Targeting Market by Market to Drive Call Volume •Radio formats target specific listener groups far better than TV channels target specific viewer groups.

•TV’s high cost structure necessitates attracting broad audiences to be successful and is programmed with that goal in mind1
•Radio – with lower costs and many stations – can focus on narrow segments that are carefully designed for their specific appeal to different age and socio-economic groups1
•Because Radio targets so well, a high percent of listeners on a selected station will be your target market – so the total listeners CPM will be very close to the target CPM1
•Among key “advertising-based” media platforms, live TV had the highest reach and daily usage among users (95.3%, 331 minutes), followed by broadcast radio (77.3%, 109 minutes), Web/Internet [excluding use of email] (63.7%, 77 minutes) 2
•Media Dynamics Inc., analyzed the impact of revising an all TV media plan to a revised plan that contained 1/3 of TV dollars into Radio over a four-week time frame.  The results were:
◦Among the Top quintile (heaviest TV viewers), target grps decreased slightly  -140 grps) but there was a percentage increase in reach versus an all TV plan
◦Third quintile grps increased by 41% (+365) and a positive 8% change in reach
◦Lightest TV viewers (fifth quintile) target grps increased by 625 – nearly three-fold over the TV only plan of 200.    Additionally, there was a positive impact to percent reach – up 52% in the media mixed plan compared to the TV only plan.  (For specific information go to: www.MediaDynamicsInc.com)

Source: 1) The Ephron Letter, 06/05, “Reach Trumps Frequency”; 2) Nielsen, “How U.S. Adults Use Radio and Other Forms of Media”; 3) Radio Dimensions 2009, Media Dynamics, Inc., 2009