Radio Reaches
Beer And Wine Drinkers

Radio's Weekly Reach
Among Adults 18+ Who...

    Drink any beer                                           84.6%
    Drink no-alcohol or low-alcohol beer                     81.2%
    Drink 5+ light/low calorie domestic beers in one week    85.4%
    Drink 7+ regular domestic beers in one week              81.8%
    Drink  ice beer                                          87.0%
    Drink light/low calorie imported beer                    87.6%
    Drink 3+ imported beers in one week                      85.7%
    Drink malt liquor                                        80.3%
    Drink 3+ glasses of malt liquor in one week              82.6%
    Drink 2+ glasses of ale in one week                      87.2%

Regular Domestic Beer Users
Media Exposure Prior to Purchase
(adults 18+, used in past month)

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

Radio's Weekly Reach
Among Adults 18+ Who...

         Drink domestic dinner/table wines             85.2%
         Drink imported dinner/table wines             86.6%
         Drink wine coolers                            85.9%
         Drink champagne/cold duck/sparkling wine      86.0%
         Drink sangria/pop wines/party wines           85.3%

Source: Simmons, Spring 1996