RADAR 102 Cume Audience Estimates Show Strength of Network Radio

More Than One Million More Listeners 12+ Compared to Three Months Ago

COLUMBIA, MD, September 28, 2009 – Arbitron Inc. (NYSE: ARB) today released cumulative audience estimates for the 58 RADAR®-rated networks. The most current estimates indicate that Network Radio delivers more listeners across major buying demographics as compared to the prior RADAR network audience report.

Compared to three months ago, the September 2009 RADAR 102 saw an increase in the number of people reached by network radio from the RADAR 101 period for key buying and selling demographic groups.  The September report revealed 1,027,000 more listeners for Persons 18+; Persons 12+ showed an increase of 1,054,000 listeners compared to the RADAR 101 report.

“Network radio continues to be a highly impactful and cost-effective media for advertisers,” said Bruce Supovitz, manager, National Radio Services, Arbitron Inc. “This significant increase in listeners across the board from just three months ago highlights radio’s effectiveness of reaching a mass audience.” 

Inclusion of PPM™ data into RADAR estimates

The RADAR 102 September 2009 release is the eighth RADAR release to include both Arbitron PPM panelists 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 and San Diego for the Spring 2009 survey.

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

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

NOTES:
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 panelists and respondents. By the end of 2009, Arbitron plans to increase the sample size to an expected 360,000 panelists and 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.

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

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.

SOURCE: Arbitron Inc.