Alpha Media March 2024 Buyers Guide.pptx

Alpha Media radio stations KUIC, KBAY, KEZR, and KKIQ can help increase your business. Contact Dave McCallum to learn more.
[phone] [email protected]

1. Nielsen Audio SM The Radio Buyer's Guide © 2024 Research Director, Inc. March 2024 (February 29, 2024 to March 27, 2024) San Francisco Bay Area

2. Radio’s Weekly Reach Mon-Sun 6A-12Mid % 18-49 % 18-34 % % 25-49 % 25-54 % 35-64 Nearly Everyone Tunes to Radio Each Week! 73 67 70 71 72 77 Data © Nielsen Audio, San Francisco MSA, March 2024 Power of Radio 6+ © 2024 Research Director, Inc.

3. Source: Nielsen Scarborough, San Francisco MSA, R2 2023 (Aug22-Aug23) Radio Dominates over Other Media Over Eight out of Ten Adults Listen to Radio! Estimates based on Adults 18+ % of target. © 2023 Research Director, Inc. Consumed Media Past Week (*Past Month – weekly estimates not available) Radio: Mon-Sun 6A-12Mid Cume / Newspaper: daily print, daily e-edition, Sunday print, Sunday e-edition

4. Data © Nielsen Audio, San Francisco MSA, March 2024 Median Age: 42.4 The metro is comprised of 15 sampling units. 51.2% live in Santa Clara Central, CA; Alameda West, CA; and Contra Costa West, CA. COUNTY COMPOSITION ETHNIC COMPOSITION AGE COMPOSITION 18‑34 ‑ 24% 25‑54 ‑ 45% 35‑64 ‑ 43% Market Profile Who Are They? Where Do They Live? Based on the Metro: San Francisco Is the 4th Largest Radio Metro in the Country 7,165,700 Residents 2,747,200 Households © 2024 Research Director, Inc. Estimates based on Persons 6 + population

5. Data © Nielsen Audio, San Francisco MSA, March 2024 College Graduates – 49.2% Managerial – 51.3% White‑collar – 69.3% Occupation Composition Education Level Composition Persons 25+ Market Profile Education and Employment © 2024 Research Director, Inc.

6. Annual Household Income Data © Nielsen Audio, San Francisco MSA, March 2024 Market Profile Income and Expenditures Median Home Value Monthly Median Rent Median Annual Household Income Average Annual Household Income Annual Household Income Total Retail Sales Average Annual Household Expenditure $1,000,000 $2,001 $126,878 $185,423 $75,000+ – 70% $200.9 $73,133 Billion Annually © 2024 Research Director, Inc.

7. % % % Data © Nielsen Audio, San Francisco MSA, March 2024 Market Profile Automobile Owners and Commuters 91 60 79 35 Households own at least one vehicle Households own more than one vehicle Travel to work by automobile Spend an average of 35 minutes each way commuting to and from work minutes © 2024 Research Director, Inc.

8. Data © Nielsen Audio, San Francisco MSA, March 2024 Nielsen Audio Why Is Sample Performance Important to Me? When the ratings for radio stations change, there are two factors to consider: 1. The first is that actual listening has changed. More or fewer listeners could actually tune in, and those listeners could actually be listening for longer or shorter periods of time. 2. The second is that the listeners included in the sample in the current report period are inherently different than the sample in the prior report period. Differences could be: a. Demographic – The age and gender of the sample affect which radio stations are listened to and how long they are listened to. b. Race/Ethnicity – In many markets Nielsen Audio breaks out listening for the Black and Hispanic audiences. These are both important factors in determining which stations are listened to. c. Geographic – Where people live affects what radio stations they listen to. d. Survey Compliance – In order to be counted in the ratings, participants must meet certain criteria. For PPM, an Adult panelist must carry the meter for a minimum of 8 hours in a day to be counted that day. Those under 18 must carry the meter for at least 5 hours a day. If 80% of the sample in every demographic, geographic, and race/ethnicity carried the meter then all would be well. But different groups comply at different rates. As a result, the differences in the panel makeup on any given day can have an impact on the resulting ratings. Overview © 2024 Research Director, Inc.

9. Key Metrics Data © Nielsen Audio, San Francisco MSA, March 2024 Nielsen Audio Average Daily Installed Want more information? Contact your consultant to request an addendum to include a detailed breakdown. Average Daily Installed 3,002 Average Daily In‑Tab 2,506 In‑Tab Rate 83% Average Daily Sample Target 2,370 Index of Average Daily In‑Tab vs. Average Daily Sample Target 106 March 2024 (February 29, 2024 to March 27, 2024) Sample data based on Persons 6+. Average Daily Installed: Represents how many people were installed and participating in the market's PPM panel on an average day. Could Not Participate: Panel members include those that were known to be away from home and those that experienced technical issues that prevented them from being in‑tab. Did Not Participate: Panel members were compliance‑capable but were not in‑tab. The in‑tab rate is the percentage of installed meters that were in‑tab. Overview © 2024 Research Director, Inc.

10. Data © Nielsen Audio, San Francisco MSA, March 2024 Nielsen Audio Demographic P6‑11 P12‑17 M18‑24 M25‑34 M35‑44 M45‑49 M50‑54 M55‑64 M65+ W18‑24 W25‑34 W35‑44 W45‑49 W50‑54 W55‑64 W65+ Average Daily In‑Tab 149 131 94 178 205 75 82 206 268 74 148 179 94 87 213 324 Index 84 71 86 87 104 83 94 124 129 71 79 93 109 100 125 126 Geography Alameda East, CA Alameda West, CA Contra Costa East, CA Contra Costa West, CA Marin, CA Napa, CA San Francisco, CA San Mateo, CA Santa Clara Central, CA Santa Clara North, CA Santa Clara South, CA Solano East, CA Solano West, CA Sonoma East, CA Sonoma West, CA Average Daily In‑Tab 42 355 141 245 69 28 187 176 811 89 96 68 56 3 140 Index 55 76 170 82 82 61 68 72 157 144 237 69 110 20 95 Ethnicity Black Hispanic Other Average Daily In‑Tab 151 665 1690 Index 87 111 97 Sample data based on Persons 6+. Want more information? Contact your consultant to request an addendum to include a detailed breakdown. Average Daily In‑Tab: Represents how many meters were in‑tab in the market by demo cell, county, and ethnic group on an average day. Index: The indices compare the percentage of in‑tab meters in each demo cell, county, and ethnic group to the percentage of the market’s population in each of those components. Indices above 120 are in green and indices below 80 are in red. Overview © 2024 Research Director, Inc.

11. Data © Nielsen Audio, San Francisco MSA, March 2024 Time Spent Listening Mar 23 Apr 23 May 23 Jun 23 Jul 23 Aug 23 Sep 23 Oct 23 Nov 23 Dec 23 Hol 23 Jan 24 Feb 24 Mar 24 Demographic Groups Persons 6+ 6:25 6:09 6:00 5:45 5:51 6:01 5:57 6:01 5:48 5:48 5:29 5:39 5:51 5:54 Adults 18‑34 4:48 4:44 4:37 4:18 4:09 4:23 4:21 4:29 4:15 4:10 3:46 4:01 4:10 4:11 Adults 18‑49 5:42 5:28 5:19 5:01 4:51 5:11 5:10 5:14 4:56 5:02 4:34 4:53 5:07 5:00 Adults 25‑49 6:07 5:51 5:43 5:13 5:02 5:28 5:20 5:33 5:14 5:21 4:46 5:06 5:19 5:08 Adults 25‑54 6:21 6:10 6:11 5:34 5:30 5:46 5:45 5:56 5:35 5:35 5:00 5:20 5:30 5:25 Adults 35‑64 7:17 6:59 7:06 6:34 6:43 7:05 7:05 6:59 6:43 6:42 6:10 6:29 6:44 6:41 Dayparts Mon‑Sun 6A‑12Mid 6:25 6:09 6:00 5:45 5:51 6:01 5:57 6:01 5:48 5:48 5:29 5:39 5:51 5:54 Mon‑Fri 6A‑7P 4:51 4:39 4:37 4:13 4:21 4:30 4:34 4:40 4:29 4:22 4:04 4:22 4:32 4:34 Mon‑Fri 6A‑10A 2:25 2:17 2:21 2:12 2:09 2:25 2:18 2:25 2:17 2:05 1:55 2:11 2:15 2:14 Mon‑Fri 10A‑3P 2:28 2:26 2:21 2:13 2:18 2:20 2:22 2:32 2:25 2:23 2:18 2:20 2:29 2:28 Mon‑Fri 3P‑7P 1:57 1:55 1:54 1:42 1:49 1:49 1:51 1:53 1:51 1:46 1:42 1:46 1:49 1:52 Mon‑Fri 7P‑12Mid 1:20 1:14 1:14 1:13 1:19 1:13 1:12 1:12 1:10 1:12 1:13 1:14 1:13 1:13 Sat‑Sun 6A‑12Mid 2:16 2:13 2:06 2:17 2:15 2:14 2:12 2:14 2:09 2:14 2:10 2:05 2:07 2:09 Ethnic Groups Black 7:28 7:04 6:45 6:51 6:13 6:18 5:53 6:23 5:19 5:07 5:32 5:26 5:41 5:51 Hispanic 6:07 5:51 5:59 5:28 5:43 6:15 6:09 6:13 5:45 5:59 5:16 5:44 6:06 5:54 Other 6:25 6:10 5:55 5:44 5:52 5:54 5:54 5:55 5:52 5:48 5:33 5:38 5:46 5:55 (TSL) Weekly ‑ Hours:Minutes Demographic and ethnic groups based on Monday‑Sunday 6A‑12Mid. For each row, green signifies the highest TSL and red signifies the lowest TSL. © 2024 Research Director, Inc.

12. AGE COMPOSITION Cume Rating - Market Total ETHNIC COMPOSITION GENDER COMPOSITION % MALE % FEMALE Data © Nielsen Audio, San Francisco MSA, March 2024 San Francisco Mar 23 Apr 23 May 23 Jun 23 Jul 23 Aug 23 Sep 23 Oct 23 Nov 23 Dec 23 Hol 23 Jan 24 Feb 24 Mar 24 6+ 74.1 75.3 75.7 74.9 72.7 73.3 73.8 74.4 73.4 73.9 74.0 73.9 72.5 73.3 18‑34 68.3 68.3 70.0 70.9 68.7 67.6 67.3 66.4 66.5 65.7 67.7 67.0 66.5 67.1 18‑49 71.8 72.3 73.6 73.4 71.3 70.4 70.9 72.3 70.5 70.0 71.9 70.5 69.5 70.0 25‑54 74.0 74.5 74.8 74.6 73.6 72.2 72.9 73.9 72.3 71.8 73.3 72.3 70.9 71.9 35‑64 77.9 79.3 79.1 78.5 77.6 76.8 77.2 79.8 77.1 77.7 78.2 77.2 75.9 76.5 50 50 Metro Profile Median Age: 42.4 Estimates based on Persons 6+ metro population. Numbers may not add to 100% due to Nielsen Audio’s rounding methods. Median age cannot be calculated above 65. © 2024 Research Director, Inc.

13. AQH Share Trend TOTAL REACH PERSONS REACHED EACH WEEK AGE COMPOSITION ETHNIC COMPOSITION GENDER COMPOSITION % MALE % FEMALE Data © Nielsen Audio, San Francisco MSA, March 2024 Alpha Media NorCal Mar 23 Apr 23 May 23 Jun 23 Jul 23 Aug 23 Sep 23 Oct 23 Nov 23 Dec 23 Hol 23 Jan 24 Feb 24 Mar 24 6+ 3.7 3.5 4.3 4.7 4.6 4.3 4.3 4.6 3.6 3.9 3.5 3.2 2.9 3.3 18‑34 5.1 4.0 4.3 4.5 3.6 4.2 5.0 4.1 3.8 4.2 4.3 4.0 3.1 4.1 18‑49 4.3 4.2 5.0 5.1 4.9 4.9 5.1 5.6 4.1 4.9 4.2 4.0 3.3 4.0 25‑54 4.1 3.9 4.9 5.1 5.1 5.0 4.9 5.6 3.8 4.8 4.1 4.3 3.5 4.1 35‑64 3.8 3.8 4.8 5.4 4.9 4.6 4.3 5.4 3.9 4.2 4.0 3.6 3.2 3.8 54 46 Median Age: 48.1 © 2024 Research Director, Inc. 557,500 Estimates based on AQH Persons 6+ unless otherwise noted, Monday‑Sunday 6A‑12Mid. Numbers may not add to 100% due to Nielsen Audio’s rounding methods. Median age cannot be calculated above 65. KBAY-FM, KEZR-FM, KKDV-FM, KKIQ-FM, KUIC-FM

14. Depending on your marketing goals, the following buying tools may be helpful in differentiating between the metro radio stations. Median Age Annual Household Income $75,000+ First Preference Listening Audience Duplication Data © Nielsen Audio, San Francisco MSA, March 2024 Buying Tools © 2024 Research Director, Inc.