1. This presentation was created on a blank, basic Power Point template to allow you the ability to add graphics and branding (logos) for your station(s.) You will also note that throughout we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please replace those with the name of the advertiser you are pitching. Please delete this slide prior to your presentation. Need assistance? Click below and send your questions.

2. Leveraging Radio and (insert station name) for (fast food company name) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

3. Agenda Radio’s reach and relevance Insight based ideas for “insert advertiser” Relevant case studies

4. Radio reaches 93% of all U.S. consumers every week… Listeners continue to turn to Radio for news, information and entertainment, despite an ever-increasing selection of media options. Source: RADAR® 111, December 2011 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate) 241,600,000 Weekly Reach

5. Radio reach is consistently high through all dayparts Weekdays and weekends, Americans young and old find reasons to tune in to Radio at all hours of the day and night. To make sure their messages get maximum exposure, smart advertisers run ads throughout the broadcast day. Source: RADAR ® 111, December 2011, © Copyright Arbitron (Persons 12 + Monday-Sunday Weekly Cume Estimate for Daypart) 76.9% 81.8% 81.3% 56.4% 25.5% Weekly Reach By Daypart

6. Radio Dominates the Retail Day Source: Gfk MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All Next Day

7. The Consumer Portrait of the Fast Food consumer: Everyman and everywoman –Mass consumer that crosses all ethnic and niche target groups –Slight female skew for take-out and drive-thru Fast food diners are 13% more likely to be African-American and 11% more likely to be Hispanic Moms and middle-income families tend to be a strong advertising target for QSR chains Specific products are targeted to specific consumer groups –Kids meals (families/moms) –Late night (adults 18-49) –Breakfast (16% more likely than average to be GenY – 18-29) Sources: Gfk MRI Doublebase – 2011 Weighted to Population (000). Scarborough 2009 Study

8. Source: GfK MRI Doublebase – 2011 – Weighted to Population 83 % 85 % Adults 18+ who have eaten at a fast food restaurant in the past 6 months Adults 18+ who have gone to a fast food restaurant for breakfast in the past 6 months Adults 18+ who have gone to a fast food restaurant for lunch in the past 6 months Radio is Relevant

9. Fast food consumers are avid listeners of Radio: –90% of consumers who listen to Radio have visited a fast food/drive in restaurant in the past six months: 91% of morning drive listeners 92% of afternoon drive listeners 95% of play by play sports listeners 94% of traffic report listeners 91% of Midday listeners 91% of 7p-midnight listeners 90% of weekend listeners 90% of internet Radio listeners –Radio reaches them where they are 80% listen to FM Radio 62% listen to Radio in the car on weekdays –Greatest listening occurs 6-10am followed by 3-7pm 58% listen to Radio in the car on the weekend –Greatest listening occurs 10am-3pm and closely split between 6-10a and 3-7pm Source: GfK MRI Doublebase – 2011 – Weighted to Population

10. Radio Increases Fast Food Sales A quick service subs chain saw increases of +10% in sales in markets where Radio was used –Gains were maintained after the Radio campaign ended; comp sales jumped from -6% to +11% A local grill used Radio to discuss the history of the restaurant, menu and food authenticity –Sales increased 48% and the number of grill locations expanded A fried chicken chain thought their product was considered as a “dinner alternative”. Radio was used to promote a flexible low-cost lunch menu just prior to lunch time –Lunch traffic immediately increased and sales doubled in six weeks “Today’s families have a hectic, busy lifestyle, and Radio gave us the opportunity to reach them... making it fun, lively and relevant.” Lynn Rupprecht, Pizza Hut Account Director, TracyLocke

11. Leveraging Radio for Fast Food advertiser name here Insight Based Ideas

12. Breakfast Insight –Among full-time workers, 41% said they buy breakfast, a snack or beverage on their way to work at least once per week. –Adults who live in households with annual incomes of $100K+ and those who have a college education or advanced degree are more likely to dine at fast food restaurants for breakfast than consumers from lower or less- affluent income brackets. –Restaurant chains added 460 new breakfast items to their menus in 2010 – creating a very competitive landscape. –Greensboro, NC, is the top local market for fast food restaurant breakfast diners. More than half (56%) of Greensboro adults have eaten breakfast at a quick service restaurant during the past month. –Other leading cities include Boston (55%), Raleigh, NC (51%), Charlotte, NC (49%), Greenville, SC (49%), and Providence, RI (49%). (see appendix for full Scarborough local market ranking). Sources: USA Today, 2/28/12:; Nation’s Restaurant News, 2012; Marketing Daily 3/5/10; Scarborough 2009 Breakfast QSR study Deconstruction of Breakfast More Americans eat their meals outside home

13. Idea: Breakfast to Go Together, Radio and (insert advertiser name) will entice listeners to stop by and grab breakfast on the go. As time strapped consumers travel to work, Radio personalities can discuss the merits of starting the day off right with breakfast and create an on-air experience of new and various breakfast meal options available at (insert advertiser name). How it works: –“Advertiser X” Breakfast with (insert your morning DJ’s name here) “Advertiser X” partners with the morning show personality where the talent raves about their “on the go” breakfast they had from “Advertiser X” Each morning the Radio personality will focus on a different menu item, new item or limited time only item from the menu Contest extension: Listeners can call in to the station for a chance to win breakfast for the office from (station call letters) and “Advertiser X” –“Advertiser X” Morning Remote (insert station call letters) will broadcast remotely from “Advertiser X” location to promote breakfast Music formatted stations can create a them around the remote that incorporates the “on the go” mood “Advertiser X” can provide sampling opportunities

14. Quality Insight Quality with no compromise “Quick service” and “Fast food” is what consumers know and should expect from a restaurant in this category. As more and more consumers buy fast food for lunch, quality, innovations and healthy options are the top attributes that consumers are demanding and the winner of the burger wars will be the brand(s) that deliver. Sources: Marketing Daily, 11/21/11; Livestrong.com 3/30/11;

15. Idea: Random Acts of Lunch The days of the full hour (or more) “lunch” are long gone. In fact, 59% of people that work full time say they buy a carry-out lunch from a restaurant or fast-food place at least once per week with another 50% eating lunch on premises at least once a week. Together, Radio and (insert advertiser name) celebrate the time starved lunch and introduce new product offerings by providing a free lunch through “Random Acts of Lunch.” How it works: –Creation of a “what’s new in (insert city)” report that provides listeners with a listing of what’s new and happening in the local market – from music and local events to the new products being launched at (insert advertiser name) –On-air promotional spots run adjacent to the “what’s new” feature announcing the Random Acts of Lunch program and give hints as to where the street teams might be located today –Radio street teams approach listeners on their way to lunch and offer them a free lunch from (insert advertiser name) –Random Acts of Lunch recipients are interviewed and provide “testimonials” about the meal for repurpose on-air and online –Photo gallery and podcasts of the “what’s new” feature and “Random Acts of Lunch” will be hosted on the Radio station website

16. Late Night Insight People are working longer hours, in many cases multiple jobs, and are more time-starved than ever before. They want the flexibility to have a full variety of products that aren't limited by time of day. The late night hours (midnight to 5 a.m.) are the fastest growing time segment for U.S. business. Late night customers represent a mix of college students seeking a bite after the bars close, late-shift workers and elderly patrons who are up early. At 2 a.m. on a recent Friday, more than 20 customers were dining inside a 24-hour McDonald's on Chicago's North side. Sources: Wall Street Journal, 1/25/12;QSR Magazine 2010 We’ve moved to a clockless day

17. Idea: Rule the Night Insert advertiser name will own “the night” through locally relevant and unique content that provides consumers with choices for all their late night cravings (Insert advertiser name, activities and entertainment.) How it works: –On-air “Advertiser Rules the Night” segments customized by Radio format that feature all the great things to do in your local community that evening/this weekend –:30 and :60 spots drive listeners online for more “Advertiser Rules the Night” ideas, games, activities and a chance to win “Rule the Night” prizes –“Advertiser Rules the Night” :05 roadblock units and online tickers across station and website during every quarter hour between 3pm-11pm :05 unit might simply say – “hungry? Advertiser rules the night – every night – open 24 hours” Online tickers could feature a scroll across the home page of station website with an advertiser Rules the Night idea – e.g. Hungry? Advertiser Rules the Night tonight – grab it and tune in to the “insert Radio personality block” –Timed text messages and email blasts to email addresses as a reminder to stop at advertiser on the way home from work, school, party, sporting event, etc.

18. Idea: The Midnight Mood A insert advertiser name branded late night music intense evening (after 10pm) on the station including quality hits brought to listeners exclusively by insert advertiser name. How it works: –Insert advertiser name will own the airwaves on the Radio station during the restaurants late night hours (e.g. 11pm-5am.) –Potential to invite listeners to program the evening’s music with their choices of songs via on- air, online and text promotion. –Every time a listener submits a song for the play set, they receive a message promoting the advertiser’s menu items or special offer –Insert advertiser name could play the station in restaurant all evening (as the sole advertiser)

19. Healthy Living Insight Consumers think that eating healthy has to be at the expense of tasty cravings. They are watching their waistlines more than ever, yet selecting the items that provide a healthy and balanced quick meal can be complex. Everyone wants to find shortcuts to living a healthy life while not compromising a life that they love. Eat to live. Live to eat.

20. Idea #5: Healthy Selections Together, Radio and (insert advertiser name) provide ways to rethink the menu to maintain a balanced meal and create a healthy lifestyle at the same time – without the loss of flavor! How it works: –“Healthy Selections” a healthy moment vignette This program will offer tips for living a healthier lifestyle brought to the listener by “Advertiser X” Radio station personalities can discuss with and “Advertiser X” expert, the healthy meal options available on the menu that listeners may not be aware of –Meal options can rotate to match the time period – example: oatmeal for morning instead of pancakes; salad for lunch, no-fat milk in coffee instead of whole or cream, etc. Local health expert can tie in with (insert station call letters) to discuss how people can make small changes to create healthier selections - example: take the far spot in the lot to get in a longer walk These tips and vignettes can be made available for download Creation of a “Advertiser X” Healthy Selections sheet that points on meals, exercise tips, etc. that can be made available on the site or at location

21. Next Steps Gain feedback on ideas Station to revise based on feedback and propose schedules and costs Plan activation timeline including commercial creative and station produced spots (if required) Discuss how campaign success will be measured Launch campaign

22. Appendix