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USC Radio Group The Driving Force and Center of the Bay Area and Southern California’s Arts Ecosystem USC Radio Group - Overview Format: KDFC’s Mission Classical Public Radio – Non Commercial/Listener Supported + Classical KDFC provides access to great 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, Classical, and Romantic Eras: 17th Century to community as its voice of the arts and as a Early 20th Century portal to the rich diversity of our performing arts scene • Remainder is late 19th- 20th Century Melodic pieces, Vocal, Contemporary and Movie Music KUSC’s Mission Status: To make classical music and the arts a more • KDFC is The Bay Area’s ONLY important part of more people’s lives by Classical music station presenting high quality classical music programming, and by producing and • KUSC is the nation’s LARGEST presenting programming featuring the arts Classical music station and culture of Southern California USC Radio Group – Delivery/Distribution 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 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 kdfc.com kusc.org KDFC Mobile App KUSC Mobile App USC Radio Group – 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 Symphony Orchestras, Theatre Groups, . 1,033,100 weekly listeners on FM signals Operas, Museums, Vocal and Choir Groups, o A balanced audience across age groups: 6+ o 96,300 per week are “Kids” aged 6-17! Dance and Ballet Co.’s . 240,892 monthly unique streaming listeners . 266,984 monthly unique visitors to websites . 94,000 email opt-in database members Nearly 1 in 4 are MUSIC Organizations Since 2011, 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, Regular Broadcasts and Partnerships: San Francisco Symphony Local Vocals San Francisco Opera Star-Spangled Sing-Off Philharmonia Baroque USC’s Thornton School of Music Metropolitan Opera Classical Classroom Crusaders Bay Area Mix Fall Arts Preview USC Radio Group – LISTENERS The 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’s 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/USC Radio Group 50 to 60-Something Men- “Executive Dads” College educated, a “Corner Office Guy”, typically leading a team or a department at a tech company - in peak earning years Attends local sporting events, likely watches and listens to events on TV and the Radio…in addition to the USC Radio Group Knowledge of Classical Music is a hobby, enjoys the companionship of listening at work and the facts/ history of the music Rarely attends performances or arts venues, relying on access provided by USC Radio Group “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 A person who loves art, music, movies, and dance, and all forms of culture so much that they stay abreast of and consume it almost indiscriminately They possess and display eclectic styles and tastes USC Radio Group – LISTENERS 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, and 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 – AUDIENCE USC Radio Group USC Radio Group DIGITAL Weekly Listeners: 1,033,100 Mo. Page Views: 673,437 Median Age: 52 Ethnic Comp: Unique Visitors: 266,984 White/Other 67% Asian 10% Hispanic 19% African-American 4% Mo. Streaming Uniques: 240,892 Gender: Male: 51% Female: 49% Mo. Streaming Listening Hours: 1,959,715 Audience Comp: P6-17 10% P18-24 5% P25-34 16% Email database/members: 95,000 P35-44 13% P45-54 13% P55-64 16% P65-74 15% Facebook Likes: 46,198 P75+ 12% sources: Nielsen Audio SF&LA MSA’s Jan-Dec 2015, 6+ and 18+ weekly cume/comp., Scarborough R2 2015 Aug14-Jul15 P18+, Google Analytics/Triton and Webcast Metrics USC Radio Group – AUDIENCE Educated, Influential, Affluent, Engaged, and with Diverse Interests… Target Persons % of USC Radio Group 18+ Audience Educated College Degree or More 707,818 74% Affluent HH Income $100K+ 386,735 41% Own Home 681,430 71% “Gives Back”/Philanthropic (past 12 months) Gave $$ to Organization 778,661 82% Performed Volunteer Work 347,482 36% Active (past 12 months) Hiking/Backpacking 245,744 26% Swimming 334,141 35% Diverse Interests (attended past 12 months) Professional Sports Event 327,443 34% Symphony Concert, Opera, etc. 188,150 20% Museum 338,761 35% Live Theater 249,711 26% Country, Rock, Jazz, or Blues concert 369,100 39% Nielsen SF& LA MSA’s, Scarborough R2 2015 Aug14-Jul15 P18+ USC Radio Group- Programs/Outreach Baroque by the Bay Music from the Renaissance to the Baroque and beyond. Sunday mornings 9am-11am Bay Area Mix Recordings of live performances by local Bay Area based groups. 3rd Sunday each month 8pm From The Top Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pm Metropolitan Opera Broadcasts KDFC is the Bay Area home for the Metropolitan Opera. Saturdays at 10am (December-May) Modern Times Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10pm Philharmonia Baroque Broadcast Live concert recordings featuring the greatest works from the 17th to 19th century. 2nd Sunday each month 8pm The Sacred Concert American Bach Soloists Jeffrey Thomas hosts two hours of sacred choral works. Sundays 7am-9am San Francisco Symphony Broadcasts Recorded live at Davies Symphony Hall. Every Tuesday night at 8pm San Francisco Opera Broadcasts Voices of the SFO season and War Memorial Opera House. 1st Sunday each month 8pm The State of the Arts Showcase of Bay Area performing arts organizations and cultural offerings – activities, concerts, soloists, and ensembles. Every weekday at 7:58am, 12:58pm, and 5:58pm Travel with Rick Steves PBS travel expert shares his experiences and opinions about travel. Sundays at 6am USC Radio Group- Programs/Outreach Arts Alive KUSC’s acclaimed broadcast magazine, with news from the arts and Around Town event calendar. Saturday’s at 8am A Musical Offering The Baroque period, marking the beginning of “modern” music, is explored during this two- hour show. Sundays 9am From the Top Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pm KUSC at the Beach Weekday afternoon host Rich Capparela broadcasts from his home studio on the beach in Santa Monica. Fridays at 4pm Modern Times Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10pm The Opera Show The word of opera comes alive with an enthusiastic look through the eyes of host Duff Murphy. Saturdays 9am The Record Shelf Host Jim Svejda guides you through the best classical recordings with his irreverent and highly opinionated views. Sundays 10pm Soul Music Soul Music is a balm for your spirit, exploring the vast choral tradition that has soothed souls and fed spirits for centuries. Sundays 6am-9am Thornton Center Stage This special program, hosted by Alan Chapman, is devoted to the artistry of the USC Thornton School of Music. Sundays 9pm USC Radio Group The Arts…: Improve the quality of life and vibrancy in a community Can improve academic performance for students - Educate and engage young people Stimulate creative thinking and problem solving in our work force and children Offer education initiatives that benefit the community Have the capacity to contribute to the kind of positive transformational community/social change critical to CSR (Corporate Social Responsibility) and CCI (Corp.
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