Affluent Americans and the Media Landscape Top- line Findings February 2013
Defini;on of Affluent Americans Affluents Adults with Total HH Net Worth of $1M+ 6% of adult populabon Total HH Net Worth Assets of all members in household Including: EsBmated value of home and other real estate Personal and household possessions, including vehicles Bank accounts, stocks, bonds, equity in own company and other investments 2
AM/FM Radio is the most listened to audio source by Affluents each day Note: Streaming includes listening to radio or other audio via websites or apps on a computer, mobile, tablet, or ereader Source: 2012.2 USA TouchPoints 3
AM/FM Radio comprises nearly 2/3 rd of the ;me Affluents spend with audio sources % Share of Daily Audio Minutes Average Day Net Worth $1M+ Note: Streaming includes listening to radio or other audio via websites or apps on a computer, mobile, tablet, or ereader Source: 2012.2 USA TouchPoints 4
In the average media day, AM/FM Radio is the 2 nd highest reaching medium among Affluent Americans ahead of Magazines and Newspapers Note: TV includes ;me- shised viewing; Internet excludes email, but includes internet usage via computer, mobile, tablet, or ereader; Newspaper and Magazine includes digital readership. Source: 2012.2 USA TouchPoints 5
AM/FM Radio accounts for 1/4 of the ;me Affluents spend with media each day % Share of Daily Media Minutes Average Day Net Worth $1M+ Note: TV includes ;me- shised viewing; Internet excludes email, but includes internet usage via computer, mobile, tablet, or ereader; Newspaper and Magazine includes digital readership. Source: 2012.2 USA TouchPoints 6
From early morning to late asernoon, Affluents engage with AM/ FM Radio more than any other medium Note: TV includes ;me- shised viewing; Internet excludes email, but includes internet usage via computer, mobile, tablet, or ereader; Newspaper and Magazine includes digital readership. Source: 2012.2 USA TouchPoints 7
News, Talk and Sports formats axract consumers who are as affluent as other well- known media proper;es Top Radio Formats HH Net Worth (Median) All News - $449K Classical - $385K News/Talk - $366K All Talk - $334K Sports - $333K $446K $407K $432K $368K $318K $352K $360K $307K Source: GfK MRI, Doublebase 2012. Median HH Net Worth in the U.S. is $222K. 8
News, Talk and Sports formats axract consumers that appeal to Luxury Car marketers Top Radio Formats $470K $416K HH Net Worth (Median) All News - $449K $433K Classical - $385K News/Talk - $366K $437K All Talk - $334K Sports - $333K $423K $377K Source: GfK MRI, Doublebase 2012. Median HH Net Worth in the U.S. is $222K. 9
Addendum
AM/FM Radio Usage Skews Higher Educa;on, Employment and Income (2:56) (2:56) (2:34) Radio penetra;on rises with higher educa;on levels (2:20) Radio usage rises with employment status (2:29) (2:28) (2:44) (2:48) (2:46) (2:41) (2:23) Radio penetra;on rises as household income increases Source: 2012.2 USA TouchPoints
AM/FM Radio provides incremental reach gains when combined with other media Note: TV includes ;me- shised viewing; Internet excludes email, but includes internet usage via computer, mobile, tablet, or ereader; Newspaper and Magazine includes digital readership. Source: 2012.2 USA TouchPoints 12
Radio Formats Ranked by Median HH Net Worth Source: GfK MRI, Doublebase 2012 All News $448,659.20 Classical $385,493.00 News/Talk $365,623.30 Public $357,252.40 All Talk $334,144.60 Sports $332,792.90 Jazz $313,958.30 So\ AC $281,622.50 Jack $269,281.40 Adult Standards $264,648.90 Ethnic $252,883.80 AlternaBve $248,825.60 AC $245,891.40 Oldies $241,419.70 Classic Hits $235,180.80 Religious $234,163.50 Classic Rock $233,298.30 Median HH Net Worth $222,291.40 Rock $216,749.10 Country $209,767.20 CHR $194,212.20 Rhythmic $162,889.00 Gospel $141,901.90 Urban $102,561.50 Hispanic $59,000.40 13
Highest Ranking Radio Formats for Affluents Most Listened to Formats News/Talk 22% AC 16% CHR 13% Country 13% All News 10% Public 9% Sports 8% Classic Rock 8% AlternaBve 7% Rock 7% Classical 6% Religious 6% Urban 5% Classic Hits 5% Oldies 4% Highest Skewing Formats All News 245 Classical 233 Public 204 News/Talk 195 All Talk 190 Sports 148 Jazz 141 So\ AC 108 AlternaBve 103 Jack 99 AC 94 Classic Rock 84 Oldies 83 Religious 78 Classic Hits 78 Source: GfK MRI, Doublebase 2012 To be read: Affluents are 145% more likely to listen to All News stabons than the average adult 14
Best in Class Media Study Officially launched in February 2012 Subscribed to by major U.S. agencies Tracks the daily life of the American consumer in real Bme UBlizes Smartphone- technology to collect data Provides the most complete view of cross- media usage 15
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USA TouchPoints 10- Day ediary Where are you? What are you doing? Who are you with? What media are you using? How do you feel? 17
Access to a rich database 2,000 People 20,000 Days 480,000 Hours of American Life Note: USA TouchPoints parbcipants are a nabonal probability sample drawn from GFK MRI s Survey of the American Consumer. 18
Media Defini;ons USA TouchPoints AM/FM Radio Does not include Streaming Television Watching live or DVR Network TV Cable TV Premium Channels Newspapers Via print copy Via PC Via mobile Via tablet Via ereader Magazines Via print copy Via PC Via mobile Via tablet Via ereader Internet (does not include email, apps or so\ware programs) Via PC Via Mobile Via Tablet Via ereader Apparel and beauty AucBon (e.g., ebay) AutomoBve Banking (e.g., paying bills online) Chalng Computer and consumer electronics Coupons and rewards Face- to- face chat or Skype Investments and insurance Food and cooking Online games Health, fitness and nutribon Hobbies Home and garden Kids, games and toys Maps and travel informabon Music streaming service Radio stabon streaming or podcast News Portals (e.g., AOL, Yahoo!) Social networking Reading books, newspapers or magazines online Search Shopping Sports event Sports informabon Travel planning Watching full TV episodes Watching movies (e.g., Neqlix) Watching short video clips Weather Adult entertainment Other 19