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Radio Reaches Financial Customers
Radio's Weekly Reach
Among Adults 18+ Who...

(a) see footnote

Mutual Funds/Stocks
& Bonds/Municipal Bonds
Media Exposure Prior to Purchase
(adults 18+)

(a)Source: Media Targeting 2000: The Arbitron/RAB Consumer Study, 1995

Radio Reaches Financial Customers

Radio's Weekly Reach Among Adults 18+ Who...
(b) see footnote

Have an auto loan for a new car 86.0%

Have a first mortgage on a home 84.3%

Have an unsecured line of credit 82.4%

Own investment property 80.1%

Have a CD, Keogh, or IRA account 80.2%

Have used ATM card 4+ times, past month 88.4%

Have a brokerage account 81.5%

Used accounting/financial planning service, past year 82.7%

Own securities valued at $10,000 or more 81.0%

Have or use an American Express gold card 83.2%

Have or use an American Express green card 85.8%

Have or use a MasterCard gold card 82.7%

Have or use a MasterCard standard card 93.1%

Have or use a VISA gold card 83.0%

Have or use a VISA standard card 83.1%

Have two or more VISA cards 82.6%

Have a telephone calling card 82.9%

Possess life insurance valued at $100,000 or more 87.1%

Have homeowners' or tenants' insurance 80.0%

Belong to a prepaid health plan 81.6%

Have medical, hospital, or health insurance 80.1%

(b)Source: Simmons, Spring 1996

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Mutual Funds/Stocks & Bonds/Municipal Bonds Media Exposure Prior to Purchase (adults 18+)




(a)Source: Media Targeting 2000: The Arbitron/RAB Consumer Study, 1995


Radio Reaches Financial Customers
Radio's Weekly Reach Among Adults 18+ Who... *(b) see footnote*

Have an auto loan for a new car	86.0%
Have a first mortgage on a home	84.3%
Have an unsecured line of credit	82.4%
Own investment property	80.1%
Have a CD, Keogh, or IRA account	80.2%
Have used ATM card 4+ times, past month	88.4%
Have a brokerage account	81.5%
Used accounting/financial planning service, past year	82.7%
Own securities valued at $10,000 or more	81.0%
Have or use an American Express gold card	83.2%
Have or use an American Express green card	85.8%
Have or use a MasterCard gold card	82.7%
Have or use a MasterCard standard card	93.1%
Have or use a VISA gold card	83.0%
Have or use a VISA standard card	83.1%
Have two or more VISA cards	82.6%
Have a telephone calling card	82.9%
Possess life insurance valued at $100,000 or more	87.1%
Have homeowners' or tenants' insurance	80.0%
Belong to a prepaid health plan	81.6%
Have medical, hospital, or health insurance	80.1%

(b)Source: Simmons, Spring 1996