MODESTO

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

Modesto  Summary: Radio

Total number of purchased spots:     808

• FM Stations                                                      
  KHKK  104.1  Classic Rock
• KJSN    102.3 Adult Contemporary                                             
• KBBU   93.9 Spanish  
• KMRQ  96.7 Rock
• KOSO  93.1 Modern Adult Contemporary
• KHKK   104.1  Classic Rock
• KHTN    104.7 Top 40
•  
• AM Stations
  KCBS   740  News
• KSTE  650 Talk
• KFIV     1360 News/Talk
  
  Highlights:

-  100% percent of spots air between 6 a.m. and 7 p.m. during

    peak listening

-  72 "brought to you by" sponsorship :05 or :10 spots  in

    news/traffic/weather reports

-  Includes market’s four of the top five stations in average quarter

    hour (AQH) Arbitron Ratings

-  42% reach with 10.5x frequency against Adults 35-64