LBC 97.3 FMLondon’s Biggest

Conversation

Media Pack Q3 08

Brand Overview

One word sums up LBC: ‘conversation’. LBC 97.3 FM is ‘London’s Biggest Conversation’ - big personalities in relevant and entertaining conversation with London.

Always interesting, and always remembered. LBC 97.3 FM is talk rather than ‘speech’. Remember what you spoke about last time you gathered with friends for a social occasion? The scope of that conversation will likely be reflected today on LBC 97.3 FM.

Our Listeners

LBC is aimed at upmarket, mature, intelligent consumers. The target audiences are aged 35-54. They are ABC1s who are at a stage in their life where they are interested in more than just music. They're settling down, have a mortgage, getting married, having children and interested in real life. They are people who enjoy a conversation, want to be entertained and currently enjoy the banter of music radio stations but maybe not the music.

The LBC listener tunes in on average for nearly 11 hours every week. In research, conducted by Sparkler, the LBC audience was seen as ‘highly sociable individuals’ with ‘lives full of conversation’. These really are the people to promulgate messages: 90% of those surveyed ‘regularly discussed the things they hear on LBC’. The power of the format is echoed in listeners high interactions with the brand by the high number of phone calls, online visits and podcast download figures.SOURCE: Sparkler Research Dec 06 / Experian Research 07

Key listener facts

• LBC reaches 838,000 listeners every week• 42% of LBC listeners are aged between 35-54• LBC delivers incredibly loyal listeners who tune in for an average 11 hours every week

Source: Rajar, 6 month period end 14th Sep 08, LBC UK TSA

Programming

LBC 97.3FM programmes are broadcast on digital radio and available in Yorkshire, West Midlands, North East, North West, South Wales and the West of England. Within these regions the output is known as LBC.Key London news is replaced by regional or national bulletins and London travel is also been replaced by other material.

James O Brien

No rules, no running order and certainly no scripts

Nick Ferrari

The man all politicians are scared of

Steve Allen

41%

59%

12%

24%22%

11%12%

50%50%

19%

81%

Me

n

Wo

men

15-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

AB

C1

C2

DE

H/w

ive

s

Listeners Population

RAJAR

LBC 97.3FM Adults 15+ Adults 35-54

Weekly Reach 647,000 294,000

Reach Profile % 6% 45%

Total Hours 7,471,000 3,472,000

Source: RAJAR Q3 08

LBC 97.3

TSA MAP

LBC 97,3FM broadcasts across London and the Home Counties. LBC also broadcasts on DAB, the internet http://www.lbc.co.uk anddigitalTV on Sky Channel 0177 and Virgin Media Channel 973

LBC Analogue

LBC 97.3FMLBC News

1152AMLBC DABLBC LBC NewsLBC Digital YorkshireWest

MidlandsNorthwestNortheastSouth

Wales/Severn

Estuary

Interactive

LBC.co.uk provides listeners with an additional dose of the 24-hour talk station. Listeners can read daily blogs from the presenters and find out what is going on in London that evening, as well as listen live and find out what topics are currently being discussed. And thanks to LBC Podcasts, subscribers can download every LBC show in full and listen again whenever they want.

Sponsorship and promotions

• Award winning sponsorship and promotion teams across all brands• Providing campaigns that cut through and deliver impact • Tailor made competitions for your brands• Sponsorship of existing features on stations