• BAKERSFIELD
  2009 REALTOR® Consumer Awareness Advertising Campaign

Radio Component: State and Regional Highlights

• Statewide campaign highlights:
  -  Total number of radio spots over an 11-week period (4/20-7/5):
•     19,136
• -  8 Total Weeks on air: 
•     4/22-4/26   5/13-5/17    6/3-6/7    6/24-6/28
•     4/29-5/3    5/20-5/24    6/10-6/14    7/1-7/5
• -  The C.A.R. message will be seen or heard statewide nearly 76
•     million times
• -  Radio station selection based on qualitative data for aged 35 to 
•     64 (homebuyers and sellers)
• -  All radio spots will air during prime radio periods: AM drive
•     through PM Wed-Sun
• -  5 and 10-second "brought to you by" sponsorships will air in all
•     markets statewide
• 
  Bakersfield Summary: Radio
• Total number of purchased spots: 432
• 
  FM Stations                                             
  KGFM 101.5 Soft Adult Contemporary 
• KUZZ 107.9 Country
  KEBT-FM 96.9 Regional Mexican
• 
  AM Stations
  KBFP 800 Spanish Adult Hits
• 
  Highlights:
  -  100% percent of spots air between 6 a.m. and 7 p.m. during
•     peak listening
  -  96 "brought to you by" sponsorship :05 or :10 spots in
•     news/traffic/weather reports
  -  Includes two of the top three stations against the target 
•     audience in average quarter hour (AQH) Arbitron Ratings
  -  38% reach with 8.4x frequency against Adults 35-64