The WBCN PATRIOTS ROCK RADIO NETWORK

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SPORTS NETWORKS AND CAUSE MARKETING
The WBCN PATRIOTS ROCK RADIO NETWORK Challenge
Buy all of New England in a simple way
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NEOB and the Patriots
The WBCN PATRIOTS ROCK RADIO NETWORK
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THE NETWORK
PATRIOTS FOOTBALL ON The WBCN PATRIOTS ROCK RADIO
NETWORK
MASSACHUSETTS Fairhaven 1420 AM WBSM Fall River
1480 AM WSAR Fitchburg 1280 AM WEIM Cape Cod
95.1 FM WXTK Gardner 1340 AM WGAW Great
Barrington 860 AM WSBS Greenfield 95.3
FM WPVQ Springfield 102.1 FM WAQY Worcester
100.1 FM WWFX RHODE ISLAND Providence 790 AM
WSKO Providence 99.7 FM WSKO CONNECTICUT
Hartford 106.9 FM WCCC New London 102.3
FM WXLM Putnam 1350 AM WINY
NEW HAMPSHIRE Dover 102.1 FM WSAK Portsmouth
105.3 FM WSHK Newport 101.7 FM WVRR
Manchester 1370 AM WFEA North Conway 103.7
FM WPKQ Concord 107.7 FM WTPL Gilford 101.5
FM WWHQ VERMONT Brattleboro 92.7 FM
WKVT Bennington 1370 AM WBTN Burlington 960
AM WEAV Burlington 96.7 FM WXZO Rutland 101.5 FM
WEXP Woodstock 93.9 FM WMXR Derby 92.1 FM
WMOO Barre 1450 AM WSNO St. Johnsburry 1340
AM WSTJ MAINE Augusta 98.5 FM WEBB
Bangor 101.7 FM WFZX Houlton 100.1FM WHOU Portlan
d 102.9 FM WBLM
Network Coverage Overlaps Our Designated Service
Area
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THE NETWORK
One media purchase Full DSA coverage No need
for Media Buyer Saves

Its Easy to Purchase
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MORE THAN JUST A GAME

• Its a New England LIFESTYLE
• A MESSAGE to Hundreds of Thousands of people
• Its 20 WEEKS of excitement
• IMAGE ASSOCIATION

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IMAGE ASSOCIATION

• Brand Image Association
• Indirectly Linking your brand to the
  characteristics and value of another organization
• Creating an association between your brand and
  positive attributes of another entity or
  organization
• Creating a perception among listeners that you
  have a relationship with the organizations with
  which you advertise
• NOT like advertising on Married with Children
  re-runs

Purchasing Entry into the Patriot Family
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THE POWER OF THE NFL
Fan's love the game, not just their team The NFL
community is united in promoting the game Focus
on expanding appeal of the sport to new
consumers The sport represents the country
Hitching a ride on a popular and growing form of
entertainment
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THE POWER OF THE NFL
Research confirms that approximately 43 percent
of Americans are loyal football fans who are
interested in the NFL. The core group includes
these demographics - Listeners are 60 Male,
40 Female - 62 percent college educated -
70 household income under 75,000, 30 above 75k
Reaching many types of listeners
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PARTNER WITH A CHAMPION
When consumers think of the New England
Patriots Brand they think of The most respected
Owner, Coach and Quarterback in League..
Buying into a Brand Image of Trust
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IMAGE ASSOCIATION WITH PATRIOTS RADIO NETWORK

• When consumers think of the Patriots Rock Radio
  Network Brand they think of
• The Legendary Voices of Gil Santos and Gino
  Cappelletti have broadcast the Patriots on Radio
  16 consecutive seasons
• The Legendary Call Letters of WBCN and it
  heritage as the top rock station in New England
• The first place to hear the live post-game press
  conferences of Bill Belichick and Tom Brady and
  the only place to listen to Patriots Chairman,
  Jonathan Kraft .
• Pre and Post Game Analysis with all the local
  football experts.
• Full-Day (nine hours) of Patriots Talk including
  special guests from opposing team and media
  members

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INVESTING IN A LIKELY WINNER
The Patriots made major player acquisitions
during the off season. New key players are
likely to maintain past successes.
Sammy Morris Adaluis
Thomas Kyle Brady
Wes Welker Dante
Stallworth Kelley Washington
Little Risk of Getting Caught in a Rebuilding
Year
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POWERFUL REACH
PATRIOTS LISTENERS COME FROM WBOS WBMX WBUR
WBZ WEEI
In Boston, there is a common bond among a massive
group of people across many backgrounds Theyre
all Patriots Fans. We can reach big percentages
of the audiences of every Boston radio station,
all in one place during every Patriots game.
WJMN WODS WRKO WROR WXKS WZLX
ONE BUY LOTS OF DIFFERENT RADIO LISTENERS
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LOTS OF LISTENERS

• On Sundays, WBCN has the highest ratings for any
  station in the demographic of Adults 18 and has
  2 times the listeners of WEEI (Sunday 10A-7P)
• On Sundays, WBCN has the highest ratings for any
  station in the demographic of Men 18 and has and
  almost 4 times the listeners of WBZ
• During play-by play of Patriots Games (1-4pm)
  WBCN reaches 4 times the number of listeners than
  WEEI in Men 18 and has the highest ratings of
  any station in New England.
• 50.8 of all adults 18 listen to radio in their
  cars on Sat/Sun.
• Adults 18 spend at least 5 hours and 15 minutes
  listening to radio on the weekends. Radio
  continues to capture hours or hours of
  appointment radio, providing many opportunities
  for your message to make an impact.

Football on the weekends garners larges radio
audiences
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FOOTBALL AND RADIO

• 47.1 of Adults 18 in the Boston Area listened
  to a Patriots Broadcast during the 2006 season.
• In the overall Boston Metro area, 1,900,000
  persons 18 followed Patriots on the radio at
  some point last year.

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A TYPICAL AD
Each year, about 1,000 New Englanders receive a
life saving organ transplant - like ten year old
Dominic Lauranzano, of Beverly - a liver
transplant recipient and a great football fan.
Dominic's life was saved because someone like
you made a decision to be a donor when they
renewed their drivers license. Sadly, many
others will die waiting for a transplant because
of a lack of donors. So, please, be a champion
and make the decision to Donate Life by signing
up to be an organ and tissue donor when you renew
your drivers license. To learn more visit
donatelife.net. And remember, YOU have the power
to Donate Life.
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THE PACKAGE
Per Game Media for 20 games for the 2007
season Local WBCN 104.1 FM Boston
Network 35 Stations in New England (2) game day
billboards Todays game is brought to you by
Donate Life.net. Total billboards on 36 station
network 1,440 (1) 30 pre-game commercial
(player/broadcaster testimonial) Total pre-game
commercials on 36 station network 720 (1) 30
in-game commercial (player/broadcaster
testimonial) Total in-game commercials on 36
station network 720 (1) 30 pre-in-post game
commercial (player/broadcaster testimonial) Total
pre-in-post game commercials on 36 station
network 720 (1) 10 post-game live read to air
in the first hour of the post-game show. To be
recorded by player/broadcaster (TBD). Total
post-game live reads based on 36 station network
720 EXTRAS Tickets and gameballs