WJMH-FM - Entercom Greensboro

Transcription

1
Greensboro / Winston-Salem / High Point / Burlington
Radio Buyers Guide
Table Of Contents
Market Information…………………………..
3
Coverage Map……………………………….
4
Market Overview…………………………….
5
Market Data………………………………….
6
WGBT-FM…………………………………...
8
WJMH-FM…………………………………..
12
WKRR-FM…………………………………..
16
WKZL-FM…………………………………...
20
WMAG-FM……………………………………
24
WMKS-FM…………………………………
28
WPAW-FM……………………………………
32
WQMG-FM………………………………….
36
WSJS-AM / WSML-AM ………….………...
40
WSMW-FM…………………………………
44
WTHZ-FM……………………………………
48
WTQR-FM……………….…………………..
52
WVBZ-FM…………………………………….
56
WZTK-FM…………………………………….
60
Top 5 Stations Per Demographic………….
AQH / Ratings Table………………………..
64
65
At A Glance Radio Comparison……………
66
Cume Duplication Table…………………….
67
Glossary Of Research Terms………………
68
2
Market Information
Greensboro Market Radio Stations
Call Letters
Format
Frequency
Operated By
WPAW-FM
Country
93.1
Entercom
WQMG-FM
Urban Contemporary
97.1
Entercom
WJMH-FM
Urban / Hip-Hop
102.1
Entercom
WSMW-FM
Adult Hits / Variety
98.7
Entercom
WEAL-AM
Gospel
1510
Entercom
WPET -AM
Southern Gospel
950
Entercom
WTQR-FM
Country
104.1
Clear Channel
WMAG-FM
Adult Contemporary
99.5
Clear Channel
WVBZ-FM
Album Oriented Rock
100.3
Clear Channel
WMKS-FM
Urban Contemporary
105.7
Clear Channel
WGBT-FM
Spanish Adult Hits
94.5
Clear Channel
WKZL-FM
Pop CHR
107.5
Dick Broadcasting
WKRR-FM
Classic Rock
92.3
Dick Broadcasting
WSJS-AM/
WSML-AM
WMFR-AM
WZTK-FM
News/Talk
600/1200
Curtis Media Group
News/Talk
News/Talk
1230
101.1
Curtis Media Group
Curtis Media Group
WTHZ-FM
Oldies
94.1
Davidson Broadcasting
3
The Market
Greensboro – Winston Salem – High Point - Burlington
Percentage of Population by County:
County
Population
Percentage
Guilford
378, 000
33.4
Forsyth
276,800
24.5
Alamance
120,300
10.6
Davidson
132,300
11.7
Randolph
117,800
10.4
Davie
34,400
3.0
Yadkin
32,000
2.8
Stokes
39,600
3.5
4
Radio Market Overview

The Greensboro/Winston-Salem/High Point/Burlington (The Triad) metro
survey area is comprised of eight counties: Alamance, Davidson, Davie,
Forsyth, Guilford, Randolph, Stokes and Yadkin counties. The market is
located in Central North Carolina in a region termed the Piedmont.

The Triad population is 1,131,200 persons 12 and older. It is the 45th
ranked radio market based on population.

Almost 60% of the Triad population resides in Guilford and Forsyth
Counties. 32% of the combined population of Guilford and Forsyth County
are African-American. 98% of all African-Americans live in Guilford, Forsyth
and Alamance Counties, representing 227,800 people.

6.9% of the 12+ Triad population is Hispanic. Beginning in the Spring 2007
Arbitron survey a Hispanic designation was established. Hispanic is an
independent ethnic category no longer included in the “Other” designation.
Randolph County has a newly defined HDHA (High Density Hispanic Area).

There are 540,200 households in the Triad.

The median household income is $46,411 annually.

The median home value is $108,600.

49% of Adults 25 and older are college educated.

31% of the population is employed in a managerial position.

26% are employed as sales/office workers and 21% are employed in
production/transport.

93% of Triad residents own an automobile.

81% drive to work, 13% carpool and 1% use public transportation.

The average commute time is 22 minutes one way.

There are 25 radio stations measured by Arbitron assigned to this market.

There are 6 over-the-air network television stations.

There are 6 daily newspapers in the Triad market.
5
Triad Market
(Greensboro / Winston-Salem / High Point / Burlington 1,131,200 Population)
Age Composition
20.0%
18.0%
16.6%
18.4%
Gender Composition
Female,
52.1%
17.6%
16.0%
13.2%
14.0%
12.0%
10.0%
9.6%
14.2%
10.5%
8.0%
6.0%
4.0%
Male,
47.9%
2.0%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
Diary Respondents
Hispanic,
6.8%
Black,
20.6%
SU06
FA06
WI07
SP07
SU07
2,246
2,241
2,321
2,180
2,308
Each Arbitron diary
counts as 489.64 persons
Other,
72.5%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
33.5%
24.5%
Alamance
10.9%
Davidson
Randolph
11.8%
9.8%
Davie
Source: All Arbitron data based on Summer 2007 Persons 12+ M-Sun 6a-12m
3.1%
Yadkin
Stokes
2.8%
3.7%
6
Triad Market
(Greensboro / Winston-Salem / High Point / Burlington 1,131,200 population)
Retail Spending Power
Profession
Retail Group
Annual Total
Building / Home Improvement
$743,648,000
Health/Personal Care
$1,016,097,000
29.6%
35.0%
10.3%
Food / Beverage
$2,013,242,000
Automotive Dealers
$3,946,556,000
Clothing
$782,761,000
Furniture
$1,107,240,000
Food Services
$1,602,981,000
7.2%
14.6%
11.9%
11.8%
8.6%
0.0%
10.0%
20.0%
30.0%
40.0%
Blue Collar
White Collar
Production/Transportation/Matl Mvng
Construction/Extraction/Maintenance
Sales/Office
Service
Professional/Related Occupations
Management/Business/Financial Ops
Arbitron/TAPSCAN
Scarborough
Household Income
27.5%
30.0%
25.0%
20.0%
Education
21.0%
16.4%
College Grad
22.8%
20.1%
26.8%
Some College
15.0%
15.0%
HS Grad
10.0%
5.0%
Less than HS
0.0%
13.4%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
10.0%
20.0%
30.0%
40.0%
75k+
Scarborough
Scarborough
Own or Rent Residence
80.0%
37.1%
Under 18 In The Home
73.3%
70.0%
60.0%
63.8%
60.0%
50.0%
40.0%
21.7%
20.0%
40.0%
5.0%
30.0%
16.6%
20.0%
0.0%
12.6%
7.0%
10.0%
Own
Rent
Ot her
0.0%
No
Scarborough
One
Two
Three +
Scarborough
Source: All Scarborough data based on Adults 18+ Scarborough Release 1 2007 Oct 06-Mar 07
7
WGBT-FM
94.5 FM
Spanish Adult Hits
Music Description: The Greatest Spanish Hits
Core Artists: Gerado Reyes, Yolanda Del Rio, Las
Hermanas Padillia, Las Jilguerillas, Los Bukis, Juan
Gabriel, Jon Sebastian and Paquita la del Barrio.
Owner: Clear Channel Communications
GM: Tex Meyer
336-822-2000
DOS: Jan Smith
336-822-2065
GSM: Jan Smith
336-822-2065
2-B PAI Park
Greensboro, NC 27409
336-822-2000
8
Summer '07 Arbitron/Scarborough Highlights
La Preciosa has 53,700 weekly listeners.
42% of La Preciosa listeners are between the ages of 25
and 34.
41% of La Preciosa listeners are female and 59% are
male.
86% of La Preciosa listeners are Hispanic.
The Scarborough qualitative data received in this survey for
WGBT is based only on the response of 14 survey participants,
therefore, data is not stable for WGBT in this survey.
From the Spring of ’07 to the Summer of ’07, La Preciosa’s core
demo Men 25-34 share increased 25.8%.
La Preciosa’s 12+ share decreased 2.7% from the Spring of ‘07
to the Summer of ‘07.
** Regarding Ethnic measurement in the Greensboro, Winston-Salem, High Point, Burlington market. Beginning with
the Spring 2007 survey Hispanic is a defined ethnic group for Arbitron.
9
WGBT 94.5
(Spanish Adult Hits)
Age Composition
Gender Composition
42.1%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
Male,
58.7%
12.7%
14.0%
14.3%
7.8%
5.4%
3.9%
55-64
65+
5.0%
0.0%
12-17
18-24
25-34
35-44
45-54
Female,
41.3%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
Audience Share Trends
15.0%
Other,
8.0%
10.0%
5.0%
Black,
6.5%
0.0%
Hispanic,
85.5%
Arbitron/TAPSCAN
SU06
FA06
WI07
SP07
SU07
12+
3.2%
3.0%
4.2%
3.8%
3.7%
18-34
7.2%
7.1%
12.2%
8.1%
9.5%
18-49
4.7%
4.6%
7.2%
5.7%
5.4%
25-54
4.4%
3.0%
5.2%
5.0%
4.4%
35-64
1.5%
1.6%
1.6%
2.5%
1.6%
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
25.7%
27.3%
Alamance
12.1%
Davidson
Randolph
6.5%
12.6%
Davie
6.9%
Yadkin
Stokes
8.8%
0.0%
(53,700 12+ CUME)
10
WGBT 94.5
(Spanish Adult Hits)
Duplication
Profession
0.0%
35.0%
0.0%
31.1%
0.0%
30.0%
0.0%
25.0%
0.0%
n/a
0.0%
18.8%
20.0%
0.0%
15.0%
0.0%
10.0%
0.0%
5.8%
20.0%
0.0%
WKZL-FM
60.0%
80.0%
100.0%
Blue Collar
White Collar
Sales/Office
Service
5.0%
WJMH-FM
40.0%
5.4%
WQMG-FM
WKRR-FM
Arbitron
Scarborough not available this survey
Household Income
Education
100.0%
College Grad
80.0%
n/a
60.0%
0.0%
Some College
40.0%
20.0%
0.0%
0.0%
0.0%
0.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
75k+
0.0%
HS Grad
0.0%
Less than HS
0.0%
0.0%
n/a
20.0%
40.0%
60.0%
80.0%
100.0%
100.0%
100.0%
80.0%
80.0%
60.0%
0.0%
0.0%
n/a
60.0%
n/a
40.0%
20.0%
0.0%
40.0%
0.0%
0.0%
20.0%
0.0%
0.0%
0.0%
0.0%
No
One
Two
Three +
0.0%
Own
Rent
Ot her
11
WJMH-FM
102.1 FM
Urban / Hip-Hop
Music Description: The Hip-Hop Station. Plays
only the most current top testing Hip-Hop music.
Core Artists: Beyonce, Jay-Z, Ludacris
and R. Kelly.
Owner: Entercom Communications
GM/VP: Brent Millar
336-387-7141
DOS: Lisa Powell
336-387-7146
GSM: Erin Casey
336-387-7189
Evainna Ross
336-387-7126
7819 National Service Road, Suite 401
336-605-5200
12
102 Jamz has 185,900 weekly listeners.
89% of 102 Jamz listeners are between the ages of 12
and 44.
52% of 102 Jamz listeners are female and 48% are
male.
58% of 102 Jamz listeners are Black, 31% are White and
11% are Hispanic.
69% of 102 Jamz listeners earn $25K-$74K annually.
30% of 102 Jamz listeners are college educated.
58% of 102 Jamz listeners are homeowners.
58% of 102 Jamz households have children in the home.
65% of 102 Jamz listeners live in Guilford and
Forsyth Counties.
From the Spring of ’07 to the Summer of ’07, 102 Jamz’s
core demo Persons 12-44 share decreased 4.3%.
102 Jamz 12+ share decreased 3.2% from the Spring of ’07
13
WJMH-FM 102.1
(Urban / Hip-Hop)
Age Composition
30.0%
25.0%
Gender Composition
27.3%
24.8%
22.4%
Female,
52.0%
20.0%
14.7%
15.0%
10.0%
5.4%
3.3%
5.0%
Male,
48.1%
2.2%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
20.0%
Hispanic,
10.8%
15.0%
10.0%
5.0%
0.0%
Other,
30.8%
Black,
58.4%
SU06
FA06
WI07
SP07
SU07
8.2%
6.0%
6.4%
8.1%
7.8%
18-34
16.6%
12.2%
12.7%
16.4%
15.7%
18-49
10.1%
7.4%
8.2%
10.1%
9.5%
25-54
5.7%
4.4%
5.1%
6.1%
5.6%
35-64
2.9%
2.3%
2.5%
3.3%
3.0%
12+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
36.6%
28.0%
Alamance
10.8%
Davidson
Randolph
7.8%
6.2%
Davie
5.1%
Yadkin
Stokes
1.9%
3.6%
(185,900 12+ CUME listeners)
14
WJMH-FM 102.1
(Urban / Hip-Hop)
Duplication
Profession
41.0%
45.0%
33.7%
38.8%
10.4%
40.0%
35.0%
0.0%
29.5%
20.1%
30.0%
25.0%
23.6%
30.5%
7.9%
20.0%
15.0%
5.7%
11.3%
10.0%
5.0%
0.0%
10.0%
WKZL-FM
WMKS-FM
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
0.0%
WQMG-FM
20.0%
WTQR-FM
Arbitron
Scarborough
Household Income
30.0%
25.0%
Education
27.3%
College Grad
22.4%
21.0%
11.0%
21.0%
20.0%
29.6%
Some College
15.0%
HS Grad
8.3%
10.0%
39.0%
Less than HS
5.0%
0.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
80.0%
57.5%
60.0%
30.0%
12.5%
20.0%
0.0%
Scarborough
20.0%
30.0%
40.0%
50.0%
Scarborough
Own
10.0%
75k+
Scarborough
40.0%
20.3%
Rent
Ot her
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
41.7%
29.9%
24.8%
3.5%
No
One
Two
Three +
Scarborough
15
WKRR-FM
92.3 FM
Classic Rock
Music Description: Classic Rock 92, “Two Guys
Named Chris”.
Core Artists: Aerosmith, Boston, Eric Clapton,
Doors, Eagles, Heart, Led Zeppelin, Lynyrd Skynyrd,
Tom Petty, Steve Miller, Queen, Pink Floyd, Bob
Seger, Bruce Springsteen and Van Halen
Owner: Dick Broadcasting
GM/VP: Bruce Wheeler
336-274-8042
DOS: Jennifer Hart
336-274-8042
GSM: Anita Greenland
336-274-8042
One 92 E. Lewis St.
336-274-8042
16
Rock 92 has 105,800 weekly listeners.
73% of Rock 92 listeners are between the ages of 25
and 54.
59% of Rock 92 listeners are male and 41% are female.
94% of Rock 92 listeners are White.
57% of Rock 92 listeners earn $50K+ annually.
51% of Rock 92 listeners are college educated.
71% of Rock 92 listeners are homeowners.
43% of Rock 92 households have children in the home.
85% of Rock 92 listeners live in Guilford, Forsyth, Davidson
and Randolph Counties.
From the Spring of ’07 to the Summer of ’07, Rock 92’s core
demo Men 25-54 share decreased 22.4%.
Rock 92’s 12+ share decreased 15.7% from the Spring of ’07 to
the Summer of ‘07.
17
WKRR-FM 92.3
(Classic Rock)
Age Composition
35.0%
Gender Composition
Female,
41.4%
32.6%
30.0%
25.0%
21.6%
18.5%
20.0%
15.0%
9.5%
10.0%
9.3%
5.6%
Male,
58.5%
2.8%
5.0%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
8.0%
6.0%
Hispanic,
4.4%
Black,
1.4%
4.0%
2.0%
0.0%
Other,
94.2%
Arbitron/TAPSCAN
SU06
FA06
WI07
SP07
SU07
12+
3.4%
3.7%
3.3%
3.8%
3.2%
18-34
5.0%
2.8%
3.1%
6.3%
3.3%
18-49
5.1%
4.7%
4.3%
5.4%
4.3%
25-54
5.0%
5.2%
4.6%
5.5%
4.2%
35-64
3.8%
5.2%
4.5%
3.8%
4.2%
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
29.6%
24.1%
Alamance
8.0%
Davidson
Randolph
13.9%
17.2%
Davie
3.4%
Yadkin
Stokes
1.2%
2.7%
18
WKRR-FM 92.3
(Classic Rock)
Duplication
Profession
46.0%
35.0%
30.2%
39.6%
30.0%
9.7%
25.7%
23.1%
25.0%
17.2%
21.4%
18.8%
20.0%
19.1%
15.0%
12.5%
8.2%
10.0%
5.0%
0.0%
10.0%
0.0%
WVBZ-FM
WSMW-FM
WMAG-FM
20.0%
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
WKZL-FM
Arbitron
Scarborough
Household Income
Education
33.0%
35.0%
30.0%
College Grad
25.0%
17.6%
20.0%
HS Grad
8.9%
38.1%
Less than HS
5.0%
0.0%
11.3%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
10.0%
20.0%
30.0%
40.0%
50.0%
75k+
Scarborough
Scarborough
80.0%
25.3%
Some College
16.1%
15.0%
10.0%
25.4%
24.3%
60.0%
70.5%
56.8%
50.0%
60.0%
40.0%
28.6%
40.0%
30.0%
20.7%
15.3%
20.0%
20.0%
0.9%
0.0%
7.2%
10.0%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
19
WKZL-FM
107.5 FM
Pop Contemporary Hit Radio
Music Description: The #1 Hit Music Station,
“Murphy in the Morning”.
Core Artists: Usher, Rob Thomas, Coldplay,
Mariah Carey, Missy Elliot, Green Day, Black Eyed
Peas, Kelly Clarkson, Nelly, Gwen Stefani, Ciara,
Christina Aguilera and Alicia Keyes.
Owner: Dick Broadcasting
GM/VP: Bruce Wheeler
336-274-8042
DOS: Jennifer Hart
336-274-8042
GSM: Anita Greenland
336-274-8042
One 92 E. Lewis St.
336-274-8042
20
WKZL has 193,100 weekly listeners.
82% of WKZL listeners are between the ages of 12 and 44.
61% of WKZL listeners are female and 39% are male.
79% of WKZL listeners are white, 14% Black and 7%
Hispanic.
51% of WKZL listeners earn $35k-$74k annually.
52% of WKZL listeners are college educated.
62% of WKZL listeners are homeowners.
52% of WKZL households have children in the home.
84% of WKZL listeners live in Guilford, Forsyth, Davidson and
Randolph Counties.
From the Spring of ’07 to the Summer of ’07, WKZL’s core demo
Females 12-44 share decreased 10.3%.
WKZL’s 12+ share decreased 4.3% from the Spring of ’07 to the
Summer of ‘07.
21
WKZL-FM 107.5
(Pop Contemporary Hit Radio)
Age Composition
Gender Composition
30.0%
23.9%
25.0%
20.0%
19.8%
Female,
61.3%
20.3%
Male,
38.7%
18.4%
15.0%
11.9%
10.0%
4.3%
5.0%
1.5%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
12.0%
10.0%
Black,
13.8%
Hispanic,
7.7%
8.0%
6.0%
4.0%
2.0%
0.0%
Other,
78.6%
Arbitron/TAPSCAN
SU06
FA06
WI07
SP07
SU07
12+
5.9%
5.1%
4.8%
5.3%
5.1%
18-34
11.4%
8.4%
6.4%
7.1%
9.5%
18-49
8.2%
6.2%
5.4%
6.0%
6.8%
25-54
6.3%
6.3%
4.3%
5.1%
5.9%
35-64
3.5%
3.6%
3.3%
4.2%
3.5%
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
27.7%
26.3%
Alamance
4.9%
Davidson
Randolph
17.9%
11.6%
Davie
4.4%
Yadkin
Stokes
2.7%
4.6%
22
WKZL-FM 107.5
(Pop Contemporary Hit Radio)
Duplication
30.0%
28.4%
Profession
33.2%
28.1%
47.7%
10.0%
25.0%
1.9%
18.5%
20.0%
17.5%
23.1%
21.3%
15.0%
15.6%
9.0%
10.0%
5.0%
0.0%
10.0%
30.0%
40.0%
50.0%
60.0%
Blue Collar
White Collar
Sales/Office
Service
0.0%
WJM H-FM
20.0%
WTQR-FM WSM W-FM WM AG-FM
Arbitron
Scarborough
Household Income
Education
35.0%
29.3%
30.0%
25.0%
College Grad
21.9%
21.1%
20.0%
15.0%
13.8%
28.6%
23.6%
Some College
13.9%
HS Grad
39.1%
10.0%
Less than HS
5.0%
0.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
10.0%
20.0%
30.0%
40.0%
50.0%
75k+
Scarborough
Scarborough
80.0%
8.7%
60.0%
61.8%
50.0%
60.0%
48.5%
40.0%
40.0%
30.0%
24.2%
14.0%
20.0%
24.2%
17.9%
20.0%
9.4%
10.0%
0.0%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
23
WMAG-FM
99.5 FM
Adult Contemporary
Music Description: Continuous Soft Rock
Core Artists: Kelly Clarkson, Michael McDonald,
Celine Dion, Maroon 5, Elton John, Dido, Hall & Oates,
Rob Thomas and James Taylor.
GM: Tex Meyer
336-822-2000
DOS: Jan Smith
336-822-2065
GSM: Pierre Troupe
336-822-2030
2-B PAI Park
336-822-2000
24
WMAG has 139,200 weekly listeners.
77% of WMAG listeners are 35+.
62% of WMAG listeners are female and 38% are male.
92% of WMAG listeners are White, 6% are Black and 2%
Hispanic.
79% of WMAG listeners earn $35K+ annually.
59% of WMAG listeners are college educated.
84% of WMAG listeners are homeowners.
36% of WMAG households have children in the home.
65% of WMAG listeners live in Guilford and
Forsyth Counties.
From the Spring of ’07 to the Summer of ’07, WMAG’s core
demo Women 35+ share decreased 7.9%.
WMAG’s 12+ share decreased 7.1% from the Spring of ’07 to
25
WMAG-FM 99.5
(Adult Contemporary)
Age Composition
Gender Composition
30.0%
Female,
61.9%
25.0%
25.0%
22.7%
20.0%
17.1%
15.0%
10.0%
5.0%
12.6%
11.6%
6.7%
4.2%
Male,
38.2%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/Scarborough
Ethnic Composition
10.0%
Black,
6.0%
8.0%
Hispanic,
1.7%
6.0%
4.0%
2.0%
0.0%
Other,
92.3%
SU06
FA06
WI07
SP07
SU07
12+
4.7%
6.9%
5.5%
5.2%
4.9%
18-34
3.0%
4.6%
2.5%
2.5%
2.7%
18-49
4.4%
5.9%
4.4%
4.7%
4.4%
25-54
4.9%
7.0%
5.3%
5.6%
5.2%
35-64
6.4%
8.2%
7.2%
7.0%
6.4%
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
42.1%
23.3%
Alamance
7.3%
Davidson
Randolph
9.4%
12.1%
Davie
0.4%
Yadkin
Stokes
2.4%
3.9%
26
WMAG-FM 99.5
(Adult Contemporary)
Duplication
Profession
30.0%
25.6%
24.7%
24.4%
24.3%
25.0%
47.8%
10.9%
20.0%
1.1%
17.5%
23.4%
15.0%
12.9%
15.6%
10.0%
8.9%
5.0%
0.0%
10.0%
0.0%
WTQR-FM WSM W-FM
WKZL-FM
20.0%
30.0%
40.0%
50.0%
60.0%
Blue Collar
White Collar
Sales/Office
Service
WKRR-FM
Arbitron
Scarborough
Household Income
Education
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
33.5%
College Grad
25.5%
HS Grad
11.9%
8.8%
35.1%
Some College
20.3%
34.7%
Less than HS
6.7%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
10.0%
20.0%
30.0%
40.0%
75k+
Scarborough
Scarborough
100.0%
23.5%
70.0%
83.6%
64.5%
60.0%
80.0%
50.0%
60.0%
40.0%
30.0%
40.0%
15.5%
20.0%
0.9%
0.0%
20.0%
12.0%
12.3%
11.3%
One
Two
Three +
10.0%
0.0%
Own
Scarborough
Rent
Ot her
No
Scarborough
27
WMKS-FM
105.7 FM
Urban Contemporary
Music Description: The Best R&B and Old School.
Steve Harvey Morning Show and Michael Baisden,
the “Bad Boy of Radio” in the afternoons.
Core Artists: Luther Vandross, Alicia Keyes, Anita
Baker, Earth,Wind and Fire, The O’Jays.
GM: Tex Meyer
336-822-2000
DOS: Jan Smith
336-822-2065
GSM: Pierre Troupe
336-822-2030
2-B PAI Park
336-822-2000
28
WMKS has 81,400 weekly listeners.
60% of Kiss FM listeners are between the ages of 25
and 54.
53% of Kiss FM listeners are female and 47% are
male.
81% of Kiss FM listeners are Black, 15% are White.
76% of Kiss FM listeners earn $25K-$74K annually.
66% of Kiss FM listeners are college educated.
70% of Kiss FM listeners are homeowners.
64% of Kiss FM households have children in the home.
77% of Kiss FM listeners live in Guilford and
Forsyth Counties.
From the Spring of ’07 to the Summer of ’07, WMKS’s core
demo Adults 25-54 share decreased 22.5%.
WMKS’s 12+ share decreased 7.3% from the Spring of ’07
29
WMKS-FM 105.7
(Urban Contemporary)
Age Composition
Gender Composition
30.0%
27.0%
Female,
53.0%
25.0%
18.8%
20.0%
15.0%
14.1%
12.4%
11.3%
10.0%
7.9%
8.5%
5.0%
Male,
47.1%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
5.0%
Hispanic,
3.9%
4.0%
3.0%
Other,
14.7%
2.0%
1.0%
0.0%
Black,
81.3%
Arbitron/TAPSCAN
FA06
WI07
SP07
SU07
12+
2.7%
3.4%
3.4%
3.2%
18-34
3.3%
3.1%
3.8%
2.7%
18-49
3.1%
4.4%
4.2%
3.4%
25-54
2.7%
4.6%
4.2%
3.2%
35-64
2.9%
4.3%
4.0%
3.5%
Yadkin
Stokes
2.2%
0.0%
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
39.2%
37.4%
Alamance
4.9%
Davidson
Randolph
10.3%
4.0%
Davie
2.1%
30
WMKS-FM 105.7
(Urban Contemporary)
Duplication
Profession
30.8%
70.0%
50.8%
57.9%
10.7%
53.8%
60.0%
0.0%
50.0%
21.0%
40.0%
20.1%
15.6%
30.0%
14.2%
15.0%
20.0%
10.0%
10.0%
0.0%
10.0%
0.0%
WQMG-FM
WJMH-FM
WKZL-FM
20.0%
30.0%
40.0%
50.0%
60.0%
Blue Collar
White Collar
Sales/Office
Service
WMAG-FM
Arbitron
Scarborough
Household Income
30.0%
26.1%
Education
26.9%
22.9%
25.0%
College Grad
24.7%
18.8%
20.0%
41.0%
Some College
15.0%
HS Grad
10.0%
29.7%
5.3%
Less than HS
5.0%
0.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
69.5%
60.0%
29.2%
20.0%
1.2%
0.0%
Own
Scarborough
20.0%
30.0%
40.0%
50.0%
Scarborough
40.0%
10.0%
75k+
Scarborough
80.0%
4.6%
Rent
Ot her
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
36.0%
27.2%
23.8%
13.0%
No
One
Two
Three +
Scarborough
31
WPAW-FM
93.1 FM
Fresh Country
Music Description: 93.1 The WOLF plays 50
minutes of Fresh Country every hour.
Core Artists: Keith Urban, Carrie Underwood,
Rascal Flatts, Faith Hill, Toby Keith, Tim McGraw,
George Strait, Brooks and Dunn, Kenny Chesney,
Trace Adkins, and Alan Jackson.
GM/VP: Brent Millar
DOS: Lisa Powell
GSM: Angie Burleyson
Cathy Cash-Caudle
336-387-7141
336-387-7146
336-387-7198
336-387-7168
336-605-5200
32
93.1 The Wolf has 141,000 weekly listeners.
54% of 93.1 The Wolf listeners are 25 to 54.
55% of 93.1 The Wolf listeners are female, 45% are male.
99% of 93.1 The Wolf listeners are White.
76% of 93.1 The Wolf listeners earn $35K+ annually.
47% of 93.1 The Wolf listeners are college educated.
73% of 93.1 The Wolf listeners are homeowners.
39% of 93.1 The Wolf households have children in the home.
93.1 The Wolf listeners live through out the Triad.
From the Spring of ’07 to the Summer of ’07, WPAW’s core
demo Adults 25-54 share decreased 6%.
WPAW’s 12+ share decreased 10.3% from the Spring of ’07 to
33
WPAW-FM 93.1
(Fresh Country)
Age Composition
Gender Composition
25.0%
Female,
54.5%
19.4%
20.0%
17.9%
17.0%
15.0%
10.0%
13.2%
13.1%
9.7%
9.7%
5.0%
Male,
45.5%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
Hispanic,
0.0%
8.0%
6.0%
Black, 1.3%
4.0%
2.0%
0.0%
Other,
98.7%
FA06
WI07
SP07
SU07
12+
5.2%
5.2%
5.6%
5.1%
18-34
5.3%
5.6%
6.3%
4.3%
18-49
5.3%
6.0%
6.0%
5.4%
25-54
5.8%
6.2%
6.0%
5.6%
35-64
5.6%
6.2%
5.7%
6.0%
Yadkin
Stokes
2.5%
7.8%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
24.5%
18.9%
Alamance
13.1%
Davidson
Randolph
13.3%
17.2%
Davie
2.6%
34
WPAW-FM 93.1
(Fresh Country)
Duplication
Profession
42.4%
50.0%
36.4%
43.6%
9.4%
40.0%
11.7%
13.5%
30.0%
23.0%
20.4%
14.7%
16.8%
20.0%
15.2%
8.2%
10.0%
0.0%
10.0%
0.0%
WTQR-FM
WKZL-FM
WMAG-FM
20.0%
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
WVBZ-FM
Arbitron
Scarborough
Household Income
Education
33.0%
35.0%
30.0%
25.0%
College Grad
24.4%
25.0%
20.0%
15.0%
10.0%
13.7%
HS Grad
9.9%
42.9%
Less than HS
5.0%
0.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
10.2%
10.0%
20.0%
30.0%
40.0%
50.0%
75k+
Scarborough
Scarborough
80.0%
22.4%
Some College
18.4%
72.8%
70.0%
60.8%
60.0%
60.0%
50.0%
40.0%
40.0%
30.0%
18.6%
8.7%
20.0%
23.1%
20.0%
10.0%
0.0%
8.5%
7.6%
Two
Three +
0.0%
Own
Scarborough
Rent
Ot her
No
One
Scarborough
35
WQMG-FM
97.1 FM
Urban Adult Contemporary
Music Description: The Best R&B, Old School and
Gospel Hits from the 70’s, 80’s, 90’s and today.
“The Tom Joyner Morning Show”
Core Artists: Luther Vandross, Alicia Keys, Fantasia,
Kirk Franklin, Yolanda Adams, Brian McKnight.
VP/GM: Brent Millar
336-387-7141
DOS: Lisa Powell
336-387-7146
GSM: Evainna Ross
336-387-7126
Erin Casey
336-387-7189
336-605-5200
36
WQMG has 146,800 weekly listeners.
59% of WQMG listeners are between the ages of 25-54.
60% of WQMG listeners are female and 40% are male.
90% of WQMG listeners are Black.
68% of WQMG listeners earn $25K-$74K annually.
50% of WQMG listeners are college educated.
56% of WQMG listeners are homeowners.
48% of WQMG households have children in the home.
80% of WQMG listeners live in Guilford and
Forsyth Counties.
From the Spring of ’07 to the Summer of ’07, WQMG’s core
demo Women 25-54 share increased 45.0%.
WQMG’s 12+ share increased 1.0% from the Spring of ’07 to
37
WQMG-FM 97.1
(Urban Adult Contemporary)
Age Composition
Gender Composition
25.0%
19.6%
20.0%
15.0%
19.6%
19.6%
Female,
59.7%
12.4%
10.6%
10.0%
10.0%
8.4%
5.0%
Male,
40.3%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Scarborough
Scarborough
Ethnic Composition
12.0%
10.0%
Hispanic, Other,
1.7%
8.2%
8.0%
6.0%
4.0%
2.0%
0.0%
Black,
90.1%
SU06
FA06
WI07
SP07
SU07
12+
8.7%
8.7%
7.4%
6.9%
7.0%
18-34
4.5%
9.6%
5.8%
4.6%
5.4%
18-49
8.0%
9.1%
7.4%
6.8%
7.4%
25-54
9.7%
8.9%
8.9%
7.9%
8.1%
35-64
11.0%
9.2%
9.2%
9.2%
8.2%
Scarborough
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
50.0%
29.9%
Alamance
10.1%
Davidson
Randolph
4.6%
4.0%
Davie
1.2%
Yadkin
Stokes
0.3%
0.0%
38
WQMG-FM 97.1
(Urban Adult Contemporary)
Duplication
Profession
60.0%
36.7%
30.5%
49.2%
50.0%
19.1%
1.0%
40.0%
11.4%
32.1%
16.6%
11.9%
30.0%
7.2%
20.0%
12.1%
0.0%
10.0%
0.0%
WJMH-FM
WMKS-FM
WKZL-FM
30.0%
40.0%
Blue Collar
White Collar
Sales/Office
Service
7.0%
10.0%
20.0%
WMAG-FM
Arbitron
Scarborough
Household Income
Education
30.0%
25.0%
20.0%
22.0%
23.9%
College Grad
22.4%
18.1%
32.9%
Some College
13.6%
15.0%
HS Grad
10.0%
38.0%
Less than HS
5.0%
0.0%
12.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
20.0%
30.0%
40.0%
Scarborough
55.6%
50.0%
40.0%
10.0%
75k+
Scarborough
60.0%
17.1%
Under 18 In the Home
60.0%
51.7%
50.0%
40.1%
40.0%
30.0%
25.6%
30.0%
20.0%
10.0%
4.3%
14.9%
20.0%
7.9%
10.0%
0.0%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
39
WSJS-AM 600 / WSML-AM 1200
News Talk
Programming Description: News Talk for the
Triad.
Program features including: Locally programmed
news with Smith Patterson, Brian Freeman, J.R.
Snider and Ed Skurka, Rush Limbaugh, Bill O’Reilly
and Sean Hannity .
Owner: Curtis Media Group
GM: Tom Hamilton
336-777-3900
GSM: Tom Hamilton
336-777-3900
875 West 5th Street
Winston-Salem, NC 27101
336-777-3900
40
WSJS/WSML has 81,500 weekly listeners.
92% of WSJS/WSML listeners are over the age of 35.
59% of WSJS/WSML listeners are male and 41% are female.
91% of WSJS/WSML listeners are White and 8% are Black.
86% of WSJS/WSML listeners earn $35K+ annually.
69% of WSJS/WSML listeners are college educated.
96% of WSJS/WSML listeners are homeowners.
28% of WSJS/WSML households have children in the home.
47% of WSJS/WSML listeners live in Forsyth County.
From the Spring of ’07 to the Summer of ’07, WSJS/WSML’s
core demo Men 35+ share increased 44.1%.
WSJS/WSML’s 12+ share increased 1.1% from the Spring of ’07
41
(News Talk)
Age Composition
Gender Composition
35.0%
32.4%
Female,
41.0%
30.0%
25.0%
20.3%
20.0%
22.3%
16.8%
15.0%
10.0%
5.0%
4.9%
1.1%
2.3%
Male,
58.9%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
5.0%
Hispanic,
4.2%
Black,
7.9%
4.0%
3.0%
2.0%
1.0%
0.0%
Other,
87.9%
SU06
FA06
WI07
SP07
SU07
12+
3.2%
2.6%
2.9%
3.6%
3.6%
18-34
0.0%
1.0%
0.3%
0.8%
0.3%
18-49
0.9%
0.9%
0.9%
1.4%
2.0%
25-54
1.5%
1.0%
1.4%
2.3%
2.5%
35-64
3.3%
1.8%
2.5%
3.3%
3.9%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
21.5%
47.1%
Alamance
6.6%
Davidson
Randolph
9.9%
0.5%
Davie
5.2%
Yadkin
Stokes
2.2%
7.2%
42
(News Talk)
Duplication
Profession
20.0%
18.0%
23.8%
17.4%
42.5%
16.1%
16.0%
12.0%
14.4%
2.2%
14.0%
12.9%
6.8%
12.0%
9.6%
10.0%
15.6%
20.1%
8.0%
6.0%
0.0%
4.0%
10.0%
2.0%
0.0%
WTQR- FM
WKRR- FM
WMAG- FM
WPAW- FM
Arbitron
40.0%
50.0%
Education
60.0%
50.5%
50.0%
College Grad
40.0%
Some College
30.0%
30.7%
37.8%
24.8%
HS Grad
20.0%
9.9%
11.1%
26.1%
Less than HS
3.6%
0.0%
5.3%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
96.2%
100.0%
80.0%
60.0%
3.8%
0.0%
Rent
Ot her
0.0%
Own
Scarborough
20.0%
30.0%
40.0%
Scarborough
40.0%
20.0%
10.0%
75k+
Scarborough
120.0%
30.0%
Scarborough
Household Income
10.0%
20.0%
Blue Collar
White Collar
Sales/Office
Service
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
72.2%
10.2%
No
One
13.4%
4.2%
Two
Three +
Scarborough
43
WSMW-FM
98.7 FM
Adult Hits / Variety
Music Description:Top Hits from the 60’s, 70’s,
80’s and 90’s. “We Play Everything”
Core Artists: 2500 song playlist with artists from
Journey to Janet, Donna Summer to Def Leppard,
Abba to Aerosmith, Beatles to Bananarama.
GM/VP: Brent Millar
336-387-7141
DOS: Lisa Powell
336-387-7146
GSM: Angie Burleyson
Cathy Cash-Caudle
336-387-7198
336-387-7168
336-605-5200
44
98.7 Simon has 122,400 weekly listeners.
73% of Simon listeners are between the ages of 25-54.
54% of Simon listeners are female and 46% are male.
94% of Simon listeners are White.
70% of Simon listeners earn over $50K annually.
64% of Simon listeners are college educated.
77% of Simon listeners are homeowners.
51% of Simon households have children in the home.
Simon listeners live throughout the 8 County Metro.
From the Spring of ’07 to the Summer of ’07, WSMW
Simon’s core demo Adults 25-54 increased 11.1%.
WSMW Simon’s 12+ share increased 8.2% from the Spring
of ’07 to the Summer of ‘07.
45
WSMW-FM 98.7
(Adult Hits / Variety)
Age Composition
Gender Composition
40.0%
36.0%
35.0%
Female,
54.1%
30.0%
25.0%
22.1%
20.0%
14.8%
15.0%
10.0%
9.3%
9.2%
6.2%
5.0%
2.5%
Male,
45.9%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
8.0%
Black,
6.5%
6.0%
Hispanic,
1.6%
4.0%
2.0%
0.0%
Other,
91.9%
SU06
FA06
WI07
SP07
SU07
12+
3.2%
3.8%
3.9%
3.9%
4.2%
18-34
4.2%
6.1%
5.3%
6.3%
3.8%
18-49
4.5%
5.7%
5.6%
5.7%
5.9%
25-54
4.6%
5.5%
5.7%
5.6%
6.2%
35-64
3.5%
3.8%
4.5%
3.8%
5.5%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
43.0%
23.6%
Alamance
9.5%
Davidson
Randolph
8.7%
9.5%
Davie
1.0%
Yadkin
Stokes
1.4%
3.5%
46
WSMW-FM 98.7
(Adult Hits / Variety)
Duplication
Profession
23.4%
35.0%
29.2%
61.2%
27.8%
30.0%
11.2%
6.3%
22.2%
25.0%
22.0%
18.3%
20.0%
4.8%
29.2%
15.0%
13.7%
10.0%
0.0%
10.0%
5.0%
WM AG-FM
WKRR-FM
30.0%
40.0%
50.0%
60.0%
70.0%
Blue Collar
White Collar
Sales/Office
Service
0.0%
WKZL-FM
20.0%
WVBZ-FM
Arbitron
Scarborough
Household Income
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Education
41.4%
College Grad
28.6%
13.2%
43.2%
20.3%
Some College
HS Grad
30.4%
10.4%
6.5%
Less than HS
6.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
20.0%
30.0%
40.0%
50.0%
Scarborough
Scarborough
100.0%
10.0%
75k+
60.0%
77.1%
50.0%
80.0%
49.1%
40.0%
60.0%
30.0%
40.0%
21.0%
20.0%
24.2%
17.8%
20.0%
1.9%
0.0%
8.9%
10.0%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
47
WTHZ-FM
94.1 FM
Oldies/Classic Hits
Music Description: Your station for the Oldies.
Core Artists: The Beatles, Doobie Brothers, The Doors,
Four Tops, Hall & Oates, Supremes, Rod Stewart,
James Taylor, Rolling Stones, Billy Joel and The Beach
Boys.
Owner: Davidson Broadcasting
GM/VP: Gig Hilton
336-248-2716
DOS: Tom Collins
336-248-2716
GSM: Tom Collins
336-248-2716
200 Radio Drive
Lexington, NC 27292
336-248-2716
48
Majic 94.1 has 100,000 weekly listeners.
66% of Majic 94 listeners are between the ages of 45
and 64.
54% of Majic 94 listeners are female and 46% are
male.
97% of Majic 94 listeners are White.
77% of Majic 94 listeners earn over $35K annually.
60% of Majic 94 listeners are college educated.
82% of Majic 94 listeners are homeowners.
35% of Majic 94 households have children in the home.
77% of Majic 94 listeners live in Guilford, Forsyth and
Davidson Counties.
From the Spring of ’07 to the Summer of ’07, WTHZ Majic
94’s core demo Adults 35+ increased 3.2%.
WTHZ Majic 94’s 12+ share remained the same from the
Spring of ’07 to the Summer of ‘07.
49
WTHZ-FM 94.1
(Oldies/Classic Hits)
Age Composition
40.0%
Gender Composition
35.3%
35.0%
Female,
54.4%
30.0%
25.0%
20.0%
20.0%
18.4%
15.0%
10.0%
10.3%
5.4%
5.1%
5.6%
12-17
18-24
25-34
5.0%
Male,
45.6%
0.0%
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
8.0%
Black,
2.2%
6.0%
Hispanic,
0.6%
4.0%
2.0%
0.0%
Other,
97.2%
WI07
SP07
SU07
12+
4.4%
3.8%
3.8%
18-34
2.3%
2.0%
1.1%
18-49
3.1%
3.0%
2.8%
25-54
5.3%
4.3%
4.4%
35-64
6.4%
5.6%
6.0%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
25.6%
31.8%
Alamance
0.8%
Davidson
Randolph
19.5%
10.2%
Davie
1.2%
Yadkin
Stokes
2.9%
8.1%
50
WTHZ-FM 94.1
(Oldies/Classic Hits)
Duplication
Profession
35.0%
34.5%
29.3%
46.1%
30.0%
12.5%
24.4%
25.0%
2.2%
21.0%
19.4%
18.3%
20.0%
19.9%
12.1%
15.0%
14.5%
10.0%
0.0%
5.0%
10.0%
0.0%
WM AG-FM WSM W-FM WTQR-FM
20.0%
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
WKZL-FM
Arbitron
Scarborough
Household Income
35.0%
Education
30.5%
30.0%
30.0%
College Grad
25.4%
25.0%
15.0%
34.8%
Some College
20.0%
16.3%
12.4%
HS Grad
10.7%
33.1%
10.0%
Less than HS
5.0%
0.0%
6.8%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
20.0%
30.0%
40.0%
Scarborough
Scarborough
100.0%
10.0%
75k+
70.0%
81.7%
65.4%
60.0%
80.0%
50.0%
60.0%
40.0%
40.0%
30.0%
18.3%
20.0%
18.0%
20.0%
0.0%
0.0%
10.0%
6.9%
9.6%
Two
Three +
0.0%
Own
Scarborough
Rent
Ot her
No
One
Scarborough
51
WTQR-FM
104.1 FM
Country
Music Description: Today’s Best Country and Your
All Time Favorites. “The Official Good Morning,
Good Morning, Good Morning Show”.
Core Artists: Toby Keith, Kenny Chesney, Keith
Urban, Reba McEntire, Rascal Flatts, Gretchen
Wilson, George Strait, Dolly Parton and Garth
Brooks.
GM: Tex Meyer
336-822-2000
DOS: Jan Smith
336-822-2065
GSM: Lisa Fields
336-822-2005
2-B PAI Park
336-822-2000
52
WTQR has 187,400 weekly listeners.
66% of WTQR listeners are over the age of 35.
55% of WTQR listeners are female and 45% are male.
97% of WTQR listeners are White.
55% of WTQR listeners earn $50K+ annually.
57% of WTQR listeners have a H.S. degree or less.
80% of WTQR listeners are homeowners.
40% of WTQR households have children in the home.
59% of WTQR listeners live in the western counties of
Forsyth, Davidson, Davie, Yadkin and Stokes.
From the Spring of ’07 to the Summer of ’07, WTQR’s core
demo Adults 35+ share decreased 14.9%.
WTQR’s 12+ share decreased 9.8% from the Spring of ’07
53
WTQR-FM 104.1
(Country)
Age Composition
Gender Composition
20.0%
17.2%
18.0%
16.0%
15.6%
10.0%
8.0%
16.4%
14.6%
13.6%
14.0%
12.0%
15.4%
Female,
54.6%
7.2%
6.0%
4.0%
Male,
45.4%
2.0%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
15.0%
10.0%
Black, 3.3%
Hispanic, 0.0%
5.0%
0.0%
SU06
FA06
WI07
SP07
SU07
10.0%
8.0%
7.1%
6.4%
5.8%
18-34
7.9%
5.1%
7.6%
4.3%
4.3%
18-49
10.3%
6.6%
7.0%
5.7%
4.7%
25-54
10.3%
7.5%
6.4%
5.8%
4.7%
35-64
11.7%
8.8%
6.3%
6.6%
5.6%
12+
Other, 96.7%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
22.4%
21.3%
Alamance
6.9%
Davidson
Randolph
19.6%
11.8%
Davie
4.6%
Yadkin
Stokes
5.1%
8.3%
54
WTQR-FM 104.1
(Country)
Duplication
35.0%
Profession
23.7%
32.8%
38.9%
28.9%
30.0%
4.5%
6.0%
25.0%
18.7%
18.4%
20.0%
13.1%
15.0%
7.8%
13.0%
12.4%
10.0%
0.0%
5.0%
10.0%
0.0%
WPAW-FM
WKZL-FM
WMAG-FM
20.0%
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
WSMW-FM
Arbitron
Scarborough
Household Income
Education
35.0%
30.7%
30.0%
College Grad
25.0%
20.0%
15.0%
16.1%
24.5%
27.0%
Some College
14.7%
14.8%
15.3%
HS Grad
42.2%
10.0%
Less than HS
5.0%
0.0%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
10.0%
20.0%
30.0%
40.0%
50.0%
75k+
Scarborough
Scarborough
100.0%
14.7%
70.0%
80.3%
60.2%
60.0%
80.0%
50.0%
60.0%
40.0%
30.0%
40.0%
12.8%
20.0%
6.9%
23.1%
20.0%
9.1%
10.0%
0.0%
7.6%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
55
WVBZ-FM
100.3 FM
Album Oriented Rock
Music Description: No Rules – Just Rock, “John Boy
and Billy Big Show”.
Featuring the harder music styles of Core Artists:
Aerosmith, Rush, Jimi Hendrix, Led Zeppelin, ZZ Top,
Boston, Yes, Tesla and Guns & Roses.
GM: Tex Meyer
336-822-2000
DOS: Jan Smith
336-822-2065
GSM: Brian Grube
336-822-2074
2-B PAI Park
336-822-2000
56
The Buzzard has 94,800 weekly listeners.
69% of the Buzzard’s listeners are between the ages of
25 and 54.
68% of the Buzzard’s listeners are male and 32% are female.
97% of the Buzzard’s listeners are White.
60% of the Buzzard’s listeners earn $50K+ annually.
60% of the Buzzard’s listeners are college educated.
73% of the Buzzard’s listeners are homeowners.
49% of the Buzzard’s households have children in the home.
The Buzzard’s listener base is spread evenly across
the 8 County Metro.
From the Spring of ’07 to the Summer of ’07, the Buzzard’s core
demo Men 25-54 share increased 3.5%.
The Buzzard’s 12+ share increased 3.8% from the Spring of ’07
57
WVBZ-FM 100.3
(Album Oriented Rock)
Age Composition
30.0%
Gender Composition
Female,
31.8%
27.4%
25.0%
21.2%
20.2%
20.0%
15.0%
10.0%
9.9%
11.6%
6.8%
3.2%
5.0%
Male,
68.3%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
6.0%
Black,
3.3%
5.0%
Hispanic,
0.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Other,
96.8%
Arbitron/TAPSCAN
SU06
FA06
WI07
SP07
SU07
12+
3.7%
3.8%
3.1%
2.6%
2.7%
18-34
5.0%
4.6%
3.3%
1.8%
3.0%
18-49
4.6%
5.5%
4.3%
3.0%
3.6%
25-54
3.8%
5.6%
4.1%
3.2%
3.4%
35-64
3.4%
4.6%
3.9%
3.3%
3.3%
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
26.7%
22.7%
Alamance
8.4%
Davidson
Randolph
14.4%
15.2%
Davie
4.5%
Yadkin
Stokes
1.5%
6.5%
58
WVBZ-FM 100.3
(Album Oriented Rock)
Duplication
40.0%
Profession
42.8%
33.8%
38.3%
35.0%
28.4%
30.0%
17.1%
26.9%
5.1%
24.8%
25.0%
22.8%
20.6%
20.0%
13.4%
15.0%
2.2%
10.0%
5.0%
0.0%
10.0%
0.0%
WKRR-FM
WSMW-FM
WKZL-FM
20.0%
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
WTQR-FM
Arbitron
Scarborough
Household Income
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
Education
35.3%
College Grad
25.0%
15.8%
10.8%
29.8%
Some College
13.1%
HS Grad
10.0%
5.0%
0.0%
31.1%
Less than HS
9.1%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
5.0%
10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
75k+
Scarborough
Scarborough
80.0%
30.0%
73.4%
60.0%
50.8%
50.0%
60.0%
40.0%
40.0%
20.5%
20.0%
29.6%
30.0%
6.2%
18.8%
20.0%
10.0%
0.0%
0.9%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
59
WZTK-FM
101.1 FM
News Talk
Programming Description: North Carolina’s New
Leader in Talk Radio
Featured Programs: “Brad and Britt in the
Morning”, Neal Boortz, Clark Howard, Alan
Handleman, Michael Savage, Alan Colmes and
John and Jeff. ABC News Radio and Associated
Press. Smooth Jazz Weekends.
Owner: Curtis Media Group
GM/VP: Bill Whitley
336-584-0126
DOS: Bill Whitley
336-584-0126
PO Box 119
Burlington, NC 27215
336-584-0126
60
FM Talk 101.1 has 70,100 weekly listeners.
82% of FM Talk 101.1 listeners are over the age of 35.
64% of FM Talk 101.1 listeners are male and 36%
are female.
89% of FM Talk 101.1 listeners are White and 11% are
Black.
70% of FM Talk 101.1 listeners earn over $50K+ annually.
60% of FM Talk 101.1 listeners are college educated.
83% of FM Talk 101.1 listeners are homeowners.
48% of FM Talk 101.1 households have children in the home.
68% of FM Talk 101.1 listeners live in Guilford and
Alamance Counties.
From the Spring of ’07 to the Summer of ’07, FM Talk 101.1’s
core demo Men 35+ share increased 11.9%.
FM Talk 101.1’s 12+ share increased 3.7% from the Spring of
’07 to the Summer of ‘07.
61
WZTK-FM 101.1
(News Talk Information)
Age Composition
Gender Composition
30.0%
Female,
35.8%
25.8%
25.0%
21.5%
18.4%
20.0%
16.1%
15.0%
10.7%
10.0%
5.0%
4.9%
2.7%
Male,
64.2%
0.0%
12-17
18-24
25-34
35-44
45-54
55-64
65+
Arbitron/TAPSCAN
Arbitron/TAPSCAN
Ethnic Composition
5.0%
Black,
11.4%
Hispanic,
0.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Other,
88.6%
SU06
FA06
WI07
SP07
SU07
12+
2.1%
3.3%
2.7%
2.7%
2.8%
18-34
1.7%
1.8%
2.3%
2.5%
2.2%
18-49
1.8%
3.5%
2.9%
2.6%
2.3%
25-54
2.1%
4.0%
3.5%
3.1%
3.1%
35-64
2.0%
4.5%
3.2%
3.0%
3.5%
Arbitron/TAPSCAN
Arbitron/TAPSCAN
County Composition
Guilford
Forsyth
54.2%
12.1%
Alamance
14.2%
Davidson
Randolph
2.9%
11.5%
Davie
0.0%
Yadkin
Stokes
0.0%
5.0%
62
WZTK-FM 101.1
(News Talk Information)
Duplication
18.4%
20.0%
Profession
18.0%
39.7%
18.0%
42.3%
15.7%
13.8%
16.0%
14.3%
15.3%
14.0%
13.8%
12.0%
10.6%
10.0%
14.9%
13.5%
8.0%
6.0%
0.0%
10.0%
4.0%
0.0%
WKRR-FM
WTQR-FM
30.0%
40.0%
50.0%
Blue Collar
White Collar
Sales/Office
Service
2.0%
WMAG-FM
20.0%
WSJS/ WSML
Arbitron
Scarborough
Household Income
Education
38.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
32.2%
College Grad
30.5%
Some College
29.5%
15.9%
HS Grad
7.2%
6.7%
36.8%
Less than HS
3.2%
0.0%
Under $25k
25k-34k
35k-49k
50k-74k
20.0%
30.0%
40.0%
Scarborough
Scarborough
100.0%
10.0%
75k+
60.0%
83.2%
51.7%
50.0%
80.0%
40.0%
60.0%
30.0%
40.0%
12.0%
20.0%
21.7%
15.9%
20.0%
4.9%
0.0%
10.8%
10.0%
0.0%
Own
Scarborough
Rent
Ot her
No
One
Two
Three +
Scarborough
63
Top 5 Stations Per Demographic Group
Demo
#1
#2
#3
#4
#5
Teens 12-17
WJMH
WKZL
WPAW
WMKS*
WTQR*
Adults 18-34
WJMH
WGBT*
WKZL*
WQMG
WPAW
Adults 18-49
WJMH
WQMG
WKZL
WSMW
WGBT
Adults 25-49
WQMG
WSMW
WJMH
WKZL
WPAW
Adults 25-54
WQMG
WSMW
WKZL
WPAW
WJMH
Adults 35-64
WQMG
WMAG
WPAW*
WTHZ*
WTQR
Women 18-34
WJMH
WKZL
WGBT
WQMG
WSMW
Women 18-49
WQMG
WJMH
WKZL
WSMW
WPAW
Women 25-49
WQMG
WKZL
WSMW
WJMH
WMAG
Women 25-54
WQMG
WSMW*
WKZL*
WMAG
WPAW
Women 35-64
WQMG
WMAG
WPAW*
WSMW*
WTHZ
Men 18-34
WJMH
WGBT
WKZL
WVBZ
WPAW
Men 18-49
WJMH
WGBT
WKRR
WVBZ
WPAW
Men 25-49
WGBT
WJMH*
WKRR*
WPAW**
WTQR**
Men 25-54
WGBT
WKRR
WJMH*
WPAW*
WVBZ*
Men 35-64
WKRR*
WTQR*
WSJS**
WTHZ**
WPAW
Arbitron Summer 2007
Monday – Sunday 6am – 12 Midnight Rating
* Denotes tie, ** Denotes tie
64
Average Quarter Hour Persons / Rating Table
Station
18-34
25-54
35-64
WGBT-FM
3,500 AQH
1.1 Rating
3,500 AQH
0.6 Rating
1, 200 AQH
0.2 Rating
WJMH-FM
5,800 AQH
1.9 Rating
4,500 AQH
0.8 Rating
2,300 AQH
0.4 Rating
WKRR-FM
1,200 AQH
0.4 Rating
3,400 AQH
0.6 Rating
3,200 AQH
0.6 Rating
WKZL-FM
3,500 AQH
1.1 Rating
4,700 AQH
0.8 Rating
2,700 AQH
0.5 Rating
WMAG-FM
1,000 AQH
0.3 Rating
4,200 AQH
0.7 Rating
4,900 AQH
0.9 Rating
WMKS-FM
1,000 AQH
0.3 Rating
2,600 AQH
0.5 Rating
2,700 AQH
0.5 Rating
WPAW-FM
1,600 AQH
0.5 Rating
4,500 AQH
0.8 Rating
4,600 AQH
0.9 Rating
WQMG-FM
2,000 AQH
0.7 Rating
6,500 AQH
1.1 Rating
6,300 AQH
1.2 Rating
WSJS/WSML
100 AQH
0.0 Rating
2,000 AQH
0.4 Rating
3,000 AQH
0.6 Rating
WSMW-FM
1,400 AQH
0.5 Rating
5,000 AQH
0.9 Rating
4,200 AQH
0.8 Rating
WTHZ-FM
400 AQH
0.1 Rating
3,500 AQH
0.6 Rating
4,600 AQH
0.9 Rating
WTQR-FM
1, 600 AQH
0.5 Rating
3,800 AQH
0.7 Rating
4,300 AQH
0.8 Rating
WVBZ-FM
1,100 AQH
0.4 Rating
2,700 AQH
0.5 Rating
2,500 AQH
0.5 Rating
WZTK-FM
800 AQH
0.3 Rating
2,500 AQH
0.4 Rating
2,700 AQH
0.5 Rating
AQH = Average Quarter Hour / :15 minute person reach Summer 07 M-Sun 6a-12m
Rating = % of the population reached in given demo and daypart
65
66
67
Glossary of Research Terms
Age Composition % of a station’s listener base within a specified
age range.
Average Quarter Hour Persons Average number of persons who
listened to a radio station for a minimum of 5 minutes during a
quarter hour in a specified time period.
Children In The Home % of a radio station’s listener base 18+
illustrating the number of children in a household.
County Composition % of a radio station’s listeners that live in
specified metro counties.
Cume The number of different people who listened to a radio
station for a minimum of 5 minutes during a specified time period.
Education % of a radio station’s listener base of adults 18+ and the
level of education achieved.
Ethnic Composition % of a station’s listeners that is White, Black
or Hispanic.
Gender Composition % of a station’s listeners that is male or
female.
Household Income % of a radio station’s listener base of adults
18+ within a specified income range.
Household Size % of a radio station’s listener base 18+ illustrating
the number of persons residing in the household.
Rating Average number of persons expressed as a percentage
who listened to a radio station during a specified time period.
Share Trends a graph plotting the share of radio listeners over five
rating periods. Data includes a 12+ share trend for all stations and
a share trend of the stations’ primary demographic
(ex: 18-34 or 25-54).
68
Radio Statistics: American Media Service Study
The Survey Found That:
•
78% of respondents said radio is important in their
everyday lives.
•
91% of respondents said radio is important in
American life in general.
•
Nearly three-quarters (74%) said they listen to radio
at least once a day.
•
78% usually tune to a local radio station when they
get in their car.
•
64% said they were listening to radio as much as, or
more than, they were five years ago.
•
More people had a favorite local radio personality in
their local markets (37%) than a favorite television
personality percent (32%), newspaper personality
(7%) or personality on a local internet site (1%).
The American Media Services, radio index can be viewed at www.americanmediaservices.com.
69
Entercom Integrated Marketing Services
“The Results You Expect – The Service You Deserve”
On-Air Advertising:
Commercials (:15/:30/:60)
DJ Endorsement
Sponsorship ID
Product Placement
On-Site Opportunities:
Station Remote
Sampling/Merchandising
DJ Appearance
Internet Advertising:
Video Gateway Advertising
Promotions On Demand
Streaming Advertising
Banner Advertising
Email Blasts
Event Marketing:
102 JAMZ Birthday Bash (WJMH)
Rhythms of Triumph (WQMG / WJMH / WEAL)
Kids Carnival (All six stations)
Picnic in the Plaza (WSMW)
Stone Soul Picnics (WQMG)
SUPERJAM (WJMH)
93.1 The Wolf Benefit Golf Tournament (WPAW)
Client Services Department:
Research -Individualized
Creative – Award winning branding & image campaigns
Public Relations – Cause Related Marketing
70

WJMH-FM - Entercom Greensboro

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