening in Black DST markets and a 5.2% share in PPM Metros. As we see from Fall 2008 s peak, N/T/I can be expected to generate even higher ratings in presidential campaign years. An estimated 3.2 million Black listeners depend on N/T/I stations each week. National AQH Composition for All Formats 4% 3% 9% 18% 22% 21% 23% The largest proportion of N/T/I s audience was 65+, and the format accounted for more than 9% of all 65+ radio listening by Blacks. Sixty-six percent of N/T/I listeners were at least 45 years old in Fall However, that is down from 69% in Fall The shift came from those under the age of 35, which grew in composition from 13% in Fall 09 to 16% in Fall 10. Men delivered 57% of N/T/I s ratings, up 1% from Fall 09, ranking the format No. 2 to All Sports in terms of its high proportion of male listeners. P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

32 News/Talk/Information (and Talk/Personality) Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 53% At Home 47% >$75K 35% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ $50K- $75K 22% <$25K 19% $25K- $50K 23% Between Fall 09 and Fall 10, the percentage of Black N/T/I listeners residing in households producing at least $75,000 in annual income rose from 32% to 35% the largest composition increase of any format in this report. About 57% were in the $50,000-plus category; N/T/I ranked second only to All Sports in both of these income statistics. While a small majority of listening to N/T/I in Fall 09 took place at home, by Fall 10 the lion s share had shifted to awayfrom-home. The 4.1% increase in out-of-home tune-in was the most of the 11 formats in this study. Strong in the East, West and northern states, N/T/I generated more than 60% above its national format share in Arizona, California, Colorado, Delaware, Massachusetts, Minnesota, Ohio, Wisconsin, Washington and Washington, DC. 8.1% 15.3% 4.7% 10.6% 4.1% 5.3% : Percent +/- National Format Share 3.8% 2.3% 4.5% No stations <75% % continued 32 BLACK RADIO TODAY 2011 EDITION >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall 2010.

33 News/Talk/Information (and Talk/Personality) Cume Black Cume 3,201,400 39,960,100 Total Format Cume In Black DST Markets Education Persons 18+ 6% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 5% 10AM-3PM 5% 3PM-7PM 4% 7PM-Mid 3% Sat-Sun 6AM-Mid 5% Mon-Sun 6AM-Mid Black listeners like to wake up and drive to work with N/T/I. From 6AM to 10AM during weekdays, N/T/I grew from its 4.5% overall share to 5.7% a 27% ratings boost. Mornings represented the format s highest-rated daypart (ranking fourth) and were when N/T/I increased its ratings yearto-year, up from 5.2% to 5.7% a gain of nearly 10%. N/T/I listeners were the most welleducated among all Black radio listeners in this report. In Fall 2010, 72% of N/T/I listeners had some level of college experience or had earned a degree; that figure was similar to Fall Thirty-eight percent held a college diploma, also tops of the 11 formats studied. N/T/I held its own in terms of Time Spent Listening, shedding just 15 minutes per week overall, maintaining steady TSL with adults and 25-54, and actually adding 45 minutes among those the largest increase in that age group of any format. College Graduate 38% <12th Grade 6% High School Graduate 22% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid 2:30 3:15 4:30 4:45 4:45 P12+ Some College 34% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

34 News/Talk/Information* Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 143 $112 Million Men s Casual Clothing 120 $192 Million Men s Shoes 114 $117 Million Women s Business Clothing 96 $82 Million Women's Casual Clothing 86 $160 Million Women s Shoes 79 $111 Million Children s Clothing 77 $145 Million Infants Clothing 73 $47 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 95 $320 Million Furniture 111 $294 Million Carpet/Flooring 101 $192 Million Mattress 93 $160 Million Window Treatments 97 $80 Million Music Equipment 111 $61 Million Computers/Mobile Devices (Household) Desktop Computer 112 Laptop Computer 120 Smartphone 114 Other Mobile Computing Device 111 E-Reader 112 Online Purchasing Have Online Access 111 Purchased Online Past 12 Months 126 Online Purchases by Listeners, Selected Categories: Airline Tickets/Travel Reservations 130 Music 103 Computer Hardware/Software 114 Consumer Electronics 114 Medicine/Prescriptions 104 Flowers 134 Tickets to Cultural Events 140 Sports Logo Apparel 121 Total Online Spending Past 12 Months: $1.0 Billion Because the appeal of this format leans male, Black listeners of News/Talk/Information (N/T/I) demonstrated above-average purchasing patterns in the categories of men s business clothing, casual clothing and shoes. Of the total $966 million spent by listeners on all apparel categories, close to half went to men s clothing. Eighty-five percent of Black N/T/I listeners had health insurance and 69% had life insurance. They were well above norms for health club memberships, eating organically and using online sources to seek out medical information and services. N/T/I listeners lived in households that were above the national averages for the Black population in ownership of computers, smartphones and other mobile computing devices. More than half of these listeners purchased items online during the past 12 months and contributed $1.0 billion to e-commerce during that time period. When choosing entertainment activities, listeners gravitated toward sports (pro sports events and golfing) and the performing arts (live theater, concerts, dance performances). Although more than half also enjoyed a movie at the theater, N/T/I listeners were slightly below the average of all Blacks for moviegoing. Listeners were somewhat above the average for being registered voters compared with total Black adults nationwide. Most of the voters in N/T/I s Black audience identified as Democrats or as Independents who leaned toward the Democratic side (64%). More than one in 10 voters contributed to political organizations during the past 12 months. *Scarborough data do not include Talk/Personality. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

35 News/Talk/Information Voter Profile (Self-Identified) Pct. Registered to Vote 85% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 92 Republican/Independent but Feel Closer to Republican 126 Independent/Other 114 Contribute to Political Organizations 177 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 102 Domestic Regular Beer 123 Imported Beer 135 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 97 Salty Snacks 101 Candy 99 Energy Bars/Nutrition Bars 108 Coupon Usage (Household) Use Grocery Coupons Every Week 110 Use Coupons for Other Goods/Services Every Month 103 Coupons Obtained From: Newspapers/Magazines/Mail 100 In-Store Circulars/Coupons 98 Loyalty Cards 111 Electronic Sources ( /Text/Online) 115 Product Packages 118 Health and Wellness Have Health Insurance Coverage 106 Have Life Insurance Coverage 111 Bought Prescription Drugs Past 30 Days 98 Belong to Health/Exercise Club 131 Buy Organic Food Regularly 126 Located Medical Services or Information Online Past 30 Days 138 Shopped for Medicine/Prescriptions Online Past 12 Months 126 Made Contribution to Healthcare or Medical Organization Past 12 Months 108 Dental Check-Up/Procedure Past 12 Months 106 Bought Glasses/Contacts Past 12 Months 108 Entertainment Past 12 Months Pro Sports Event 130 Casino 108 Live Theater 145 Golfing 172 Comedy Club 109 Symphony Concert/Opera 189 Dance Performance 147 Rock Concert BLACK RADIO TODAY 2011 EDITION

36 Gospel Listeners 12+ Mon-Sun, 6AM-Mid Men 31% SP03 5.8% SP04 5.2% AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid SP05 6.0% SP06 5.6% SP07 5.9% FA08 4.6% FA09 4.4% FA10 4.5% Concentrated composition of women and adults 45+ No. 1 format in Time Spent Listening Strong weekend ratings performer Outperformed national format significantly in the South Women 69% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid 2.7% 8.3% Lisa Page Brooks, Fred Hammond featuring John P. Kee, Marvin Sapp and Brian Courtney Wilson are among the artists you ll hear on America s 149 Gospel stations in the 133 Black DST markets. These stations bring in more than 2 million listeners every week, accounting for 4.5% of all Black radio listening. Gospel was the only format whose national ratings were overwhelmingly driven by Diary Metros, as opposed to PPM markets. That proportion became even more pronounced in Fall 2010 as more Metro areas shifted to PPM during the year. 5% National AQH Composition for All Formats 7% 8% 15% 20% 19% 26% More than 60% of Gospel s audience was at least 45 years old and more than a quarter were 65 or older; no other music programming had as much of its audience in that age group. Although Gospel ranked fifth among the 11 formats in this report, it was No. 2 among those 65+. It was by far also the most female-oriented in its appeal, with women comprising nearly 70% of its audience. P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

37 Gospel Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 46% At Home 54% $50K- $75K 14% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 11% $25K- $50K 33% <$25K 42% A quarter of Gospel listeners resided in households producing $50,000 or more in annual income, a percentage that was unchanged between Fall 2009 and Fall The majority of listening to Gospel took place at home, with the proportions nearly identical to what they were in Fall 2008 and only slightly changed since Gospel ranked No. 2 to Religious radio as having the highest amount of listening occurring at home. Tune-in was primarily Southern, as the format delivered ratings at least 60% above its national average in Alabama, Arkansas, Indiana, Louisiana, Missouri, Mississippi, North Carolina, South Carolina and Tennessee. 0.1% 0.0% 0.9% 9.0% 2.3% 3.6% 4.8% 10.2% 5.4% : Percent +/- National Format Share No stations <75% % continued 37 BLACK RADIO TODAY 2011 EDITION >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall 2010.

38 Gospel Cume Black Cume 2,076,900 2,347,600 Total Format Cume In Black DST Markets Education Persons 18+ 5% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 5% 10AM-3PM 4% 3PM-7PM 4% 7PM-Mid 5% Sat-Sun 6AM-Mid 5% Mon-Sun 6AM-Mid Not surprisingly, Sunday programming helped Gospel generate its highest ratings during weekends, when the format contributed 16% more listening (and ranked fourth) than during the week overall (when it ranked fifth). Gospel also outperformed its full-week ratings in mornings and middays. Forty-six percent of Gospel listeners attended or graduated from college. Overall, the format enjoyed the longest Time Spent Listening rates of all formats targeting Black listeners, and was No. 2 only to Urban AC among those and various adult demos. Its TSL decreased just 15 minutes per week overall and in each key daypart except among adults 18-34, which actually increased by a quarter-hour the only music format to do so. College Graduate 15% <12th Grade 17% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid Some College 31% High School Graduate 37% 6:30 7:30 5:00 5:15 P12-24 P18-34 P25-54 P :15 P12+ Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

39 Gospel Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 82 $48 Million Men s Casual Clothing 103 $134 Million Men s Shoes 92 $92 Million Women s Business Clothing 129 $88 Million Women's Casual Clothing 118 $204 Million Women s Shoes 115 $136 Million Children s Clothing 105 $155 Million Infants Clothing 117 $63 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 104 $245 Million Furniture 71 $158 Million Carpet/Flooring 104 $164 Million Mattress 90 $120 Million Window Treatments 112 $81 Million Music Equipment 80 $27 Million Computers/Mobile Devices (Household) Desktop Computer 107 Laptop Computer 100 Smartphone 83 Other Mobile Computing Device 79 E-Reader 92 Online Purchasing Have Online Access 98 Purchased Online Past 12 Months 85 Online Purchases by Listeners, Selected Categories: Books 100 Food 128 Office Supplies 130 Home Accessories 118 Consumer Electronics 112 Tickets to Cultural Events 106 Furniture/Home Furnishings 100 Pet Supplies 103 Total Online Spending Past 12 Months: $438 Million Because the appeal of this format leans heavily female, Black listeners of Gospel were well above the average for purchasing in the categories of women s business clothing, casual clothing and shoes. Of the total $920 million spent on all apparel during the past 12 months, $428 million went to women s clothing, $274 million went to men s clothing and $218 million went to clothing for children and infants. Eighty-four percent of Gospel listeners had health insurance and, at 73%, they had the highest rate of life insurance coverage of any of the formats studied in this report. They were also above the norm for use of prescription drugs and eyewear. Gospel s Black listeners fell short of the averages for all types of paid entertainment examined for this report. More than half attended a movie during a typical year but they were more likely than the general Black population to spend their time on pursuits such as volunteering, continuing education, attending high school sports events and sewing/crafts. Listeners lived in households that were about average for having computers and were slightly below the norm for all Blacks in having online access. Still, although only 37% of Black Gospel listeners purchased items online, they contributed $438 million to e-commerce during the past 12 months. Black listeners to this format had the highest level of voter registration of any of the formats in this report. Seventy-three percent of the Black voters in Gospel s audience identified as Democrats or as Independents who leaned toward the Democratic side. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

40 Gospel Voter Profile (Self-Identified) Pct. Registered to Vote 90% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 105 Republican/Independent but Feel Closer to Republican 91 Independent/Other 86 Contribute to Political Organizations 73 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 89 Domestic Regular Beer 63 Imported Beer 59 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 101 Salty Snacks 106 Candy 110 Energy Bars/Nutrition Bars 97 Coupon Usage (Household) Use Grocery Coupons Every Week 93 Use Coupons for Other Goods/Services Every Month 91 Coupons Obtained From: Newspapers/Magazines/Mail 100 In-Store Circulars/Coupons 100 Loyalty Cards 90 Electronic Sources ( /Text/Online) 111 Product Packages 107 Health and Wellness Have Health Insurance Coverage 105 Have Life Insurance Coverage 118 Bought Prescription Drugs Past 30 Days 109 Belong to Health/Exercise Club 79 Buy Organic Food Regularly 92 Located Medical Services or Information Online Past 30 Days 96 Shopped for Medicine/Prescriptions Online Past 12 Months 84 Made Contribution to Healthcare or Medical Organization Past 12 Months 101 Dental Check-Up/Procedure Past 12 Months 104 Bought Glasses/Contacts Past 12 Months 117 Activities Past 12 Months Volunteer Work 104 Attended High School Sports Event 148 Fishing 102 Continuing Education 109 Sewing/Crafts 134 Basketball 103 Yoga/Pilates BLACK RADIO TODAY 2011 EDITION

41 Pop Contemporary Hit Radio (Pop CHR) Women 59% 20% Listeners 12+ Mon-Sun, 6AM-Mid 18% 19% Men 41% 19% SP03 3.7% SP04 2.8% Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 14% SP05 3.0% SP06 3.0% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets 7% SP07 3.1% 4.6% 3.8% FA08 3.2% National AQH Composition for All Formats 3% FA09 3.8% FA10 4.3% Strong improvement in $75,000-plus households Solid ratings gains for the fourth straight year Steady increase in educational attainment Stable TSL regardless of age group In 2010, Pop Contemporary Hit Radio (Pop CHR) offered a wide range of musical repertoire including Ke$ha, Lady Gaga, Bruno Mars, Pink, Black Eyed Peas and Katy Perry, among many others. The 193 Pop CHR stations in the 133 Black DST markets attracted nearly 6.3 million consumers and 4.3% of all Black radio listening, the fourth straight annual share increase. Yearto-year, Pop CHR gained nearly equal share percentages in both PPM and Diary Metros. While teens represented the largest segment of Pop CHR s audience, it was by the slimmest of margins, as the format s composition was determined nearly equally as much from adults 18-24, and And since spring 2006, Pop CHR s segment has jumped from 11% to 21%. Pop CHR had the highest teen component of the 11 formats in this report, and although the format was No. 7 in share overall, it ranked fourth with teens and among adults both and Women delivered 59% of Pop CHR s ratings essentially unchanged over the past three years ranking the format fourthhighest in its ratio of women to men. continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

42 Pop Contemporary Hit Radio (Pop CHR) Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 62% At Home 38% $50K- $75K 18% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 23% <$25K 24% $25K- $50K 35% The percentage of Black Pop CHR listeners who lived in households with $75,000 or more in annual income grew from 20% in 2009 to 23%; that s a 16% rate of increase in one year and the most of any format in this report. That 23% segment was also the highest proportion of overall affluence the format has ever generated, up from 15.4% in Spring Sixty-two percent of Pop CHR listening occurred away from home, up nearly 3% from Fall 2009 and the largest outof-home ratio for this format since these reports began. Pop CHR brought in at least 50% more listening than its national average in 10 states: Connecticut, Delaware, Kansas, Kentucky, Minnesota, New Jersey, Nevada, Oklahoma, Pennsylvania and Wisconsin. 5.5% 6.0% continued 8.4% 5.8% 3.7% 3.8% : Percent +/- National Format Share 3.4% 2.8% 2.0% No stations <75% % >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

43 Pop Contemporary Hit Radio (Pop CHR) College Graduate 23% Cume Black Cume 6,264,000 49,772,000 Total Format Cume In Black DST Markets Education Persons 18+ <12th Grade 8% High School Graduate 32% 4% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 4% 10AM-3PM 5% 3PM-7PM 5% 7PM-Mid 5% Sat-Sun 6AM-Mid Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid 2:30 2:15 2:15 2:15 4% Mon-Sun 6AM-Mid 2:15 P12+ Like its Rhythmic CHR and Urban Contemporary counterparts, Pop CHR generated its strongest ratings during weekday evenings. Its 5.0% share was 16% above its fullweek average of 4.3%, ranking the format fourth-highest, compared to its No. 7 position overall. Year-to-year, Pop CHR s ratings were up 13% for the full week, but grew 16% in weekday evenings, and were up 15% in mornings, afternoons and weekends. The morning, afternoon and evening rates of increase were the largest of all formats in this study. More than 60% of Pop CHR s Black audience attended or graduated from college fourth-most of all formats in this report. The proportion who earned a college degree rose from 20% to 23%, the third straight annual increase and highest recorded since these studies began. That 15% year-to-year gain in the college graduate category was the largest of the music formats covered and second only to All Sports. Pop CHR s TSL was almost identical regardless of age group, with the lowest TSL volatility of all 11 formats. Some College 38% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

44 Pop Contemporary Hit Radio (Pop CHR) Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 100 $126 Million Men s Casual Clothing 116 $354 Million Men s Shoes 108 $230 Million Women s Business Clothing 104 $177 Million Women's Casual Clothing 101 $401 Million Women s Shoes 102 $292 Million Children s Clothing 103 $408 Million Infants Clothing 109 $143 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 108 $598 Million Furniture 109 $476 Million Carpet/Flooring 111 $350 Million Mattress 115 $291 Million Window Treatments 112 $146 Million Music Equipment 148 $132 Million Computers/Mobile Devices (Household) Desktop Computer 114 Laptop Computer 118 Smartphone 137 Other Mobile Computing Device 126 E-Reader 101 Online Purchasing Have Online Access 124 Purchased Online Past 12 Months 130 Online Purchases by Listeners, Selected Categories: Clothing and Accessories 103 Music 107 Computer Hardware/Software 111 Movie Tickets 121 Toys/Games 120 Consumer Electronics 109 Food 102 Medicine/Prescriptions 106 Total Online Spending Past 12 Months: $1.9 Billion The Black audience of Pop Contemporary Hit Radio (Pop CHR) represented an estimated $2.1 billion dollars spent on apparel during the past 12 months. Purchasing levels are at or above par for all apparel categories measured. Although Black Pop CHR listeners were below average for insurance coverage, a majority had health insurance and life insurance. Listeners were well above the norms for the Black population for having health club memberships and going online to seek out medical information and to shop for medicines and prescriptions. When choosing entertainment activities, listeners were movie fans 70% of them enjoyed going out to see new movies. Listeners were above national averages for attending pro sports events, visiting theme parks and attending live theater, concerts, comedy clubs and the circus. Pop CHR s Black listeners lived in households that were above the national averages for the Black population in ownership of computers, smartphones and other mobile computing devices. More than half of these listeners purchased items online during the past 12 months and contributed $1.9 billion to e-commerce during that time period. Black Pop CHR listeners fell below the average for being registered voters compared with total Black adults nationwide. Sixty-six percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side, but the audience was above the norm for identifying as Independent at 20%. The remaining 14% reported that they were Republican or leaned Republican. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

45 Pop Contemporary Hit Radio (Pop CHR) Voter Profile (Self-Identified) Pct. Registered to Vote 77% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 94 Republican/Independent but Feel Closer to Republican 101 Independent/Other 123 Contribute to Political Organizations 94 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 117 Domestic Regular Beer 132 Imported Beer 136 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 104 Salty Snacks 105 Candy 115 Energy Bars/Nutrition Bars 123 Coupon Usage (Household) Use Grocery Coupons Every Week 111 Use Coupons for Other Goods/Services Every Month 116 Coupons Obtained From: Newspapers/Magazines/Mail 98 In-Store Circulars/Coupons 105 Loyalty Cards 111 Electronic Sources ( /Text/Online) 126 Product Packages 99 Health and Wellness Have Health Insurance Coverage 95 Have Life Insurance Coverage 88 Bought Prescription Drugs Past 30 Days 91 Belong to Health/Exercise Club 122 Buy Organic Food Regularly 107 Located Medical Services or Information Online Past 30 Days 110 Shopped for Medicine/Prescriptions Online Past 12 Months 129 Made Contribution to Healthcare or Medical Organization Past 12 Months 100 Dental Check-Up/Procedure Past 12 Months 108 Bought Glasses/Contacts Past 12 Months 96 Entertainment Past 12 Months New Movies at Theater 120 Casino 109 Pro Sports Event 117 Theme Park 119 Live Theater 119 R&B/Rap/Hip-Hop Concert 127 Comedy Club 138 Circus BLACK RADIO TODAY 2011 EDITION

46 All Sports Women 15% Listeners 12+ Mon-Sun, 6AM-Mid SP03 SP04 AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid SP05 SP06 SP07 FA08 FA09 FA10 No. 1 for listeners residing in $75,000-plus households Among radio s most well-educated consumers Format appeal grew % 3.0% 3.2% Programming focused on male demographic National AQH Composition for All Formats 2% 4% Men 85% Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid 12% 23% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets 29% 17% 4.2% 1.3% 14% America s 312 Sports stations in the 133 Black DST markets accounted for 3.2% of all radio listening for Blacks, a new high and the second straight year of growth since the format began being tracked in Fall Reaching 2.5 million listeners per week, All Sports appealed primarily to adult men (more than 5:1 over women), and was by far the most male-oriented programming of all major formats. Its audience was centered on those aged between 35-54; they represented 52% of the format s total audience. In fact, its format composition among 35-44s and 45-54s was higher than any other format in this study. All Sports audience makeup has grown older in recent years, as the proportion of those 45+ increased from 48% in Fall 2008 to 60% in Fall 2010, while the segment declined from 46% to 35% over that same period. All Sports had the smallest teen composition (just 2%) of the 11 formats in this report. P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

47 All Sports Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 65% At Home 35% >$75K 39% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income $50K- $75K 21% Persons 18+ <$25K 14% $25K- $50K 26% Black All Sports listeners were the most affluent of all Black radio listeners in this study. Sixty percent lived in households earning at least $50,000 per year, ranking No. 1 in that category. Nearly 40% resided in households producing $75,000 or more annually, also No. 1 by percentage. More so than most other formats, nearly two-thirds of All Sports listening took place away from home, such as in-car, at-work listening to talk shows or at a game where these consumers enjoyed play-by-play action. All Sports scored ratings at least 30% above its national share in California, Illinois, Massachusetts, Minnesota, Nevada, New York, Oklahoma, Texas, Washington and Washington, DC. 2.9% 2.4% continued 3.4% 1.1% 2.4% 3.1% 1.7% 0.8% 1.6% : Percent +/- National Format Share No stations <75% % >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

48 All Sports Cume Black Cume 2,537,400 21,428,100 Total Format Cume In Black DST Markets Education Persons 18+ 3% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 4% 10AM-3PM 3% 3PM-7PM 3% 7PM-Mid 3% Sat-Sun 6AM-Mid 3% Mon-Sun 6AM-Mid While every daypart has shown ratings gains in each of the past two years, All Sports contributed its highest ratings in middays, while also outperforming its overall share in afternoons. These Black listeners were among radio s most well-educated, ranking second only to News/Talk/Information in terms of postsecondary attainment more than 70% attended or graduated from college. A full third had at least a college degree, third-best among the 11 formats in this study (up from 28% in Fall 2009), and 96% had at least a high school diploma, ranking No. 1 in that statistic. Time Spent Listening to All Sports was at the median, having decreased modestly since Fall 2008, down just one quarter-hour per year. However, TSL among adults remained steady between Fall 2009 and Fall College Graduate 33% <12th Grade 4% High School Graduate 25% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid 1:45 3:15 4:30 4:45 4:15 P12+ Some College 38% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

49 All Sports Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 166 $69 Million Men s Casual Clothing 138 $128 Million Men s Shoes 136 $90 Million Women s Business Clothing 77 $43 Million Women's Casual Clothing 66 $77 Million Women s Shoes 66 $65 Million Children s Clothing 84 $101 Million Infants Clothing 90 $43 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 118 $217 Million Furniture 88 $124 Million Carpet/Flooring 112 $127 Million Mattress 101 $92 Million Window Treatments 97 $53 Million Music Equipment 105 $30 Million Computers/Mobile Devices (Household) Desktop Computer 111 Laptop Computer 113 Smartphone 125 Other Mobile Computing Device 104 E-Reader 95 Online Purchasing Have Online Access 114 Purchased Online Past 12 Months 121 Online Purchases by Listeners, Selected Categories: Airline Tickets/Travel Reservations 126 Books 101 Computer Hardware/Software 117 Movie Tickets 130 Consumer Electronics 143 Tickets to Sporting Events 175 Sports Logo Apparel 130 Flowers 118 Total Online Spending Past 12 Months: $583 Million Because the appeal of this format leans heavily male, Black listeners of All Sports had higher than average purchasing patterns in the categories of men s business clothing, casual clothing and shoes. This was one of the few formats where spending on men s clothing ($287 million) exceeded spending on women s clothing ($185 million). Black listeners to All Sports radio had the highest levels of beer consumption of any of the formats studied among those of legal age, 46% drank beer during a typical 30-day period. These listeners were well above national norms for choosing imported brands. Listeners were above average for insurance coverage 83% had health insurance and 69% had life insurance. Black All Sports listeners were well above norms for the Black population for having health club memberships, eating organically and going online to seek out medical information and shop for medicines and prescriptions. Just over half of all Black All Sports listeners purchased items online during the past 12 months and contributed $583 million to e-commerce during that time period. In line with their interest in sports, these listeners were far more likely than the average online purchaser to buy sports logo apparel and tickets to sporting events. Black All Sports listeners were slightly above the average for being registered voters compared with total Black adults nationwide. Sixty-six percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side but, at 18%, the audience was also above the norm for identifying as Republican. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

50 All Sports Voter Profile (Self-Identified) Pct. Registered to Vote 84% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 94 Republican/Independent but Feel Closer to Republican 127 Independent/Other 101 Contribute to Political Organizations 149 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 118 Domestic Regular Beer 130 Imported Beer 143 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 96 Salty Snacks 110 Candy 95 Energy Bars/Nutrition Bars 102 Coupon Usage (Household) Use Grocery Coupons Every Week 126 Use Coupons for Other Goods/Services Every Month 108 Coupons Obtained From: Newspapers/Magazines/Mail 101 In-Store Circulars/Coupons 103 Loyalty Cards 106 Electronic Sources ( /Text/Online) 117 Product Packages 101 Health and Wellness Have Health Insurance Coverage 104 Have Life Insurance Coverage 111 Bought Prescription Drugs Past 30 Days 98 Belong to Health/Exercise Club 125 Buy Organic Food Regularly 116 Located Medical Services or Information Online Past 30 Days 128 Shopped for Medicine/Prescriptions Online Past 12 Months 115 Made Contribution to Healthcare or Medical Organization Past 12 Months 106 Dental Check-Up/Procedure Past 12 Months 116 Bought Glasses/Contacts Past 12 Months 114 Entertainment Past 12 Months New Movies at Theater 113 Pro Sports Event 158 Casino 115 Theme Park 144 Bowling 113 Golfing 202 Comedy Club 128 Rock Concert BLACK RADIO TODAY 2011 EDITION

51 All News Women 46% Listeners 12+ Mon-Sun, 6AM-Mid Men 54% SP03 Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid - SP04 - AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid SP05 SP AQH Share in PPM Markets 12+ AQH Share in Diary Markets - - SP07-2.3% 0.2% FA08 1.9% FA09 1.8% FA10 2.0% By age, the most mature of Black radio listeners Among radio s most well-educated listeners Significantly above-average household affluence Time Spent Listening held steady overall There were 27 All News stations in the 133 Black DST markets, reaching 1.6 million Black listeners each week and generating 2.0% of radio listening, most of it coming from PPMmeasured markets. Leaning male, All News targets an older audience, with nearly 90% in 2010 aged 35+, 56% 55+ and more than threequarters at least 45 years old. In fact, All News had the largest proportion of its Black audience aged 35+, 45+, 55+ and 65+ of the 11 formats in this report. While All News had a 2.0 share overall, its ratings were triple that among those % 21% 21% National AQH Composition for All Formats 3% 3% 5% 12% P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

52 All News Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 47% At Home 53% >$75K 32% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ $50K- $75K 19% <$25K 21% $25K- $50K 28% Better than half of All News Black audience resided in households earning $50,000 or more per year, ranking them No. 3 among the most affluent of all radio listeners analyzed. The format also ranked third-highest for the proportion of its Black listeners living in households producing $75,000-plus annually. While the majority of All News tune-in took place at home (third-most of all formats), the ratio shifted significantly between Fall 2009 and Fall 2010 toward away-from-home, rising from 42% to 47%. Most All-News listening occurred in a handful of states with large cities, including California, Illinois, Michigan, New York, Pennsylvania and Washington, as well as Washington, DC. 1.5% 4.7% continued 0.6% 1.8% 1.5% 2.1% : Percent +/- National Format Share 2.3% 1.9% 1.5% No stations <75% % >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

53 All News Cume Black Cume 1,639,600 13,133,500 Total Format Cume In Black DST Markets Education Persons 18+ 3% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 2% 10AM-3PM 2% 3PM-7PM 2% 7PM-Mid 2% Sat-Sun 6AM-Mid 2% Mon-Sun 6AM-Mid Mornings are traditionally when All News stations secure their highest ratings, as listeners wake up to hear what s happening and stay with the format during their commute to work. Since Fall 2009, All News gained in share during middays, afternoons and especially evenings. More than 62% of these listeners had college experience by Fall 2010, up from 60% in Fall 2009; that s third-highest of the formats studied in this report. More than a third had earned their degree or beyond, ranking second only to News/Talk/Information listeners. Time Spent Listening to All News held steady at four years between Fall 09 and Fall 10, with TSL increasing by 15 minutes among adults and declining one quarter-hour among those 12-24, and College Graduate 34% <12th Grade 9% High School Graduate 29% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid 1:45 1:45 3:00 3:45 4:00 P12+ Some College 29% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

54 All News Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 113 $44 Million Men s Casual Clothing 111 $103 Million Men s Shoes 99 $52 Million Women s Business Clothing 89 $44 Million Women's Casual Clothing 91 $93 Million Women s Shoes 81 $63 Million Children s Clothing 84 $71 Million Infants Clothing 69 $23 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 100 $148 Million Furniture 100 $49 Million Carpet/Flooring 93 $98 Million Mattress 111 $87 Million Window Treatments 82 $35 Million Music Equipment 81 $29 Million Computers/Mobile Devices (Household) Desktop Computer 109 Laptop Computer 103 Smartphone 105 Other Mobile Computing Device 73 E-Reader 148 Online Purchasing Have Online Access 103 Purchased Online Past 12 Months 118 Online Purchases by Listeners, Selected Categories: Airline Tickets/Travel Reservations 118 Books 113 Music 106 Computer Hardware/Software 127 Movie Tickets 119 Food 132 Consumer Electronics 129 Office Supplies 129 Total Online Spending Past 12 Months: $528 Million All News appeals to both Black men and women and although we saw purchasing levels above the norm for men s business and casual clothing, expenditure totals were nearly equal for men s apparel ($199 million) and women s apparel ($200 million). Black listeners of All News had one of the strongest health and wellness profiles of any format studied in this report. They were above national norms for Blacks for every characteristic included in the profile and were particularly strong for having health insurance (89%) and life insurance (68%). They were also well above the average for all Black adults in health club memberships, eating organically and using online sources to find medical information and prescription drugs. When choosing entertainment activities, listeners gravitated toward sports (pro sports events and golfing) and the performing arts (live theater, concerts, dance performances). Although more than half also enjoyed a movie at the theater, listeners were slightly below the average of all Blacks for movie-going. Just over half of listeners purchased items online during the past 12 months, contributing $528 million to e-commerce during that time period. All News Black listeners were above the average for being registered voters. Seventy-two percent of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Compared to total Black voters nationwide, these voters were twice as likely to contribute to political organizations 14% made contributions compared with 7% of total Black voters who made contributions. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

55 All News Voter Profile (Self-Identified) Pct. Registered to Vote 89% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 102 Republican/Independent but Feel Closer to Republican 107 Independent/Other 83 Contribute to Political Organizations 207 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 90 Domestic Regular Beer 106 Imported Beer 135 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 93 Salty Snacks 98 Candy 85 Energy Bars/Nutrition Bars 111 Coupon Usage (Household) Use Grocery Coupons Every Week 120 Use Coupons for Other Goods/Services Every Month 117 Coupons Obtained From: Newspapers/Magazines/Mail 99 In-Store Circulars/Coupons 107 Loyalty Cards 124 Electronic Sources ( /Text/Online) 112 Product Packages 99 Health and Wellness Have Health Insurance Coverage 111 Have Life Insurance Coverage 109 Bought Prescription Drugs Past 30 Days 103 Belong to Health/Exercise Club 133 Buy Organic Food Regularly 142 Located Medical Services or Information Online Past 30 Days 138 Shopped for Medicine/Prescriptions Online Past 30 Days 133 Made Contribution to Healthcare or Medical Organization Past 12 Months 125 Dental Check-Up/Procedure Past 12 Months 113 Bought Glasses/Contacts Past 12 Months 106 Entertainment Past 12 Months Casino 124 Pro Sports Event 124 Live Theater 197 Comedy Club 123 Golfing 163 Circus 115 Dance Performance 151 Symphony Concert/Opera BLACK RADIO TODAY 2011 EDITION

56 Classic Hits Listeners 12+ Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid The leader in at-work listening by percentage Solid midday ratings Above-average household income Women 52% Men 48% SP03 0.2% SP04 0.2% SP05 SP AQH Share in PPM Markets 12+ AQH Share in Diary Markets Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid - - SP07-2.2% 0.8% FA08 - FA09 - FA10 1.8% Consistent Time Spent Listening, regardless of age group Aretha Franklin, Billy Joel, Kool and the Gang and Motown stars were some of the artists featured on America s 142 Classic Hits stations in the 133 Black DST markets. These stations reached nearly 2.5 million Blacks per week, delivering 1.8% of all Black consumer listening. By definition, Classic Hits skews toward an older audience, 56% of which was at least 45 years old in 2010 and 75% of which was 35+. Classic Hits leaned somewhat toward women, by percentage close to the median of the 11 formats in this report. National AQH Composition for All Formats 10% 10% 19% 23% 20% 13% 5% P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

57 Classic Hits Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 70% At Home 30% >$75K 28% $50K- $75K 18% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ <$25K 21% $25K- $50K 32% Classic Hits Black listeners were solid income earners. Forty-six percent resided in households producing $50,000 or more annually, ranking fourth-highest of the formats studied. Classic Hits also ranked No. 4 among listeners living in households generating $75,000 or better per year. The format was popular as an at-work choice, ranking No. 1 among the 11 formats covered in its proportion of away-from-home tune-in. Classic Hits delivered at least 50% higher ratings than its national average in California, Delaware, Florida, Massachusetts, Minnesota, New York, Ohio and Pennsylvania. 1.5% 4.7% continued 0.6% 1.8% 1.5% 2.1% : Percent +/- National Format Share 2.3% 1.9% 1.5% No stations <75% % >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

58 Classic Hits Cume Black Cume 2,486,500 31,746,600 Total Format Cume In Black DST Markets 2% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 2% 10AM-3PM 2% 3PM-7PM 2% 7PM-Mid 1% Sat-Sun 6AM-Mid 2% Mon-Sun 6AM-Mid Fifty-six percent of Black listeners to Classic Hits attended college or earned a degree. The aforementioned at-work appeal of Classic Hits was further evidenced by the format s performance in middays, when it scored 28% higher ratings than for the week overall. Classic Hits also registered above-average shares in afternoons. The format s Time Spent Listening was very consistent regardless of age group, being, as expected, slightly longer among those Education Persons 18+ College Graduate 22% <12th Grade 7% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid High School Graduate 37% 2:15 2:15 2:15 2:30 2:15 P12+ Some College 34% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

59 Classic Hits Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 118 $46 Million Men s Casual Clothing 95 $84 Million Men s Shoes 115 $71 Million Women s Business Clothing 98 $48 Million Women's Casual Clothing 90 $95 Million Women s Shoes 88 $70 Million Children s Clothing 89 $89 Million Infants Clothing 86 $34 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 101 $187 Million Furniture 97 $129 Million Carpet/Flooring 83 $79 Million Mattress 92 $82 Million Window Treatments 90 $35 Million Music Equipment 103 $35 Million Computers/Mobile Devices (Household) Desktop Computer 106 Laptop Computer 103 Smartphone 92 Other Mobile Computing Device 76 E-Reader 97 Online Purchasing Have Online Access 98 Purchased Online Past 12 Months 101 Online Purchases by Listeners, Selected Categories: Airline Tickets/Travel Reservations 118 Clothing or Accessories 103 Health and Beauty Items 100 Movie Tickets 107 Medicine/Prescriptions 118 Food Items 104 Home Accessories 106 Tickets to Cultural Events 145 Total Online Spending Past 12 Months: $444 Million Sixty-eight percent of Black Classic Hits listeners personally shopped for clothing or shoes (for themselves or others) during the past 12 months, spending an estimated $537 million. The purchasing patterns of listeners were above the national average for men s business clothing and shoes. Overall spending was $201 million for men s apparel, $213 million for women s apparel and $123 million for children s and infants apparel. Although slightly below the national averages for insurance coverage among Blacks, 80% of Black listeners had health coverage and 57% had life insurance. About three-quarters of Black Classic Hits listeners used prescription drugs during a typical 30- day period, although that was somewhat below the national average for all Blacks. Going to the movies was the most popular type of paid entertainment among Black listeners but was slightly below the average of all Blacks for moviegoing. Listeners gravitated toward pro sports events, casinos, theme parks and performance arts. Listeners were just about average for having purchased items online during the past 12 months, contributing $444 million to e-commerce during that time period. Classic Hits Black listeners mirrored the average for being registered voters compared with total Black adults nationwide. More than 70% of these voters identified as Democrats or as Independents who leaned toward the Democratic side. Compared with total Black voters nationwide, these voters were above the norm for contributing to political organizations 9% made contributions compared with 7% of total Black voters who made contributions. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

60 Classic Hits Voter Profile (Self-Identified) Pct. Registered to Vote 81% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 102 Republican/Independent but Feel Closer to Republican 100 Independent/Other 91 Contribute to Political Organizations 125 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 100 Domestic Regular Beer 111 Imported Beer 116 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 101 Salty Snacks 94 Candy 89 Energy Bars/Nutrition Bars 121 Coupon Usage (Household) Use Grocery Coupons Every Week 113 Use Coupons for Other Goods/Services Every Month 106 Coupons Obtained From: Newspapers/Magazines/Mail 95 In-Store Circulars/Coupons 103 Loyalty Cards 99 Electronic Sources ( /Text/Online) 102 Product Packages 108 Health and Wellness Have Health Insurance Coverage 100 Have Life Insurance Coverage 92 Bought Prescription Drugs Past 30 Days 96 Belong to Health/Exercise Club 98 Buy Organic Food Regularly 107 Located Medical Services or Information Online Past 30 Days 99 Shopped for Medicine/Prescriptions Online Past 12 Months 111 Made Contribution to Healthcare or Medical Organization Past 12 Months 115 Dental Check-Up/Procedure Past 12 Months 100 Bought Glasses/Contacts Past 12 Months 97 Entertainment Past 12 Months Lottery Ticket 103 Pro Sports Event 127 Casino 105 Theme Park 106 Live Theater 105 Circus 106 Dance Performance BLACK RADIO TODAY 2011 EDITION

61 Religious Women 63% Listeners 12+ Mon-Sun, 6AM-Mid National AQH Composition for All Formats Men 37% 11% SP03 3.1% SP04 2.8% Audience Composition Percent of Format Audience by Demographic Mon-Sun, 6AM-Mid AQH Share Trend Black Persons 12+, Mon-Sun, 6AM-Mid 20% SP05 2.4% SP06 2.2% 12+ AQH Share in PPM Markets 12+ AQH Share in Diary Markets 24% SP07 2.1% 1.2% 2.1% FA08 1.8% 30% FA09 1.6% FA10 1.5% High proportion of adult women Only format to increase its Time Spent Listening The leader in at-home ratio of listening audience segment grew America s 929 Religious stations generated 1.5% of all listening by Black listeners, who tuned in to hear self-help, discussions of family issues, Bible study programming, paid religious content and Christian music. That 1.5% has declined each year since Spring 2003 overall, but increased in Diary markets between Fall 2009 and Fall The second-most femaleleaning format, Religious has shifted increasingly female in recent years. More than half of Religious listeners were at least 55 years old; only All News had a larger 55+ composition. Nearly a quarter were between 55-64; that was a higher proportion than any other format in this report for that age group. It scored a 3.9% share among those 65+, more than double its overall 12+ share. However, despite its mature audience, Religious radio s audience segment more than doubled since Spring 2006, from 4% to almost 10%. 4% 6% 6% P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ continued Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

62 Religious Share of Listening by Location AQH Persons 12+, Mon-Sun, 6AM-Mid Away From Home 43% At Home 57% $50K- $75K 26% Audience Share by State Persons 12+, Mon-Sun, 6AM-Mid, AQH Share Household Income Persons 18+ >$75K 16% $25K- $50K 25% <$25K 32% Better than 40% of Religious radio s Black listeners resided in households producing at least $50,000 or more annually, up more than 1% in the past year and ranking among the top five in this report. Religious programming pulled in more of its audience at home than did any other format, and that pattern was even more evident in Fall 2010 compared to Fall 09, up from 52% to 57%. It was the only format in this report where at-home s share of listening rose in the past year. States where Religious listening shares exceeded the format s national average by more than 50% spanned the American landscape: California, Colorado, Kansas, Kentucky, Massachusetts, Minnesota, New Jersey, Ohio and South Carolina. 1.5% 4.7% continued 0.6% 1.8% 1.5% 2.1% : Percent +/- National Format Share 2.3% 1.9% 1.5% No stations <75% % >150% Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

63 Religious Cume Black Cume 993,800 4,611,700 Total Format Cume In Black DST Markets 2% 6AM-10AM AQH Share of Listening by Daypart Persons 12+, Mon-Sun, 6AM-Mid 2% 10AM-3PM 1% 3PM-7PM 1% 7PM-Mid 1% Sat-Sun 6AM-Mid 2% Mon-Sun 6AM-Mid The proportion of Black Religious listeners who graduated from college rose nearly more than 2% between Fall 09 and Fall 10. Twenty-six percent held a degree, compared to 19% in Spring 2006, and nearly 60% had attended or completed college, representing the median of the 11 in this study. Religious programming did best in mornings, when it performed 33% above its full-week share (2.0 vs. 1.5); its ratings were steady throughout other dayparts and weekends except for a dip in afternoons. Ranking No. 4 in TSL overall, Religious was the only format among the 11 in this study to demonstrate increased overall Time Spent Listening per week, with 30-minute gains among those and a full hour uptick with adults Education Persons 18+ College Graduate 26% <12th Grade 12% Time Spent Listening by Demographic (Hours:Minutes) Mon-Sun, 6AM-Mid High School Graduate 29% 3:00 3:30 4:00 4:45 5:00 P12+ Some College 33% P12-24 P18-34 P25-54 P35-64 Note: Due to rounding, totals may not add to 100. Source: TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

64 Religious Purchased Apparel Past 12 Months Total Spent by Listeners Men s Business Clothing 104 $29 Million Men s Casual Clothing 93 $49 Million Men s Shoes 91 $36 Million Women s Business Clothing 121 $39 Million Women's Casual Clothing 109 $75 Million Women s Shoes 96 $45 Million Children s Clothing 90 $52 Million Infants Clothing 101 $18 Million Purchased Home Furnishings and Electronics Past 12 Months (Household) Total Spent by Household Television 101 $113 Million Furniture 102 $81 Million Carpet/Flooring 117 $82 Million Mattress 87 $48 Million Window Treatments 103 $25 Million Music Equipment 62 $9 Million Computers/Mobile Devices (Household) Desktop Computer 106 Laptop Computer 109 Smartphone 98 Other Mobile Computing Device 96 E-Reader 61 Online Purchasing Have Online Access 101 Purchased Online Past 12 Months 104 Online Purchases by Listeners, Selected Categories: Books 128 Airline Tickets/Travel Reservations 103 Computer Hardware/Software 115 Movie Tickets 135 Consumer Electronics 115 Office Supplies 104 Medicine/Prescriptions 105 Flowers 118 Total Online Spending Past 12 Months: $306 Million Seventy-four percent of Black Religious listeners personally shopped for clothing or shoes during the past 12 months, spending an estimated $343 million. The purchasing patterns of listeners were above the national average for Blacks for both men s and women s business clothing and for women s casual clothing. Although slightly below the national average for health insurance coverage among Blacks, almost 80% of Black Religious listeners had health coverage. They indexed above average in life insurance coverage. Going to the movies was the most popular type of paid entertainment among Religious radio s Black listeners more than half went to the theater during the past 12 months but that was slightly below the average of all Blacks for movie-going. Listeners exceeded norms for attending live theater and dance performances, but they fell far short of the averages for other types of paid entertainment studied for this report. Listeners preferred to spend their time on pursuits such as gardening, volunteer work, adult education and sewing/crafts. Although listeners were just about average for online purchasing, they did contribute $306 million to e- commerce during that time period. This format s Black listeners were above the average for being registered voters compared with total Black adults nationwide. Seventy percent of voters identified as Democrats or as Independents who leaned toward the Democratic side. Compared with Black voters nationwide, these voters were above the norm for contributing to political organizations 11% made contributions compared with 7% of total Black voters who made contributions. Note: compares Black listeners of format with total Black adults in USA. An of 100 is average. Source: Scarborough USA+, Release 2, BLACK RADIO TODAY 2011 EDITION

65 Religious Voter Profile (Self-Identified) Pct. Registered to Vote 85% Among Registered Voters: Democrat/Independent but Feel Closer to Democrat 99 Republican/Independent but Feel Closer to Republican 128 Independent/Other 80 Contribute to Political Organizations 161 Alcoholic Beverage Consumption Past 30 Days (Among Adults 21+) Domestic Light Beer 86 Domestic Regular Beer 100 Imported Beer 87 Snack Foods Past 30 Days (Household) Ice Cream/Frozen Treats 103 Salty Snacks 101 Candy 103 Energy Bars/Nutrition Bars 91 Coupon Usage (Household) Use Grocery Coupons Every Week 110 Use Coupons for Other Goods/Services Every Month 113 Coupons Obtained From: Newspapers/Magazines/Mail 98 In-Store Circulars/Coupons 105 Loyalty Cards 105 Electronic Sources ( /Text/Online) 94 Product Packages 109 Health and Wellness Have Health Insurance Coverage 98 Have Life Insurance Coverage 110 Bought Prescription Drugs Past 30 Days 100 Belong to Health/Exercise Club 85 Buy Organic Food Regularly 102 Located Medical Services or Information Online Past 30 Days 112 Shopped for Medicine/Prescriptions Online Past 12 Months 101 Made Contribution to Healthcare or Medical Organization Past 12 Months 97 Dental Check-Up/Procedure Past 12 Months 107 Bought Glasses/Contacts Past 12 Months 98 Activities Past 12 Months Gardening 126 Volunteer Work 134 Continuing Education 120 Attended Live Theater 116 Fishing 103 Sewing/Crafts 111 Attended Dance Performance BLACK RADIO TODAY 2011 EDITION

66 Radio Listening Trends Among Black Listeners This section provides nationwide listening trends among Black radio audiences. You ll see listening patterns traced by age and gender, on an hour-by-hour basis and according to listening location, as well as format composition breakouts and rankings by audience share. In these pages you can see that from dawn to dusk, weekdays and weekends, at home or away, radio listening is a valuable and key component of Black media usage. 66 BLACK RADIO TODAY 2011 EDITION

67 Radio Reaches All Ages Weekly Cume Rating Black Listeners 12+ (Mon-Sun 6AM-Mid) Year after year, these figures testify to radio s remarkable ability to attract Black listeners in every demographic group. Radio s relationship with its Black audience is consistent over time, as well P12+ P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Black Men Black Women How to Read: These figures represent Weekly Cume Ratings. For example, more than 96% of Black Women aged in the U.S. tuned in to radio at least once during an average week between the hours of 6AM and midnight. The tan background represents the average of all Black persons at least 12 years old who listened to the radio at least once during the week. Against that background, you can then see how radio reached various demographic groups compared to the national average. 67 BLACK RADIO TODAY 2011 EDITION Source: Data come from TAPSCAN Web National Regional Database, Fall

68 Radio Reaches All Ages 9:17 10:46 12:58 13:18 14:43 13:48 Time Spent Listening Hours:Minutes per Week Black Listeners :20 15:52 19:06 17:02 18:27 17:29 16:16 15:26 15:08 P12+ Black audiences generally listen to more radio than the population as a whole. Black adults aged 35 and older use radio more than the national average for Black persons, peaking in the age group for both men and women. Black teen girls and women listen to radio more than their male counterparts, whereas Black men aged and older consume more radio than Black women by about a half-hour per week. Black men 45 and above listen at least two more hours per week than do Black women aged 45+. P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ Black Men Black Women 68 BLACK RADIO TODAY 2011 EDITION Source: RADAR 108, March 2011; Radio Usage; Black Non-Hispanic Respondents.

69 Hour-by-Hour Listening AQH Rating (Persons Using Radio) Hour-by-Hour Listening, AQH Rating Black Listeners 12+ Percent of Persons Using Radio, Sat-Sun, Total Day (5AM-5AM) Sat-Sun For years, this chart has illustrated a longstanding pattern in which radio listening among Black consumers peaks during the 7AM weekday hour. However, listening remains strong throughout the morning, rises during the 11AM-1PM lunch hour and at the start of the afternoon commute. One notable shift in the past two years has been an increase in listening by Black consumers during weekdays between 11AM and noon, whereas prior to Fall 2009, midday tune-in did not rise after 8AM until the noon hour. Another change seen since the last report is a larger increase in listening by Black audiences in the 2PM-3PM hour compared with the 1PM-2PM period; in Fall 2009, those two hours were virtually identical. The increasing number of PPM-measured markets may be partly responsible for these differences. A third difference is that listening in the 3PM hour was slightly higher in Fall 2010 than in Fall 2009; that s the first time this has happened since Spring AM Noon PM Mid AM Although listening ratings by Blacks are understandably low in the 4AM weekday hour, they are showing a gradual increase, having risen slightly in Fall 2010 to their highest level in recent years; they also rose in Fall 2008 and Spring Listening on weekends during the 4AM hour has increased every year since Spring Source: Data come from TAPSCAN Web National Regional Database, Fall BLACK RADIO TODAY 2011 EDITION

70 Where Black People Listen: Weekdays Weekday Listening, AQH Rating Black Listeners 12+ Percent of Persons Using Radio, Total Day (5AM-5AM) Proportion of Listening Away From Home Proportion of Listening at Home From the 7AM through 9PM hours each weekday, more radio listening by Blacks takes place away from home, accompanying listeners in the car, at work or in some other location. Radio s unique advantage as the on-the-go medium is its ability to reach Black listeners wherever they are and, for advertisers, to most directly influence purchasing decisions. In the 3PM hour, 73% of radio tune-in is somewhere other than home. AQH Rating % 48% 70% 73% 56% 40% Away-from-home s proportion of Black radio listening has risen in most hours in recent years, most notably during weekdays between 6PM and 9PM, where the balance has shifted from at-home to somewhere else. Increases of at least 2% in away-from-home s share of listening also took place since the last report in nearly every hour, up 6% in the 7PM, 8PM and 10PM hours, with 5% gains in the 6PM and 9PM hours and in the 1AM-3AM period. 0 30% 27% 44% 60% AM Noon PM Mid AM How to Read: The charts on this and the next page depict listening location over the course of a typical weekday and weekend day. For example, during the 7AM hour on this chart, more than 14% (AQH Rating) of the 12+ Black population listened to the radio for at least five minutes. Of that number, about 52% were listening away from home. 70 BLACK RADIO TODAY 2011 EDITION Source: Data come from TAPSCAN Web National Regional Database, Fall

71 Where Black People Listen: Weekends 30 Weekend Listening, AQH Rating Black Listeners 12+ Persons Using Radio Sat-Sun, Total Day (5AM-5AM) Weekend radio offers some of radio's most popular programming, including countdown shows, play-by-play sports, religious services, longstanding live broadcasts and other special features. AQH Rating Proportion of Listening Away From Home Proportion of Listening at Home However, due to the lack of a workday commute, radio's listening levels are somewhat lower than during the week. The majority of listening during the weekend takes place at home from 5AM to 8AM, then away from home between 11AM and 8PM and then at home again from 8PM to 5AM. The percentage of away-from-home listening on weekends is highest between 2PM and 4PM, although radio's largest tune-in (both at-home and away-fromhome) takes place between 1PM and 2PM % 69% 50% 50% 59% 41% AM Noon PM Mid AM 52% 48% 56% 44% Away-from-home as the majority of radio listening during weekend midday, afternoon and early evening hours is a relatively recent development. As recently as Spring 2006, athome tune-in was the mainstay of weekend listening. 71 BLACK RADIO TODAY 2011 EDITION Source: Data come from TAPSCAN Web National Regional Database, Fall

72 Where Black Men and Women Listen Distribution of AQH Radio Listeners by Listening Location P12+ Black Listeners Mon-Sun, 6AM-Mid, 6AM-10AM, 10AM-3PM Home 40.6% 46.6% 29.4% Away From Home 59.4% 53.4% 70.6% Overall, nearly 60% of all radio listening by Black listeners is done away from the home this is particularly so during the weekday midday and afternoon and early evening hours. Evenings overall are the only daypart where athome listening attracts the majority of tune-in. In a significant shift regarding weekend listening, for the past two years the majority has taken place away from home during the prime hours of 10AM and 7PM., 3PM-7PM, 7PM-Mid Weekend, 10AM-7PM 30.4% 50.5% 44.6% 69.6% 49.5% 55.4% 72 BLACK RADIO TODAY 2011 EDITION Source: Data come from TAPSCAN Web National Regional Database, Fall 2010.

73 Listening by Daypart 6AM-10AM 10AM-3PM Listening by Daypart Mon-Sun, 6AM-Mid Black Cume Ratings 3PM-7PM 7PM-Mid Sat-Sun 6AM-Mid Mon-Sun 6AM-Mid P12-17 M W P18-24 M W P25-34 M W P35-44 M W P45-54 M W P55-64 M W P65+ M W Radio listening levels can vary widely according to the age group and the daypart. When looking at the specific dayparts on the chart at the left, you ll see that a higher percentage of each age group listens to radio during the 48-hour weekend span than during the week. And while most Black adult age groups will consume a lot of radio in morning drive, more of these listeners will tune into the radio during weekday middays or afternoon drive. In recent years, a steadily higher percentage of Adult Black men aged 35 or above have been tuning in to radio each during weekday middays, afternoons and evenings. 73 BLACK RADIO TODAY 2011 EDITION Source: Data come from TAPSCAN Web National Regional Database, Fall 2010.

74 Black Audience Composition by Demographic Mon-Sun, 6AM-Mid, Fall 2010 AQH Share of Teen Boys and Girls Pop Contemporary Hit Radio 20.0% Rhythmic CHR 14.8% Urban Contemporary 12.9% Adult Contemporary 6.0% Gospel 5.0% Classic Hits 4.8% Urban Adult Contemporary 4.6% News/Talk/Information All News 4.0% Religious 4.0% 3.3% All Sports 2.0% AQH Share of Adults Rhythmic CHR 24.7% Urban Contemporary 24.6% Pop Contemporary Hit Radio 19.0% Adult Contemporary 13.5% Urban Adult Contemporary 12.8% All Sports 11.8% Classic Hits 10.4% News/Talk/Information 9.2% Gospel Religious 7.8% 6.0% All News 5.2% All Sports AQH Share of Adults Urban Contemporary 19.9% Rhythmic CHR 19.4% Pop Contemporary Hit Radio 18.3% Classic Hits 9.8% Adult Contemporary 8.6% Urban Adult Contemporary 7.5% Gospel 7.2% Religious 5.8% News/Talk/Information 3.6% 3.4% All News 2.5% AQH Share of Adults All Sports 23.2% Rhythmic CHR 21.3% Urban Contemporary 21.3% Adult Contemporary 20.8% Urban Adult Contemporary 19.3% Classic Hits 18.9% Pop Contemporary Hit Radio 18.7% News/Talk/Information 17.6% Gospel All News 14.6% 12.3% Religious 10.8% 74 BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

75 Black Audience Composition by Demographic AQH Share of Adults All Sports 28.6% Urban Adult Contemporary 26.0% Classic Hits 22.8% Adult Contemporary 22.0% News/Talk/Information Rhythmic CHR 21.6% All News 21.2% Gospel 20.0% Religious 19.8% Pop Contemporary Hit Radio 14.3% 13.2% Urban Contemporary 12.9% Mon-Sun, 6AM-Mid, Fall 2010 AQH Share of Adults Religious 23.8% All News 20.8% News/Talk/Information Urban Contemporary 20.8% Classic Hits 20.2% Gospel 19.5% Urban Adult Contemporary 18.9% All Sports 16.8% Adult Contemporary 16.0% Pop Contemporary Hit Radio 7.0% 5.3% Rhythmic CHR 4.3% All News AQH Share of Adults 65+ Pop Contemporary Hit Radio 34.8% Religious 29.8% Gospel 25.9% News/Talk/Information 23.4% All Sports 14.0% Adult Contemporary 13.1% Classic Hits 13.0% Urban Adult Contemporary 10.8% Urban Contemporary 3.2% 2.7% Rhythmic CHR 2.3% 75 BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

76 Black Audience Composition by Gender Men All Sports 84.5% News/Talk/Information 57.3% All News 53.8% Rhythmic CHR 49.1% Classic Hits 47.8% Urban Contemporary 47.4% Urban Adult Contemporary 43.8% Pop Contemporary Hit Radio 41.2% Adult Contemporary 41.0% Religious 36.8% Gospel 30.6% Women Gospel 69.4% Religious 63.2% Adult Contemporary 59.0% Pop Contemporary Hit Radio 58.8% Urban Adult Contemporary 56.2% Urban Contemporary 52.6% Classic Hits 52.2% Rhythmic CHR 50.9% All News 46.2% News/Talk/Information 42.7% All Sports 15.5% Mon-Sun, 6AM-Mid, AQH Persons 12+, Fall BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

77 Black Percentage of Listening by Location At Home Religious 57.1% Gospel 53.8% All News 52.6% News/Talk/Information 46.8% Urban Contemporary 40.7% Urban Adult Contemporary 40.4% Pop Contemporary Hit Radio 38.4% Rhythmic CHR 37.1% All Sports 34.6% Adult Contemporary 32.9% Classic Hits 30.4% Away From Home Classic Hits 69.6% Adult Contemporary 67.1% All Sports 65.4% Rhythmic CHR 62.9% Pop Contemporary Hit Radio 61.6% Urban Adult Contemporary 59.6% Urban Contemporary 59.3% News/Talk/Information 53.2% All News 47.4% Gospel 46.2% Religious 42.9% Mon-Sun, 6AM-Mid, AQH Persons 12+, Fall BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

78 Black AQH Share of Listening by Daypart Monday-Sunday, 6AM-Midnight Urban Adult Contemporary 31.2% Urban Contemporary 17.9% Rhythmic CHR 9.3% Adult Contemporary 5.5% Gospel 4.5% News/Talk/Information 4.5% Pop Contemporary Hit Radio 4.3% All Sports 3.2% All News 2.0% Classic Hits 1.8% Religious 1.5% Monday-Friday, 6AM-10AM Urban Adult Contemporary 32.9% Urban Contemporary 17.4% Rhythmic CHR 8.6% News/Talk/Information 5.7% Adult Contemporary 4.7% Gospel 4.7% Pop Contemporary Hit Radio 3.8% All Sports 3.1% All News 2.6% Religious 2.0% Classic Hits 1.6% Monday-Friday, 10AM-3PM Urban Adult Contemporary 30.5% Urban Contemporary 15.4% Rhythmic CHR 8.2% Adult Contemporary 7.1% News/Talk/Information 5.0% Gospel 4.7% Pop Contemporary Hit Radio 3.7% All Sports 3.6% Classic Hits 2.3% All News 1.7% Religious 1.5% Monday-Friday, 3PM-7PM Urban Adult Contemporary 31.8% Urban Contemporary 18.3% Rhythmic CHR 9.9% Adult Contemporary 5.4% Pop Contemporary Hit Radio 4.7% News/Talk/Information 4.5% Gospel 4.0% All Sports 3.4% Classic Hits 1.8% All News 1.7% Religious 1.1% Monday-Friday, 7PM-Midnight Urban Adult Contemporary 29.1% Urban Contemporary 21.6% Rhythmic CHR 11.1% Pop Contemporary Hit Radio 5.0% Adult Contemporary 4.8% News/Talk/Information 3.9% Gospel 3.6% All Sports 3.0% All News 2.1% Classic Hits 1.5% Religious 1.5% Saturday-Sunday, 6AM-Midnight Urban Adult Contemporary 31.0% Urban Contemporary 18.4% Rhythmic CHR 9.4% Gospel 5.2% Adult Contemporary 5.0% Pop Contemporary Hit Radio 4.6% News/Talk/Information 3.5% All Sports 3.1% All News 1.9% Religious 1.5% Classic Hits 1.4% 78 BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

79 Time Spent Listening by Demographic Black Persons 12+ Hours / Wk. QH Gospel 7:15 29 Urban Adult Contemporary 7:00 28 Urban Contemporary 5:30 22 Religious 5:00 20 News/Talk/Information 4:45 19 All Sports 4:15 17 All News 4:00 16 Rhythmic CHR 3:45 15 Adult Contemporary 2:45 11 Classic Hits 2:15 9 Pop Contemporary Hit Radio 2:15 9 Black Persons Hours / Wk. QH Urban Contemporary 5:30 22 Gospel 5:00 20 Rhythmic CHR 4:00 16 Urban Adult Contemporary 4:00 16 Religious 3:00 12 News/Talk/Information 2:30 10 Pop Contemporary Hit Radio 2:30 10 Classic Hits 2:15 9 Adult Contemporary 2:00 8 All News 1:45 7 All Sports 1:45 7 Black Persons Hours / Wk. QH Urban Contemporary 6:15 25 Gospel 5:15 21 Urban Adult Contemporary 5:15 21 Rhythmic CHR 4:15 17 Religious 3:30 14 All Sports 3:15 13 News/Talk/Information 3:15 13 Adult Contemporary 2:15 9 Classic Hits 2:15 9 Pop Contemporary Hit Radio 2:15 9 All News 1:45 7 Mon-Sun, 6AM-Mid, Fall 2010 Black Persons Hours / Wk. QH Urban Adult Contemporary 7:30 30 Gospel 6:30 26 Urban Contemporary 5:45 23 All Sports 4:30 18 News/Talk/Information 4:30 18 Religious 4:00 16 Rhythmic CHR 4:00 16 All News 3:00 12 Adult Contemporary 2:45 11 Classic Hits 2:15 9 Pop Contemporary Hit Radio 2:15 9 Black Persons Hours / Wk. QH Urban Adult Contemporary 8:30 34 Gospel 7:30 30 Urban Contemporary 5:00 20 All Sports 4:45 19 News/Talk/Information 4:45 19 Religious 4:45 19 All News 3:45 15 Rhythmic CHR 3:30 14 Adult Contemporary 2:45 11 Classic Hits 2:30 10 Pop Contemporary Hit Radio 2: BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

80 Black Differential Survey Treatment (DST) Markets Diary Metros: Akron Albany, GA Alexandria, LA Ann Arbor, MI Atlantic City-Cape May, NJ Augusta, GA Baton Rouge Battle Creek, MI Beaumont-Port Arthur, TX Biloxi-Gulfport-Pascagoula Birmingham Bridgeport, CT Brunswick, GA Bryan-College Station, TX Buffalo-Niagara Falls Champaign, IL Charleston, SC Charlottesville, VA Chattanooga, TN Columbia, SC Columbus, GA Columbus-Starkville-West Point, MS Dayton Daytona Beach Decatur, IL Dothan, AL Fayetteville, NC Flint, MI Florence, SC Florence-Muscle Shoals, AL Fredericksburg, VA Ft. Pierce-Stuart-Vero Beach Gainesville-Ocala Greenville-New Bern- Jacksonville, NC Greenville-Spartanburg, SC Hilton Head, SC Huntsville, AL Jackson, MS Jackson, TN Jonesboro, AR Kalamazoo, MI Killeen-Temple, TX Lafayette, LA Lake Charles, LA Lakeland-Winter Haven Laurel-Hattiesburg, MS Lawton, OK Little Rock Louisville Lufkin-Nacogdoches, TX Macon, GA Melbourne-Titusville-Cocoa Meridian, MS Mobile Monroe, LA Montgomery, AL Muskegon, MI Myrtle Beach, SC New Haven, CT New Orleans Newburgh-Middletown, NY (Mid-Hudson Valley) Oklahoma City Panama City, FL Pensacola, FL Poughkeepsie, NY Richmond Roanoke-Lynchburg, VA Rochester, NY Rockford, IL Rocky Mount-Wilson, NC Saginaw-Bay City-Midland, MI Salisbury-Ocean City, MD Savannah, GA Shreveport, LA South Bend, IN Tallahassee, FL Texarkana, TX-AR Toledo Trenton, NJ Tupelo, MS Tuscaloosa, AL Tyler-Longview, TX Valdosta, GA Waco, TX Wichita Falls, TX Wilmington, DE Wilmington, NC Youngstown-Warren, OH PPM Metros: Atlanta Austin Baltimore Boston Charlotte-Gastonia-Rock Hill Chicago Cincinnati Cleveland Columbus, OH Dallas-Ft Worth Denver-Boulder Detroit Greensboro-Winston-Salem-High Point Hartford-New Britain-Middletown Houston-Galveston Indianapolis Jacksonville Kansas City Las Vegas Los Angeles Memphis Miami-Ft Lauderdale-Hollywood Middlesex-Somerset-Union Milwaukee-Racine Minneapolis-St. Paul Nashville Nassau-Suffolk (Long Island) New York Norfolk-Virginia Beach-Newport News Orlando Philadelphia Phoenix Pittsburgh Raleigh-Durham Riverside-San Bernardino Sacramento San Antonio San Diego San Francisco San Jose Seattle-Tacoma St. Louis Tampa-St. Petersburg-Clearwater Washington, DC West Palm Beach-Boca Raton 80 BLACK RADIO TODAY 2011 EDITION Source: Format definitions are supplied to Arbitron by the radio stations. Data come from TAPSCAN Web National Regional Database, Fall 2010.

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