We all know about Baby Boomers…

2. We all know about Baby Boomers… Born between 1946-1964 Net worth $2.1 Trillion Population 76 million Source: U.S. Census Bureau, 2008

3. But among them, there’s a smaller quite distinct group of people . . . First Boomers (55 – 64 yrs old) Ignored Misrepresented

6. Because you don’t understand them, everything you do explodes in your face.

7. Because you do understand them, everything you do explodes in the marketplace.

8. Cara Zorzi, Manager, Marketing & Customer Research, M.D. Anderson Cancer Center Jim Cook, Senior Vice President, Clear Channel Creative Services Group Panelists • Chuck Brownfield, Chief Executive Officer, Global Hospitality Advisors • Lena Liller, Director of Strategy, Keating Magee Advertising and Marketing

9. Sonic Boomers Rank Positive Marketing Efforts (Top 10 Responses) Source: Keating Magee Quantitative Study, 2008

10. Reasons… (Top 5 Responses) • Age related issues • Older people are active/happy • Perfect generation to target on all aspects • Reaching retirement age • Women of all ages, shapes & sizes Source: Keating Magee Quantitative Study, 2008

11. Sonic Boomers Rank Poor Marketing Efforts (Top 10 Responses) Source: Keating Magee Quantitative Study, 2008

12. Reasons… (Top 5 Responses) • Aimed toward younger people • Make older people look uneducated/inactive • Nothing geared toward middle age • Pushing senior years • Want to take age/aging issues away Source: Keating Magee Quantitative Study, 2008

14. Sonic Boomers Feel Younger Than They Are How Old Do You Feel? Source: Keating Magee Quantitative Study, 2008

15. At $70 billion a year, Sonic Boomers spend more per capita on toys than the 25-44 age group.* Source: GRAND Magazine, 2008

16. Cara Zorzi, Manager, Marketing & Customer Research, M.D. Anderson Cancer Center Jim Cook, Senior Vice President, Clear Channel Creative Services Group Panelists • Chuck Brownfield, Chief Executive Officer, Global Hospitality Advisors • Lena Liller, Director of Strategy, Keating Magee Advertising and Marketing

17. Sandwich Generation

18. Cara Zorzi, Manager, Marketing & Customer Research, M.D. Anderson Cancer Center Jim Cook, Senior Vice President, Clear Channel Creative Services Group Panelists • Chuck Brownfield, Chief Executive Officer, Global Hospitality Advisors • Lena Liller, Director of Strategy, Keating Magee Advertising and Marketing

19. Sonic Boomers Want to Travel Adventures Sought in Next Five Years(Top Mentions)

20. Sonic Boomers spend 39% more than the average household on travel – more than any other age group. Source: JWT Boom, 2008

21. Cara Zorzi, Manager, Marketing & Customer Research, M.D. Anderson Cancer Center Jim Cook, Senior Vice President, Clear Channel Creative Services Group Panelists • Chuck Brownfield, Chief Executive Officer, Global Hospitality Advisors • Lena Liller, Director of Strategy, Keating Magee Advertising and Marketing

23. I’m sure that if I needed to be referred to aspecialty cancer treatment center, my doctor would refer me. “Myths” Research Revealed Commonly Held Misperceptions 72% • Some cancers are less serious and can easily and effectively be treated by a doctor/medicalcenter in my community. 55% • Once diagnosed, being treated as soon as possible is more important than where you are treated. 51% • If my local hospital has the latest technology as a specialized cancer center, I will get the same quality of care. 44% 40% • I need a doctor’s referral to go to M. D. Anderson. • My local doctor knows me, so he knows what’s best for me. 35% • It doesn’t really matter what my first course of treatment is. If it doesn’t go well, I can try something else. 26% • M. D. Anderson is mainly for rare and advanced cancers. 20% • A large cancer center will not give me the same personal attention as my local Oncologist will. 16% • Cancer treatments have become standardized. I can get the same treatments from my local oncologist as I can from an oncologist who specializes in my diagnosis. 12% Source: “Myths” survey of 300 respondents in Houston (200) and Oklahoma City (100), May 2007, by Hall & Partners.

25. Sonic Boomers are Buying More Online Online Purchases 3 Years Ago Online Purchases Last Year Source: Keating Magee Quantitative Study, 2008

26. Sonic Boomers on Social Networking Sites Registered Sites Source: Keating Magee Quantitative Study, 2008

27. Cara Zorzi, Manager, Marketing & Customer Research, M.D. Anderson Cancer Center Jim Cook, Senior Vice President, Clear Channel Creative Services Group Panelists • Chuck Brownfield, Chief Executive Officer, Global Hospitality Advisors • Lena Liller, Director of Strategy, Keating Magee Advertising and Marketing

28. Sonic Boomer Resources • AARP - • http://www.aarp.org/research/ • Harris Interactive - • http://www.harrisinteractive.com/news/newsletters/clientnews/2008_LongevityAlliance.pdf • http://www.harrisinteractive.com/services/pubs/Merrill_Lynch_Baby_Boomers_Retirement.pdf • Iconoculture - • http://www.iconoculture.com/microsites/boomers/?gclid=CLbgu8uxnY8CFQ9_HgodTTHDTQ • Forrester Research - • http://findarticles.com/p/articles/mi_m0EIN/is_2005_June_29/ai_n14704870 • 50 Plus Research - • http://www.50plusresearch.com/whitepapers.htm • Biz Report - • http://www.bizreport.com/2007/10/10_reasons_advertisers_should_consider_boomers.html

29. Cara Zorzi, Manager, Marketing & Customer Research, M.D. Anderson Cancer Center Jim Cook, Senior Vice President, Clear Channel Creative Services Group Panelists • Chuck Brownfield, Chief Executive Officer, Global Hospitality Advisors • Lena Liller, Director of Strategy, Keating Magee Advertising and Marketing

30. sonicboomers@keatingmagee.com Questions