The document discusses the benefits of radio advertising. It notes that radio reaches over 222 million adults each week and that people listen to over 2 hours of radio per day. It also mentions that radio advertising can help reinforce internet campaigns and expand their reach. The document provides statistics on how radio listening compares between heavy and light internet users. It then summarizes that consistency, repetition, and time are key factors in radio advertising success, allowing messages to reach more potential customers as they move through the consumer decision process.

1. Call Dave
Today!
707-452-2307
ON-THE-GO

4. 1950 Today
Radio reaches 93% of all
adults 18+ EACH WEEK!
222,921,000 People
over 2 hours a day!
Source: March 2014 RADAR® 120 National Radio Listening
Report Mon- Sun 12A-12A persons 12+
Radio continues to be a “BIG Three”

5. Source: Gfk MRI, Spring 2013 survey.
1) Reinforcing the message to heavy consumers reached by the
Internet campaigns
2) Expanding the total reach of the campaign by delivering
lighter Internet users
Internet User Groups
% of US
adults
Internet
Avg hrs per
week
Radio
Avg hrs per
week
Heavy Internet users
40% 14. 3 15.4
Light Internet users
40% 1.1 13.5

6. Partnership with Ipsos/OTX
after exposure to the radio
campaign
+51%
Increase
in Search
….the Katz Radio Group has measured a lift in motivation
for Brand Search over 51 client ads

7. Format
Hometown Adult Contemporary
Station Features:
Local Traffic
Local Weather
Local News
Local Events Information
Coffee Break Promotion
Free Lunch Friday
Helping Your Hometown
The Music:
On-air Talent:
Donny Perry
2pm–7pm
Afternoons
John Young
Mornings
5am-10am
Ron Brown
Mornings/Middays
5am-2pm
Jeff Dorian
2pm–7pm
Afternoon Traffic

8. KUIC has an extremely large
coverage area – from the entire
Sacramento region and San
Joaquin Valley to Sonoma County
and the East Bay. We LOVE that
people in these far-flung areas are
listening to us. But being the
Hometown station means targeting
a narrower geographic region.
That’s why we focus our
programming and our marketing
specifically on Solano, Contra
Costa, Yolo and Napa County.
That focus allows us to cover all
the news, traffic, weather and
events in your hometown.

11. *Weekly Cume. PPM Arbitron

12. At Home
67,100
In the car, at work,
or away from home
190,200

13. Over 220,000 weekly listeners, and most in
the prime 25-54 consumer demographic!

14. Note: AM/FM Radio includes radio station streaming and HD Radio; Internet excludes email;
Mobile internet includes internet usage via PC, mobile, tablet, and eReader
Online campaigns
are a
SUPPLEMENT
to Radio, not a
SUBSTITUTE!
Source: 2013.2 USA TouchPoints

15. 1 - Message
Unique positioning with consistent core message, memorable audio identity (jingle or delivery) and
compelling reason for listeners to act now, and do business now.
2 – Consistency and Time
Regardless of business type, far more listeners will be entering the “action” or “buying” phase of
consumer buying process over many weeks, months or years, than a short period of time.
3 -Repetition
Frequency builds awareness and familiarity, which dramatically improve results.
Advertisers generate far better results when reaching customers from
Awareness, to Interest, to Desire, to “Action” phase of consumer buying
process.

16. Each time an announcement airs, it reaches mostly different listeners. A “consistent” campaign
over longer periods of “time” will reach more new customers entering the buying process.
Repetition (frequency) increases awareness, familiarity, and trust… and the likelihood listeners
will remember and feel comfortable acting on your message.
See below how many more listeners are reached with a consistent schedule over time.
Consistency Repetition Time
Average persons
(average each time it airs)
One week Cume: 146,900
(different listeners in one week)
13 week Cume : 297,800
(total different listeners 13 weeks)
Frequency
1.7 one week vs 5.5 13 weeks
(number of times average listener hears
commercial
13 weeks
1 week