RADIO DRIVES RESTAURANT SEARCH Analytic Owl About RestaurantGoers

RADIO DRIVES RESTAURANT SEARCH Analytic. Owl

About Restaurant-Goers Preferences and buying behaviors have evolved dramatically in the past years. Diners today seek: • Unique food concepts • Authentic experiences • Simple and healthy choices • Convenience RADIO DRIVES RESTAURANT SEARCH Analytic. Owl

RADIO REACHES RESTAURANT GOERS UPSCALE SIT-DOWN QUICK SERVE General Market 90% African-Americans 92% Hispanics 93% General Market 89% African-Americans 92% Hispanics 91% General Market 89% African-Americans 91% Hispanics 91% Source: Scarborough USA+ 2018 Release 1 Total (Dec 2016 – May 2018) 2

BACKGROUND DATA 21 Thousand Total Radio Restaurant Ads 3. 3 Million Total Sessions January 2018 – October 2018 Analytic. Owl Source: Numeric. Owl Restaurants January 2018 -October 2018

Radio campaigns impact on web traffic: New user lift: Sessions per airing: New visitors per airing: +3% 2. 2 +1. 4 Sessions – all users: 45 k Sessions – new users: 30 k Source: Numeric. Owl Restaurants January 2018 -October 2018 Radio Influences Dining Destination Search Analytic. Owl

Radio Drives Higher Web Lift From New Users Towards Week’s End 5500 4600 5700 5100 3900 2700 1900 Sunday Monday Tuesday Wednesday Thursday New Users/Visitors Analytic. Owl Source: Numeric. Owl Restaurants January 2018 -October 2018 Friday Saturday

RADIO’S WEB TRAFFIC INFLUENCE BY DAYPART Afternoon Midday Morning Evening 3 PM-7 PM 10 AM-3 PM 6 AM-10 AM 7 PM-12 M Highest new site visitors Second highest number of new site visitors Third highest new site visitors Less spots than Morning but drove nearly comparable levels Insight: Dining search occurs during traditional work hours Analytic. Owl Source: Numeric. Owl Restaurants January 2018 -October 2018

Radio’s Halo Effect On Search Activity Radio’s Impact Continues Despite Campaign Hiatus On-Air Off-Air 67 days 135 days 189 new daily web users Analytic. Owl 178 new daily web users Source: Numeric. Owl Restaurants January 2018 -October 2018

RADIO DRIVES RESTAURANT SEARCH Radio is an effective medium to lift dining patrons web activity. • Radio reaches nearly 90% or more of restaurant-goers – regardless of segment • Radio increased web search by 3% • Radio drove new web visitors daily • Radio continued to influence search even when off-air Analytic. Owl Source: Numeric. Owl Restaurants January 2018 -October 2018