2. “Future Forecast”
For the first time since 1947, America’s most common age is no longer part of the Baby Boom
generation. Millennials have taken over. According to Census Bureau information, 22-year-olds are
the most represented age group in America, followed by 23-year-olds and then 21-year-olds.
The rising prevalence of young 20-somethings can be explained by a combination of immigration
and aging. Immigration has added people to the ranks of ages up until about 40 years old, when it
begins to tail off. That means that the younger age groups continue to grow in size as the older ones
start to fade away. 1
These consumers are entering the “age of acquisition”, when they’re buying their first car, securing
credit, finding new career opportunities, getting married, purchasing the first home, having children
and much more. They are trend setters and looking for the goods and services that fit their lifestyles
and belief systems. They will be the driving consumer force for the next decade and beyond. Today
in marketing, age matters, and the Lotus Radio Group is positioned perfectly.
Fresno Median Age 37
Lotus Radio Group Median Age 29
KSEQ FM 26
KKBZ FM 34
KLBN FM 34
KGST AM 39*
KHIT FM 44
Age is also a critical factor considering that brand loyalty and product relationships are established in
the Teen and Early Adult years. 2
Youth has its advantages!
1. Eric Levenson- The Wire- May 23, 2014
2. Bruce Turkell- Fox News- Fenruary 17, 2014
* Median Age- Nielsen Radio Winter 2015, except KGST- Nielsen Winter 2014
3. “WHO-WHAT-WHY-WHEN-WHERE”
Between July 2012 and July 2013, Fresno County’s population grew just
over 1%, which is the county’s highest growth rate in three years.
Fresno Marketplace
Lotus Radio Group
With the diverse formats of the Lotus Radio Group (Sports, Rock, Rythmic Contemporary Hits,
Mexican Regional, Spanish Hits), each week we reach and interact with 233,000 3
consumers of all
ages, both Male and Female, with a wide variety of interests and consumer product needs. Why not
invite them into your business?
1. May 19, 2014- World Population Review
2. US Census Bureau State & County Quick Facts- Workers age 16+, 2009-2013
3. Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Cume
12-17
11.7%
16.0%
18-24
14.0%
18.5%
25-34
18.2%
28.4%
55-64
12.7%
5.2%
45-54
14.4%
14.4%
35-44
15.2%
15.0%
65+
13.8%
2.5%
Marketplace Age Distribution
With an average work commute time of twenty two minutes, the portable nature of radio makes it a
natural and effective tool for reaching prime prospects on their way to and from work 2
.
Fresno Marketplace
Lotus Radio Group
At Home
61.4%
46.9%
In Car
85.0%
75.5%
At Work
17.5%
11.4%
Other
10.9%
8.9%
Listening Locations
Gender Profile
Fresno Marketplace
Lotus Radio Group
Male
49.1%
50.7%
Female
50.9%
49.3%
Fresno is growing faster than the state of California as a whole, and faster than other counties.
The growth in the area is attributed to a growing Hispanic population, which makes up a
first-time majority in Fresno 1
.
4. “The Language of Opportunity”
More than half of the Fresno marketplace is Hispanic or Latino 1
(51.6% ).
A very important marketing consideration is how these consumers use Spanish or English language
in their daily lives. Households that use limited or no English language account for almost 40% of
the marketplace! 2
Radio reaches 90.1% of all Spanish Dominant consumers each week. Of these,
the Lotus Radio Group delivers 52.4%. 3
In today’s competitive environment, these Spanish
dominant households represent incredible opportunity.
The ability to reach and impact these consumers requires a balanced and strategic approach.
Research shows that the Lotus Radio Group of stations over delivers the Fresno Spanish Dominant
marketplace, with 26% of our listeners belonging to Spanish Dominant households.3
KLBN FM
(La Buena 101.9) ranks #1 in the marketplace in delivering Spanish dominant households each
week, with KHIT-FM (Exitos 107.1) ranked #6 and KSEQ FM ( Q 97.1) ranked #9.3
(It shows the power
of music when an English language radio station is in the top ten with Spanish Dominant households!)
Spanish Dominant Age Distribution
Fresno Radio
Lotus Radio Group
Spanish Dominant Hispanic Persons represent 115,000 3
potential shoppers, and by using a
combination of our stations you can develop a focused marketing plan based on age, sex, lifestyles
and interests that will motivate these consumers to become your customers!
1. US Census Bureau - State & County Quick Facts - Fresno County
2. Scarborough - Adults 18+- US
3. Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Spanish Dominant - Adults 12+ - Cume
12-17
12.7%
12.1%
18-24
9.8%
9.7%
25-34
23.7%
22.9%
55-64
10.8%
9.4%
45-54
13.6%
16.5%
35-44
23.5%
22.9%
65+
5.9%
6.5%
5. 1. Fresno - Nielsen Radio - Winter 2015 - Monday to Sunday - 6am-12m - Cume Language Composition - Persons 12+
2. Fresno - Nielsen Radio - Winter 2015 - Monday to Sunday - 6am-12m- Scarborough R1 Winter 2015 - Adults 18+
“Listen To This”
Understanding Fresno’s language dynamic is not as simple as Spanish vs English, especially when
you consider that 59.3% of the market speaks both Spanish and English. Today’s consumer fits into
five different language categories and the Lotus Radio Group can deliver your marketing
message effectively to any of these target customers. 1
Fresno Marketplace
Lotus Radio Group
English Only
27.7%
23.6%
Hispanic Marketplace Language Composition
English Dominant
69.6%
62.4%
Spanish & English
59.3%
60.1%
Spanish Dominant
30.4%
37.6%
Spanish Only
13.0%
16.3%
Lived in Present Home Three or More Years
Three or More Adults Living in Household
One or More Teenagers (12-17) Reside in Household
Own Residence
Dwelling is a Single Family House
Dwelling is a Apartment
Married
Single
Divorced
Fresno Marketplace
61.7%
38.6%
22.0%
44.3%
60.2%
15.5%
41.7%
31.6%
5.6%
Lotus Radio Group
57.3%
45.4%
25.6%
33.2%
58.1%
18.4%
33.2%
44.9%
4.3%
In addition to language, other lifestyle characteristics of the Fresno marketplace are nicely matched
with the Lotus Radio Group listener. 2
6. Don’t forget the Teens! In 2013, Teens accounted for 258.7 billion in consumer spending in the US
and had income that totaled 91.1 billion. 2
1. Fresno - Nielsen Radio Winter 2015- Monday to Sunday - 6am-12m - Retail Spending Power
2. Statistic Brain- Teenage Comsumer Spending Statistics- 7/8/2014
Fresno Spending Power
Age Range
P18-24
P25-34
P35-44
P45-54
P55-64
P65+
Weekly Cume
93,000
132,100
107,400
102,500
85,500
84,300
% of 18+ Population
13.4%
19.0%
15.5%
14.8%
12.3%
12.1%
Spending
537,650,000
1,513,688,000
1,352,078,000
1,757,000,000
1,536,824,000
1,096,072,000
% of Sales
6.9%
19.4%
17.3%
22.5%
19.7%
14.1%
Lotus Radio Group Spending Power
Age Range
P18-24
P25-34
P34-44
P45-54
P55-64
P65+
Weekly Cume
43,100
66,200
34,900
33,500
12,200
5,700
% of Total Audience
18.5%
28.4%
15.0%
14.4%
5.2%
2.4%
Spending
288,763,000
738,117,000
509,335,000
488,931,000
188,306,000
54,181,000
% of Total Market Sales
45.1%
46.6%
37.7%
27.8%
12.2%
4.9%
“Money TAlks”
With 26.3% of retail sales coming from the 18-34 year old age group, and more than 55.1% generated
by Adults 18 to 49, focusing on these demographics makes great business sense. The quality of the
Lotus Radio Group can be seen in the percentages of the total market spending they deliver! 1
7. “FAMILY AFFAIR”
Category
Employed Full Time
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Own Residence
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Household Income $45,000+
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Any College
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Fresno Marketplace
119,100
50,200
35,300
N/A
20,300
113,300
42,000
15,300
12,400
N/A
114,600
49,200
43,500
N/A
N/A
109,600
41,900
49,800
N/A
N/A
Lotus Radio Group
50,900
15,600
16,300
N/A
9,900
43,500
11,400
13,200
10,400
N/A
48,400
18,300
15,100
N/A
N/A
47,400
16,600
20,200
N/A
N/A
Reach
42.7%
31.1%
46.1%
N/A
48.7%
38.4%
27.1%
86.2%
83.9%
N/A
42.2%
37.2%
34.7%
N/A
N/A
43.2%
39.6%
40.6%
N/A
N/A
Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+- Cume
N/A = Not enough respondents to obtain accurate data
53.3% of all two income households, and 57.1% of all three income
households in Fresno, are Hispanic. Households with two or more
children under the age 17 are 60.1% Hispanic. The Lotus Radio Group reaches 58.3% of all Hispanic
households with two incomes and 40.6% of the three income Hispanic households.
8. “what we love to do”
Every week, the Lotus Radio Group audience spends $855,000 at
Family Clothing Stores, $560,000 at Furniture Stores, $163,000 at
Floor Covering Stores and $139,000 at Pet & Pet Supply Stores.
Category
Purchased Department Store Items (mn)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Shopped Any Shoe Store (3 mns)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Purchased Furniture / Mattress (yr)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Purchased Clothing (3 mns)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Fresno Marketplace
237,500
90,900
79,400
22,100
43,100
240,000
97,200
69,600
25,100
44,800
79,100
35,700
27,300
N/A
N/A
244,200
92,500
77,500
25,200
45,600
Lotus Radio Group
100,900
29,200
31,200
13,500
26,100
98,300
31,200
25,500
14,000
26,800
29,700
8,500
12,800
N/A
N/A
102,400
29,000
31,700
15,000
25,800
Reach
42.5%
32.1%
39.3%
61.0%
60.5%
41.0%
32.1%
36.6%
55.8%
59.8%
37.5%
23.8%
46.9%
N/A
N/A
41.9%
31.3%
40.9%
59.5%
56.6%
Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+- Cume
Retail Spending Power- Metro- WI15- Adults 18+
N/A = Not enough respondents to obtain accurate data
They’re also using professional services, spending $959,000 every week with Dentists, $471,000 each
week with CPA’s and Tax Preparation Services and $305,000 per week on Child Day Care services!
9. “a driven consumer”
The Lotus Radio Group audience loves their cars, spending
$5,418,000 at New Car Dealers and $906,000 at Used Car
Category
Hhld Purchased New Vehicle
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Hhld Purchased Used Vehicle
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Hhld Plans to Buy/Lease New/Used Vehicle (yr)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Used Dealer for Last New Car Purchase
because of Financing/Reputation
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Fresno Marketplace
113,800
49,200
40,200
N/A
N/A
199,800
68,500
67,700
24,200
38,200
74,800
28,700
24,300
N/A
N/A
19,400
23,200
15,700
N/A
N/A
Lotus Radio Group
44,200
15,900
15,200
N/A
N/A
84,400
22,400
25,100
15,700
21,200
35,300
7,100
14,700
N/A
N/A
10,400
7,500
7,200
N/A
N/A
Reach
38.8%
32.3%
37.8%
N/A
N/A
42.2%
32.7%
37.0%
64.9%
55.5%
47.2%
24.7%
60.5%
N/A
N/A
53.6%
32.3%
45.8%
N/A
N/A
Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+- Cume
Retail Spending Power- Metro- WI15- Adults 18+
N/A = Not enough respondents to obtain accurate data
Dealers each week. They spend $331,000 each week on Recreational Vehicles, $156,000 at Motorcycle
Dealers, $370,000 at Tire Dealers, $763,000 at Auto Parts & Accessories Stores and $451,000 on
General Auto Repair each week.
10. “OUT AND ABOUT”
The Lotus Radio Group audience knows good food! Each week,
our audience spends $1,700,000 at Full-Service Restaurants,
Category
Ate at Sit Down Restaurant 4+ Times (mn)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Ate at Quick Service Restaurant 4+ Times (mn)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Spent $200+ On Groceries (wk)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Used any Credit Card (3mns)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Fresno Marketplace
92,800
39,200
30,400
N/A
N/A
204,100
88,300
65,300
16,500
32,000
106,600
43,200
29,400
10,400
22,800
195,200
79,300
68,500
12,900
33,100
Lotus Radio Group
39,400
13,700
9,500
N/A
N/A
91,500
32,200
29,000
10,300
19.100
44,400
16,000
9,300
6,500
12,600
79,900
28,100
24,500
7,900
18,500
Reach
42.4%
34.9%
31.2%
N/A
N/A
44.8%
36.4%
44.4%
62.4%
59.6%
41.6%
37.0%
31.6%
62.5%
55.2%
40.9%
35.4%
35.7%
61.2%
55.9%
Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+- Cume
Retail Spending Power- Metro- WI15- Adults 18+
N/A = Not enough respondents to obtain accurate data
$2,322,000 at Limited-Service Restaurants, $345,000 on Snacks & Nonalcoholic Beverage Bar sales
and $77,000 in Drinking Place sales. When they shop the cart is full, as they spend $7,677,000 each
week at Supermarkets & Other Grocery Stores.
11. “UNCOMMON CONSUMER”
You might find a Lotus Radio Group listener in some
unexpected places. Regardless of what they’re doing they
have a significant financial impact on the marketplace,
Category
Attended Art Museum / Dance or Ballet
Symphony / Opera / Live Theater (yr)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Participated in Volunteer Work (yr)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Contributed Money to Organizations (yr)
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Always Vote in Local, State & Presidential Elections
Hispanic
English Only
English Dominant
Spanish Only
Spanish Dominant
Fresno Marketplace
51,600
15,600
16,600
N/A
N/A
67,700
27,500
25,900
N/A
N/A
172,400
68,200
55,500
15,900
29,900
138,400
59,200
49,400
10,600
17,500
Lotus Radio Group
23,400
5,700
5,500
N/A
N/A
28,500
10,300
10,200
N/A
N/A
76,800
24,700
24,700
9,300
17,200
52,500
16,000
18,800
7,600
9,100
Reach
45.3%
36.5%
33.1%
N/A
N/A
42.0%
37.5%
39.3%
N/A
N/A
44.5%
36.2%
44.5%
58.4%
57.5%
37.9%
27.0%
38.0%
71.6%
52.0%
Fresno - Nielsen Radio Winter 2015 - Monday to Sunday - 6am-12m - Scarborough R1 2015 - Adutls 18+- Cume
Retail Spending Power- Metro- WI15 - Adults 18+
N/A = Not enough respondents to obtain accurate data
spending $277,000 each week at Jewelry Stores, $182,000 weekly at Fitness Centers, $166,000 on
Homes for the Elderly and $124,000 at Golf Courses & Country Clubs every week.
