MONTEREY/SALINAS/SANTA CRUZ

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  

• Monterey  Summary: Radio
• Total number of purchased spots:    1,096
•                                                                             
• FM Stations
• KWAV   96.9 Adult Contemporary                                  
• KHIP     104.3 Classic Rock                                                       
• KPIG     107.5 Adult Alt.                                              
• KCDU    101.7 Contemporary Hits                                   
• KKHK    95.5 Classic Rock
•  
• AM Stations  
• KGO 810 News
• KCBS 740 News
• KIDD  630  Nostalgia
• KION  1460 News/Talk

• Highlights:
• -  100% percent of spots air between 6 a.m. and 7 p.m. during
•     peak listening
• -  48 "brought to you by" sponsorship :05 or :10 spots  in
•     news/traffic/weather reports
• -  Includes market’s three of the top four stations in average
•     quarter hour (AQH) Arbitron Ratings
• -  38% reach with 18.4x frequency against Adults 35-64