Sample Book Breakout, Arbitron

1. Northern Virginia Metro Region Arbitron Spring 2011 TopLine Matters

2. Spring 2011 Survey March 31-June 22

3. Diary Returns TOTAL IN-TAB GOAL

4. Cell Phone Only Sample CPO IN-TAB TOTAL DIARIES CELL PHONE ONLY 16% 16% 16% 13%

5. Metro Population SP11

6. In-Tab vs. Metro Pop

7. Diary Respondent Age Cell SP11

8. Ethnic Composition

9. Northern Virginia Market

10. Northern Virginia Market

11. Phase Returns Phase ONE Phase THREE Phase TWO 39% 33% 28% (3) Four-Week Phases Total of 12 Weeks

13. 14% work part-time

15. WXYZ IN-TAB WXYZ PHASES

16. WXYZ TREND

18. COMPETITION

19. WIFC IN-TAB WIFC PHASES

20. WIFC TREND

21. WIFC AGE CELL TREND

22. WZED IN-TAB WZED PHASES

23. WZED TREND

24. WZED AGE CELL TREND

25. WSPT IN-TAB WSPT PHASES

26. WSPT GENDER/COUNTY

27. WSPT AGE CELL

28. WOZZ IN-TAB WOZZ PHASES

29. WOZZ GENDER/COUNTY

30. WOZZ AGE CELL

31. Comments Section

37. Market Duplication Northern Virginia Arbitron; SP11/FA10; Metro; P12+; M-SU 6A-12M; % Duplicated Audience

38. It’s All About Listener Loyalty! TGR Media Attracts Listeners Who Don’t Listen Anywhere Else! Northern Virginia Arbitron; SP11/FA10; Metro; A25-54 and W25-54; M-Su 6a-12m; Exclusive Listeners (Cume)

39. WXYZ Experiences Meteoric Rise with 25-54 Listenership M-F 6A-7P! Women 25-54 Listenership UP87%! Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM

40. John and PJ Ratings on the Rise During Weekday Morning Drive! Women 25-54 Listenership UP62%! Northern Virginia Arbitron; Metro; Various Demos; M-F 6A-10A; Trend Comparison Survey to Survey; WXYZ-FM

41. Middays are Moving UP On WXYZ During Weekdays 10A-3P! Women 25-54 Listenership UP176%! Northern Virginia Arbitron; Metro; Various Demos; M-F 10A-3P; Trend Comparison Survey to Survey; WXYZ-FM

42. PM Drive On the Rise On WXYZ During Weekdays 3P-7P! Women 25-54 Listenership UP119%! Northern Virginia Arbitron; Metro; Various Demos; M-F 3P-7P; Trend Comparison Survey to Survey; WXYZ-FM

43. Reaching New Highs With Adults 25-54 During Weekday Prime 6A-7P Increase of 115% Year Over Year! Northern Virginia Arbitron; Metro; A25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM

44. Reaching New Highs With Women 25-54 During Weekday Prime 6A-7P Increase of 87% Year Over Year! Northern Virginia Arbitron; Metro; W25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM

45. Reaching New Highs With Men 25-54 During Weekday Prime 6A-7P Increase of 152% Year Over Year! Northern Virginia Arbitron; Metro; M25-54; M-F 6A-7P; Trend Comparison Survey to Survey; WXYZ-FM

47. WIFC is 15 Years Younger than the Market!Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age

49. WXYZ Delivers the Market Median Age!Northern Virginia; FA10/SP11; P12+; M-SU 6A-12M; Average Persons Median Age

50. John and PJ Are Getting YOUNGER Every Day–Median Age Trend M-F 6A-10A WXYZ is Getting YOUNGER Every Day–Median Age Trend M-F 6A-7P Northern Virginia Arbitron; Survey Comparison of WXYZ Median Age Composition; M-F 6A-10 and M-F 6A-7P; Median Age

51. The TGR Advantage in Delivering The Metro Area’s A25-54 Listener TGR Media Delivers a Higher Composition of A25-54 Than the Market! Northern Virginia Arbitron; SP11/FA10; Metro; A12+; M-SU 6A-12M; Weekly Cume Composition %; TGR Media Vs. Market

52. On the RISE with Listeners of Every Age! THE RESULTS ARE IN! Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share

53. On the RISE with Adults 25-54! THE RESULTS ARE IN! Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A25-54; M-SU 6A-12M; WXYZ-FM; AQH Share

54. On the RISE with Adults 18-49 THE RESULTS ARE IN! Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; A18-49; M-SU 6A-12M; WXYZ-FM; AQH Share

55. On the RISE with Women 25-54! THE RESULTS ARE IN! Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; W25-54’ M-SU 6A-12M; WXYZ-FM; AQH Share

56. The Metro’s Favorite Country Station Y96.8FM Achieves Top Rank in Metro! Top Tier Performance In Every Age Cell! Source: Northern Virginia Arbitron; Metro; SP10/FA09; FA10/SP10; SP11/FA10; Various Demos; M-SU 6A-12M; AQH Share Rank

57. Arbitron Spring 2011 Results are In! Top Tier with Women 25-54 Source: Northern Virginia Arbitron; Metro; SP11/FA10; W25-54; M-SU 6A-12M; AQH Share Rank

58. Arbitron SP11/FA10 Results are In! Highest Share Delivery with Listeners! Source: Northern Virginia Arbitron; Metro; SP11/FA10; Various Demos; M-SU 6A-12M; WXYZ-FM; AQH Share Rank

60. 14% Employed Part-Time

61. 34% Attended Some College

62. 89% Own a HomeNorthern Virginia Arbitron; Spring 2011Metro; A35+; Qualitative Profile; WXYZ-FM

63. WXYZ Is Top Tier With Adults 25-54 During Morning Drive! Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-10A; Cume Persons

64. WXYZ Is Top 3 With Adults 25-54 During Afternoon Drive! Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 3P-7P; Cume Persons

65. WXYZ Is Top Tier With Adults 25-54 During The Work Week! Source: Northern Virginia Arbitron; SP11-FA10; Metro; A25-54; M-F 6A-7P; Cume Persons

66. WXYZ Is Top 3 With Women 25-54 All Week Long! Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-SU 6A-12M; Cume Persons

67. WXYZ Is #3 With Women 25-54 During Morning Drive! Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 6A-10A; Cume Persons

68. WXYZ Is Top Tier With Women 25-54 During Mid-Days! Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 10A-3P; Cume Persons

69. WXYZ Is Top 3 With Women 25-54 During Afternoon Drive! Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 3P-7P; Cume Persons

70. WXYZ Is #3 With Women 25-54 During The Work Week! Source: Northern Virginia Arbitron; SP11-FA10; Metro; W25-54; M-F 6A-7P; Cume Persons

71. Thank You! Tracy T Gilliam TopLine Matters Washington, DC tracy@toplinematters.com