Arbitron Releases RADAR 102 September 2009 Radio Network Ratings

Network Radio Reaches More Than 187 Million Persons Each Week

COLUMBIA, MD, September 21, 2009 – Arbitron Inc. (NYSE: ARB) reported in its September 2009 RADAR® radio network audience ratings (RADAR 102) more than 187 million persons 12+ heard one or more network radio commercials each week of the survey period.

Arbitron posts RADAR Radio Network Ratings for Persons 18-49 and Persons 25-54 on its Web site at:
http://www.arbitron.com/national_radio/radar102_network_rankings.htm.

Selected Audience Results from RADAR 102

The RADAR 102 survey period saw an increase in the number of people reached by network radio from the RADAR 101 period for key buying and selling demographic groups.  Among the prime audience demographics sought by advertisers, the commercials aired on the 58 radio networks reached:

• 73.5 percent of Persons 12+
• 74.0 percent of Persons 18+ (170,612,000 Persons)
• 73.9 percent of Persons 35+ (118,400,000 Persons)
• 75.3 percent of Persons 18-49 (101,942,000 Persons)
• 75.8 percent of Persons 25-54 (96,107,000 Persons)

Inclusion of PPM™ data into RADAR estimates

The RADAR 102 September 2009 release is the eighth RADAR release to include both Arbitron PPM and diary respondents. The PPM data included in the RADAR 102 release are from the Houston-Galveston, Philadelphia, New York, Los Angeles, Riverside-San Bernardino, Chicago and San Francisco Metro markets for the Summer 2008, Fall 2008, Winter 2009 and Spring 2009 surveys, from Dallas-Ft. Worth, Atlanta, Washington DC and Detroit for the, Fall 2008, Winter 2009 and Spring 2009 surveys, from Boston for the Winter 2009 and Spring 2009 surveys and from Miami-Ft. Lauderdale-Hollywood, Seattle-Tacoma, Phoenix, Minneapolis-St. Paul, San Diego for the Spring 2009 survey.

RADAR 102 September 2009 Network Rankings
Average Audience to All Commercials ##
All Broadcasts Mon-Sun 5AM-12Mid
Persons 25-54/Total U.S.

RADAR 102 September 2009 Network Rankings
Average Audience to All Commercials ##
All Broadcasts Mon-Sun 5AM-12Mid
Persons 18-49/Total U.S.

Please note, when comparing these rankers to previous rankers, the RADAR 102 ranks reflect the Monday-Sunday 5am-12m daypart rather than the Monday-Sunday 6am-12m daypart used prior to RADAR 100.

NOTES: See program listings for programs included in and excluded from dayparts;
xb Indicates no broadcasts in one or more component dayparts;
## Indicates that beginning with the RADAR 95 December 2007 report, the audience estimates produced may be based on a combination of PPM and Diary respondents.

The ratings cover the period June 26, 2008 through June 24, 2009.  

RADAR 102, the standard currency for national network ratings, marks an increase in sample size to 345,230 respondents. By the end of 2009, Arbitron plans to increase the sample size to an expected 360,000 respondents.   This is part of a continuing sample increase initiative and is in line with Arbitron’s commitment to enhance the quality of its RADAR service and ensure more granular information is available to clients by demographics, dayparts and by all individual DMA® markets.  

RADAR (Radio’s All Dimension Audience Research) measures network commercial audiences by merging radio listening information with clearance data for broadcasts and commercial exposures. That is quarter-hours of radio usage as reported by respondents are matched with program and commercial clearances provided by the radio networks for each station carrying the programming. The 58 measured networks are operated by American Urban Radio Networks, Citadel Media Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks.

For a more detailed description of each of the RADAR networks, go to http://www.arbitron.com/national_radio/radar_networks.htm.

About Arbitron

Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving the media – radio, television, cable, online radio and out-of-home – as well as advertisers and advertising agencies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People Meter™, a new technology for media and marketing research.

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Portable People Meter™ and PPM™ are marks of Arbitron Inc.
RADAR® is a registered trademark of Arbitron Inc.
DMA® is a registered service mark of Nielsen Media Research Inc., and is used pursuant to a license from Nielsen Media Research, Inc.

The PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

SOURCE: Arbitron Inc.