2014 Proposal Company Name - Radio Advertising Portland

1211 SW 5th Avenue, 6th Floor, Portland, OR 97204
The Bull is still bucking!
• Our investment into advertising and promotion has garnered a
HUGE amount of continued attention for the station, as country
music listeners sample the brand, driving 98.7 country music
listening to an expected all-time high, making The Bull the market
Country leader!
• The young, hip, 25-44 year old country music crowd loves The Bull!
We consistently hit the streets to promote The Bull to Portland in
person with our huge inflatable Bull along with our fleet of wrapped
vehicles. Everywhere we go, listeners see a spectacle, driving
attention to all of our “Bull owners” with fun swag and stunts
throughout the market!
Photo: Jeremy Cowart
• The Bull plays music from the hottest stars in country music,
delivering the great music 98.7 has been known to deliver to our
audience! The Bull is energetic, local, fresh, “Hollywood” and has
a sound that is dominating country music in Portland!
Meet the Listeners
Meet 98.7 The BULL P-1 Listeners…Michelle and Jeff
• Age: 41
• 50/50 Female/Male
• Lives in Wilsonville
• Married with two children, a boy 10 and a girl 12
• Market Value of their Home: $250,000+
• Occupations: She is a loan officer at a bank and he
is in management with a building materials
manufacturer
• Favorite Getaway: Seattle, Vegas or Bend
• Favorite Activities: Attending any sporting event,
the Zoo or the Portland Saturday Market or getting
active playing Basketball, going Boating,
Jogging/Running, going to the Movies, Bicycling
• Restaurants: On average 10+/month a quick service
restaurant
Scarborough R1 2015: Mar14-Feb15
INCOME
19.8%
100K+
16.2%
75K-100K
50K-75K
18.3%
35K-50K
20.0%
Female 53%
Education
Less than 12th grade
High School Diploma
Some College
College Degree or More
7.8%
28.7%
31%
32.5%
Home Ownerships
Own
43.8%
Rent
53.5%
Other
2.7%
OCCUPATION
Management, Business and Financial Operations
Professional and Related Occupations
Service
Sales and Office
Construction, Extraction and Maintenance
Production, Transportation and Material Moving
White Collar
Blue Collar
Source: Scarborough R2 2015: Sep14-Aug15
10.9%
22.9%
15.7%
15.2%
2.2%
9.2%
49%
27.1%
Children in Household
Three or more
Two
One
None
Male 43%
12.0%
23.8%
13.7%
50.5%
• Each week The Bull reaches 222,316 Full Time Workers (63.9% of the audience), 106 index
• Bull listeners are regional in vacationing indexing at 114 for the Oregon coast and 129 for the Bend
area
• 98,931 Bull listener households, 28.4%, index at 111, spent over $200 on groceries per week
• 38,070 Bull listener households, 10.9%, 109 index, spent $1,000-$3,000 on internet purchases over
the last year
• Bull listeners are beer drinkers, 117,718 target persons, 33.8%, 144 index cite beer as their usual
alcoholic beverage. Domestic regular beer, 32.5% of target, microbrew/craft beer, 24.6% of target.
• Types of restaurants Bull listeners used in a month, PIZZA reigns at 37.2% of target. Next is Chinese
restaurant at 34.4%, Mexican at 31.9%.
RETAIL SHOPPING
Games/toys: Stores shopped/used services past 12 months: Any game/toy store
Music/video: Stores shopped/used services past 12 months: Any music/video store
Sporting goods: Stores shopped past 3 months: Any sporting goods store
Scarborough R1 2015: Mar14-Feb15
Target Persons
165,773
240,500
197,867
% of Target
47.60%
69.10%
56.90%
Index
113
111
119
Wireless/cell phone carrier - plan to switch next 12 months
41,797
12.00%
113
Items bought past 12 months (amount spent):
Children's clothing:$500 or more
Fine jewelry:$500 or more
Sports equipment:$500 or more
Women's casual clothing:$500 or more
Athletic clothing:$500 or more
Athletic clothing:$100 - $499
Athletic shoes:$100 - $499
Children's clothing:$100 - $499
Cosmetics, perfumes, or skin care items:$100 - $499
Fine jewelry:$100 - $499
Men's casual clothing:$100 - $499
Men's shoes:$100 - $499
Sports equipment:$100 - $499
Women's casual clothing:$100 - $499
19,173
21,045
14,339
11,424
4,778
51,376
70,836
45,082
64,025
22,268
106,572
53,550
28,211
80,414
5.50%
6.00%
4.10%
3.30%
1.40%
14.80%
20.40%
13.00%
18.40%
6.40%
30.60%
15.40%
8.10%
23.10%
181
151
148
121
110
128
123
120
123
128
133
104
111
115
Why buy the New 98.7 The BULL!
1. FRESH-The new Morning BULL Ride, with Chunky, McKinzie and Jake rocked into the Portland market May 2013 and provides a relevant, highly
entertaining alternative for your drive in. The BULL continues live to midnight with local favorites Danny Dwyer in Middays, B-Dub in PM Drive!
2. HERITAGE-98.7 the BULL plays music from the hottest stars in Country music, delivering to over 347,000 listeners.*
3. POWER-98.7 The BULL blasts the station with a full power signal, from the highest transmitter point in the Portland market
4. AFFLUENCY- Our listeners are educated, over 62% having attended college or more, higher income households, over 37% have $75k plus HHI and
over 52% of the audience works in Management, Financial, Professional or Sales occupations*
5. AGE of ACQUISITION- Our listeners are more likely than the market average planning to purchase in many categories: auto, watercraft,
ATVs/motorcycles, furniture, electronics, mattress, cameras, computers, home security systems, pools/spas, video gaming, home improvement,
just to name a few…*
6. STRENGTH-The Portland market is a Top 15 Country market, which earns the title, the “Nashville of the Northwest”! According to the recently
released Nielsen Format Report, the Country format is ranked #2 as the top “listened to” formats nationally with a 8.7 share
7. GROWTH-All-time highs in Country radio ratings – Country and its companion “New Country,” as defined by Arbitron – was up A18-34 from
February to March 2015
8. NEW-Some 67 million Americans aged 12+ enjoy Country + New Country (heck, let’s just call it Country) every week. That’s the second-largest
reach of all radio formats, just behind Pop CHR.* It is the #2 format with Millennials (A18-34) and Generation X (A35-49)!
9. LEADING-98.7 The BULL is the leader in the Portland market in Social Media, i.e Facebook, with over 193,000 followers (Apr 2015), one of the
largest in the Country formats nationwide!
10.ACTIVE IN THE COMMUNITY- With our LIVE and local talent comes responsibility- That is why our station and it’s personalities are always out
meeting the listeners, our life blood. Some of our annual events include: Girls World Expo, Countryfest and the Santa Jam Holiday Benefit Show.
•
*Nielsen Mar ‘15, A6+, A18-34, A 35-49, Scarborough R1 2015 Mar14-Feb15
98.7 The Bull Wins Radio Station of the Year!
98.7 The Bull wins CMA 2013 and ACM 2014 Radio Station of the Year!
The New 98.7, The Bull (KUPL) has won the award for CMA Radio Station of the Year! The 47th Annual Country Music Association Awards
announced the radio station winners today for the 2013 CMA Awards show that will broadcast LIVE on November 6th, 2013 in Nashville, TN. The
Bull won “Radio Station of the Year” in the Major Market category.
KUPL has been a heritage station in Portland, Oregon for over 28 years. Commenting on the award, Alpha Broadcasting Director of Programming,
Scott Mahalick said, “We have a great live and local community minded team that are super passionate about what they do every day. I am
proud, humbled and honored that KUPL won!”
“This award highlights the effort and dedication our fearless team makes to stay live, local and connected to the community,” said Milt
McConnell, Alpha Broadcasting Senior VP and Market Manager.
The New 98.7, The Bull is owned and operated by Alpha Broadcasting, along with 101.9 KINK, 750 The Game, FM News 101 KXL, Live 95.5 and
Freedom 970. Headquartered in Portland, Oregon, Alpha Broadcasting is the only locally owned radio group in the Portland metro area, reaching
more than one million listeners a week with six stations covering rock, country, pop, news, talk and sports.
Bodacious
Countryfest 2014
The Bull Events & Community
RoZone at the Rose Festival, Skype Live Studio concerts & events, Songwriter’s Showcase at the
Bing Lounge, Rose Garden ticket events, ticket stops, pre-concert parties, concerts at
Ponderosa, Dukes, & Bushwhackers, Morning Show Meet and Eat Tour, Fort Vancouver
Fireworks, Molalla Buckeroo Rodeo, Backyard BBQ, Sand In the City, Girls World Expo,
Shamrock Run Fitness Fair, Oregon Zoo country concerts, Washington County Fair, Clark
County Fair, Terrapin Events, CMA & ACM Broadcasts,
Josh Turner,
Santa Jam 2014
The Bull Coverage Map
Interactive Assets
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Streaming spots
Streaming player banner
Video pre-roll :15
Wall Paper
Email 300 x 250
Email in content
Station mobile applications
Text messaging
• Winning Weekend
• Concert Pre-sales
Tune Genie/Playlists
Facebook contesting
Video Channels
Station mobile applications
Programmatic- Retargeting- Search Targeting
Interactive Capabilities
Social Media
OVERVIEW
Listeners are connecting to their favorite stations
everywhere they go – whether tuning in at their desk, at
work or on-the-go on their mobile phone or tablets
Clip’s technology provides a bridge between broadcast
and digital radio through a downloaded application on a
listeners mobile device.
Our mobile apps provide the advertiser an interactive
screen directly to the user, allowing them to “clip” and
pull interactive content to their phone.
As an advertiser, you can…
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build brand awareness
•
generate direct consumer response
•
capture permission based lead generation
•
secure campaign performance analytics
SOLUTION
STATION MOBILE APP
With our station apps, anything over streamed & broadcast radio has a
digital asset tied to it that can be engaged with immediately.
WHAT IS TARGETED DISPLAY?
Put your ad in front of a customized audience using the following retargeting strategies: