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The Impact of Spot Loads and Spot Placement on Station Performance

John Snyder Vice President, Customer Enhancements Arbitron Inc.

©2009 Arbitron Inc. Disclosures

Any brand names, product names, titles used in this presentationare trademarks, trade names and/or copyrights of their respective holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of any of the above, and suchuse may constitute an infringement of the holder’s rights.

PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

©2009 Arbitron Inc. 2 Critical Questions Regarding Spot Load and Placement

»Do spot breaks really impact my audience levels? »Does it really matter where my spots are placed? »Does it really matter how many times a station breaks per hour? »Does it really matter how many Commercial minutes and/or units a station runs? Are six :30s the same as three :60s?

©2009 Arbitron Inc. 3 Do Spot Loads Really Impact Station Performance?

©2009 Arbitron Inc. 4 In PPM There Is a Relationship Between Audience and Content at the Quarter-Hour Level KIIS

18-49 AQH AQH Persons Audience % of non-music Persons % music per QH minutes 120,000 120

100,000 100

80,000 80

60,000 60

40,000 40

20,000 20

0 0

9AM______5PM

April 2009, Mon-Fri, 9AM-5PM ©2009 Arbitron Inc. 5 Relationship Between AQH Persons and Commercial Minutes KILT-FM Persons 6+

AQH Persons Audience 6+ AQH % of Music % music per QH Persons 100 35,000

90 30,000 80

70 25,000

60 20,000 50 15,000 40

30 10,000

20 5,000 10

0 0 9AM______5PM

January 2009, Mon-Fri, 9AM-5PM ©2009 Arbitron Inc. 6 Relationship Between AQH Persons and Commercial Minutes WGCI-FM Persons 12+

AQH Persons Audience 12+ AQH % of Music % music per QH Persons 100 35,000

90 30,000 80

70 25,000

60 20,000 50 15,000 40

30 10,000

20 5,000 10

0 0 9AM______5PM

January 2009, Mon-Fri, 9AM-5PM ©2009 Arbitron Inc. 7 Do Spot Loads Matter?

»The average* station could increase its AQH Persons by 35% by getting credit for all Quarter-Hours in which a listener** was present at some point during that quarter-hour.

*Top 10 markets, top 15 stations, Mon-Fri, 9AM-5PM, October 2009 **A listener is defined as someone who spent at least one hour with the station Mon-Fri, 9AM-5PM, during the week ©2009 Arbitron Inc. 8 How Do You Measure Spot Load Strategies?

Total Total Minutes Total Units Breaks for Oct for Oct for Oct Avg Avg Number of Mon-Fri Mon-Fri Mon-Fri Minutes Minutes Avg Units Avg Units Breaks per 9AM-5PM 9AM-5PM 9AM-5PM per Break per Hour per Break per Hour Hour 1,657.9 2,170.6 363.6 4.7 10.4 6.2 13.6 2.3

% of Units % of Units % of Units % of Units in 1st QH in 2nd QH in 3rd QH in 4th QH 9.3 31.4 23.0 36.3

% of QH Missed AQHD 0.35 0.29

Numbers above are averages for all stations used in the study. ©2009 Arbitron Inc. 9 The Study

WSB-AM News/Talk WBBM-FM -Chr WLZL-FM Tropical KBUE-FM Rgnl Mexican WIOQ-FM Chr WHTA-FM Urban Contmp. WKQX-FM WTGB-FM Adult Contmp. KLVE-FM Romantica WRDW-FM Rhythmic-Chr WSRV-FM WGCI-FM Urban Contmp. WKYS-FM Urban Contmp. KRCD-FM Spanish WPHI-FM Rhythmic-Chr WBTS-FM Rhythmic-Chr WKSC-FM Chr WMMJ-FM Urban Ac KPWR-FM Rhythmic-Chr WOGL-FM Classic Hits WWWQ-FM Chr WOJO-FM Rgnl Mexican WASH-FM Adult Contmp. KIIS-FM Chr WUSL-FM Urban Contmp. WALR-FM R&B WLIT-FM Adult Contmp. WPGC-FM Rhythmic-Chr KHHT-FM Urban Ac WMGK-FM WFSH-FM Contmp. Christian WVAZ-FM Urban Ac WMZQ-FM Country KROQ-FM Modern Rock WIP-AM Sports WBZY-FM Rgnl Mexican WTMX-FM Hot Ac WRQX-FM Hot Ac KOST-FM Adult Contmp. WYSP-FM Rock WZGC-FM Adult Alternative WUSN-FM Country WIHT-FM Chr KAMP-FM Chr WXTU-FM Country WKLS-FM Rock WMVP-AM Sports WBIG-FM Classic Hits KSCA-FM Rgnl Mexican WBEB-FM Adult Contmp. WSB-FM Adult Contmp. WDRV-FM Classic Hits WWDC-FM Rock KRTH-FM Classic Hits WMMR-FM Rock WKHX-FM Country WSCR-AM Sports WTOP-FM News KBIG-FM Hot Ac WDAS-FM Urban Ac WAMJ-FM Urban Ac WILV-FM Adult Contmp. WHUR-FM Urban Ac KLOS-FM Classic Rock WBEN-FM Adult Hits WUBL-FM Country WXRT-FM Adult Alternative WAMU-FM News/Talk KLAX-FM Rgnl Mexican WISX-FM Rhythmic Ac WVEE-FM Urban Contmp. WJMK-FM Adult Hits WJFK-FM Sports KCBS-FM Adult Hits WRFF-FM Modern Rock WTKK-FM Talk KTCY-FM Spanish Hits KTRH-AM News/Talk WPLJ-FM Hot Ac KNBR-AM Sports WRKO-AM Talk KVIL-FM Adult Contmp. KKHH-FM Chr WWPR-FM Urban Contmp. KLLC-FM Hot Ac WODS-FM Oldies KLNO-FM Rgnl Mexican KKBQ-FM Country WQHT-FM Rhythmic-Chr KISQ-FM R&B Oldies WBOS-FM Modern Rock KBFB-FM Rhythmic-Chr KGLK-FM Classic Hits WXRK-FM Chr KCBS-AM News WXKS-FM Chr KDGE-FM Rock KRBE-FM Chr WSKQ-FM Tropical KBAY-FM Adult Contmp. WBZ-FM Sports KKDA-FM Urban Contmp. KTBZ-FM Modern Rock WRKS-FM Urban Ac KBLX-FM Urban Ac WBMX-FM Hot Ac KDMX-FM Hot Ac KTJM-FM Rgnl Mexican WCBS-FM Classic Hits KIOI-FM Hot Ac WKLB-FM Country KJKK-FM Adult Hits KSBJ-FM Contmp. Christian WAXQ-FM Classic Rock KYLD-FM Rhythmic-Chr WROR-FM Classic Hits KPLX-FM Country KODA-FM Soft Ac WBLS-FM Urban Ac KMVQ-FM Rhythmic Ac WAAF-FM Rock KLUV-FM Classic Hits KHMX-FM Hot Ac WWFS-FM Adult Contmp. KMEL-FM Urban Contmp. WJMN-FM Rhythmic-Chr KEGL-FM Rock KHPT-FM 80's Hits WPAT-FM Spanish Hits KOIT-FM Adult Contmp. WEEI-AM Sports KMVK-FM Spanish Chr KAMA-FM Spanish Hits WFAN-AM Sports KFOG-FM Adult Alternative WMJX-FM Adult Contmp. KHKS-FM Chr KLTN-FM Rgnl Mexican WKTU-FM Rhythmic Ac KEZR-FM Hot Ac WMKK-FM Adult Hits KTCK-AM Sports KMJQ-FM Urban Ac WHTZ-FM Chr KSOL-FM Rgnl Mexican WZLX-FM Classic Rock KZPS-FM Classic Rock KBXX-FM Rhythmic-Chr WLTW-FM Adult Contmp. KRZZ-FM Rgnl Mexican

©2009 Arbitron Inc. 10 The Study

WSB-AM News/Talk WBBM-FM Rhythmic-Chr WLZL-FM Tropical KBUE-FM Rgnl Mexican WIOQ-FM Chr WHTA-FM Urban Contmp. WKQX-FM Modern Rock WTGB-FM Adult Contmp. KLVE-FM Romantica WRDW-FM Rhythmic-Chr WSRV-FM Classic Hits WGCI-FM Urban Contmp. WKYS-FM Urban Contmp. KRCD-FM Spanish Adult Hits WPHI-FM Rhythmic-Chr WBTS-FM Rhythmic-Chr WKSC-FM Chr WMMJ-FM Urban Ac KPWR-FM Rhythmic-Chr WOGL-FM Classic Hits WWWQ-FM Chr WOJO-FM Rgnl Mexican WASH-FM Adult Contmp. KIIS-FM Chr WUSL-FM Urban Contmp. WALR-FM R&B Oldies • TWopLIT-FM 10 MAdaultr Ckonetmtsp. WPGC-FM Rhythmic-Chr KHHT-FM Urban Ac WMGK-FM Classic Rock WFSH-FM Contmp. Christian WVAZ-FM Urban Ac WMZQ-FM Country KROQ-FM Modern Rock WIP-AM Sports WBZY-FM Rgnl Mexican • TWopTMX -FM15 sHtoat Actions, PWeRrQsXo-FMns 1Ho8t Ac-49, OcKtOoSbeT-FMr 2009Adult Contmp. WYSP-FM Rock WZGC-FM Adult Alternative WUSN-FM Country WIHT-FM Chr KAMP-FM Chr WXTU-FM Country WKLS-FM Rock WMVP-AM Sports WBIG-FM Classic Hits KSCA-FM Rgnl Mexican WBEB-FM Adult Contmp. WSB-FM Adult Contmp. • DWaDRyVpa-FM rt Colafs sMic Hondaits WyW-FDCr-iFMdayR o9ckAM-5PMKR TH-FM Classic Hits WMMR-FM Rock WKHX-FM Country WSCR-AM Sports WTOP-FM News KBIG-FM Hot Ac WDAS-FM Urban Ac WAMJ-FM Urban Ac • CWalILVc-FMulateAddul t rCaonntmkp. foWr H1UR8-FM-34 Urban Ac KLOS-FM Classic Rock WBEN-FM Adult Hits WUBL-FM Country WXRT-FM Adult Alternative WAMU-FM News/Talk KLAX-FM Rgnl Mexican WISX-FM Rhythmic Ac WVEE-FM Urban Contmp. andWJMK -FM25-5A4du ltA HiQts H PeWJrFsKo-FMns Sports KCBS-FM Adult Hits WRFF-FM Modern Rock WTKK-FM Talk KTCY-FM Spanish Hits KTRH-AM News/Talk WPLJ-FM Hot Ac KNBR-AM Sports WRKO-AM Talk KVIL-FM Adult Contmp. KKHH-FM Chr WWPR-FM Urban Contmp. KLLC-FM Hot Ac WODS-FM Oldies • CKLoNOmm-FM erRcgniall Me xticman e aKKnBdQ- FMunitsCoun ptrryovidedW QbHyT- FMMediaRhyth mMic-oniChr toKrsISQ-FM R&B Oldies WBOS-FM Modern Rock KBFB-FM Rhythmic-Chr KGLK-FM Classic Hits WXRK-FM Chr KCBS-AM News WXKS-FM Chr • FKoDGrEm-FMat dReocksignatorK RMBES-FMtreetChr WSKQ-FM Tropical KBAY-FM Adult Contmp. WBZ-FM Sports KKDA-FM Urban Contmp. KTBZ-FM Modern Rock WRKS-FM Urban Ac KBLX-FM Urban Ac WBMX-FM Hot Ac KDMX-FM Hot Ac KTJM-FM Rgnl Mexican WCBS-FM Classic Hits KIOI-FM Hot Ac WKLB-FM Country KJKK-FM Adult Hits KSBJ-FM Contmp. Christian WAXQ-FM Classic Rock KYLD-FM Rhythmic-Chr WROR-FM Classic Hits KPLX-FM Country KODA-FM Soft Ac WBLS-FM Urban Ac KMVQ-FM Rhythmic Ac WAAF-FM Rock KLUV-FM Classic Hits KHMX-FM Hot Ac WWFS-FM Adult Contmp. KMEL-FM Urban Contmp. WJMN-FM Rhythmic-Chr KEGL-FM Rock KHPT-FM 80's Hits WPAT-FM Spanish Hits KOIT-FM Adult Contmp. WEEI-AM Sports KMVK-FM Spanish Chr KAMA-FM Spanish Hits WFAN-AM Sports KFOG-FM Adult Alternative WMJX-FM Adult Contmp. KHKS-FM Chr KLTN-FM Rgnl Mexican WKTU-FM Rhythmic Ac KEZR-FM Hot Ac WMKK-FM Adult Hits KTCK-AM Sports KMJQ-FM Urban Ac WHTZ-FM Chr KSOL-FM Rgnl Mexican WZLX-FM Classic Rock KZPS-FM Classic Rock KBXX-FM Rhythmic-Chr WLTW-FM Adult Contmp. KRZZ-FM Rgnl Mexican

©2009 Arbitron Inc. 11 Format Comparison

• N/T/I • Urban AC • Modern Rock • All Sports • Hot AC • Spanish Adult Hits • Country • Rock • Classic Hits/Classic Rock • Rhythmic AC • CHR • Mexican Regional • Adult Contemporary

©2009 Arbitron Inc. 12 Core Metrics Comparison Out of Music Formats, Country, Regional Mexican and Urban AC Run the Most Commercial Minutes

All Sports N/T/I Urban AC Mexican Rgnl Country Urban Contmp. Rock Hot AC Classic Hits CHR Adult Contmp. Spanish Adult Hits Rhythmic AC Modern Rock

18 16 14 12 10 8 6 4 2 0 Avg Minutes per Break Avg Minutes per Hour Avg Units per Break Avg Units per Hour Number of Breaks per Hour

©2009 Arbitron Inc. 13 How Does Spot Placement Differ by Format Category?

Total Minutes for Oct M-F 9A-5P Total Units for Oct M-F 9A-5P

Total Breaks for Oct M-F 9A-5P 200 176 180 160 140 126 124 120 99 100 95 98 94 95 96 100 89 91 80 60 40 20 0 N/T & Sports Index Spanish Music Index Urban Music Index English Music Index

©2009 Arbitron Inc. 14 Which Quarter-Hour Do Spots Run?

Adult Contmp. Classic Hits Country Mexican Rgnl Rock Rhythmic AC Urban Contmp. Modern Rock Urban AC CHR N/T/I Hot AC Spanish Adult Hits All Sports

50 45 40 35 30 25 20 15 10 5 0 % of Units in 1st QH % of Units in 2nd QH % of Units in 3rd QH % of Units in 4th QH

©2009 Arbitron Inc. 15 How Does Spot Placement Differ by Format Category?

% of Units in 1st QH % of Units in 2nd QH index % of Units in 3rd QH % of Units in 4th QH 200 178 180 160 140 119 117 120 109 111 104 103 103 100 100 96 100 92 94 92 84 80 60 44 40 20 0 N/T/I & All Sports Index Spanish Music Index Urban Music Index English Music Index

% of Units % of Units % of Units % of Units in 1st QH in 2nd QH in 3rd QH in 4th QH 9.3 31.4 23.0 36.3 ©2009 Arbitron Inc. 16 How Do You Measure Spot Load Strategies? Two New Metrics

% of QH Missed AQHD 0.35 0.29

Missed Quarter-Hour Average Quarter-Hour Differential

AQHD=50% 2 16,000 2 15,000 14,000 13,400 12,400 12,000 10,000 10,000

8,000

6,000

4,000

2,000

0 Must listen to the station for at least Mon-Fri 2PM- Mon-Fri 2:15PM- Mon-Fri 2:30PM- Mon-Fri 2:45PM- 2:15PM 2:30PM 2:45PM 3PM one hour a week to be included.

©2009 Arbitron Inc. 17 Does Average Quarter-Hour Differential Impact Ratings?

WMMJ-FM Urban AC Washington, DC

16,000 AQHD is 33%

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : 9 9 9 9 0 0 0 0 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 6 6 6 6 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Mon-Fri 9AM-5PM

30,000 WHUR-FM Urban AC 25,000 Washington, DC 20,000 AQHD is 21%

15,000

10,000

5,000

0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 0 5 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 0 1 3 4 : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : 9 9 9 0 0 0 0 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 6 6 6 6 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Mon-Fri 9AM-5PM ©2009 Arbitron Inc. 18 How Much Bounce Do Formats Have During the Average Hour? Average Quarter-Hour Differential

45% 42% 40% 34% 35% 33% 32% 32% 31% 29% 30% 28% 27% 27% 25% 26% 25% 25% 25% 20% 15% 10% 5% 0% U U A S R R M N M H C C C A r r ll p o h e /T o o o la H d b b S a c y x d t u s R u a a p n k th ic /I e A n s lt n n o is m a r C t i C C A r h n n ry c o C ts ic R H o n A R o i n d A g c ts tm tm u C n k p lt l p . H . i ts

How To Read: For the Urban Contemporary. The average difference between the highest quarter-hour and the lowest quarter-hour, during the average hour 9AM-5PM, is 35%. ©2009 Arbitron Inc. 19 What Percent of AQH’s Are Not Converted Into Cume or AQH? Average Quarter-Hour Missed

50%

45% 42% 43% 43% 42% 40% 40% 38% 37% 35% 34% 35% 31% 32% 30% 30% 29% 30% 25% 20% 15% 10% 5% 0% U U A S R R M N M H C C C A r r ll p o h e / o o o l H d b b S a c y x T d t u a u a a n k t i /I e A n s R l n n p is h c r t s t C A o h m a n C ry ic C rt i n o o C s A c R R H n n d A g o its tm tm u C n c lt k p p H l . . i ts

How to Read: During the average quarter-hour, Adult Contemporary fails to convert 29% of its listeners into the Cume or quarter-hour. ©2009 Arbitron Inc. 20 How Do Commercial Minutes Differ by Format Category?

index % of QH Missed AQHD

140

118 120 113 111 109 101 99 100 91 93

80

60

40

20

0 N/T/I & All Sports Index Spanish Music Index Urban Music Index English Music Index

% of QH Missed AQHD

0.35 0.29 ©2009 Arbitron Inc. 21 There Is a Connection Between Average Quarter-Hours Missed and Average Quarter-Hour Differential

50% 45% 43% 42% 42% 43% 42% 40% 38% 37% 35% 34% 40% 35% 32% 33% 30% 31% 29% 34% 30% 31% 29% 28% 32% 32% 30% 27% 25% 26% 27% 25% 20% 25% 25% 15% 10% 5% 0% U U A S R R M N M H C C C A r r ll p o h e /T o o o la H d b b S a c y x d t u s R u a a p n k th ic /I e A n s lt n n o is m a r C t i C C A r h n n ry c o C ts ic R H o A R o i n n d A g c ts tm tm u C n k p lt l p . H . i ts

% missed Quarter-Hours AQHD

©2009 Arbitron Inc. 22 What Do Top Ranked Stations Have In Common?

What Do Top Ranked Stations Have in Common?

©2009 Arbitron Inc. 23 Rank Position by Quarter-Hours Missed

50% 44% 45% 41% 40% 40% 37% 38% 36% 35% 34% 35% 35% 35% 33% 33% 33% 32% 31% 30%

25%

20%

15%

10%

5%

0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Rank Position

Persons 18-49 ©2009 Arbitron Inc. 24 How Do Commercial Minutes Differ by Rank Position?

Index % of QH Missed AQHD

0.4 35% 0.35 33% 31% 0.3

0.25 23%

0.2

0.15

0.1

0.05

0 Top 5 all Demos 10 and below all Demos

Top 5s –rank top 5 in 18-34, 18-49 and 25-54 ©2009 Arbitron Inc. 25 Bottom 10s –rank 10 and below in 18-34, 18-49 and 25-54 How Do Commercial Minutes and Units Differ by Rank Position?

Top 5s Bottom 10s

2,500

2,094 2,109.80 2,000

1,620 1,665.70 1,500

1,000

500 327 367.4

0 Total Minutes for Oct M-F 9A-5P Total Units for Oct M-F 9A-5P Total Breaks for Oct M-F 9A-5P

Top 5s –rank top 5 in 18-34, 18-49 and 25-54 ©2009 Arbitron Inc. 26 Bottom 10s –rank 10 and below in 18-34, 18-49 and 25-54 How Do Commercial Minutes and Units Differ by Rank Position?

Top 5s Bottom 10s

14 13.1 13.2

12 10.1 10.4 10

8 6.5 5.9 6 5 4.6 4 2.1 2.3 2

0 Avg Minutes per Avg Minutes per Hour Avg Units per Break Avg Units per Hour Number of Breaks per Break Hour

Top 5s –rank top 5 in 18-34, 18-49 and 25-54 ©2009 Arbitron Inc. 27 Bottom 10s –rank 10 and below in 18-34, 18-49 and 25-54 Units vs. Commercial Minutes

There doesn’t appear to be a difference between stations that run higher spot levels vs. those that run higher units

Top Units Per Hour Top Minutes Per Hour

12

9.8 10 9.4

8.2 8.1 8 7.2 7.3

6

4

2

0 18-34 Avg Rank 18-49 Avg Rank 25-54 Avg Rank

Top 3rd of stations with the most commercial units vs. Top 3rd of stations with commercial minutes ©2009 Arbitron Inc. 28 Total Breaks Trends Vary Closely With Missed Quarter-Hours

% QHs Missed Total Breaks in Oct.

0.5 450

0.45 400

0.4 350 0.35 300 0.3 250 0.25 % of QH Missed 200 0.2

Total Breaks for Oct Mon-Fri 9AM-5PM 150 0.15

0.1 100

0.05 50

0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

©2009 Arbitron Inc. 29 Spot Placement and Rank

40

36 35 32 30

25 23 20

15

10 9

5

0 1st QH Units 2nd QH Units 3rd QH Units 4th QH Units

©2009 Arbitron Inc. 30 Measuring Spot Placement

4th to 1st Quarter Hour Example %400

3rd to 4th Quarter Hour 1 unit 5 unit 1st to 2nd Quarter Hour -83% 6 unit 1 unit -80%

2nd to 3rd Quarter Hour 500%

©2009 Arbitron Inc. 31 Music Station Commercial Change From Quarter-Hour to Quarter-Hour

Persons 18-34 Top Stations Tend to Spread Units Index 180 162 163 160 145 140

120 107 108 109 100 92 85

80 69 69

60 46 45 40

20

0 4th to 1st 1st to 2nd 2nd to 3rd 3rd to 4th

Top 5 Middle 5 Bottom 5

©2009 Arbitron Inc. 32 Music Station Commercial Change From Quarter-Hour to Quarter-Hour

Persons 18-49

Index 160 145 140 119 120 115 120 109 100 96 100 92 89 79 80 76 62 60

40

20

0 4th to 1st 1st to 2nd 2nd to 3rd 3rd to 4th

Top 5 Middle 5 Bottom 5

©2009 Arbitron Inc. 33 Music Station Commercial Change From Quarter-Hour to Quarter-Hour

Persons 25-54 Index 180 166 160 151

140 117 120 109 97 98 100 95 96 84 80 73 61 60 53

40

20

0 4th to 1st 1st to 2nd 2nd to 3rd 3rd to 4th

Top 5 Middle 5 Bottom 5

©2009 Arbitron Inc. 34 Loading Up the Quarter-Hour vs. Spreading the Minutes Out

» On average, stations place about 68% of their units in the 2nd and 4th Total of Total of Total of QH… % of Units in 25-54 18-34 18-49 2nd and 4th QH Rank Rank Rank

» The average rank is higher for 25-50% 6.5 5.3 7.1 stations that put between 25% 51-75% 7.3 7.2 7.3 and 50% of their Units in the 2nd and 4th QH (i.e., those who spread 75% or more 7.3 7.5 7.9 the units more evenly between the QHs).

*Music formats only ©2009 Arbitron Inc. 35 What Might Be Going On

2 different situations which would show up with high percentage change

©2009 Arbitron Inc. 36 What Might Be Going On

Less bounce quarter-hour to quarter-hour but could more breaks lead to better rank?

©2009 Arbitron Inc. 37 What Might Be Going On

Less bounce and less breaks

©2009 Arbitron Inc. 38 Conclusions/Suggestions

» There is a measurable impact to station performance from commercials. » There are no absolutes. Track quarter-hours and AQHD. AQHD tends to track with missed quarter-hours. » AQH missed and AQHD appear to be better indicators of rank position than commercial minutes or units. » It would appear that spot placement can have an impact on rank position. » With music stations, spreading the spots and utilizing the firstquarter-hour improves rank position. Having stop sets which straddle a quarter-hour might be an effective strategy » Don’t assume that commercial time can be increased without impactingAQH. This is the tip of the iceberg, there is much more to be learned

©2009 Arbitron Inc. 39 Special Thanks

»Media Monitors »Chris Heider »Michelle Barker »Jenny Tsao »Alex Bishop »Gary Marince

©2009 Arbitron Inc. 40