Listener Supported Classical Public Radio Part of the USC Radio Group

Fueling the Innovative Culture and Economy of the Bay Area’s Arts Ecosystem

Summer 2018 COMMUNITY and ARTS ECOSYSTEM

KDFC Radio Community Bay Area Arts Ecosystem 27,600 Members/Donors $4.5 Million in annual listener support 700+ Arts Organizations • 363,100 weekly listeners on FM signals o Balanced audience age groups: 6+ o 32,600 per week are “Kids” aged 6-17! Symphony Orchestras, Theatre • 115,547 monthly unique streaming listeners • 54,000 email opt-in database members Groups, Operas, Museums, Vocal & • 63,273 monthly unique visitors to kdfc.com Choir Groups, Dance and Ballet Since 2011, over 300 different Arts Groups, Museums, Performances and Festivals showcased and supported with on-air and digital platforms by KDFC’s “State of the Arts” and “Dianne’s Top 5” 1 in 4 are MUSIC Organizations

Outreach, Broadcasts and Partnerships: KDFC Instrument Drives San Francisco Symphony 21,500,000 annual attendees San Francisco Opera Philharmonia Baroque KDFC Kids Discovery Days State of The Arts “Moodles” Mobile App Playground Pop-Ups Bay Area Mix Local Vocals Star-Spangled Sing-Off Neighborhood Arts Spotlight

Sources: Nielsen Audio SF MSA Jan-Dec 2017, 6+ and 18+ weekly cume/comp., Google Analytics/Triton and Webcast Metrics 2018 Classical KDFC – LISTENERS

Classical KDFC’s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through the KDFC Radio audience:

40 to 50-Something Women- “Mozart Moms” • College educated, likely played a musical instrument, now typically employed in a supervisor or managerial capacity • A sophisticated woman who leads a busy, often time starved life: Has high school or college aged kids • Has great passion for music without extensive depth of knowledge - believes in the value and benefits of Classical Music • Typically attends arts performances or museums 2-3x per year, with primary “participation” via the radio/KDFC 50 to 60-Something Men- “Executive Dads” • College educated, a “Corner Office Guy”, typically leading a team or a department - in peak earning years • Attends local sporting events, likely watches and listens to events on TV and the Radio…in addition to KDFC • Knowledge of Classical Music is a hobby, enjoys the companionship of listening at work and the facts/ history of the music • Periodically attends performances or arts venues, relying primarily on access provided by KDFC “Culture Vultures” – Adults 25 and Up! • College Educated, likely with an advanced education and degree • Frequent and often obsessive consumers of the arts and cultural events • Loves art, music, movies, and dance - all forms of culture so much they consume it almost indiscriminately • Possess and display eclectic styles and tastes Classical KDFC – LISTENERS

Classical KDFC’s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through the KDFC Radio audience: 40 to 60-Something Women- “Arts Enthusiasts“ • College or an advanced college degree • Employed in occupations that “give back”: Teacher, Non Profit Organization, Fundraiser, Counselor, Social Work • The arts are a significant part of their life, with painting and arts/crafts/fairs as hobbies • Passion for the music more important than knowledge, has the time and money to regularly attend performances and museums 45-69 Year Old - “Engineer Guys” • College educated men crossing both the Gen X and Boomer demographics • Love the complexity of classical music, approach it “analytically” • Active listener with strong opinions and tastes, attends performances often and is passionate about the musicianship and the mechanics of the performance 70+Women and Men – “Institutional Guardians” • Pre-boomer (“Silent” or “Pre-War”) generation, with classical music part of their upbringing • College educated , retired or consulting/serving on boards, “worldly” as a result of travel/life experiences • Heavy listeners, disenfranchised by contemporary radio and other platforms, they have the strongest affinity with the on- air Hosts • Regularly attend performances and museums - have both the time and the money Classical KDFC – LISTENERS

Power Parents Culture Vultures

Executive Dads Engineer Guys

Arts Enthusiasts Institutional Guardians METRICS

KDFC BROADCAST – 6 FM’s KDFC DIGITAL

Weekly Cume: 355,700 Mo. Page Views: 867,213

Median Age: 58 Unique Visitors: 63,272 Ethnic Comp: White/Other 63% Asian 17% Hispanic 16% African-American 4% Mo. Streaming Uniques: 115,547

Gender: Male: 50% Female: 50% Mo. Streaming Listening Hours: 1,202,501

Audience Comp: P6-17 9% P18-24 6% Email database/members: 54,000 P25-34 8% P35-44 12% P45-54 13% P55-64 20% P65-74 20% P75+ 12% Facebook: 22,171

sources: Nielsen Audio SF MSA Jan2017-Dec2017; 6+ and 18+ weekly cume/comp., Scarborough R2 2017 P18+, Google Analytics/Triton and Webcast Metrics 2018 AUDIENCE

Educated, Influential, Affluent, Active, Culturally Adventurous!

Target Persons % of KDFC 18+ Audience Index (Mrkt=100; 112 = 12% more likely..) Educated • College Degree or More 179,949 55% 145

Affluent • HH Income $100K+ 129,399 40% 111 • Own Home 221,343 70% 134 • Market Value Owned Home $1 Million+ 86,853 27% 166

“Gives Back”/Philanthropic (past 12 mos.) • Gave $$ to Organization 246,425 76% 148 • Performed Volunteer Work 127,784 41% 144

Active (past 12 months) • Hiking/Backpacking 100,204 32% 100 • Yoga/Pilates 71,301 23% 131 • Bicycling/Mountain Biking 72,203 23% 107 • Swimming 114,974 37% 104

Diverse Interests (attended past 12 mos.) • Symphony Concert, Opera, etc. 63,024 20% 200 • Art Museum 107,704 34% 148 • Dance or Ballet Performance 48,190 15% 175 • Live Theater 76,110 24% 125 • Other Concert: Jazz, Blues, Country 70,502 22% 112

source: Nielsen SF MSA, Scarborough R2 2017 P18+ Why Work With…

Massive, Multi-Platform Broadcast and Digital REACH Across Northern California A Highly Educated, Influential and Engaged Audience: The LEADERS, THINKERS, and ACHIEVERS that fuel the Bay Area’s innovative culture and economy Cost Effective: Classical KDFC delivers “contextual” reach at “non NPR” investment/pricing - Listeners come to KDFC for only TWO (2) reasons: 1. Great Music 2. Arts Community News/Info Creative – emotionally resonant, enriched 15 or 30-second messages to an engaged participant – vs. a dry read, 15-second “support” spot Inspiration – a transformational environment of “goose-bumps” vs. “information” and news Independent – your messages are one of a few (less than 2 minutes of sponsorship an hour) vs. one of MANY (12-16++ different sponsor messages per hour) Social IMPACT – sponsoring KDFC provides support of, access to, and amplification for the hundreds of non-profit arts groups that enhance education initiatives and make the Bay Area a vibrant place to live and work Scale and Perspective – Listener supported KDFC reaches more people in a week than the largest Arts organizations do in an entire season – KDFC is a VOICE for the Arts Halo Effect “Credit” and Branding – KDFC provides amplification of your companies’ role in supporting the Arts ecosystem and making our community a better place to live and work Educational Outreach – KDFC’s educational initiatives and broadcast/digital profiles of the Arts delivers on its mission to provides access to great classical music, offer education and insight to this music for a sophisticated Bay Area audience, and supports the local arts community as its voice of the arts and as a portal to the rich diversity of our performing arts scene