Bullseye / R&R Callout America interviews over 10,000 Country Radio listeners annually Sample is 50% Male / Female Country Respondents are 25 –54 years

Bullseye / R&R Callout America interviews over 10,000 Country Radio listeners annually

Sample is 50% Male / Female

Country Respondents are 25 –54 years of age

Distributed equally in 25-34, 35-44 & 45-54 Demos

70 % Preference One… Listen for a minimum of 1 hour daily

30% Preference Two… Listen to Country during the week

Evenly distributed in 5 regions with 8 Markets per region

40 U.S. Markets with Monitored Country Radio

Respondents are located randomly each week

A respondent can be used once each 90 day period

A respondent can be used up to 3 times annually, never closer than 90 days

Bullseye conducts Local Callout in 30 + Markets

Local Callout samples are NOT a part of National Callout

Bullseye / R&R CHR POP Callout America interviews over 8,000 Females annually

These are Females 12 to 34

Respondents are from the Top 40 U.S. Markets

100% Respond positively to a CHR POP Musical Montage

Respondents are randomly Located weekly

Bullseye Conducts Local Callout in all formats

Bullseye / R&R Callout America

Sample Statistical Reliability Profiles

Pop Size 1% 2% 3% 5%

1,000 * * 473 244 2,000 * * 619 278 3,000 * 1,206 690 291 4,000 * 1,341 732 299 5,000 * 1,437 760 303

10,000 4,465 1,678 823 313 20,000 5,749 1,832 858 318 50,000 6,946 1,939 881 321 100,000 7,465 1,977 888 321 500,000 to Infinity 7,939 2,009 895 322

The following questions were posed to Country Radio Listeners participating in

the weekly Bullseye / R&R Callout America Sample during 2002 and Jan / Feb of 2003.

All questions are based on samples with a minimum of 400 persons.

Q & A

Who Is Listening?

62% Female 38% Male

With a busier lifestyle, spending time on the internet, doing more things on the go, do you feel

you are listening to the radio more, less or about the same over the last year?

RESPONSE TOTAL P1 P2 Male Female 25-34 35-44 45-54

I Am Listening MORE 19% 20% 19% 16% 22% 20% 21% 14%

I Am Listening LESS 22% 20% 25% 21% 23% 23% 26% 16%

I Am Listening About The SAME 59% 60% 56% 63% 55% 57% 53% 70%

WHERE do you most often listen to the radio?


I Listen Most At HOME 21% 22% 20% 18% 25% 12% 24% 26%

I Listen Most In THE CAR 62% 60% 68% 64% 60% 68% 61% 57%

I Listen Most AT WORK 17% 18% 12% 18% 15% 20% 15% 17%

Who Is Listening?

RESPONSE TOTAL P1 P2 MALE FEMALE 25-34 35-44 45-54

Mornings 6-10am 42% 39% 48% 34% 48% 39% 43% 43%

Mid Days 10a – 2pm 19% 22% 13% 25% 14% 21% 18% 17%

Afternoons 2pm – 7pm 23% 25% 20% 24% 23% 24% 24% 22%

Evenings 7pm - Mid 13% 11% 17% 12% 14% 14% 10% 15%

Overnights 3% 3% 2% 5% 1% 2% 5% 3%

Typically, WHEN do you most often listen to the radio?

RESPONSE TOTAL P1 P2 MALE FEMALE 25-34 35-44 45-54

At Home Getting Ready 16% 17% 14% 16% 16% 10% 17% 21%

In The Car Going To Work 43% 43% 42% 44% 42% 49% 44% 36%

At My Job 16% 16% 15% 14% 17% 14% 17% 16%

In The Car After Work 9% 8% 11% 11% 7% 12% 7% 8%

At Home In The Evenings 16% 16% 18% 15% 18% 15% 15% 19%

Who Is Listening? On a typical workday, WHERE are you when you most often

listen to the radio?

Satisfaction

Do you think your favorite Country radio station is fun & exciting, a source of entertainment, boring or you listen

only to get the music?RESPONSE TOTAL P1 P2 Male Female 25-34 35-44 45-54

Really Exciting, I Love It 44% 44% 46% 40% 48% 38% 45% 48%

It’s Fun To Listen To 35% 34% 34% 34% 35% 35% 37% 34%

It’s Okay, Not really Exciting 16% 17% 16% 18% 15% 19% 17% 13%

Boring But I Like The Music 4% 4% 2% 6% 2% 5% 1% 4%

Really Boring 1% 1% 2% 2% 0% 3% 0% 1%


I Like All The Songs 8% 10% 0% 8% 7% 4% 12% 8%

4 of 5 I Really Like 15% 18% 10% 15% 16% 20% 10% 18%

3 of 5 I Really Like 38% 40% 32% 32% 44% 31% 47% 34%

2 of 5 I Really Like 23% 22% 26% 25% 21% 28% 22% 20%

1 of 5 I Really Like 16% 10% 32% 20% 12% 17% 9% 20%

When you listen to your favorite Country radio station, how often do they play the songs you really like?

Satisfaction

What about the newer singers and the songs they are singing…have they gotten better or

worse over the last 2 years?


They Are Much Better 37% 38% 34% 35% 40% 26% 39% 42%

They are Somewhat Better 22% 22% 23% 21% 23% 29% 21% 17%

They Are About The Same 24% 22% 29% 20% 28% 29% 23% 24%

They Are Worse 6% 7% 5% 9% 4% 6% 6% 6%

They Are Much Worse 11% 11% 9% 15% 5% 10% 11% 11%

Satisfaction

How do you feel about hearing songs from older artists such as The Judds, Ronnie Milsap, Eddie

Rabbit, Tanya Tucker and other artists of that era and type on your favorite Country station?


I Really Like Hearing Them 37% 37% 34% 37% 38% 27% 37% 46%

I Like Hearing Them 28% 27% 30% 29% 26% 29% 26% 29%

I Can Take it I Can Leave It 29% 27% 33% 28% 29% 36% 30% 20%

I Don’t Want To Hear Them 5% 6% 2% 5% 4% 5% 6% 5%

I Strongly Don’t Want to hear Them

1% 3% 1% 1% 3% 3% 1% 0%

Satisfaction

When you think about your favorite Country station, what are some of the things they do or don’t do that you would

change?


Doesn’t play enough of the older

songs from Country stars 37% 39% 33% 37% 37% 35% 29% 45%

The air personalities talk too much

21% 18% 26% 22% 20% 26% 19% 18%

They play just a few songs over and over and over

27% 27% 27% 28% 26% 25% 32% 26%

They don’t play enough new songs by newer singers

10% 11% 10% 9% 11% 10% 14% 7%

They play too many songs I don’t recognize

5% 5% 4% 4% 6% 4% 6% 4%

How do you think Country Music is doing overall…the music, singers, your favorite

radio station, television shows, videos etc… compared to the last 5 years?

Is it getting better or worse?


It’s Better Than Ever 20% 25% 18% 21% 19% 19% 21% 19%

It Is Somewhat Better 40% 37% 39% 42% 39% 39% 47% 36%

It’s About The Same As Ever 30% 28% 33% 28% 31% 32% 23% 34%

It’s Not As Good As It Has Been 8% 9% 7% 7% 9% 8% 7% 9%

It Worse Than Ever / Bad 2% 1% 3% 2% 2% 2% 2% 2%

Satisfaction


It is Very Important 29% 28% 30% 29% 30% 28% 31% 30%

It is Important 28% 30% 25% 29% 27% 25% 30% 30%

It’s Just So So 26% 27% 25% 26% 26% 31% 27% 20%

Its Not Important 7% 6% 9% 6% 8% 8% 6% 6%

It is Not Important At All 10% 9% 11% 10% 9% 8% 6% 14%

How important is it that your favorite Country station be actively involved in sensitive issues in the community

like child abuse, pornography, spousal abuse etc…

Issues

Issues


It is VERY Important 60% 55% 62% 53% 68% 57% 61% 63%

It is SOMEWHAT Important 18% 23% 19% 22% 14% 20% 19% 13%

I Don’t have an opinion 15% 14% 15% 18% 12% 17% 13% 15%

It is NOT IMPORTANT 7% 8% 4% 8% 6% 6% 7% 8%

How important is it to you that your favorite radio station NOT use CRUDE language or engage in CRUDE

behavior?

Would you agree or disagree that radio personalities should be able to say whatever they please on the air?


I DISAGREE with statement 80% 79% 81% 78% 82% 79% 83% 78%


Favor Liquor Ads On Radio 16% 15% 16% 18% 13% 17% 14% 21%

Neutral on Liquor Ads on Radio 17% 15% 24% 17% 18% 13% 23% 11%

Oppose Liquor Ads On Radio 67% 70% 60% 65% 69% 70% 63% 68%

Do you think “Hard Liquor/Whiskey” products should be advertised on the radio?

Issues

Do you have access to the internet on a daily basis from home or work?


Yes I have access 68% 65% 67% 66% 68% 70% 67% 63%

Internet

What is the primary reason other than work related activities that you log onto the internet?


To Get Mail 34% 35% 30% 35% 32% 31% 32% 37%

Visit a specific web site 42% 43% 40% 42% 42% 36% 41% 49%

News, Sports & Info 17% 17% 16% 17% 17% 21% 17% 11%

Listen to/Purchase Music 7% 5% 14% 6% 9% 12% 10% 3%

Have you ever listened to a Country radio station on the internet for 30 minutes or more?


Yes I Have Listened On The Net 20% 20% 19% 17% 22% 22% 21% 17%

Have you ever visited a Country Star’s web site?


Have visited Favorite Artists site 30% 31% 29% 29% 31% 30% 31% 28%

Internet

Did you watch the Major Music Awards Shows?


I Watched The Grammy Awards 34% 36% 29% 25% 42% 35% 31% 36%

I Watched the ACM Awards 47% 48% 47% 52% 43% 44% 47% 51%

I Watched The CMA Awards 53% 49% 61% 51% 55% 58% 52% 48%

Did you purchase any Christmas gifts this past year on the internet?

Response Total P1 P2 Male Female 25-34 35-44 45-54

Yes, I made internet purchases 21% 21% 22% 21% 22% 22% 21% 20%

Internet

Documents

Bullseye / R&R Callout America interviews over 10,000 Country Radio listeners annually Sample is 50% Male / Female Country Respondents are 25 –54 years