Radio & The African American Voter

March, 2011

Source: U.S. Census Bureau Projections

+62% +19% +3% +11% +57%

African AmericansOne of the Fastest Growing Population Segments

+248%

0.0%2.0%4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%20.0%

T12-17 18-24 25-34 35-44 45-54 55-64 65+

Total U.S. Total African American

The African American Population Concentrated in the 25-44 Age Group

Source: Arbitron DMA Population Estimates, Total U.S., 2010

Radio Reaches African Americans

A Unique Environment To ReachAfrican American Consumers

Radio Provides:A strong link to cultural heritageA conduit to local community issuesA spectrum of lifestyle groupsImplied Endorsement

Your Message Delivered via Targeted Radio Conveys A Personalized Invitation To African American Voters!!

Radio Provides…

Broadcast TV22%

Cable/Sat23%

Urban Radio24%

Internet14%

Newspaper6%

Other Radio6%

Magazines5%

African American’s Share of Daily Time Spent with Media

Source: Arbitron/Edison Research Multimedia 2007 & Arbitron Internet Study

Radio reaches more African American adults who are heavy media users than either Television or Newspapers…

Source: RAB Radio Marketing Guide and Fact Book 2010 RADAR 107, December, 2010

In addition, African Americans spend an average of 2 hours more per week with Radio than the total population does.

Heavy Usage: Total PersonsIndex vs.

TotalRadio 5,464,000 105

Television 4,996,000 86Newspapers 3,067,000 71

African American Adults 18+

Black AdultsWeekly

TSL Total AdultsWeekly

TSL12+ 16:43 12+ 15:30

Black Teens Teens 12-17 11:22 12-17 9:48

Black Adults Adults 18+ 17:27 18+ 16:06

18-34 15:10 18-34 14:3325-54 17:45 25-54 16:2735-64 18:48 35-64 17:0565+ 18:04 65+ 15:45

Radio is the Medium of Choice to Reach African Americans

Today, there are a wide variety of Urban format niches available – just as exists among general market formats. The exact makeup of a specific Urban format may vary based on market conditions. And because there are less choices on a market by market basis for black listeners, each of these formats often reach outside of their main target audience and deliver a broad demographic spectrum. However, one common thread continues to run through all Urban formats and that is their commitment to the African American community by providing culturally relevant news and information as part of their regular programming.

Source: www.krgspec.com

Urban Radio Today

Urban ContemporaryFeatures Urban flavored

dance music interspersed with R&B, Rap, Hip-Hop and

Contemporary Hits.Targets Adults 18-34.

ChurbanMixes CHR, Urban, Latin and

Dance music.Targets Teens and A18-24.

Urban ACPlays hit black music from the ‘60’s, ‘70’s, ‘80’s and ’90’s. All songs are typically smooth and relaxing without Rap or Dance.Targets A35-54.

BlackPlays older Black music including Motown and R&B. Many Stations often intersperse Gospel or regional music. Format is most often found on the AM dial. Targets A35-64 and A65+.

GospelInspirational format which includes a combination of Jazz, R&B, Rock & Roll and

African American spirituals.Targets A35-64 and A65+.

Source: www.krgspec.com

Urban Radio Today

KMG National Format Averages Fall 2009 ArbitronMo-Su 6a-Mid/ Persons 12+ AQH %

General market formats target specific demos and often times, more than one is needed to effectively deliver a target demo. Urban formats deliver targeted demos as well, and just as in the general market, often more than one station is needed to deliver a demo in it’s entirety. You can reach any specific age group by using a variety of Urban formats.

Median Age Target Audience High Audience Concentration

Churban(Adults 12-34)

Urban Contemporary(Adults 18-34)

Urban AC(Adults 25-54)

Black(Adults 35-64)

Gospel(Adults 35-64)

African American Universe

45 6535 55 Years of age18 25

50

50

41

29

21

The Urban Radio Spectrum Covers All African American Demos

16.1 million African Americans voted in the 2008 Presidential electiono An increase of 15% in the number of African Americans voting in 2008 as compared to

the 2004 Presidential electiono That compares to a 4.3% increase among all registered voterso 65% of all registered African American voters turned out to vote in 2008

The African American Voter

Source: Scarborough USA+ 2009, Release 2

Among African Americans, every week, radio reaches:• 88% of Adults who are registered to vote in their district of

residence• 88% of Adults who ALWAYS vote in local elections• 88% of Adults who SOMETIMES vote in local elections• 88% of Adults who ALWAYS vote in statewide elections• 88% of Adults who SOMETIMES vote in statewide elections

Radio is a Great Way to Reach African American Voters!

Radio Reaches 75.1% of all registered voters each week

Your message is Relevant to the voter when it is delivered via targeted radio

This personalized invitation to participate with your candidate will gain heightened Recognition within the community

Use of Urban radio as a vehicle to deliver your advertising message will gain Respect from this important constituency

Bottom Line? Results !

Marketing to African American Voters