k frog media kit 3 31 09
TRANSCRIPT
Station Overview Riverside/San Bernardino Co.
KFRG 95.1 – CountryServing Riverside/San Bernardino Market (Inland Empire)/Los Angeles & Orange County; Core Audience: Adults 25-54
K-FROG has been the #1 station in the Inland Empire for 38 consecutive Arbitron books. This is the exclusive heritage country station which dominates the Riverside/San Bernardino Market. www.kfrog.com
“Temecula Frog” KXFG 92.9 – CountryServing Temecula/Murietta/Sun City; Core Audience: Adults 25-54
“K-Frog 92.9” is the “local frog” for the Temecula/Murrieta area. Same great music and on-air personalities as KFRG programmed with local weather, traffic, promotions and commercials. Nominated in Temecula as “Gold Business of the Year”, K-Frog 92.9 is a clear and dominate marketing force for Temecula/Murrieta Valley. www.kfrog.com
“High Desert Frog” KVFG 103.1 – CountryServing the High Desert (Victorville/Hesperia/Apple Valley)Core Audience: Adults 25-54
“K-FROG 103.1” is the “local frog” for the Victorville & Hesperia area. Same great music and on-air personalities as KFRG programmed with local weather, traffic, promotions, events, traffic and commercials. “K-FROG 103.1” is a leading media outlet in the community. www.kfrog103.com
KEZN 103.1 – Soft RockServing the Palm Springs Market (The Coachella Valley)Core Audience: Adults 25-54
EZ-103.1’s strategic mix of music, combined with talented personalities and adult-oriented promotions make it a leading station in the Coachella Valley! Local news, traffic and commercials combined with community participation make EZ-103.1 a popular choice amongst residents and visitors to the Palm Springs area. www.ez103.com
KRAK 910AM – Adult Standards/NostalgiaServing the High Desert (Victorville/Hesperia/Apple Valley)Core Audience: Adults 35+
Local and national programs targeting niche audiences. Playing hits from Frank Sinatra to Barry Manilow and special talk programs covering topics of interest to the local market; sports (Los Angeles Dodgers & High Desert Mavericks), finance, health and community news. www.stardust910.com
Facility: KFRG 95.1FM - 50,000 Watts3,419 foot antenna heights above sea level
Audience: Active, affluent adults in the prime 25-54 consumer demographic.
Music: “K-Frog California Country”“60 Minutes Non-Stop on K-Frog””
Info: Award-winning news coverage anchored by Jeff Davis
Personalities:
5a-9a Scott and Tommy, “The Frogmen in the Morning”
9a-12p Heather Froglear
12p-3p Christy McLeap
3p-6p Leapin’ Lee
6p-12m Donald Jump
12m-5a Dennis Hopper
Ownership: In the Inland Empire, Temecula Valley, High Desert & Palm Springs, CBS Radio owns and operates KFRG, KXFG, KVFG, KRAK, KEZN.
Promotion: Foreground on-air promotions designed to keep our active listeners involved with station and receptive to your message.
Advertising: The most aggressive radio station in advertising and marketing. When Los Angles TV Station, KNBC Channel-4 wanted community updates, they chose “The “Frogmen In The Morning” to do a segment each weekday morning.
STATION PROFILESTATION PROFILE
K-FROG 95.1’s carefully researched music mix, combined with warm personalities and adult-appeal promotions, provide a foreground for
your business message!
HHI $50,000+
Own 2+ Vehicles
Any RestaurantPst Wk
Own Home
Access To TheInternet
Own Computer
Any HealthInsurance
At Home, 44%
Away From Home, 56%
LISTENING
2%
25%
73%
Black Hispanic Other
ETHNIC
Source: Arbitron Riv/SB Metro; PPM Feb.‘09/Jan.’09/Dec.‘08; AQH Comp %; M-Su 6a-12m; P12+
AUDIENCE COMPOSITION
86%86%
84%84%
82%82%
79%79%
76%76%
69%69%
81%81%
Source: Scarborough Research; Aug. ’07-July ‘08; LA DMA; M-Su 6a-12m; A18+
PTB New or UsedVeh Nxt Yr
Have Mutual Funds
Any Casino Pst Yr
Adults 25-54
Any Investment
Home Value $300K+
Some College ormore
373,057
364,265
351,990
348,821
326,991
298,314
341,038
71%71%
68%68%
63%63%
58%58%
Over 1 In 5 ListenersAre Buying Or Leasing
A New Or Used Vehicle In The Next Year
65%65%
304,805
293,192
281,623
273,553
250,145
183,223
98,120
42%42%
23%23%
12%10%
17%
12%
28%
12%9%
T12-17 A18-34 A25-34 A35-44 A45-54 A55-64 A65+
Source: Arbitron Riv/SB Metro; PPM Feb.‘09/Jan.’09/Dec.‘08; AQH Comp %; M-Su 6a-12m; P12+
2%
25%
73%
Plan To Buy New Or Used Vehicle
Next Year
KOLA KFRGOwn Residence 280,152 348,821Market Value of Owned Home $300,000+ 237,578 293,192Household Income $50,000+ 228,737 298,314Some College or More 243,881 304,805Married 255,442 282,944Adults 25-54 238,088 273,553Plan To In The Next Year…Buy High Definition Television 44,006 72,712Buy or Lease NEW Vehicle 65,305 72,505Buy Primary House or Condo or 2nd Home 4,825 15,295Buy Power Boat 2,646 5,685Buy Personal Watercraft 3,121 5,458Household Owns/HasComputer 279,316 364,265Access To The Internet 288,315 351,9902+ Vehicles (own or lease) 278,991 326,991Any Investment 244,049 281,623Motorcycle 27,806 36,613RV 18,066 30,339ATV (all-terrain vehicle) 9,242 13,660Primary Decision Maker of HHLD ItemsNew Vehicle (not used) 194,700 219,801Furniture 196,825 238,293Large Kitchen Appliances 202,474 245,758
Source: Scarborough Research; Adults 18+; M-Su 6a-12mid; Aug. ’07-July ‘08; LA DMA Survey Area
Source: Scarborough Research; Los Angeles DMA; Adults 18+; M-Su 6a-12m; August ‘07-July ‘08
KGGI KFRG
28,881 60,909
223,395
28,646 58,998
15,412
47,936
183,223
36,613
93,270
304,805
57,403
Some College Grador more
Own 2nd Home Own Pool or Spa Own Motorcycle Have Mutual Fund Used Full ServiceStock Broker
KGGI KFRG
73,117
202,433
253,251
46,55158,219
192,832 197,546
282,944
234,793
89,501107,297
281,623
348,821
165,032
Own Residence Home Value$500K+
Any Investment IRA Certificate ofDeposit (CD)
HHI $75,000+ Married
Inland Empire RadioStation Listener Profile
KCAL-FM (Active Rock): 185,733 Listeners;Over 63% are Men; Over 61% are 18-34 yrs old; Over 36% are renters.
KCXX-FM (Alternative): 164,760 Listeners;49% are 18-24 yrs old; 80% are 18-34 yrs old; 8% are looking for work; Over 44% have blue collar jobs; Only 5% are college grads or more.
KGGI-FM (Rhythmic Contemporary Hit):548,336 Listeners; Over 44% are 18-24 yrs old;73% are 18-34 yrs old; Over 46% are renters; Only 9% are college grads or more; 11% are looking for work.
KOLA-FM (Classic Hits): 398,159 Listeners;68% are 45+ yrs old.
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KFRG-FM (Country): 432,128 ListenersOver 97% of listeners are 25+ yrs old; 63% are 25-54 yrs old; 69% have household incomes of $50,000 or more; 81% own their homes; Over 25% are college grads or more; 71% have some college or more.
Source: Scarborough Research–Inland Empire English Speaking Stations; M-Su 6a-12m Persons 18+– LA DMA Survey Area – August ‘07 to July ’08.
San Bernardino/Riverside/Orange Co./LA Temecula Valley/Sun City/Murrieta Victorville/Hesperia/Apple Valley
The 4th Annual Radiothon Held October 18th & 19th, 2005
Raised Over $443,000!
The 3rd Annual Radiothon Held October 19th & 20th, 2004
Raised Over $366,495!
For The Last 7 Years, K-Frog Has Raised Money For Loma Linda University Children’s Hospital! And, Every Year, Our Listeners Give More & More!!
The 2st Annual Radiothon Held Dec 2-3, 2003 During The Deadly Wildfires
Raised Over $294,510!
The 5rd Annual Radiothon Held October 17th & 18th, 2006
Raised Over $506,305!
The 6h Annual Radiothon Held October 16th & 17th, 2007
Raised Over $608,025!!This picture was later in the day so it did not reflect
the final total! FYI, KOLA raised $180,000.
The 7th Annual Radiothon Held October 14th & 15th, 2008
Raised Over $483,000!!KOLA raised about $161,000
Myth: Cable reaches everybody.Reality: Only 54% of the Riverside/San Bernardino households subscribes to cable.That leaves almost ½ of the market uncovered by cable.
- Almost 91% Adults 18+ in Riverside/San Bernardino listen to radio each week!
- Almost 96% Adults 25-54 w/HHI $50K+ in Riv/San Bern. listen to radio each week!
Myth: Cable advertising is efficient.Reality: To effectively buy cable, an advertiser must buy multiple zones. And, of course, with each zone an advertiser adds, the cost goes up.
Radio reaches the ENTIRE metro with every single commercial it airs.
Because, cable TV gives the viewer so many different channels to choose from, its very fragmented. And, a LARGE number of cable viewers are turning in for a non-commercial environment (HBO, Showtime, etc.). As you can see by the ratings, unless it’s sports, wrestling or on Nickelodeon, they’re watching network television.
Example of Nielsen Top 10 Cable Shows:
Week of 3/16/09-3/22/09Program Network
Source: Scarborough Research; Adults 18+; Aug. 07-July 08; Riverside/San Bernardino Metro; Nielsen Rating Media Research
Myth vs. Reality for Riverside/San Bernardino Advertisers!
Myth: Cable is unaffected by Satellite TV.Reality: 43% of the Adults 18+ subscribe to satellite TV instead of cable and on Direct TV, there are NO local commercials. With Adults 25-54 w/HHI $50K+ it goes up to 55% that subscribe to satellite TV.
1) WWE Entertainment (WWE Raw) USA2) Saturday Movie “Northern Lights” LIF3) WWE Entertainment (WWE Raw) USA4) Spongebob NICK5) NCIS USA6) Hannah Montana DSNY7) NCIS USA8) Spongebob NICK 9) Spongebob NICK10) NCIS USA
Annual Hours of Long Term Change Delay Per Traveler From 1982 to 2005
2005 2004 1995 1982 Hours Rank Riverside-San Bernardino, CA 49 47 28 5 44 3rd
You can’t read the paper or watch TV in your car so these commuters are spending a lot of time with their radio!
Source: Texas Transportation Institute Annual Study; Urban Area Report from 1982 to 2005
Commuters in urban Riverside and San Bernardino counties spend 49 hours a year stuck in gridlock!
The Riverside/San Bernardino area was ranked as the 13th worst place for traffic NATIONWIDE !
Crowded Roads Lead To More Radio Listening
v There are over 2.8 million vehicles registered in the Riverside/San Bernardino Metro – that’s a 40.4% growth since 2000. (DMV, June 2007 and U.S. Census)
v 1 out of 5 people in Riverside/San Bernardino left for work before 6am in 2006. (US Census 2006 American Community Survey, released September 2007)
v 70% of working adults in the Riverside/San Bernardino Metro have driven 100+ miles in the past week. 36% have driven 250+ miles in the past week. (Scarborough, February 2006 – January 2007, Riverside/San Bernardino Metro)
v People in the Riverside/San Bernardino Metro drive over 13.5 billion miles per year. (Texas Traffic Institute, 2007 Urban Mobility Report)
v 93% of Persons 12+ say they use their AM/FM Radio in the car, and74% say it is the device they use most often in their vehicles.Bridge Ratings, Digital Audio Growth Projections, August 15, 2007)
LARGEST INCREASE OF DELAY HOURS FROM 1982!THE INLAND EMPIRE RANKED 3RD IN THE UNITED STATES FOR
WHY COUNTRY ROCKS!Country rocks, and not just in a boot-scootin’ boogie. Today’s country has hip-hop’s “hip” and rock’s backbeat – anda whole fresh generation of singers and fans.
In recent years, country music has broadened its base beyond its traditional red station, good-ol’-boy fan base and now counts as many urban/hipster listeners as conventional rural ones. Country superstars include the young, the restless, the seriously rocking, even tortured alt-indie darlings.
Time to stop fretting over hip-hop and rock ‘n’ roll and just run with that country sound you know you love. Here are the top 10 reasons why country is cool:
1. Country is sexy. Sugarland would soar even if Jennifer Nettles and Kristian Bush weren’t so damn cute, but it doesn’t hurt. Brad Paisley and sweet “Firecracker” Josh Turner bring on audiences’ collective sighs.
2. Country’s blurring musical boundaries. Sugarland teamed up with Bon Jovi and fans on both sides of the musical aisle went wild; same with Loretta Lynn and Jack White. Kelly Clarkson brings her Joplin-like belting to her sweet duet with Reba. LeAnn Rimes duets with Brit-soulster Joss Stone. Pop darlings Rascal Flatts ended 2006 as the top-selling musical act – of ALL genres.
3. Country may just be the new hip-hop. It’s been said that the two styles of music have far more in common than their differences, with both styles starting in poor, disenfranchised groups and then crossing over to touch millions. And just how middle-class suburban kids embraced hip-hop, arty city slickers have begun to embrace their inner twang. Is the let-loose Gretchen Wilson anthem “Here for the Party” really all that different from R. Kelly’s “Freaky in the Club”?
4. Country embraces the old with the new. It’s great to see new and ultracreative work from longtime favessuch as Reba McEntire, George Strait – even semi retired Garth Brooks, back on the charts after years of lying low. Brooks & Dunn, Kenny Chesney and others are gradually making the transition from hot new thing to living legends.
5. Longtime indie faves are finally being recognized in the country mainstream. Case in point: Alison Krauss, who toured the small time fiddle circuit as a teen phenom for years before showcasing her angelic voice and finally moving front-and-center as Nashville royalty.
6. Country’s laid back. Need we look any further than longtime beach boy, and current nominee Jimmy Buffett, who teamed up with Strait and Alan Jackson for “Hey Good Looking.”
7. Country’s all jacked up. If you want to get on your feet, look no further than Gretchen Wilson, the Dixie Chicks, Rascal Flatts, the Wreckers, Sugarland or Kenny Chesney.
8. Country rules and American Idols reign. Taylor who? Kelly Clarkson, Carrie Underwood and Kellie Picklerare the new princesses of the charts, courtesy of their country leanings.
9. Country’s got serious talent – and room for it to flourish. Martina McBride and Sara Evans have two of the all-time great pop-singer voices and could give Beyonce or Whitney Houston a run for their money. And Rascal Flatts, Kenny Chesney, LeAnn Rimes and Faith Hill are just a few crossover stars on the pop charts.
10. Country’s family values rock us all. Post-Sept. 11th, Americans have embraced their own country and also put more emphasis on family. It’s country that gives a voice to that, and not all in a jingoistic way (though Toby Keith, we salute you). On scales large – proud of country and our troops – and small – when Faith Hill goes all “Keep your hands off my man” – how can we not applaud that?
1. * Reprinted from a article on MSN.com on 10/23/07; Written by Kati Johnston a freelance writer specializing in entertainment and a frequent contributor to MSN.com
COUNTRY REFLECTS WHAT’S REAL AND IMPORTANT !!
NEWSPAPERSCombined, the three leading daily newspapers in Riverside, San Bernardino and Ontario do not reach 69% of Inland Empire households.
They share the problem of newspapers all over the United States - shrinking share of time spent with newspapers. Example: All newspapers combined get only about 1/4th the time spent on radio daily.
TELEVISIONCommercial television in the Inland Empire is Los Angeles based T.V. that puts it far beyond the price range of almost all Inland Empire advertisers (not to mention that 80% of the circulation is waste).
Inland Empire T.V. stations are either home shopping, Hispanic or public.
CABLEThere are almost a dozen competing cable companies with systems in the Inland Empire. None provides separately any significant coverage.
Programs available to local advertisers have very small audiences - a 2 rating (i.e. 2% of the households) is exceptional. Cable is largely a children’s medium - 43 of the 50 leading cable shows are on Nickelodeon.
LOS ANGELES RADIOOf the 70+ stations that serve the Los Angeles metro area, only three or four deliver the same share of audience in the Inland Empire as in the Los Angeles - Orange County market.
Unlike Orange County, where all the leading stations are Los Angeles-based, three of the top five stations in the Inland Empire are Riverside-San Bernardino based.
DIRECT MAILThere are at least a dozen varieties of direct mail. All are very expensive per household reached. The least expensive direct mail exceeds $30 a thousand. It is the kind of junk mail supported by neighborhoodmerchants who can’t afford anything else. Studies show that it is routinely discarded by the most desirable households. More effective direct mail, using purchased lists, costs $300 - $500 per thousand and often fails because the lists are inaccurate and outdated.
Why Not Other Media?