MERCED

2009 REALTOR® Consumer 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

• Merced  Summary: Radio

  Total number of purchased spots:    900

• FM Stations                                                      
  KABX    97.5 Oldies
• KUBB   96.3 Country
• KOND   92.1 Spanish
• KJSN    95.7 Classic Rock
• KHKK   104.1  Classic Rock

• AM Stations
• KMJ      580 News/Talk

• Highlights:
• -  100% percent of spots air between 6 a.m. and 7 p.m. during 
•     peak listening
• -  144 "brought to you by" sponsorship :05 and :10 spots in
•     news/traffic/weather reports
• -  Includes market’s top two stations in average quarter hour
•     (AQH) Arbitron Ratings and four of the top seven stations
• -  48% reach with 11x frequency against Adults 35-64