CONNECT. ENGAGE. DELIVER. RADIO Connect. Engage. Deliver. The 2009 Foundation Research Study

CONNECT. ENGAGE. DELIVER. Methodology This study was completed using telephone interview methodology from October 29/08 – November 11/08. The calls we completed across each day of the week were weighted to ensure equal representation for each day. The charts below show the sample sizes achieved for each of the age groups. 18 to 3418 to 4925 to 5435 to 64Total* ,01 2 *Total does not match the sum of categories due to overlaps in age demographic groups.

CONNECT. ENGAGE. DELIVER. Trending The 2009 Foundation research Study is the fourth survey we have conducted to learn more about Canadians media usage. Where applicable we have trended responses for the past three surveys to provide perspective on the evolution of media consumption. Results from the study are consistent with reports from other major media industry databases.

CONNECT. ENGAGE. DELIVER. Media usage

CONNECT. ENGAGE. DELIVER. Media usage Radio continues to perform well with the ability to reach over 80% of Canadian adults daily. Radio is particularly effective in connecting with active affluent Canadians, that are difficult to reach with print and TV. Radio doesn’t place demands on the listener; it accompanies Canadians throughout the day providing effortless entertainment.

CONNECT. ENGAGE. DELIVER. Weekly reach Adults 18+ Radio’s reach is second only to TV –90% of adults tune in weekly Source: Foundation Research Study , adults 18+

CONNECT. ENGAGE. DELIVER. Weekly reach Radio reach is above average for adults with active lifestyles Source: Foundation Research Study 2009 A18+ 90%

CONNECT. ENGAGE. DELIVER. Daily reach Adults 18+ Radio’s reach is second only to TV –81% of adults tune in daily Source: Foundation Research Study , adults 18+

CONNECT. ENGAGE. DELIVER. Daily reach Radio reach is above average for adults with active lifestyles Source: Foundation Research Study 2009 A18+ 81%

CONNECT. ENGAGE. DELIVER. Time spent in the past year increased or remained the same For 83% of adults, radio use in 2008 increased or stayed the same as the previous year; that percentage is equal to the internet and higher than newspapers (79%) and TV (76%) Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Main reason that radio time increased The main reasons for increased tuning are tied to lifestyle –More time spent in car and the ability to listen at work. Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Advertising avoidance

CONNECT. ENGAGE. DELIVER. Advertising avoidance Listeners are loyal to radio station therefore station surfing is minimal. For advertisers this means low ad avoidance and more opportunity to be exposed to their message.

CONNECT. ENGAGE. DELIVER. Likely to avoid ads Most of the time Radio had the lowest percentage of adults that avoid ads Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Likely to avoid radio ads Most of the time Less than 1/3 of key target audiences make an effort to avoid radio ads Source: Foundation Research Study 2009 A18+ 31%

CONNECT. ENGAGE. DELIVER. Multi—tasking

CONNECT. ENGAGE. DELIVER. Activities while listening to radio A18+, Some/most of the time Radio accompanies every activity, adults surveyed listened while running errands, commuting, relaxing at home or during work Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Media exposure before a purchase occasion 51% of the surveyed adults that shopped in the past 24 hours reported that they were exposed to radio in the hour leading up to their purchase Source: Foundation Research Study adults 18+ shopped in the past 24 hours

CONNECT. ENGAGE. DELIVER. Time spent with media during a typical work day Radio’s total of 159 minutes (125 min. traditional + 34 min. streamed) is 23% more than TV and almost double that of internet Source: Foundation Research Study adults 18+ working

CONNECT. ENGAGE. DELIVER. Time spent with radio during a typical work day Time spent listening to traditional radio is above average for young, working adults Source: Foundation Research Study adults 18+ working A min.

CONNECT. ENGAGE. DELIVER. Radio and the internet

CONNECT. ENGAGE. DELIVER. Compatible media The combination of radio and the internet satisfies rational and emotional needs of consumers. The internet is a huge resource for information allowing people to find what they want, when they want it. Radio is a personal and emotional medium providing entertainment and companionship throughout the day.

CONNECT. ENGAGE. DELIVER. Activities while online Some/most of the time 36% of adults listen to radio while surfing the internet Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Radio listening while online Some/most of the time More than 1/3 of key target audiences listen to radio while on the internet Source: Foundation Research Study 2009 A18+ 36%

CONNECT. ENGAGE. DELIVER. Daypart usage There is a significant opportunity for simultaneous usage of radio and the internet from 6am to 7pm Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Radio’s influence on internet surfing Source: Foundation Research Study adults 18+ Agree/Strongly agree to statement Adults 18+ Working adults Adults w/kidsA A25-54 HHI $100K+ I check the internet After hearing about something on radio41%42%47%46%44%43% Radio ads prompted search the Internet45% 54%45%48%50% I have typed website address in my browser ‘just after heard on radio35% 43%35%38%35% More than 1/3 of adults have typed an internet address into their browser after hearing it on the radio. This is consistent with the previous years survey.

CONNECT. ENGAGE. DELIVER. Radio station assets

CONNECT. ENGAGE. DELIVER. Increased connectivity Today, radio extends its connection to listeners through station websites, where there are even more opportunities for interaction and calls to action. Contests, sponsorship, e-newsletters, music requests, audio streams, downloading and listener feedback all contribute to the sense of community and belonging.

CONNECT. ENGAGE. DELIVER. Local radio stations online Radio’s on-air brand has proven to be very successful online, approximately 40% of adults have visited a radio station’s website Source: Foundation Research Study adults 18+

CONNECT. ENGAGE. DELIVER. Have visited a radio station’s website Busy, affluent Canadians are more likely to visit a radio station website Source: Foundation Research Study 2009 A18+ 39%

CONNECT. ENGAGE. DELIVER. Frequency of visits to a radio station’s website Source: Foundation Research Study adults 18+ Frequency Adults 18+ Working adults Adults w/kids A A25-54 HHI $50K+ HHI $100K+ Once a month or more43%47%40%44%42%45%43% Once a week or more35%38%30%36%34%36%32% Of the persons that have visited a radio station’s website more than 1/3 visit on a weekly basis

CONNECT. ENGAGE. DELIVER. Information accessed on radio station website Source: Foundation Research Study adults 18+ Visitors are primarily interested in news/information, contest and music charts

CONNECT. ENGAGE. DELIVER. Information accessed on radio station website Source: Foundation Research Study adults 18+ Visitors are primarily interested in news/information, contest and music charts –Young adults seek music based information

CONNECT. ENGAGE. DELIVER. Loyalty club members Busy, affluent Canadians are more likely to join a station’s loyalty/listener club Source: Foundation Research Study 2009 A18+ 13%

CONNECT. ENGAGE. DELIVER. Implications for advertisers Radio continues to perform well against adults –Strong daily presence in the market – an excellent medium to keep your brand top of mind –The ability to connect with hard to reach consumers anytime, anywhere –Excellent medium for influencing purchase decisions Radio complements the internet and influences surfing –Over 1/3 of adults typed a web address into their browser after hearing it on radio –Radio’s ability to increase awareness and website traffic will increase advertising ROI 40% of adults have visited radio station websites –Radio extends its connection to listeners through station websites, where there are even more opportunities for advertiser interaction and calls to action