News Music Arts Culture wvik.org Target 32,754 Unique Listeners Source: Arbitron, Spring 2012 TSA Monthly Cume

C OMPARED TO THE P OPULATION AS A W HOLE, NPR L ISTENERS ARE … Base: Adults 18+ who listen to an NPR News Station Source: GfK MRI Doublebase 201 Base: Adults 18+ who listen to an NPR News Station Source: GfK MRI Doublebase 2011 NPR Listeners Total U.S. Adults

Base: Adults 18+ who listen to an NPR News Station O THER A TTRIBUTES THAT DEFINE NPR L ISTENERS … Base: Adults 18+ who listen to an NPR News Station Source: GfK MRI Doublebase 2011 Curious about the world around them 64% more likely than the broader population to own a passport and 38% more likely to like to learn about art, culture and history Influential in business 88% more likely to be the president of a company, and more than twice as likely to work in top management Planning for the future 151% more likely to own at least $150,000 in investments and 82% more likely to use a financial planner or personal money manager

63.4% 20.5% Sources: Arbitron Spring U.S. Census B ACHELOR ’ S OR A DVANCED D EGREE

46.4% 28.7% Sources: Arbitron Spring U.S. Census HH I NCOME 75 K +

G ROWING A UDIENCE Source: Arbitron, Spring 2012 TSA Weekly Cume

F IRST OR E XCLUSIVE CHOICE OF 60% OF A UDIENCE … Only QC Radio Station with a News Staff Local Arts News and Talk Regional Symphonies WVIK L ISTENERS ARE L OYAL … T O THE STATION Source: Arbitron, Spring 2012

Least-cluttered programming environment 60% fewer breaks No hyperbole allowed Breaks Content 50% 25% 75% 13% 87% Print Commercial Radio M ESSAGES ARE H EARD

WVIK L ISTENERS ARE L OYAL … T O UNDERWRITERS 95% OF P UBLIC R ADIO LISTENERS HAVE TAKEN A DIRECT A CTION AS A RESULT OF SPONSORSHIP 80% think positively of underwriters 75% prefer to do business with underwriters 58% believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio Source: NPR/Jacobs Media, 2007; conducted by Edison Media Research

Brand Awareness Cycle 95% of public radio listeners have taken a direct action as a result of sponsorship, acting on their preference to do business with partners of their station. 58% of listeners surveyed believe that companies that sponsor programs on public radio are more credible than those that advertise on commercial radio. 75% of NPR listeners prefer to buy products and services from companies that support public radio, when price and quality are equal. 80% of public radio listeners hold a more positive opinion of a company when they learn it supports public radio. Source: NPR/Jacobs Media, 2007; conducted by Edison Media Research

The Singh Group

Mary McNeil (309) Thank You!