The Hispanic population in Tampa grew significantly from 2000 to 2010, increasing the total population by 89% compared to 17.6% growth of the non-Hispanic population. All counties in the Tampa region experienced substantial growth in their Hispanic populations. Hispanics in Tampa are younger, more likely to own homes, live in larger households, and are predominantly bilingual, with most speaking Spanish at home. The majority of Hispanic radio listeners in Tampa prefer Spanish-language radio and consuming media in Spanish. WYUU-FM is the top-ranked Spanish-language radio station, reaching 86% of all Spanish radio listeners in Tampa and growing its audience across key demographics compared to earlier periods.

2. Tampa, Florida
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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3. Step One
Get to Know the Tampa Market
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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4. Too Big to Ignore in Tampa
89% Hispanic population 88.6%
growth over the last decade!
17.6%
10.1%
Source: Tampa Census Population Growth. 2000 v 2010. Total Population Hispanic Population Non-Hispanic Population
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925

5. All of Greater Tampa Experienced Hispanic Growth % Change 2000-2010
Pasco County, Florida 178.2%
Hernando County, Florida 170.2%
Polk County, Florida 131.9%
Sarasota County, Florida 112.4%
Citrus County, Florida 109.6%
Manatee County, Florida 95.4%
Pinellas County, Florida 71.3%
Hillsborough County, Florida 70.6%
Highlands County, Florida 62.7%
Hardee County, Florida 23.8%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%120.0%140.0%160.0%180.0%200.0%
2000-2010
Source: Census 2000, Census 2010 Data, Tampa DMA Counties; Hispanic Population
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925

6. The Tampa Hispanic Consumer
They are younger
41 yrs
The average age of the Tampa Hispanic is
41 years vs. 49 years for the Non-Hispanic.
They are Home Owners
64%
of Hispanic’s in Tampa own their own
home
They live in larger households
of Hispanics in Tampa live in households
They are Bi-lingual
74% with 3+ Persons vs. 44% for the Non-
Hispanic Tampa Household.
They speak Spanish in the home
71% 79%
of Tampa Hispanics speak of Tampa Hispanics speak Spanish at
Both Spanish and English. home.
Source: Tampa Scarborough Release 2 2012 A18+
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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7. Tampa Hispanic
Media Habits
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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8. Tampa Hispanics
Prefer to Consume Media in Spanish
Prefer Speaking in Spanish Prefer Listening to the Radio in Spanish
Hispanic Hispanic
77% / 640 index 65% / 567 index
Prefer Watching TV in Spanish
Hispanic
59% / 474 index
Source: Tampa Scarborough Release 2 2012 Full Year Study, Hispanic Adults 18+.
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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9. In November 2012,
Over a Quarter of a Million
Listeners Tune into CBS WYUU-FM Every Week
WYUU-FM 288,500
WTMP-FM 77,100
WQBN-AM 17,000
Source: WYUU-FM, WTMP-FM, WLCC-AM, WQBN-FM Unduplicated Cume (November 2012 PPM), P6+ M-Sun. 6a-12m
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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10. 92.5 MAXIMA-FM Reaches the Majority of Tampa’s
Spanish-Language Radio Listeners
All Spanish Language Radio
Stations
335,700 288,500
WYUU-FM Reaches 86% of All Spanish
Radio Listeners!!
Source: Arbitron Tampa, November 2012 PPM; Mon-Sun 6a-mid Cume Persons 6+
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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11. WYUU-FM
WYUU-FM
Dial Position
92.5 FM
Format Spanish Contemporary
Slogan Maxima 92.5
Hispanic A18-49 Rank #1
(AQH Rating)
Hispanic M18-49 Rank #1
(AQH Rating)
Hispanic W18-49 Rank #1
(AQH Rating)
Total Market A18-49 Rank #5t
(AQH Rating)
Total Market A25-54 Rank #6t
(AQH Rating)
Median Age (Wkly Cume) 41
Gender Comp (P6+) 49% M/51% F
% Spanish Dom (H6+) 68%
Spanish Contemporary Format
Sample Artists: Pitbull, Jennifer Lopez, Aventura,
Sample Artists
Shakira, Prince Royce, Don Omar, Marc Anthony, Juan
Sources: Tampa November 2012 PPM.
Luis Guerra, Daddy Yankee, Gilberto Santa Rosa
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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12. Leadership in Tampa’s S-L Radio is WYUU-FM A leader that continues to grow!
Jan.’12 v. Nov’12
#5 Adults 18-49 Total Market!
+8% +40%
November 2012 Hispanic Adults 18-49 Hispanic Women 18-49
Total Week Total Week
#6 W18-49 Total Market! Source: Arbitron Research, Tampa Metro, Average
Persons
Source: Arbitron Research, Tampa Metro, Average
Persons
Highest Spanish Station Cume In Hispanics set their radio dial to Spanish
The Market! Contemporary Music in Tampa!
288,500
DEMO RANK STATION
HA18-34 #1 WYUU-FM
HA18-49 #1 WYUU-FM
Weekly Listeners, P6+ HA25-54 #1 WYUU-FM
November 2012 HA25-49 #1 WYUU-FM
Source: Arbitron Research, Tampa. M-Sun/6a-12M. November 2012 PPM. HA35+ #1 WYUU-FM
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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13. We are Growing A18-34!
Jan 12 – Nov 12 PPM Share A 18-34 M-F 6a-7p
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925

14. We are GROWING with A18-49!
Source: Jan 12 – Nov 12 PPM Share A 18-49 M-F 6a-7p
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925

15. We are GROWING with A25-54!
Source: Jan 12 – Nov 12 PPM Share A 25-54 M-F 6a-7p
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925

16. Why wouldn’t you buy the top ranked
Spanish Language station across all key November 2012
dayparts in Tampa?
Hispanic Total Adults
Adults 18-49 18-49
Total Week #1 #5t
………………..
Prime #1 #7t
………………..
AM Drive #1 #11t
………………..
Midday #1 #5t
………………..
PM Drive #1 #6t
………………..
Evening #1 #5t
………………..
Weekends #1 #5t
Source: Arbitron Research, Tampa Metro, PPM November 2012. Total Adults 18-49 and Hispanic A18-49.
………………..
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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17. Tampa’s WYUU is a picture of efficiency
The competition simply cannot reach the same number of A18-49 as CBS’ WYUU-FM
Source: Arbitron PPM: Tampa November 2012 PPM. Baseline 10 Spots on each station. Mon-Sunday/6A-12 Midnight.
9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
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