1. The Convergence of Business and Religion:Creating Successful Marketing with Consumer Behavior Insights NRB Research Symposium June 28 – 29th Orlando, FL Howard Goldberg SVP, Radio and Advertiser Agency Scarborough Research

3. Attributes of the Religious Media Consumer in the US

4. Focus on Identifying and Protecting The Core Audience

5. A Closer Look Inside America

6. Identify Growth Areas and Capitalize on Them

7. Leverage Strong Categories

9. Two levels of service:

10. Over 120 Local Markets Measured

11. National & Regional Studies

13. 3,500+ clients across media, agencies, advertisers and sports

14. Partnership between The Nielsen Company and Arbitron, Inc.Source: Scarborough Syndicated Services 2011

15. Defining the Religious Media Consumer

16. Defining the Religious Media Consumer How Scarborough Measures Religious Attributes TV Genre: TV Programs Typically Watch Religious Radio Format: Self Reported to Arbitron Contemporary Christian, Religious, Contemporary Inspirational, Gospel, Southern Gospel, Spanish Religious, Christian Adult Contemporary* Organizations HH Contributed Money to/Past Year: Religious *New for 2011 Source: Scarborough Syndicated Service 2011

17. Understanding Estimates Three Primary Research Estimates Persons: Represents Total Unique People For Radio & TV aka: Cume For Advertisers aka: Consumers or Shoppers Percent: Represents Total Unique Persons as a % This is a percent of the universe (typically A18+ population) or a % of a selected measure(% of radio listeners, or % of Working Moms) Index: A Measure Using 100 As The Baseline Numbers can be above 100, say 120 to reflect strength above the universe average or below 100 reflecting deficiency against the universe, say 85.

18. The Universe of the US Religious Media Consumer TV Genre: TV Programs Typically Watch Religious Radio Format: Self Reported to Arbitron Contemporary Christian, Religious, Contemporary Inspirational, Gospel, Southern Gospel, Spanish Religious, Christian Adult Contemporary* 42.3 Million Adults or over 18% of the US Population - 10.9% Listening to Religious Radio Programming - 10.7% Watching Religious TV Programming Source: Scarborough USA+ Release 2, 2010

19. Distinct Audience The Religious Media Consumer Composition Source of Religious Programming Used by Audience Source: Scarborough USA+ Release 2, 2010

20. Religious Format Ranking Among Religious Radio Listeners Source: Scarborough USA+ Release 2, 2010

21. The Religious Media Consumer Household Characteristics 29.8% with 2+ in Household 5+ in HH For Just Radio: 120 index 5+ in HH For Just TV: 80 index Radio provides a stronger opportunity to expanding religious programming to others in HH. Source: Scarborough USA+ Release 2, 2010

22. The Religious Media Consumer Financial Contributions Religious Media Consumers support financial giving to religious organizations, where else are these consumers giving? 64% Religious Organizations 26% Other Organizations 15% Healthcare Medical 14.6% Social/Welfare 9.2% Political 5.7% Arts Cultural 4.8% Environmental Source: Scarborough USA+ Release 2, 2010

23. Technology and the Religious Media Consumer Media Websites- Opportunities Religious Media Consumers ARE engaged with the web 28% visit a TV station website (index 96) 23% visit a newspaper website (index 85) 13% visit a radio station website (index 97) Source: Scarborough USA+ Release 2, 2010

24. Know and protect THE core

25. Identifying Stronger Audience Segments Focus on Retention Source: Scarborough USA+ Release 2, 2010

26. Understanding the Core Audience The Religious Media Consumer Source: Scarborough USA+ Release 2, 2010

27. Understanding the Core Audience The Religious Media Consumer Top 3 Reasons Not Employed Retired: 26% Homemaker: 10% Disabled: 8% Source: Scarborough USA+ Release 2, 2010

28. Retaining Audience Within Stronger SegmentsFinding ideas for content, partnerships, events, promotions Recreation/Hobbies Events Attended/Places Visited Source: Scarborough USA+ Release 2, 2010

29. Retaining Audience Within Stronger SegmentsFinding ideas for content, partnerships, events, promotions Index =137 Index =150 Index =133 Index =150 Index =136 Index =130 Index =115 Index =152 Index =143 Index =144 Index =117 Index =123 Source: Scarborough USA+ Release 2, 2010

30. Examining Listeners/Viewers by Region The Religious Media Consumer NORTHEAST WEST 17% 18% 12% 18% MIDWEST 18% 22% 18% 23% 24% 23% 20% 22% SOUTH 41% 37% 37% 50% PERCENT OF TOTAL ADULTS IN U.S. Source: Scarborough USA+ Release 2, 2010

31. Examining Radio Formats by Religious Programming NORTHEAST WEST 17% 18% 12% 37% MIDWEST 18% 22% 18% 64% 24% 23% 20% 64% SOUTH Contemporary Christian & Religious Top Formats across regions 41% 44% 37% 50% % of Contemporary Christian Listeners by Region Source: Scarborough USA+ Release 2, 2010

32. Examining Audience/Contributors by Region PERCENT OF TOTAL ADULTS IN U.S. PERCENT OF LISTENERS/VIEWERS PERCENT OF HHLDS CONTRIBUTING TO RELIGIOUS ORGANIZATIONS US CENSUS REGION WEST Growth Growth 23% 18% 18% MIDWEST 22% 20% 24% SOUTH 37% Growth 50% 41% NORTHEAST 18% 12% 17% Source: Scarborough USA+ Release 2, 2010

33. A Look at Top Markets in the US Top Ten Markets by Percent of Religious Media Consumers Designated Market Area (DMA): Arbitron Metro Area: Source: Scarborough USA+ Release 2, 2010

34. Contributor Presence in Local Markets Top 10 Markets Ranked by Percent Households Contributing to Religious Organization Past Yr. Designated Market Area (DMA): Arbitron Metro Area: Source: Scarborough USA+ Release 2, 2010

35. Birmingham, AL A Closer Look Inside America

36. The Religious Media Consumer in Birmingham NRB Audience Residence County Map Horizontal% Source: Birmingham R1 2011

38. 64% Financially Support Religious OrganizationsIndex Horz.% 281 118 112 Source: Birmingham R1 2011

39. A Closer Look Inside America Birmingham, AL The Religious Media Consumer Online Actionable Facts Source: Birmingham R1 2011

40. A Closer Look Inside America Birmingham, AL The Religious Media Consumer Connecting Beyond Media Source: Birmingham R1 2011

41. A Closer Look Inside America Birmingham, AL The Religious Media Consumer Newspaper Sections Read Source: Birmingham R1 2011

42. A Closer Look Inside America Birmingham, AL The Religious Media Consumer Opportunities With Political Topics Source: Birmingham R1 2011

43. Identify growth areas

44. Segments Essential for Growth Focus on Opportunity Source: Scarborough USA+ Release 2, 2010

45. Growing Audience Within Softer SegmentsFinding ideas for content, partnerships, events, promotions Recreation/Hobbies Events Attended/Places Visited Source: Scarborough USA+ Release 2, 2010

46. Growing Audience Within Softer SegmentsFinding ideas for content, partnerships, events, promotions Index =162 Index =124 Index =131 Index =142 Index =130 Index =118 Index =116 Index =158 Index =185 Index =144 Index =196 Index =195 Source: Scarborough USA+ Release 2, 2010

47. Leverage strong categories

48. Connecting Advertisers with Audience Religious Media Consumers exceed national norms for purchasing these items. Estimated Spending Past 12 Months $879 Million $2.7 Billion $4.2 Billion $2.0 Billion $1.5 Billion $3.2 Billion $1.1 Billion $1.5 Billion Source: Scarborough USA+ Release 2, 2010

49. Connecting Advertisers with Audience Source: Scarborough USA+ Release 2, 2010

50. Connecting Advertisers with Audience Source: Scarborough USA+ Release 2, 2010

51. Connecting Advertisers with Audience The Religious Media Consumer Source: Scarborough USA+ Release 2, 2010

52. Summary For successful marketing!

53. Create Successful Marketing With Consumer Behavior Insights Connect with and protect the core audience Develop programs to build up weaker audience segments Consider lifestyle indicators in addition to demographics when evaluating opportunities for Promotions, Events, and Partnerships Identify advertisers and partners that are a good fit with the special strengths of the audience

54. Other Consumer Behaviors That Can Be Explored Wireless/cell Amount Spent Carriers Ways used Automotive Ownership type New &Pre-owned vehicle purchases Automotive after-market/ repair Attributes important when buying a car Telephone/Long Distance Financial Banking Investments Credit cards Retail Department Stores/Malls Book/Toy/Pet/Clothing/Florists stores Jewelry/Music/Home stores Online/Internet behavior Add’l Media Consumption Heaviness Types Beverages Health and Welfare Insurance Medications and non RX purchases Contacts/Glasses Grocery and convenience stores Restaurants Source: Scarborough Syndicated Services 2011

55. Free resources . . . Scarborough City Rank http://www.weknowthelocals.com/ Scarborough Press Releases http://www.scarborough.com/press.php Scarborough Free Studies http://www.scarborough.com/freeStudies.php

56. Thank You, Questions Howard Goldberg SVP, Radio and Agency Services hgoldberg@scarborough.com www.scarborough.com