deeper dive series

Radio Provides Digital

261,200 38% 55.9
Advertising Success
96 1.20% 74,300 3.8 261,200 93% 104 13.8 274,300 104 11.20% 71,300 3.8 93% 104 74,300 13.8 2.30%
459,500 182% 13.4 80 0.30% 6,103 28.1 459,500 94% 120 8.3 60,100 120 0.30% 56,103 8.1 94% 120 6,103 8.3 1.10%
476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90%
219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60%
182,800 52% 10.9 112 2.30% 61,802 12.1 182,800 76% 112 15.1 61,800 112 2.30% 61,802 5.1 76% 112 61,802 15.1 1.70%
255,700 103% 3.8 115 1.10% 3,800 6.2 255,700 95% 115 6.2 713,800 115 1.10% 3,800 6.2 95% 115 3,800 6.2 12.90%
204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20%
89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50%
61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40%
114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60%
49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%
17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
269,700 86% 4.2 99 6.40% 96,700 8.5 269,700 95% 99 8.5 96,700 99 6.40% 96,700 8.5 95% 99 96,700 8.515.20%
279,700 117% 55.9 111 6.60% 269,700 12.6 279,700 76% 111 12.6 63,600 111 6.60% 60,600 12.6 76% 111 60,600 12.6 2.30%
2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10%
562,300 45% 11.1 91 3.40% 2,300 13.4 562,300 91% 91 13.4 71,900 91 3.40% 71,900 13.4 91% 91 71,900 13.4 0.90%
958,100 112% 6.9 107 22.80% 562,300 11.1 958,100 80% 107 11.1 52,301 107 22.80% 112,100 11.1 80% 107 112,100 11.1 1.60%
52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70%
91,203 105% 11.3 100 0.50% 52,301 10.9 91,203 93% 100 10.9 84,500 100 0.50% 60,000 10.9 93% 100 60,000 10.9 12.90%
84,500 91% 51.2 96 3.10% 50,300 11.3 84,500 97% 96 11.3 45,100 96 3.10% 50,300 11.3 97% 96 50,300 11.3 5.20%
35,100 107% 43.3 80 12.20% 96,700 5.2 35,100 99% 80 5.2 60,500 80 12.20% 96,700 5.2 99% 80 96,700 5.214.50%
60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40%
54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60%
89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50%
61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40%
114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60%
49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%
17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90%
219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60%
Radio Provides Digital Advertising Success
We started with ads on our digital stream, accompanied by
an email campaign. Our client saw success and growth and
so did their advertising budget.
Duane Cofield, KJLH
Interactive Strategist and Social Media Community Manager
The 2012 Infinite Dial study by
Arbitron and Edison Research
found that one in four American
consumers have listened to
online radio in the past month;
thats approximately 103 million
Americans. The study also found
that the vast majority of these
online radio listeners87%
also listened to traditional radio.
This duplication between online
and broadcast listeners provides
advertisers with innovative and
efficient ways to connect with
radio listeners.
One radio station matching
advertisers with these new
opportunities is KJLH-FM in
Los Angeles. A new online
weight-loss venture,
SetFreeWeightLoss.com, knew
it wanted to reach the KJLH
audience, but didnt have the
budget for a traditional radio
campaign. KJLH Interactive
Strategist and Social Media
Community Manager Duane
Cofield introduced the budget-
friendly idea of a digital
advertising campaign. The
proposal included commercials on
the stations Internet stream, an
accompanying banner ad, and an
email newsletter sponsorship.
We started with ads on our
digital stream, accompanied by
an email campaign. Our client
saw success and growth and so
did their advertising budget,
Cofield explained. The client was
able to build a national following
on a local basis in states such as
Georgia and Maryland.
As a result of the national online
reach of our streaming effort, she
found an online audience and
developed relationships with dis-
tributors to enhance her product
offerings, Cofield added.
This digital success ultimately
allowed entrepreneur and
founder Toyicha Chisom to give
up her other full-time job to focus
on SetFreeWeightLoss.com
full-time.
I didnt know what to expect at
first, but what I got was great,
Chisom said. I started getting
calls from other states and then I
was a presence around the U.S.
Educating Smaller Advertisers
Chisom and Cofield met at an
event hosted by KJLH called the
Radio Free KJLH Digital Series.
This community event brought
together digital media experts
with local businesses to educate
them and agencies about multi-
cultural digital marketing. The
seriesfree to attendees
featured four workshops.
Advertisers who attended all four
workshops received a certificate
of completion and a free email ad
from the station.
Another attendee was a nutri-
tionist. She used the certificate
and has come back to purchase
two more email campaigns. Shed
never sent out an email
campaign. Shed never utilized a
website. She started new and
grew, said Cofield.
The event educated those who
can, want, and will use the infor-
mation. Someone has to teach
them and they are going to
remember who taught them how
to do it, he explained. Having
the opportunity to learn about
and then experience the power of
interacting with radios audience
in a manner other than on-air can
be great for new advertisers.
Layering + Consistency =
Success
Building digital success, as with
all advertising, takes time. You
cant just rely on streaming to
serve one purpose, you have to
pair it with another elementbe
it a static banner or an email
sponsorshipthat drives traffic,
Cofield explained. Just doing an
email ad one time per week is not
going to be effective; you need
companion advertising as well.
Chisom and SetFreeWeightLoss.
com ran their campaign consis-
tently on the stream for six
months. This consistency, layered
with the email campaign, gave
the company the frequency it
needed to influence listeners and
drive them to action.
Call to Action
The clients ads were accompa-
nied by a 300x250 web banner
ad that displayed when the
commercial was aired, making it
easy for KJLH to convert listeners
who wanted to learn more. This
collaborative approach, plus the
email sponsorships, drove traffic
to the website.
The one thing about streaming
is that you can own 100% share
of voice, so there wasnt a lot of
competition. And you have to
realize that people who are
listening to us online arent
hearing the same type of spots
they hear over the air, so youre
not competing with the larger
weight-loss places.
Digital: A Gateway to
Traditional Radio
By placing ads on radio stations
digital properties, advertisers can
take advantage of a radio listen-
ers loyalty without a large
advertising budget. We are
encouraging clients to start off in
digital. From that outlet, you can
potentially grow to a target of a
$5,000-per-week advertising
campaign, Cofield pointed out.
We have success stories of
advertisers starting off with email
campaigns, graduating to
streaming, buying a booth at our
marketing events, and growing
into the larger budget.
Chisom offers this advice to
entrepreneurs like herself
thinking of using radios digital
stream, Stick to radio and digital
advertising. I wasted thousands of
dollars with print media and it
didnt work. With radios digital
stream it doesnt take weeks to
see it. Everyone is
nervous doing things
for the first time. Take
the first step forward.
Five Suggestions for
Digital Success
1. Make Yourself a Big Fish
in a Small Pond
If a company cant afford
to win share of voice on
the broadcast platform,
then win it on the digital
platforms.
2. Stay Consistent
Give the plan time to
work. It doesnt have to
run 24/7, but there must
be a consistent presence.
3. Provide Calls to Action
Whether this is a banner
ad with a link to the
website or an actual
coupon, provide a way to
keep the conversation
going.
4. Use Analytics
Learn who is listening to
the stream and under-
stand who is clicking to
ensure the message is
tailored as efficiently as
possible.
5. Layer the Message
Frequency still matters, so
be everywhere; advertise
on the stream, sponsor
emails, and set up booths
at local events.
More Deeper Dives
Please visit http://www.arbitron.com/home/radiotoday_insights_library.htm
to download PDFs of other publications in our Deeper Dive Series:

SixFlags AT&T Allstate Cricket

Six Flags and Radio: In-Depth Speaking the Language of Allstates Marketing: In Cricket Buzzes With
Analysis, Flawless Execution Diversity: AT&T and Radio Good Hands With Radio Radio and Social Media

deeper dive series deeper dive series deeper dive series

deeper dive series

six Flags and radio: in-depth speaking the Language of Allstates Marketing: in Cricket Buzzes With
261,200 38% 55.9
Analysis, Flawless execution
96 1.20% 74,300 3.8 261,200 93% 104 13.8 274,300 104 11.20% 71,300 3.8 93% 104 74,300 13.8 2.30% 261,200 38% 55.9
diversity: AT&T and radio
96 1.20% 74,300 3.8 261,200 93% 104 13.8 274,300 104 11.20% 71,300 3.8 93% 104 74,300 13.8 2.30%
261,200 38%
459,500 182%
55.9
13.4
Good Hands With radio
96 1.20% 74,300
80 0.30% 6,103
3.8
28.1
261,200 93%
459,500 94%
104
120
13.8 274,300
8.3 60,100
104 11.20% 71,300
120 0.30% 56,103
3.8
8.1
93%
94%
104 74,300
120 6,103
13.8 2.30%
8.3 1.10%
261,200 38%
459,500 182%
55.9
13.4
radio and social Media
96 1.20% 74,300
80 0.30% 6,103
3.8
28.1
261,200 93%
459,500 94%
104
120
13.8 274,300
8.3 60,100
104 11.20% 71,300
120 0.30% 56,103
3.8
8.1
93%
94%
104 74,300
120 6,103
13.8 2.30%
8.3 1.10%
459,500 182% 13.4 80 0.30% 6,103 28.1 459,500 94% 120 8.3 60,100 120 0.30% 56,103 8.1 94% 120 6,103 8.3 1.10% 459,500 182% 13.4 80 0.30% 6,103 28.1 459,500 94% 120 8.3 60,100 120 0.30% 56,103 8.1 94% 120 6,103 8.3 1.10% 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90% 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90%
476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90% 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90% 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60%
219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 182,800 52% 10.9 112 2.30% 61,802 12.1 182,800 76% 112 15.1 61,800 112 2.30% 61,802 5.1 76% 112 61,802 15.1 1.70% 182,800 52% 10.9 112 2.30% 61,802 12.1 182,800 76% 112 15.1 61,800 112 2.30% 61,802 5.1 76% 112 61,802 15.1 1.70%
182,800 52% 10.9 112 2.30% 61,802 12.1 182,800 76% 112 15.1 61,800 112 2.30% 61,802 5.1 76% 112 61,802 15.1 1.70% 182,800 52% 10.9 112 2.30% 61,802 12.1 182,800 76% 112 15.1 61,800 112 2.30% 61,802 5.1 76% 112 61,802 15.1 1.70% 255,700 103% 3.8 115 1.10% 3,800 6.2 255,700 95% 115 6.2 713,800 115 1.10% 3,800 6.2 95% 115 3,800 6.2 12.90% 255,700 103% 3.8 115 1.10% 3,800 6.2 255,700 95% 115 6.2 713,800 115 1.10% 3,800 6.2 95% 115 3,800 6.2 12.90%
255,700 103% 3.8 115 1.10% 3,800 6.2 255,700 95% 115 6.2 713,800 115 1.10% 3,800 6.2 95% 115 3,800 6.2 12.90% 255,700 103% 3.8 115 1.10% 3,800 6.2 255,700 95% 115 6.2 713,800 115 1.10% 3,800 6.2 95% 115 3,800 6.2 12.90% 204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20% 204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20%
204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20% 204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20% 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50% 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50%
89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50% 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50% 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40% 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40%
61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40% 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40% 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60%
114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20% 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%
49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20% 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%
17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30% 17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30% 17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70% 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70% 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
269,700 86% 4.2 99 6.40% 96,700 8.5 269,700 95% 99 8.5 96,700 99 6.40% 96,700 8.5 95% 99 96,700 8.515.20% 269,700 86% 4.2 99 6.40% 96,700 8.5 269,700 95% 99 8.5 96,700 99 6.40% 96,700 8.5 95% 99 96,700 8.515.20%
269,700 86% 4.2 99 6.40% 96,700 8.5 269,700 95% 99 8.5 96,700 99 6.40% 96,700 8.5 95% 99 96,700 8.515.20% 269,700 86% 4.2 99 6.40% 96,700 8.5 269,700 95% 99 8.5 96,700 99 6.40% 96,700 8.5 95% 99 96,700 8.515.20%
279,700 117% 55.9 111 6.60% 269,700 12.6 279,700 76% 111 12.6 63,600 111 6.60% 60,600 12.6 76% 111 60,600 12.6 2.30% 279,700 117% 55.9 111 6.60% 269,700 12.6 279,700 76% 111 12.6 63,600 111 6.60% 60,600 12.6 76% 111 60,600 12.6 2.30%
279,700 117% 55.9 111 6.60% 269,700 12.6 279,700 76% 111 12.6 63,600 111 6.60% 60,600 12.6 76% 111 60,600 12.6 2.30% 279,700 117% 55.9 111 6.60% 269,700 12.6 279,700 76% 111 12.6 63,600 111 6.60% 60,600 12.6 76% 111 60,600 12.6 2.30%
2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10% 2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10%
2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10% 2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10%
562,300 45% 11.1 91 3.40% 2,300 13.4 562,300 91% 91 13.4 71,900 91 3.40% 71,900 13.4 91% 91 71,900 13.4 0.90% 562,300 45% 11.1 91 3.40% 2,300 13.4 562,300 91% 91 13.4 71,900 91 3.40% 71,900 13.4 91% 91 71,900 13.4 0.90%
562,300 45% 11.1 91 3.40% 2,300 13.4 562,300 91% 91 13.4 71,900 91 3.40% 71,900 13.4 91% 91 71,900 13.4 0.90% 562,300 45% 11.1 91 3.40% 2,300 13.4 562,300 91% 91 13.4 71,900 91 3.40% 71,900 13.4 91% 91 71,900 13.4 0.90%
958,100 112% 6.9 107 22.80% 562,300 11.1 958,100 80% 107 11.1 52,301 107 22.80% 112,100 11.1 80% 107 112,100 11.1 1.60% 958,100 112% 6.9 107 22.80% 562,300 11.1 958,100 80% 107 11.1 52,301 107 22.80% 112,100 11.1 80% 107 112,100 11.1 1.60%
958,100 112% 6.9 107 22.80% 562,300 11.1 958,100 80% 107 11.1 52,301 107 22.80% 112,100 11.1 80% 107 112,100 11.1 1.60% 958,100 112% 6.9 107 22.80% 562,300 11.1 958,100 80% 107 11.1 52,301 107 22.80% 112,100 11.1 80% 107 112,100 11.1 1.60%
52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70% 52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70%
52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70% 52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70%
91,203 105% 11.3 100 0.50% 52,301 10.9 91,203 93% 100 10.9 84,500 100 0.50% 60,000 10.9 93% 100 60,000 10.9 12.90% 91,203 105% 11.3 100 0.50% 52,301 10.9 91,203 93% 100 10.9 84,500 100 0.50% 60,000 10.9 93% 100 60,000 10.9 12.90%
91,203 105% 11.3 100 0.50% 52,301 10.9 91,203 93% 100 10.9 84,500 100 0.50% 60,000 10.9 93% 100 60,000 10.9 12.90% 91,203 105% 11.3 100 0.50% 52,301 10.9 91,203 93% 100 10.9 84,500 100 0.50% 60,000 10.9 93% 100 60,000 10.9 12.90%
84,500 91% 51.2 96 3.10% 50,300 11.3 84,500 97% 96 11.3 45,100 96 3.10% 50,300 11.3 97% 96 50,300 11.3 5.20% 84,500 91% 51.2 96 3.10% 50,300 11.3 84,500 97% 96 11.3 45,100 96 3.10% 50,300 11.3 97% 96 50,300 11.3 5.20%
84,500 91% 51.2 96 3.10% 50,300 11.3 84,500 97% 96 11.3 45,100 96 3.10% 50,300 11.3 97% 96 50,300 11.3 5.20% 84,500 91% 51.2 96 3.10% 50,300 11.3 84,500 97% 96 11.3 45,100 96 3.10% 50,300 11.3 97% 96 50,300 11.3 5.20%
35,100 107% 43.3 80 12.20% 96,700 5.2 35,100 99% 80 5.2 60,500 80 12.20% 96,700 5.2 99% 80 96,700 5.214.50% 35,100 107% 43.3 80 12.20% 96,700 5.2 35,100 99% 80 5.2 60,500 80 12.20% 96,700 5.2 99% 80 96,700 5.214.50%
35,100 107% 43.3 80 12.20% 96,700 5.2 35,100 99% 80 5.2 60,500 80 12.20% 96,700 5.2 99% 80 96,700 5.214.50% 35,100 107% 43.3 80 12.20% 96,700 5.2 35,100 99% 80 5.2 60,500 80 12.20% 96,700 5.2 99% 80 96,700 5.214.50%
60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40% 60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40%
60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40% 60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40%
54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60% 54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60%
54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60% 54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60%
89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50% 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50%
89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50% 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50%
61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40% 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40%
61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40% 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40%
114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60%
114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60%
49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20% 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%
49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20% 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%
17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30% 17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30% 17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70% 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70% 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90% 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90%
476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90% 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90%
219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60%
219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60%

U.S. Marines Midas

Coca-Cola Company Novamex The U.S. Marines Partner The Midas Touch for Your Brand
Refreshing the World: How Novamex Quenched With Radio to Create How Midas Used Network
Coca-Cola and Radio Americas Thirst With Radio Effective Campaigns Radio toTarget Locally
deepeR dive seRies
A DEEPER DIVE
DeepeR DIve seRIes deeper dive series

The Midas Touch for Your Brand

The U.S. Marines Partner With Radio to
How Midas Used Network Radio
Create Effective Campaigns
to Target Locally
93% 104 1.20% 74,300 3.8 14,300 88% 99 261,200 38% 55.9 96 1.20% 74,300 3.8 261,200 93% 104 13.8 274,300 104 11.20% 71,300 3.8 93% 104 74,300 13.8 2.30%
94% 120 0.30% 6,103 8.1 690,100 93% 111 459,500 182% 13.4 80 0.30% 6,103 28.1 459,500 94% 120 8.3 60,100 120 0.30% 56,103 8.1 94% 120 6,103 8.3 1.10%
89% 106 3.70% 54,030 88.8 54,000 97% 105 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90%
95% 80 15.20% 198,010 5.4 98,000 99% 91 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60%
76% 112 2.30% 61,802 45.1 61,800 82% 99 182,800 52% 10.9 112 2.30% 61,802 12.1 182,800 76% 112 15.1 61,800 112 2.30% 61,802 5.1 76% 112 61,802 15.1 1.70%
95% 115 1.10% 3,800 6.2 73,800 94% 115 255,700 103% 3.8 115 1.10% 3,800 6.2 255,700 95% 115 6.2 713,800 115 1.10% 3,800 6.2 95% 115 3,800 6.2 12.90%
91% 100 0.90% 74,930 7.9 74,900 96% 100 204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20%
95% 96 1.60% 52,301 44.1 52,300 88% 96 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50%
90% 107 1.70% 91,203 4.2 91,300 94% 107 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40%

How Novamex Quenched

88% 120 10.30% 84,500 7.7 198,000 79% 120 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60%
93% 110 12.90% 35,100 12.3 61,802 93% 110 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20%

Refreshing the World:

97% 102 5.20% 60,500 5.1 3,800 88% 102 17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30%
99% 105 14.50% 110,100 5.4 74,930 97% 105 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70%
95% 99 6.40% 96,700 8.5 52,301 93% 99 269,700 86% 4.2 99 6.40% 96,700 8.5 269,700 95% 99 8.5 96,700 99 6.40% 96,700 8.5 95% 99 96,700 8.515.20%
76% 111 6.60% 60,600 12.6 91,203 95% 111 279,700 117% 55.9 111 6.60% 269,700 12.6 279,700 76% 111 12.6 63,600 111 6.60% 60,600 12.6 76% 111 60,600 12.6 2.30%
95% 105 0.40% 69,000 55.9 198,000 91% 105 2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10%
91% 91 3.40% 71,900 13.4 71,900 88% 91 562,300 45% 11.1 91 3.40% 2,300 13.4 562,300 91% 91 13.4 71,900 91 3.40% 71,900 13.4 91% 91 71,900 13.4 0.90%

Americas Thirst With radio

80% 107 21.80% 112,100 11.1 52,301 93% 107 958,100 112% 6.9 107 22.80% 562,300 11.1 958,100 80% 107 11.1 52,301 107 22.80% 112,100 11.1 80% 107 112,100 11.1 1.60%
88% 115 1.90% 85,100 6.9 91,203 76% 115 52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70%

Coca-Cola and Radio

93% 100 0.50% 60,000 10.9 84,500 95% 100 91,203 105% 11.3 100 0.50% 52,301 10.9 91,203 93% 100 10.9 84,500 100 0.50% 60,000 10.9 93% 100 60,000 10.9 12.90%
Radiohelpsusbecome The U.S. Marine Corps Orlando recruiting station, 6th Marine 97%
99%
96 3.10% 50,300
80 12.20% 96,700
11.3 35,100
5.2 60,500
91%
95%
96 84,500 91%
80 35,100 107%
51.2
43.3
96
80
3.10% 50,300
12.20% 96,700
11.3
5.2
84,500
35,100
97%
99%
96
80
11.3 45,100
5.2 60,500
96
80
3.10% 50,300
12.20% 96,700
11.3
5.2
97%
99%
96 50,300
80 96,700
11.3 5.20%
5.214.50%
Corps Recruiting District, is one of the top-performing Marine 82% 112 2.30% 63,600 4.3 17,500 90% 112 60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40%

93% 104 1.20% 74,300 3.8 14,300 88% 99 261,200 38% 55.9 96 1.20% 74,300 3.8 261,200 93% 104 13.8 274,300 104 11.20% 71,300 3.8 93% 104 74,300 13.8 2.30% 261,200 93% 104 13.8 274,300 104 11.20% 93% apartoftheevents recruiting stations in the country. In the past two years, the 94% 105 1.11% 69,000 6.1 188,000 88% 105 54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60%

94%
89%
120 0.30% 6,103
106 3.70% 54,030
8.1 690,100
88.8 54,000
93%
97%
111 459,500 182%
105 476,300 89%
13.4
11.1
80 0.30% 6,103
112 3.70% 54,030
28.1
8.8
459,500 94%
476,300 89%
120
106
8.3 60,100
18.8 154,000
120 0.30% 56,103
106 3.70% 54,030
8.1
8.8
94%
89%
120 6,103
106 54,030
8.3 1.10% 459,500
18.8 0.90% 476,300
94%
89%
120 8.3
106 18.8
60,100
154,000
120 0.30% 94%
106 3.70% 89%
weattendanddraw
recruiting station has surpassed the national average by Immediately following Midas is a globally recognized brand and one of the worlds
95% 80 15.20% 198,010 5.4 98,000 99% 91 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 219,300 95% 80 5.0 98,000 80 25.20% 95% consistently delivering more than 10% over attainment goals. largest providers of automotive services. With nearly 1,500
76%
95%
112 2.30% 61,802
115 1.10% 3,800
45.1 61,800
6.2 73,800
82%
94%
99 182,800 52%
115 255,700 103%
10.9
3.8
112 2.30% 61,802
115 1.10% 3,800
12.1
6.2
182,800 76%
255,700 95%
112
115
15.1 61,800
6.2 713,800
112 2.30% 61,802
115 1.10% 3,800
5.1
6.2
76%
95%
112 61,802
115 3,800
15.1 1.70% 182,800
6.2 12.90% 255,700
76%
95%
112 15.1
115 6.2
61,800
713,800
112 2.30% 76%
115 1.10% 95% morepeopletoour Sgt. Paul A. Robbins Jr., the recruiting stations marketing and
the major move to franchised and company-owned Midas shops in the U.S. and
91% 100 0.90% 74,930 7.9 74,900 96% 100 204,300 71% 82.1 100 0.90% 74,930 7.4 204,300 91% 100 7.0 74,900 100 0.90% 74,930 7.0 91% 100 74,930 7.0 5.20% 204,300 91% 100 7.0 74,900 100 0.90% 91%
Canada, it can be a challenge to develop regionally appropriate
95%
90%
96 1.60% 52,301
107 1.70% 91,203
44.1 52,300
4.2 91,300
88%
94%
96 89,400 44%
107 61,400 43%
8.8
15.0
96 1.60% 52,301
107 1.70% 91,203
44.1
4.2
89,400 95%
1,850 90%
96
107
44.1 32,300
4.2 91,300
96 1.60% 52,301
107 1.70% 91,203
42.1
4.2
95%
90%
96 52,301
107 91,203
44.114.50% 89,400
4.2 6.40% 1,850
95%
90%
96 44.1
107 4.2
32,300
91,300
96 1.60% 95%
107 1.70% 90% booth,sotheycan public affairs chief, gives part of the credit to a change in radio, customer traffic advertising campaigns that are both targeted and cost efficient.
88% 120 10.30% 84,500 7.7 198,000 79% 120 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 116,900 88% 120 7.7 184,500 120 10.30% 88% concert marketing, which leans heavily on radio. Two years ago,
93%
97%
110 12.90% 35,100
102 5.20% 60,500
12.3 61,802
5.1 3,800
93%
88%
110 49,200 124%
102 17,500 52%
6.2
7.0
110 12.90% 35,100
102 5.20% 60,500
12.3
5.1
49,200 93%
17,500 97%
110
102
12.3 85,100
5.1 60,000
110 12.90% 35,100
102 5.20% 60,500
12.3
8.1
93%
97%
110 35,100
102 60,500
12.3 1.20% 49,200
5.1 0.30% 17,500
93%
97%
110 12.3
102 5.1
85,100
60,000
110 12.90% 93%
102 5.20% 97% witnesstheintangibles the recruiting station decided to complement the Marines was up nearly 20 Midas answered that challenge with Network Radio. Arbitron
99% 105 14.50% 110,100 5.4 74,930 97% 105 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70% 188,000 99% 105 15.4 150,300 105 14.50% 99% interviewed Lisa Wellington, Sr. Manager, Marketing Planning
95%
76%
99 6.40% 96,700
111 6.60% 60,600
8.5 52,301
12.6 91,203
93%
95%
99 269,700 86%
111 279,700 117%
4.2
55.9
99 6.40% 96,700
111 6.60% 269,700
8.5
12.6
269,700 95%
279,700 76%
99
111
8.5 96,700
12.6 63,600
99 6.40% 96,700
111 6.60% 60,600
8.5
12.6
95%
76%
99 96,700
111 60,600
8.515.20% 269,700
12.6 2.30% 279,700
95%
76%
99 8.5
11112.6
96,700
63,600
99 6.40% 95%
111 6.60% 76% oftheMarines,like
award-winning national advertising campaign with local
outreach that focused on radio partnerships. Sergeant Robbins
percent and car count for Midas and asked her about Midas radio success.
95% 105 0.40% 69,000 55.9 198,000 91% 105 2,300 55% 13.4 105 0.40% 279,700 55.9 2,300 95% 105 55.9 601,000 105 0.40% 69,000 55.9 95% 105 69,000 55.9 1.10% 2,300 95% 105 55.9 601,000 105 0.40% 95%
91%
80%
91 3.40% 71,900
107 21.80% 112,100
13.4 71,900
11.1 52,301
88%
93%
91 562,300 45%
107 958,100 112%
11.1
6.9
91 3.40% 2,300
107 22.80% 562,300
13.4
11.1
562,300 91%
958,100 80%
91
107
13.4 71,900
11.1 52,301
91 3.40% 71,900
107 22.80% 112,100
13.4
11.1
91%
80%
91 71,900
107 112,100
13.4 0.90% 562,300
11.1 1.60% 958,100
91%
80%
91 13.4
107 11.1
71,900
52,301
91 3.40% 91%
107 22.80% 80% honor,courage says the 2009 and 2010 increases can be partially attributed to continues to increase. Arbitron: A couple of years ago, Midas decided to move a
88% 115 1.90% 85,100 6.9 91,203 76% 115 52,301 111% 10.9 115 1.90% 958,100 6.9 52,301 88% 115 6.9 111,203 115 1.90% 85,100 6.9 88% 115 85,100 6.9 1.70% 52,301 88% 115 6.9 111,203 115 1.90% 88% creating a unique connection through the right medium: radio. significant portion of ad dollars from network television into
93%
97%
100 0.50% 60,000
96 3.10% 50,300
10.9 84,500
11.3 35,100
95%
91%
100 91,203 105%
96 84,500 91%
11.3
51.2
100 0.50% 52,301
96 3.10% 50,300
10.9
11.3
91,203 93%
84,500 97%
100
96
10.9 84,500
11.3 45,100
100 0.50% 60,000
96 3.10% 50,300
10.9
11.3
93%
97%
100 60,000
96 50,300
10.9 12.90% 91,203
11.3 5.20% 84,500
93%
97%
100 10.9
96 11.3
84,500
45,100
100 0.50% 93%
96 3.10% 97% anddiscipline. The Marines are looking for a different type of recruit, and we
Lisa Wellington, sr. Manager, network radio. What was the reasoning behind your change?
99% 80 12.20% 96,700 5.2 60,500 95% 80 35,100 107% 43.3 80 12.20% 96,700 5.2 35,100 99% 80 5.2 60,500 80 12.20% 96,700 5.2 99% 80 96,700 5.214.50% 35,100 99% 80 5.2 60,500 80 12.20% 99% Marketing planning, Midas
82% 112 2.30% 63,600 4.3 17,500 90% 112 60,500 115% 16.1 112 2.30% 63,600 4.3 60,500 82% 112 4.3 17,500 112 2.30% 63,600 4.3 82% 112 63,600 4.3 6.40% 60,500 82% 112 4.3 17,500 112 2.30% 82% have a very clearly defined target, he says. Radio helps us Midas: Since that move, we are using network radio as our
94% 105 1.11% 69,000 6.1 188,000 88% 105 54,030 100% 50.4 105 1.11% 69,000 60.1 54,030 94% 105 6.1 188,000 105 1.11% 69,000 6.1 94% 105 69,000 6.1 6.60% 54,030 94% 105 6.1 188,000 105 1.11% 94%
95% 96 1.60% 52,301 44.1 52,300 88% 96 89,400 44% 8.8 96 1.60% 52,301 44.1 89,400 95% 96 44.1 32,300 96 1.60% 52,301 42.1 95% 96 52,301 44.114.50% 89,400 95% 96 44.1 32,300 96 1.60% 95% become a part of the events we attend and draw more people to predominant medium. In 2009, we decided to leave network TV
90% 107 1.70% 91,203 4.2 91,300 94% 107 61,400 43% 15.0 107 1.70% 91,203 4.2 1,850 90% 107 4.2 91,300 107 1.70% 91,203 4.2 90% 107 91,203 4.2 6.40% 1,850 90% 107 4.2 91,300 107 1.70% 90%
88% 120 10.30% 84,500 7.7 198,000 79% 120 114,900 78% 5.1 120 10.30% 84,500 7.7 116,900 88% 120 7.7 184,500 120 10.30% 84,500 7.7 88% 120 84,500 7.7 6.60% 116,900 88% 120 7.7 184,500 120 10.30% 88%
our booth, so they can witness the intangibles of the Marines, and transferred advertising dollars to network radio. The main
93% 110 12.90% 35,100 12.3 61,802 93% 110 49,200 124% 6.2 110 12.90% 35,100 12.3 49,200 93% 110 12.3 85,100 110 12.90% 35,100 12.3 93% 110 35,100 12.3 1.20% 49,200 93% 110 12.3 85,100 110 12.90% 93% like honor, courage and discipline. reason we decided to do that was the flexibility in local
97% 102 5.20% 60,500 5.1 3,800 88% 102 17,500 52% 7.0 102 5.20% 60,500 5.1 17,500 97% 102 5.1 60,000 102 5.20% 60,500 8.1 97% 102 60,500 5.1 0.30% 17,500 97% 102 5.1 60,000 102 5.20% 97%
99% 105 14.50% 110,100 5.4 74,930 97% 105 188,000 55% 44.1 105 14.50% 110,100 5.4 188,000 99% 105 15.4 150,300 105 14.50% 110,100 5.4 99% 105 110,100 15.4 3.70% 188,000 99% 105 15.4 150,300 105 14.50% 99% messaging that network radio offered to our franchisees.
89% 106 3.70% 54,030 88.8 54,000 97% 105 476,300 89% 11.1 112 3.70% 54,030 8.8 476,300 89% 106 18.8 154,000 106 3.70% 54,030 8.8 89% 106 54,030 18.8 0.90% 476,300 89% 106 18.8 154,000 106 3.70% 89% The need to have a strong local impact and deliver uniquely
95% 80 15.20% 198,010 5.4 98,000 99% 91 219,300 91% 6.9 105 15.20% 198,000 5.5 219,300 95% 80 5.0 98,000 80 25.20% 198,000 15.0 95% 80 198,000 5.0 1.60% 219,300 95% 80 5.0 98,000 80 25.20% 95% Network TV did not offer the same ability to localize.
targeted messages, coupled with budgetary challenges, lead the
recruitment station to shift dollars from other media into radio Arbitron: What are some of the regional benefits of using
and live events. Sergeant Robbins says the plan enabled them to network radio?
bridge the Marines national brand to the local level, allowing
Midas: With network TV we could not copy splitwhich is
them to build a connection between highly popular local events
providing specific copy by region. There were times the
and the Marines.
advertising was not as relevant in certain regions. For
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