KBFB-FM (“97.9 The Beat”) is a Dallas/Fort Worth-based radio station, rhythmic contemporary music format with a hyper-local lifestyle lean. It is owned and operated by Radio One and accompanied by newcomer, sister station KSOC-FM (Old School 94.5)!

1. KBFB-FM (“97.9 The Beat”) is a Dallas/Fort Worth-based radio station,
rhythmic contemporary music format with a hyper-local lifestyle lean. It
is owned and operated by Radio One and accompanied by newcomer,
sister station KSOC-FM (Old School 94.5)!

2. KBFB-FM Overview
97.9 The Beat Station Overview
KBFB (97.9 FM, “97.9 The Beat”) has always been the Metroplex favorite
and only rhythmic station! It is unique, inviting, friendly, fun and welcoming
to all who love Hip-Hop. Clearly separating itself from any market
competitors which seem less-inclusive of general market audiences,
capturing the true essence of the young Dallas Trendsetter.
97.9 The Beat = THE LIFESTYLE,
18-34 year-old, ‘up and coming’ Dallas Tastemaker.
97.9 The Beat’s listening audience perfectly mirrors the market with a
diverse, influential reach into Black, White and Hispanic Dallasites!
KBFB has been a FLAGSHIP for discovering, launching and orbiting the
nation’s leading radio personalities! In the beginning (2000), the station
was home to Russ Parr in the Morning (of whom he started his radio career
in Dallas). Later, it was home to Steve Harvey in the Mornings from 2003-
2005. Seeking a younger audience, KBFB continues to launch TOP NAME
TALENT – Always trading up for fresh voices, KBFB launched Rickey Smiley
Morning Show in 2006. The ratings were so strong that today Smiley can be
heard all over the nation.

3. Radio Personalities
M-F 6a-10a: Syndicated Morning Show hosted
by Rickey Smiley. Establishing himself as a clean
comic, his down home southern humor has
made him a favorite in the nation’s top comedy
venues. From intimate comedy clubs to sold out
crowds at Madison Square Garden, the
Universal Amphitheater and the Lincoln Center,
Rickey’s unique style of humor resonates with
his audiences unlike any other radio show.
M-F 10a-2p: Mel the Mac holds it down everyday
helping our listeners make it through their daily grind,
work week, lunchtime rush. His show features the
hottest music, news and entertainment updates.
M-F 2p-7p: Veda Loca is one of the
market’s most popular, loved and
ENERGETIC radio personalities. She has
a unique style and connects intimately
with her audience. Her signature
feature Veda’s Hot Mess is a Drive Time
favorite – they LOVE her!
M-F 7p-12M: J Kruz is the very definition of swag! He
speaks three languages and connects with our audience
crossing cultural boundaries, embodying the true definition
of Hip Hop! Model by day, DJ and Rapper by night, he takes
the city by storm! He is a Dallas Tastemaker and Hip Hop
Trendsetter – Reppin’ The Beat Lifestyle!

4. Dallas Market Demographics
97.9 THE BEAT vs. The Competition!
Arbitron
The following research is based on
Dec 11/Jan 12/Feb 12 Multi-Book Average

5. Dallas Market Demographics
58.1% of the
population are Other
14.5% of the
population are Black
27.4% of the
population are
Hispanic
•Dallas-Ft. Worth metro is 5th largest radio metro in the country.
•There are 5,944,000 persons over age six residing in the metro.
•The metro is comprised of 11 counties.
•65.3% of the population live in Dallas, TX; and Tarrant, TX.
•28.6% of metro Adults 25+ are college graduates.
•36.2% of metro Adults are employed in managerial positions.
•There are 2,357,800 households in the metro area.
•Median home value is $101,100/Median rent is $567 a month.
•The median household income is $58,432 per year.
•The average income per household is $79,193.
•37.6% of households have annual incomes over $75,000.
•The average expenditure per household is $34,483.
•Metro Adults spend an average of 27 minutes each way
commuting to and from work. 92.7% of Adults travel to work by
automobile.

6. Dallas Market Demographics
26.3% of the population
are between 18 and 34.
48.8% of the population
are between 25 and 54
The median age of the
population is 37.3
65.3% of the population
live in Dallas; and Tarrant

7. KBFB-FM Demographics
Audience Composition
97.9 THE BEAT Is Truly an 18-34 Radio Station!
AQH Persons 6+ Age Composition
Mon-Sun 6A-12Mid
26%
23%
17% 17% 16% 16%
10% 11% 10% 10% 11% 11% 10%
7%
3%
1%
6-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
KBFB-FM Population
Nearly half (49%) of 97.9 THE BEAT's audience are Adults 18-34. More
important is the fact that 97.9 THE BEAT delivers the segment of the
population in the acquisition phase of their lives. On a total week basis,
97.9 THE BEAT's audience is:
•23% 18-24, with an index of 230
•26% 25-34, with an index of 153
Numbers may not add to 100% due to Arbitron rounding.

8. KBFB-FM Demographics
Persons 6+ Weekly Cume:
1,002,200 / AQH Median Age: 29.8

9. KBFB-FM Demographics
97.9 THE BEAT Reaches a Higher Concentration of Adults
18-34 Than These Competitors!
Cume Persons 6+
Mon-Sun 6A-12Mid
KBFB-FM 26% 43% 31%
KKDA-FM 28% 41% 32%
KHKS-FM 26% 37% 37%
KZZA-FM 22% 29% 49%
6-17 18-34 35+
Numbers may not add to 100% due to Arbitron rounding.

10. KBFB-FM Demographics
Your Message Will Be Heard by More Adults 18-34 on 97.9
THE BEAT Than on Any of These Competitors!
97.9 THE BEAT reaches Cume Adults 18-34
more of your target consumers Mon-Sun 6A-12Mid
than these competitors.
423,500
KBFB-FM KBFB-FM
% Advantage
KKDA-FM 3%
KZZA-FM 335%
411,000
KKDA-FM
97,400
KZZA-FM

11. Join 97.9 the BEAT as we present our 8th Annual Car Show and Concert!
2012 marks our 2nd year partnering with DUB Magazine, the world’s
leading source for car customization and culture. This partnership has
redefined what a car show means….reaching another level of
entertainment and attracting 20,000+ listeners/consumers!
The MOST ANTICIPATED SHOW in the Metroplex!

12. Car Show Sponsor
97.9 The Beat Car Show Overview
• Talk about a CAPTIVE AUDIENCE: In 2011, Lines formed early—with the wait about
two hours long and at one point wrapping around the building, we packed the
convention center despite a tornado warning for area. People didn’t care; they
wanted to experience SIX HOURS of non-stop Cars and Stars!
• Local auto clubs entered over 200 cars and trucks along with bikes and various
Hollywood cars like the Green Hornet! This show is the largest event of its kind in
DFW and the Dub Auto Show Tour is the world’s largest car show and concert.
Historically 20,000 Plus Attendance
2012 will be record-breaking attendance!
• National Recording Artists like Ludacris, Miquel, Bow Wow, Waka Flocka, Ice
Cube, Snoop Dogg, Ciara, LL Cool J
• Celebrity Appearance like Deion Sanders, Tommy Lee
• Event occupies more than 560,000 square feet, Dallas Convention Center
• The demographic break, approximately 60% male/40% female
• Caters to an active life style consumer with an elevated interest in image,
automobiles, electronics, technology, music, and fashion.
• Ticket prices range from $17 – the VIP Experience valued at $500
PRESENTED TO:
PRESENTED BY:

13. Car ShowSponsor 360 Experience
Pre-Show:
• :30 On-Air Commercials, M-Su 6a-12M
• :30 Online Streaming Commercials, M-Su 6a-12M
• Promotional Announcements, Name Mentions Only
• Logo inclusion, All Event Related Print
• Logo inclusion, Web Collateral including email blast and newsletter mentions
• Minimum 3X
• Newsletter, 1X email blast to 47,000 Beat Listeners
• 1x Facebook Posts
• 1x Twitter Posts to include hyperlink
Onsite Activation:
Customized package based on your business needs!
Sponsorship Package Includes:
• 2x VIP/Backstage, 10x General Admission, 10x Vendor Passes
Post-Show:
 :30 second branded commercials, promoting your Car Show Activation/Results
Bounce Back Offer or On-Going Customized Contesting.
• Logo inclusion, on Car Show Post Event Web Page
• (1) Email blast (feature article/recap of numbers and success/invite or special
offer

14. In 2007, it started as a CAMPAIGN
In 2012, it evolved to a PLATFORM
In 2013, it will become a MOVEMENT!

15. Hip Hop for HIV
Mission is Simple, Powerful and Pronounced:
HIP HOP for HIV is the brand extension of Dallas’ premier HIP HOP station, 97.9
The Beat! HHFHIV is the lifeline of the station’s cause-related community
connection. In 2007, 97.9 The Beat created a campaign called Hip Hop for HIV,
where testing was incentivized through free concert tickets. The HIP HOP for
HIV campaign has realized tremendous growth and impact in the DFW area – as
the station is now known for igniting conversation, promoting education, about
the disease.
In 2012, 97.9 The Beat has taken HIP HOP for HIV to another level, pledging to
make it more than just a campaign but rather a station platform, inherent to the
station’s brand, breath and life! The Beat is building a long-term, consistent
strategy, a movement that responds to the AIDS crisis in the DFW area, in
particular the severe and disproportionate epidemic among Black and Hispanic
youth. 97.9 The Beat in Dallas, Texas is the only radio station in the United States
dedicated to an ongoing HIV/AIDS Prevention, Awareness and Education
Platform. Their platform, HIP HOP for HIV is a concentrated and involved plan in
which the station has committed to a 10-year strategy that keeps the issue
front and center to the market.
97.9 THE BEAT works continuously to deliver a positive media campaign
throughout this community outreach program with an aim to elevate the
public’s knowledge, understanding of HIV/AIDS and confront the stigma
surrounding the disease. Their effort strategically targets communities most
heavily affected, based on HIV/AIDS incidence and prevalence data.

16. Hip Hop for HIV
Partnerships, Sponsorships and Collaboration
We will work to drive prevention, awareness, education and post-care
through a series of public service ads, testing, events and partnerships.
Special promotions will provide more in-depth coverage such as:
Partner with State and local health departments including AIDS offices,
AIDS service organizations and other community groups to develop
targeted efforts and extend reach. Additionally, corporate partners will
have an opportunity to participate in a meaningful and relevant way.
We intend to work with all parties to meet our mission.
We are looking for long-term quality partners who share the same
passion and similar mission!

17. Multiple Touchpoints
In the Streets

18. Thank you for time, interest and consideration.
We are looking forward to partnering with you!
Radio One Dallas
13331 Preston Rd. Ste. 1180
Dallas, TX 75240
PRESENTED TO:
PRESENTED BY: