A comprehensive analysis of where the media usage and advertising opportunities have been, where they are today, and where they are going by age group and gender. Covers TV, radio, print and web 2.0. A must for advertisers, marketers, media planners and buyers.

1. American Trends in Media and Media Usage By Duane “DJ” Sprague

2. Age Group Distribution Media Usage by Age Group Media Consumption Trends Media Consumption by Women Newspaper Trends and Efficiency U.S. Media Trends

3. Birth to 12 Year Olds

5. Birth to 12

6. 13 to 17 Year Olds

8. 13 to 17

10. 18 to 34 Year Olds

13. 18-34 “What Ad Media Influence Your Purchase of Vehicles?” %

14. 18-34 “What New Media/Technology Do You Use Regularly?” %

15. 35 to 54 Year Olds

18. 35-54 “What Ad Media Influence Your Purchase of Vehicles?” %

19. 35-54 “What New Media/Technology Do You Use Regularly?” %

20. 55 Years Old and Up

24. 55+ “What Ad Media Influence Your Purchase of Vehicles?” %

25. 55+ “What New Media/Technology Do You Use Regularly?” %

26. Daily Media Consumption by Media Source

27. The Average Consumer Will Spend 9 Hours and 35 Minutes a Day Using Media in 2006

28. 2009 Nielsen Study: Average American Daily Media Usage

29. Where the Ad Money Goes TV $70B Radio $19.8B Internet $23.4B Print $37B

30. Ad Spending by Household

31. 2004 U.S. Ad Spending in Measured Media Totaled $1,287 Per HH Percent of Total Ad Spending Per HH

32. Hour by Hour Radio Listening Habits

42. “ Below the line” Marketing Trends

45. General Media Consumption Trends

47. TV Trends

52. Reality Marketing

54. Dealership Media Usage Changes in Percent in Past 10 Years Radio 15% TV 6.4% Print -13.5%

55. Working Female Media Usage (2004 Media Audit)

56. All Female Media Usage in Minutes (BIG research 2004)

58. COST Increase HH Growth Circ . Increase

59. Newspaper Reach Mon-Sat (Audit Bureau of Circ. 9/30/00-9/30/05) Front Page 54% Reach # Reach % 196,313 18.2% 225,769 20.9% 241,465 22.4% 249,318 23.1% 257,170 23.8% Sports 28% Reach # Reach % 101,792 9.4% 117,061 10.8% 125,204 11.6% 129,276 12% 133,347 12.3% Business 26% Reach # Reach % 94,521 8.8% 108,699 10.1% 116,261 10.8% 120,042 11.1% 123,823 11.5% Food 24% Reach # Reach % 87,250 8.1% 100,388 9.3% 107,318 9.9% 110,808 10.3% 114,298 10.6% Employ. Classified 11% Reach # Reach % 39,990 3.7% 45,988 4.3% 49,187 4.6% 50,787 4.7% 52,386 4.9% Section Read Frequently Reach 1 st Day 2 nd Day 3 rd Day 4 th Day 5 th Day