Navigauge Goes to The GRAMMYs to Examine A Song's Holding Power; Company Reveals Consumer Behavior for Song Listening Dynamics.

ATLANTA -- Navigauge, a leading media and market intelligence company, today released its monthly Consumer Behavior Index (CBI) highlighting the audience-holding ability of songs nominated by the Recording Academy in the 47th GRAMMY(R) Awards.

Continuing its discovery of how people truly listen to the radio in their vehicles, Navigauge conducted an analysis of all songs nominated for GRAMMY Awards and played on the top 20 stations in Atlanta between October 2004 and February 2005. The results of this study show that the audience of these popular songs was typically made up of 58.9% of people who were there at its beginning, or heard its first note. On average, 60.2% of these first note listeners listened to the song in its entirety.

Song Retention by Source of Tuning

 Audience Tuned In      Percent of All Listens     Percent Retained
-------------------    ------------------------   ------------------
First Note of Song            58.9%                     60.2%

The remaining 41.1% of the audience to GRAMMY nominated songs analyzed was comprised of people who tuned in from another station, started their vehicle in mid-song or turned their radio on after the song had already begun. The percentage of these listeners that stayed through the end of the song, which Navigauge defines as a song's Holding Power Index, was 53.4%, much lower than the portion of those who listen from first note to last.

Song Retention by Source of Tuning

 Audience Tuned In         Percent of All Listens       Percent Held
-------------------       ------------------------     ---------------
After First Note of Song            41.1%                   53.4%

Using these four measures, a clear picture can be drawn of a song's audience and whether it effectively retains a station's loyal listeners and as importantly holds on to the willing, but less committed tuner.

"While it was interesting to find that none of the top 20 stations made any significant changes to their rotations following the release of the GRAMMY nominations or the awards themselves, it was equally interesting to discover that there could be a real opportunity for programmers to take advantage of the power of GRAMMY nominated artists to retain and hold an audience," said Ted Hawthorne, senior vice president of research for Navigauge. "With these new metrics, Navigauge provides programming executives the means of understanding how listeners react to what they hear and the ability to adjust their playlist so that all listeners will stay tuned longer."

As expected, some songs were more effective at retaining and holding an audience than others. For example, "Heaven" by Los Lonely Boys, winner of Best Pop Performance by a Duo or Group, was one of the best-received GRAMMY winners in Atlanta and exhibited above average holding power. "Heaven" retained not only 66.3% of those listeners who heard the first note of the song compared to a 60.2% average, but kept 62.5% of those who tuned in mid-song through the end. In contrast, "You Don't Know My Name" by Alicia Keys generated a lower than average retention level and slightly sub par holding power.

Retention Index and Holding Power Index

                                              % Tuning
                % of First                      After         Holding
                   Note    Percent  Retention   1st   Percent  Power
Artist/Song     Listeners  Retained   Index     Note   Held    Index
                ---------- -------- --------- ------- ------- -------
Los Lonely Boys
"Heaven"            58.3%    66.3%      111    41.7%   62.5%    113

Alicia Keys
"You Don't Know
My Name"            64.8%    53.4%       90    35.2%   54.3%     98

On the whole, 64.7% of those who tuned in to "Heaven" at any point, made it to the end of the song, while just over half (53.7%) of the all listeners to "You Don't Know My Name" listened to all the song that they had the opportunity to hear.

Additional web site info:

For more detailed information about song-station affinity - how particular songs may be more effective at retaining committed listeners on stations while others are more effective at making scanners stop, stay and listen, visit the Navigauge website (www.navigauge.com/ourindex)

About the Consumer Behavior Index

Navigauge collects and aggregates the data for the Index through combining the company's statistically valid Atlanta-based panel with its in-vehicle passive monitoring device that captures in-vehicle listening activity with no distraction to the driver or exhaustive data entry. The Consumer Behavior Index data provides advertisers with information on consumer behavioral patterns that will allow them to make smart, effective radio buys to reach their target audience. In 2005, Navigauge will expand its service, providing real-time data from as many as five of the top ten markets. The Consumer Behavior Index is distributed monthly to industry analysts and trade media. Navigauge customers receive the Index free of charge. To view the full Consumer Behavior Index, visit www.navigauge.com/ourindex.

About Navigauge Inc.

Navigauge is an Atlanta-based media and market intelligence company that provides the most in-depth understanding of consumers' in-vehicle media consumption, mobility patterns and retailer interaction available today. Its management team brings more than 75 years of successful leadership in the media and research industries. For more information visit www.navigauge.com.