WEDNESDAY, OCTOBER 2, 2019 SCOTT MUSGRAVE | Head of U.S. Radio, Nielsen Music | [email protected] JON MILLER | VP of Audience Insights, Nielsen Audio | [email protected] This artwork was created using Nielsen data. Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Contemporary Christian Listenership Over 40% of all music listeners listen to Contemporary Christian music in some capacity

100% Often listen to 90% 16% Contemporary Christian (i.e. Contemporary 42% 80% Christian Fans) are Contemporary 70% 26% Occasionally listen to Christian music Contemporary Christian 60% listeners Total 50% Music Listeners 40% Non- Contemporary 42% of all music 30% Christian Music 58% listeners listen to Listeners 20% Gospel music with

10% 14% listening often (i.e. Gospel Fans) 0%

Source: 2019 Nielsen Music 360 2 Know Your Audience: Contemporary Christian Music Fans Contemporary Christian fans are relatively balanced in terms of gender, tend to be more affluent, have kids in the household & are more likely to be Millennials

GENDER M: 49% (99) F: 51% (100) MIDWEST WEST 14% NORTHEAST (73) 21% 41% 20% 28% 23% (99) (103) 7% 63% (126) (76) (121) (109) (77) MARRIED 13-17 18-34 35-54 55+ SOUTH 56% 60% (112) (144) HOUSEHOLDS WITH CHILDREN UNDER 18 35% MORE likely to live in an 24% HAVE HOUSEHOLD INCOME OF 100K+ (141) Urban area *Indices relative to Gen Pop A13+

Source: 2019 Nielsen Music 360 3 Fans Breakdown Across Genres Only 7% of Contemporary Christian fans are ages 13-17, less than most major genres

Contemporary Christian Fans Other Major Genres by Generation by Generation CLASSIC ROCK FANS 9% 30% 30% 31% 13-17 ‘Gen Z’ 7% HIP-HOP / RAP FANS 3516% -54 54% 25% 5% EDM‘Gen FANS X’ 18 – 34 ‘Millennials’ 41% 13% 51% 29% 7% R&B FANS32% 13% 47% 25% 15% ALT-ROCK FANS 35 – 54 ‘Gen X’ 12% 44% 31% 13% 28% COUNTRY FANS 6% 35% 28% 31% POP / TOP 40 FANS 55+ ‘Boomers & 23% 12% 42% 30% 17% Beyond’ Youngest Oldest

Source: 2019 Nielsen Music 360. 4 Social Media Usage Among Contemporary Christian Fans While Facebook remains the most popular social media platform in terms of incidence, Contemporary Christian music fans show elevated WhatsApp use

Used in the Past Year Use Multiple Times Per Day

Facebook 76% Facebook 64% Instagram 53% Instagram 60% Twitter 44% Twitter 47% Snapchat 38% Snapchat 51% Pinterest 36% PINTEREST 33%

WhatsApp 34% +14% WHATSAPP 66%

Google+… 29% GOOGLE+ 42% LinkedIn 25% LINKEDIN 25%

Reddit 17% -21% Reddit 41% +24%

Of those Contemp. Christian Source: 2019 Nielsen Music 360. fans who used in past year 5 What Else are Contemporary Christian Fans Listening to? Contemporary Christian fans are more likely to listen to Country & Adult Contemporary music, but Rap & Alternative Rock are less popular with this audience

CONTEMPORARY CHRISTIAN FANS GENRE LISTENERSHIP

81% 77% 75% 71% 66% 61% 60%

110 92 117 90 85 85 96 indexes

Country Pop Adult R&B Alt Rock Rap EDM Contemporary

Source: 2019 Nielsen Music 360. Indices Relative to Fans of Other Major Music Genres 6 Favorite Activities Among Fans of this Genre Contemporary Christian fans are more likely to enjoy cooking & food, television, movies, travel & books

Music Podcasts 32% Television 62% ( +24% ) 61%

Music Videos 42% Cooking & Food 66%

Fashion 43% Movies 59%

Live Events 42% Travel 58% ( + 11% )

Video Games 42% Books 55% ( + 15% ) When compared to fans of other Sports 46% Video Streaming 54% major genres ( + 12% )

Source: 2018 Nielsen Music 360 7 Top Format for Contemporary Christian Music Fans is Radio Christian music fans spend more time with radio than any other format & show a greater propensity for programmed vs. on-demand streaming

SHARE OF OVERALL MUSIC LISTENING FORMAT TYPES: TIME BY FORMAT 28% RADIO (over the air + satellite + broadcast streams) +9% 12% ON DEMAND VIDEO (YouTube, Vevo) -10% 12% PHYSICAL MUSIC (CDs, Vinyl) +12% 12% CONTEMPORARY PROGRAMMED STREAMS +22% CHRISTIAN 10% FANS ON DEMAND AUDIO (Spotify, Apple Music) -31% 10% When DIGITAL MUSIC LIBRARY -17% compared to 17% fans of other major genres OTHER

Source: 2019 Nielsen Music 360. 8 Music Consumption Among Contemporary Christian Music Fans

MUSIC LISTENING STREAMING LIVE EVENTS Spend 83% 71% (index 105) 8% use music streaming platforms attended live music less time listening to (index 98) event in the past 12 months music in a typical week AMONG STREAMERS (than fans of other major genres) MUSIC DISCOVERY listen to playlists sponsored 22% by brands & media outlets 64% (index 132) 17% of time spent listen to playlists they (index 73) listening is out-of-home 38% create themselves online audio music websites / apps (index 106) (index 77) (e.g. Spotify & Pandora)

WOULD VIEW A BRAND MORE FAVORABLY IF…

create unique videos or product placement in a 51% other content of artists 49% music video (index 92) (index 110)

Source: Nielsen 2019 Nielsen Music 360 - Indices Compared To Fans of Other Major Genres 9 Contemporary Christian Radio Ratings Trends

10 Where Does this Genre fit into the National Listening Landscape? Ranked #10 in total share

Source: Nielsen National Regional Database (NRD) rollup of all US markets, PPM + Diary. Mon-Sun Mid-Mid. Persons 12+ national AQH share. Spring 2019 11 How Many Stations are in Each Format? National AM / FM station counts by format Rank Format Total AM/FM Stations 1 News/Talk 1770 2 Country 1693 3 Religious 1470 4 Contemporary Christian 1120 5 Variety 1059 6 All Sports 779 7 Classic Hits 740 8 Adult Contemporary 696 9 Classic Rock 609 10 Pop CHR 536 11 Hot AC 500 12 Oldies 441 13 Mexican Regional 406 14 Classic Country 405 15 Alternative 312 16 Gospel 307 17 Classical 262 18 Album Adult Alternative (AAA) 212 19 Adult Hits 206 20 Urban AC 192 21 Southern Gospel 191 24 Spanish Religious 163 33 Christian AC 97 Source: Nielsen Radio Station 34 Contemporary Inspirational 93 Information Database, 2019 12 40 Spanish Contemporary Christian 57 Source: Nielsen Audio U.S. markets, Fall 2019 13 Contemporary Christian’s Audience Distribution Where does the Contemporary Christian audience live, by Nielsen market?

22% 33%

40%

PPM Diary Non-Metro Counties

Source: Nielsen National Regional Database (NRD) rollup of all US markets, PPM + Diary. Mon-Sun Mid-Mid. Persons 12+. Spring 2019 14 Contemporary Christian Age Composition Across all U.S. Nielsen markets – AQH composition

Spring 2015 Spring 2019

25% 22% 20% 20% 19% 20% 18% 17% 15% 15% 13% 14%

10% 10% 9% 8% 7% 7%

5%

0% T12-17 18-24 25-34 35-44 45-54 55-64 65+

Source: Nielsen National Regional Database (NRD) rollup of all US markets, PPM + Diary. Mon-Sun 6a-Mid, AQH Comp All Contemporary Christian stations combined, each survey 15 Contemporary Christian’s 5-year National Trend Across all U.S. Nielsen markets for ages 35-64

35-64 Makes up 60% of the Contemporary Christian Audience

Weekly Cume Share

12,600,000 5.0%

12,200,000 4.4% 4.5% 11,800,000 4.2% 4.2% 11,400,000 4.0% 4.0% 12,312,400 4.0%

11,000,000 11,532,600 3.5% 10,600,000 11,427,900 11,487,900 11,075,700 10,200,000 3.0%

9,800,000 2.5% 9,400,000

9,000,000 2.0% Spring 2015 Spring 2016 Spring 2017 Spring 2018 Spring 2019

Source: Nielsen National Regional Database (NRD) rollup of all US markets, PPM + Diary. Mon-Sun 6a-Mid. Persons 35-64. All Christian Contemporary stations combined, each survey 16 Nielsen PPM Markets (48) – Granular Data

Source: Nielsen Audio PPM Markets, Fall 2018 17 Contemporary Christian Since 2016 in PPM Across the 48 PPM markets – Persons 35-64 AQH Share

3.5%

3.0%

2.5%

2.0%

1.5%

1.0%

0.5%

0.0%

HL16 HL17 HL18

FEB16 FEB17 FEB18 FEB19

JUL17 JUL18 JUL19

SEP16 SEP17 SEP18 SEP19

JUL.16

JUN19 JUN16 JUN17 JUN18

APR16 APR17 APR18 APR19

JAN18 JAN16 JAN17 JAN19

DEC16 DEC17 DEC18

OCT18 OCT16 OCT17

MAY17 MAY16 MAY18 MAY19

MAR16 AUG16 MAR17 AUG17 MAR18 AUG18 MAR19 AUG19

NOV16 NOV17 NOV18

Source: Nielsen PPM Markets. Mon-Sun 6a-Mid. Persons 35-64 AQH Share. Format rollups. 18 What Other Formats Does this Audience Listen to? Across all Nielsen Scarborough markets (100+)

% OF CONTEMPORARY CHRISTIAN LISTENERS ALSO TUNING IN TO OTHER FORMATS DURING THE WEEK

2019 2015

AC 30.7% 29.5% 28.0% Country 31.4% 26.4% Pop CHR 28.1% 20.2% News/Talk 19.0% 20.1% Hot AC 24.3% 17.0% Classic Hits 16.1% 16.0% Classic Rock 18.6% 10.4% Alternative 9.2%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Source: Nielsen Scarborough USA+ Database. Full Week Cume Duplication among all reported radio formats. Persons 18+ 19 Top Performing Contemporary Christian Stations in America Based on persons 35-64, full week share in Spring 2019 across the top 150 markets

KFIS Portland (4.3%) KTIS Minneapolis (6.1%) WCSG Grand Rapids (9.1%)

WCVO Columbus (4.5%)

KXOJ Tulsa (6.0%) WWLV Greensboro (6.6%) KYLV Oklahoma City (5.2%) KLRC Fayetteville (7.6%)

KVNE Tyler, TX (9.7%) WCIE Tampa (5.9%)

Source: Nielsen Audio U.S. markets, Spring 2019. Full Week Daypart. Persons 35-64 20 Contemporary Christian Top Performers Profile Ten stations from around the U.S. – persons 35-64

AUDIENCE COMPOSITION WEEKLY CUME RATING TUNE-INS

Weekly 12.7 14% Weekly P1 22.4 of market Up 2% population YOY Daily* 5.7 33% 67% reached Daily P1* 7.4 *PPM markets only BLACK TOP DAYPART HISPANIC 9% TOP AGES 10% 2 of 10 PM Drive 5 of 10 55-64 OTHER 2 of 10 6 of 10 5 of 10 81% Weeknights Weekends 35-44

Source: Nielsen Audio U.S. markets, Spring 2019. Full Week Daypart. Persons 35-64 21 Streaming Consumption

22 Per Nielsen Music’s Mid-Year Report, Total Streaming Accelerates

TOTAL ON-DEMAND STREAMING YOY GROWTH IN BILLIONS 2018 2019

507.7

385.7 +32% 333.5 261.0 +28% 174.2 124.7 +40%

Total Streams Audio Streams Video Streams

Source: Nielsen Music Mid Year Report 23 Myth: People Only Stream New Music Over 60% of all music streamed is gold / catalog (over 18 months since release)

ON-DEMAND AUDIO STEAMING GENRE Current Catalog / Gold Overall 37% 63% Christian / Gospel 22% 78% Country 26% 74% Dance / Electronic 32% 68% Latin 29% 71% Pop 24% 76% R&B / Hip-Hop 49% 51% Hard Rock 10% 90% Rock 15% 85% Alternative 20% 80%

Source: Nielsen Music; pulled by core genre 24 Top Contemporary Christian Songs 2019 YTD Radio Airplay Spins vs. On-Demand Streaming (Current + Catalog)

ON DEMAND STREAMING RADIO AIRPLAY - SPINS Stream Radio Radio Stream Artist / Song Artist / Song Rank Rank Rank Rank

1 1 Lauren Daigle – You Say 1 1 Lauren Daigle – You Say 2 25 Cory Asbury – Reckless Love 2 6 For King and Country – God Only Knows 3 86 Hillsong United – Oceans (Where Feet…) 3 103 MercyMe – Best News Ever 4 92 Elevation Worship – O Come To The Altar 4 50 Danny Gokey - Haven’t Seen It Yet 5 66 Hillsong Worship –What a Beautiful Name 5 76 Pat Barret – Build My Life 6 2 For King and Country – God Only Knows 6 77 Kirk Franklin – Love Theory 7 281 Skillet - Monster 7 44 Josh Baldwin – Stand In Your Love 8 59 Hillsong United - So Will I (100 Billion X) 8 66 We Are Messengers – Maybe It’s OK 9 15 Hillsong Worship - Who You Say I Am 9 20 Elevation Worship - Resurrecting 10 126 MercyMe – I Can Only Imagine 10 52 I Am They-Scars

Source: Nielsen BDSradio 25 How Can BDSradio Make Streaming & Airplay Data Actionable for Your Station?

26 HOW TO USE STREAMING TO manage rotations Christian AC Chart (9/30)

SORT

Source: Nielsen BDSradioce: Nielsen BDS Radio HOW TO USE STREAMING TO manage rotations Christian AC Chart (9/30)

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Source: Nielsen BDSradioource:NielsenDSRaio HOW TO USE STREAMING TO manage rotations Station Chart: KXOJ-FM 94.1 Tulsa (9/30)

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Source: Nielsen BDSradioourcee:elsenBDS Radio HOW TO USE STREAMING TO manage rotations Station Chart: KXOJ-FM 94.1 Tulsa (9/30)

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So Source: Nielsen BDSradioourielseBDS Radio HOW TO USE STREAMING TO manage GOLD rotations Station Compare Report (Gold Songs Only): Not played on KXOJ-FM Tulsa (9/30) SORT

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32 BDSradio North American Coverage: Digital Service Providers

33 JON MILLER | VP Audience Insights, Nielsen Audio | [email protected] SCOTT MUSGRAVE | Head of U.S. Radio, Nielsen Music | [email protected]