4. WMIL‐FM(FM106.1): Country is king at FM106.1! The station focuses on country hits
from the 90s to today. Sample artists include: Toby Keith, Carrie Underwood, Keith
Urban, Tim McGraw and Shania Twain.
Demographics of FM106.1 Listeners
Gender: 64% female, 36% male
Age: 14% are 18‐24; 16% are 25‐34; 20% are 35‐44
Race/Ethnicity: Information not available
Household Income: 7% make less than $25,000
7% make $25,000‐$35,000
18% make $35,000‐$50,000
28% make $50,000‐$75,000
40% make more than $75,000
WKTI‐FM (94.5 WKTI): WKTI’s format focuses on adult contemporary with emphasis
given to hits of the 80s, 90s and today. Sample artists include: Kelly Clarkson, Gwen
Stefani, Daughtry, and Nickelback.
Demographics of WKTI Listeners
Gender: 61% female, 39% male
Age: 11% are 18‐24; 23% are 25‐34; and 34% are 35‐44
Race/Ethnicity: Information not available
Household Income: 4% make less than $25,000
5% make $25,000‐$35,000
12% make $35,000‐$50,000
28% make $50,000‐$75,000
51% make more than $75,000
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6. M‐F 6A‐10A M‐F 10A‐3P M‐F 3P‐7P M‐F 7P‐12M
2. KISS‐FM 1. 102.1 1. KISS‐FM 1. V100
3. V100 2. KISS‐FM 2. 102.1 2. KISS‐FM
4. 102.1 3. V100 3. V100 3. 102.1
7. FM106.1 4. WKTI 5. FM106.1 8. FM106.1
11. WKTI 8. FM106.1 7. WKTI 10. WKTI
SA 10A‐3P SA 3P‐7P SU 10A‐3P SU 3P‐7P
1. KISS‐FM 1. V100 1. FM106.1 1. KISS‐FM
2. V100 2. KISS‐FM 2. KISS‐FM 2. FM106.1
3. 102.1 3. FM106.1 3. V100 3. V100
6. FM106.1 6. 102.1 4. 102.1 4. 102.1
M‐F 6A‐12M M‐SU 6A‐6P
1. KISS‐FM 1. KISS‐FM
2. 102.1 2 V100
3. V100 3. 102.1
7. FM106.1 6. FM106.1
8. WKTI 9. WKTI
SOURCE: Arbitron Spring 2008 radio stations for metro Milwaukee
Radio Station Pros and Cons
The following information presents pros and cons each station offers and should be
considered in the decision‐making process:
WKKV‐FM (V100.1)
Selection Reasoning: V100 has been a very strong station with young African‐
Americans. The average age range for a V100 listener is 18‐34. V100 consist‐
ently ranks among the top 10 radio stations as published by Arbitron from
quarter to quarter.
Pros: V100 reaches a very large 18‐34 audience, second only to KISS‐FM in the
Number of audience members reached. Also, in a Scarborough report based
On a survey conducted between February 2007 and January 2008, V100
listeners ages 18‐34 were ranked third in the number of those listeners who
used a credit union. V100 ranked especially high among women 18‐34 taking
anywhere from first to third place in daypart breakdowns. More and more
women are responsible for making household decisions, including what
financial institutions are patronized, a fact that should be considered
seriously. Finally, State Central’s Brown Deer office could see an increase in
account activity due to V100 advertising, as the office seems to attract more
5
7. of the metro Milwaukee African‐American population than any other office.
Cons: While products like State Central’s Fresh Start Checking may resonate
With V100 listeners, they may not have the income levels to support the pro‐
duct or be eligible for any other products, reducing opportunities for cross‐
selling. Reduced income levels may result in reduced exposure to technology
as well. In addition, many V100 listeners could be KISS‐FM listeners and “flip‐
flop” stations during times State Central’s ad is receiving airplay. However, if
V100 listeners heard the original KISS‐FM Fresh Start Checking ad, the airtime
on V100 could further emphasize the product with this audience.
WLUM‐FM (102.1)
Selection Reasoning: Like KISS‐FM and V100, 102.1 has a very strong core
audience make up of listeners 18‐34. Over 81% of 102.1’s listeners are 18‐34.
The station’s listener base is growing with the station making the Arbitron
top 10 for the spring quarter in 2008.
Pros: 102.1’s audience is very loyal, rarely “flip‐flopping” between stations.
The audience is very devoted to the musical genre and the station’s efforts.
Audience members are very well‐educated, active and tech‐savvy. 102.1’s
audience was ranked second in the number of those members who belonged
to a credit union, based on a Scarborough survey report (survey period
February 2007 to January 2008). Because of their affinity for technology,
102.1s audience members would be familiar with computers, Online Banking
services, debit card usage and Internet/digital/mobile advertising. Higher
income levels generated by this audience may present fruitful cross‐selling
opportunities.
Cons: While a loyal audience, 102.1s overall audience is very small compared to
V100, KISS‐FM and others. Radio spots may reach fewer people resulting in a
longer period needed for the advertising to impact account opening figures.
Also, 102.1s audience is comprised of mostly men who may take longer to act
on State Central’s advertising; it’s questionable whether men will act as
quickly as women when it comes to choosing a financial institution.
WMIL‐FM (FM106.1)
Selection Reasoning: Country music is showing some growth nationwide
among the 18‐34 age group and has tremendous musical and pop culture
cross‐over appeal. Country music has also traditionally been seen as the
music of the “working man or woman,” a group that State Central has also
catered to historically.
Pros: FM106.1 is the behemoth of country music stations in the metro Mil‐
Waukee area and because of this, generates a very large audience. The
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8. Station has ranked within the top 10 very consistently from quarter to quarter.
Also, FM106.1 listeners are very loyal listeners, rarely switching radio stations.
They are strongly middle‐class financially and fiscally conservative. FM106.1
ranks well among women, who are showing more and more decision‐making
authority and influence within households. FM106.1 listeners ranked fourth in
audience members who were members of a credit union (Scarborough survey
report February 2007 to January 2008).
Cons: Of the four stations considered, FM106.1 has the fewest number of
audience members 18‐34. A larger percentage of their audience is made
up people ages 45‐54. State Central’s Fresh Start advertising may miss the
mark with many audience members simply because they don’t need a
product such as this one or because their banking habits are already firmly
established.
WKTI‐FM (94.5 WKTI)
Selection Reasoning: WKTI has been going through “retooling” process over
the last year, trying to position itself as another radio option to a younger
audience. With the demise of the Reitman and Mueller morning show, WKTI
has brought on board a younger morning team to specifically target the 18‐
34 age demographic. The station has been incorporating more music
previously only heard on KISS‐FM resulting an “edgier” format.
Pros: WKTI traditionally ranks well among women, resulting in a great
opportunity to reach this highly influential consumer group. WKTI especially
does well during the “at work” hours from 10 a.m. to 3 p.m. Listeners are
very affluent with over 50 percent of listener households making $75,000 or
more per year.
Cons: Despite the “retooling” efforts, WKTI is still not generating the high
18‐34 age demographic ratings. Over 50 percent of listeners are between
35‐54. Also, WKTI was ranked tenth in a Scarborough survey report of
radio listeners who belonged to a credit union. Because of the age demo‐
graphic and the Scarborough report ranking, State Central’s advertising,
particularly Fresh Start Checking, may be heard by listeners who don’t
need the product or whose habits are firmly entrenched.
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9. Radio Station Advertising Campaign Proposals
The following information outlines four proposals by V100.1, 102.1, FM 106.1
and WKTI. Proposals may be modified if some aspects of the proposal fit
State Central’s needs but others do not.
_________________________________________________________________
V100.1 (4 week period, ad creation included)
On air time (30 second spots):
M‐SU 6A‐7P 25x/week
M‐SU 7P‐12M 10x/week
M‐SU 6A‐6P 10x/week
Total 45x/week
4‐week total 180/4 weeks
Streaming audio ads (30 second spots):
M‐F 6A‐7P 10x/week
4‐week total 40x/4 weeks
Total cost: $3,600.00/4 weeks
_________________________________________________________________
102.1 (4 week period, ad creation included)
On air time (30 second spots):
M‐F 6A‐7P 8x/week
M‐F 6A‐12M 9x/week
Sa‐Su 8A‐12M 7x/week
M‐Su 6A‐6A 10x/week
Total 34x/week
4‐week total 136x/4 weeks
Sponsorships (10 and 15 second spots):
FM 102.1 Music News one time per month
Kramp & Adler Morning Show one time per month
Total cost: $6,000/4 weeks
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10. FM 106.1 (4 week period, ad creation included)
On air time (30 second spots):
M‐F 6A‐10A 4x/week
M‐F 10A‐3P 3x/week
M‐F 3P‐7P 4x/week
M‐F 7P‐12M 3x/week
Su 6A‐12M 4x/week
Total 18x/week
4‐wk total 72x/4 weeks
Sponsorships:
M‐F 6A‐6P 3x/week Billboard sponsorships
4‐wk total 12x/4 weeks
Streaming audio ads (30 second spots):
M‐F 6A‐7P 18x/week
4‐wk total 72x/week
Total cost: $6,756/4 weeks
______________________________________________________________________
WKTI (4 week period, ad creation included)
On air time (30 second spots):
M‐F 7A‐9P 7x/week
M‐F 4P‐6P 7x/week
M‐F 6A‐12M 10x/week
Su 10A‐7P 5x/week
M‐Su 12M‐12M 15x/week
Total 44x/week
4‐wk total 176x/4 weeks
Sponsorships (10 second spots):
M‐F 6A‐10A 10x/week Morning traffic report
4‐wk total 40x/4 weeks
Total cost: $5,820/4 weeks
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