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U.S.C Radio Group USC Radio Group Listener Supported Classical Public Radio The Driving Force and Center of the Bay Area and Southern California’s Arts Ecosystems USC RADIO GROUP = POWER of SOUND = R.O.I. The Power of Radio = The Power of Sound RADIO Is STILL the LARGEST REACH Medium in the Bay Area RADIO’s Weekly REACH is Consistent Radio is audio, audio is the Power of Across GENERATIONS SOUND, and sound creates emotion, recall, retention, and “goose-bump” calls-to-action from a 94%: Baby Boomers relevant setting and messaging 95% Generation X environment 93% Millennials 88%: Gen Z (ages 2-20) Radio delivers a $6:$1 Return on Investment – better than digital, better than TV, consistently strong across business categories Source: Nielsen Total Audio Report Q1 2017 * Source: Nielsen Catalina Solutions 2014 USC Radio Group - Overview Format: KDFC’s Mission Classical Public Radio – Non Classical KDFC provides access to great Commercial/Listener Supported + Underwriting/Sponsorship classical music, offers education and insight to this music for a sophisticated Bay Area Music: audience, and supports the local arts Primary focus on Baroque, community as its voice of the arts and as a Classical, and Romantic Eras: portal to the rich diversity of our performing 17th Century to Early 20th Century arts scene • Remainder is late 19th- 20th Century Melodic pieces, Vocal, Contemporary and Movie Music KUSC’s Mission To make classical music and the arts a more Status: important part of more people’s lives by • KDFC is The Bay Area’s ONLY presenting high quality classical music Classical music station programming, and by producing and presenting programming featuring the arts • KUSC is the nation’s LARGEST and culture of Southern California Classical music station MULTI-PLATFORM REACH ACROSS CALIFORNIA KDFC KUSC 90.3 FM San Francisco- Berkeley- Oakland 91.5 FM Los Angeles 104.9 FM Silicon Valley: San Jose - The Peninsula 93.7 FM Santa Barbara 89.9 FM The Wine Country: Napa - Santa Rosa 99.7 FM San Luis Obispo 90.3 FM South Bay: Los Gatos – Saratoga 88.5 FM Palm Springs 92.5 FM North Bay: Ukiah – Lakeport 91.1 FM Thousand Oaks 95.9 FM Big Sur kusc.org 103.9 FM Monterey KUSC Mobile App kdfc.com KDFC Mobile App USC RADIO GROUP IS…: Multi-platform: 12 FM radio frequencies, websites and mobile apps – available in cars, at home, at work, and on tablets, smart phones, wearables, desktops and laptops Covering California: From Mexico to Mendocino Massive REACH: Over 1.2 Million weekly listeners, 93,000+ opt-in email subscribers, and 742,000+ monthly page views on brand websites A Powerful Brand: Local Programming with Universal Appeal Relationships and Access: With Listeners and the Arts Community Sources: Nielsen Audio SF and LA MSA’s July 2016-June 2017, 6+ and 18+ weekly cume/comp., Google Analytics/Triton and Webcast Metrics COMMUNITY AND ARTS ECOSYSTEM USC Radio Group Community Bay Area and SoCal Arts Ecosystem 67,000 Members/Donors 1,500+ Arts Organizations ▪ 42,000 KUSC; 25,000 KDFC ▪ $8.5 Million in annual listener support ▪ 1,085,100 weekly listeners on FM signals Symphony Orchestras, Theatre Groups, o Balanced audience across age-cells: 6+ Operas, Museums, Vocal and Choir Groups, o 90,700 per week are “Kids” aged 6-17! Dance and Ballet Co.’s ▪ 267,668 monthly unique streaming listeners ▪ 94,000 email opt-in database members ▪ 132,613 monthly unique visitors to websites Nearly 1 in 4 are MUSIC Organizations Over 600 different Arts Groups, Museums, Performances, and Festivals showcased with on-air and digital platforms by KDFC’s “State of the Arts”, KDFC’s “Top 5”, and KUSC’s “Arts Alive” 37,000,000 annual attendees Outreach, Broadcasts and Partnerships: Instrument Drives San Francisco Symphony San Francisco Opera Philharmonia Baroque Kids Discovery Days State of The Arts “Moodles” Mobile App Metropolitan Opera Bay Area Mix Local Vocals Star-Spangled Sing-Off Neighborhood Arts Spotlight Arts Alive Out and About Sources: Nielsen Audio SF and LA MSA Jul16-June17, 6+ and 18+ weekly cume/comp., Google Analytics/Triton and Webcast Metrics USC RADIO GROUP– LISTENERS USC RADIO GROUP’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 USC RADIO GROUP audience: 40 to 50-Something Women- “Mozart Moms” • College educated, likely played a musical instrument in youth, 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 the 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 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 USCRG stations • 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 the USCRG “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 that they stay abreast of and consume it almost indiscriminately • Possess and display eclectic styles and tastes USC RADIO GROUP– LISTENERS USC RADIO GROUP’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 USC RADIO GROUP 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, they feel disenfranchised by contemporary radio and other music platforms, enjoy the companionship of the station and have the strongest affinity with the on-air Hosts • Regularly attend performances and museums - have both the time and the money USC RADIO GROUP – LISTENERS Mozart Moms Culture Vultures Executive Dads Engineer Guys Arts Enthusiasts Institutional Guardians USC RADIO GROUP - AUDIENCE BROADCAST DIGITAL Weekly Listeners: 1,085,100 Mo. Page Views: 742,000 Median Age: 53 Ethnic Comp: Mo. Streaming Uniques: 267,668 White/Other 60% Asian 12% Hispanic 24% African-American 4% Mo. Streaming Hours: 2,482,314 Gender: Male: 51% Email database/members: 94,000 Female: 49% Audience Comp: P6-17 9% Facebook Likes: 55,232 P18-34 19% P35-54 26% P55-74 34% P75+ 12% Sources: Nielsen Audio SF and LA MSA Jul16-June17, 6+ and 18+ weekly cume/comp., Google Analytics/Triton and Webcast Metrics USC RADIO GROUP- AUDIENCE Educated, Influential, Affluent, Active… …Culturally Adventurous! Target Persons % of USCRG 18+ Audience Educated College Degree or More 655,817 66.9% Affluent HH Income $100K+ 338,623 34.6% Own Home 648,326 66.2% “Gives Back”/Philanthropic (past 12 mos.) Gave $$ to Organization 738,909 75.4% Performed Volunteer Work 303,017 30.9% Active (past 12 months) Swimming 345,008 35.2% Bicycling/Mountain Biking 295,287 30.1% Diverse Interests (attended past 12 mos.) Symphony Concert, Opera, etc. 151,035 15.4% Museum 320,465 32.7% Live Theater 210,853 21.5% Jazz or Blues Concert 160,645 17.4% source: Nielsen SF & LA MSA’s, Scarborough R1 2017 P18+ USC RADIO GROUP-RELATIONSHIPS With Listeners and the Arts Community USC Radio Group On-Air Announcers have a unique, emotional bond with their audience – their connection with the listeners has recruited 67,000+ donors who contribute nearly $9 million annually to content they get for FREE! Shared-goal partnerships with the 1,500+ symphonies, theatre groups, opera companies, museums, vocal/choir groups, dance and ballet companies that make up the Bay Area and Southern California Arts ecosystems The USCRG brings the Arts to the People…and the People TO The Arts! KDFC EDUCATION and OUTREACH USC Radio Group Instrument Drives Year-round effort to collect gently-used instruments and distribute them to kids, schools, and music programs in undeserved communities throughout California. During the 2016-2017 FY, the USC Radio Group collected and distributed 751 musical instruments in the
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