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Radio & The African American Voter

Radio & The African American Voter. March, 2011. African Americans One of the Fastest Growing Population Segments. +248%. +62%. +19%. +3%. +11%. +57%. Source: U.S. Census Bureau Projections. The African American Population Concentrated in the 25-44 Age Group.

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Radio & The African American Voter

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  1. Radio & The African American Voter March, 2011

  2. African AmericansOne of the Fastest Growing Population Segments +248% +62% +19% +3% +11% +57% Source: U.S. Census Bureau Projections

  3. The African American Population Concentrated in the 25-44 Age Group Source: Arbitron DMA Population Estimates, Total U.S., 2010

  4. Radio Reaches African Americans

  5. Radio Provides… A Unique Environment To ReachAfrican American Consumers • Radio Provides: • A strong link to cultural heritage • A conduit to local community issues • A spectrum of lifestyle groups • Implied Endorsement Your Message Delivered via Targeted Radio Conveys A Personalized Invitation To African American Voters!!

  6. African American’s Share of Daily Time Spent with Media Magazines 5% Broadcast TV 22% Internet 14% Newspaper 6% Other Radio 6% Cable/Sat 23% Urban Radio 24% Source: Arbitron/Edison Research Multimedia 2007 & Arbitron Internet Study

  7. Radio is the Medium of Choice to Reach African Americans African American Adults 18+ Radio reaches more African American adults who are heavy media users than either Television or Newspapers… In addition, African Americans spend an average of 2 hours more per week with Radio than the total population does. Source: RAB Radio Marketing Guide and Fact Book 2010 RADAR 107, December, 2010

  8. Urban Radio Today Today, there are a wide variety of Urban format niches available – just as exists among general market formats. The exact makeup of a specific Urban format may vary based on market conditions. And because there are less choices on a market by market basis for black listeners, each of these formats often reach outside of their main target audience and deliver a broad demographic spectrum. However, one common thread continues to run through all Urban formats and that is their commitment to the African American community by providing culturally relevant news and information as part of their regular programming. Source: www.krgspec.com

  9. Urban Radio Today Urban AC Plays hit black music from the ‘60’s, ‘70’s, ‘80’s and ’90’s. All songs are typically smooth and relaxing without Rap or Dance. Targets A35-54. Urban Contemporary Features Urban flavored dance music interspersed with R&B, Rap, Hip-Hop and Contemporary Hits. Targets Adults 18-34. Churban Mixes CHR, Urban, Latin and Dance music. Targets Teens and A18-24. Black Plays older Black music including Motown and R&B. Many Stations often intersperse Gospel or regional music. Format is most often found on the AM dial. Targets A35-64 and A65+. Gospel Inspirational format which includes a combination of Jazz, R&B, Rock & Roll and African American spirituals. Targets A35-64 and A65+. Source: www.krgspec.com

  10. 50 • 41 • 29 • 21 Median Age Target Audience High Audience Concentration The Urban Radio Spectrum Covers All African American Demos General market formats target specific demos and often times, more than one is needed to effectively deliver a target demo. Urban formats deliver targeted demos as well, and just as in the general market, often more than one station is needed to deliver a demo in it’s entirety. You can reach any specific age group by using a variety of Urban formats. African American Universe Gospel (Adults 35-64) • 50 Black (Adults 35-64) Urban AC (Adults 25-54) Urban Contemporary (Adults 18-34) Churban (Adults 12-34) Years of age 18 25 35 45 55 65 KMG National Format Averages Fall 2009 Arbitron Mo-Su 6a-Mid/ Persons 12+ AQH %

  11. The African American Voter • 16.1 million African Americans voted in the 2008 Presidential election • An increase of 15% in the number of African Americans voting in 2008 as compared to the 2004 Presidential election • That compares to a 4.3% increase among all registered voters • 65% of all registered African American voters turned out to vote in 2008

  12. Radio Reaches 75.1% of all registered voters each week Radio is a Great Way to Reach African AmericanVoters! Among African Americans, every week, radio reaches: • 88% of Adults who are registered to vote in their district of residence • 88% of Adults who ALWAYS vote in local elections • 88% of Adults who SOMETIMES vote in local elections • 88% of Adults who ALWAYS vote in statewide elections • 88% of Adults who SOMETIMES vote in statewide elections Source: Scarborough USA+ 2009, Release 2

  13. Marketing to African American Voters • Your message is Relevant to the voter when it is delivered via targeted radio • This personalized invitation to participate with your candidate will gain heightened Recognitionwithin the community • Use of Urban radio as a vehicle to deliver your advertising message will gain Respect from this important constituency Bottom Line? Results !

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