Arbitron Throws Out First Pitch for Baseball on Radio

COLUMBIA, MD; April 5, 2010 - Arbitron Inc. (NYSE: ARB) announced today that it released the first comprehensive report of radio audience listening for America’s favorite past time. The Arbitron Sports Report: PPM^TM Radio Listening for Pro Baseball covers In Game, Play-by-Play estimates for the 2009 professional baseball season and includes 25 teams in 23 markets where the Portable People Meter^TM service has been commercialized. These reports are made available to subscribing agencies, advertisers, stations and teams.

“Through the years there's been no better way to follow a team than daily and nightly broadcasts of games on the radio,” says Arbitron Sports Manager Chris Meinhardt. “America's relationship with baseball is as healthy as ever. Arbitron's inaugural PPM Radio Listening for Pro Baseball shows that relationship and loyalty by reporting the 2009 performance of 25 teams in 23 commercialized PPM markets.

Highlights from the report

The top 10 teams individually AVERAGE over 115,000 listeners per game in their home market. With these reports, advertisers are better able to evaluate the considerable audience sports play-by-play has throughout the season and in multiple markets across the US.

The PPM ratings service shows not only number of listeners, but shares of listening that dominate local markets. For example, the playoff between the Minnesota Twins and the Detroit Tigers garnered more than 1,000,000 listeners in Minneapolis and Detroit combined.

“Tradition, success and to a lesser extent, the team's flagship station drive audiences,” according to Meinhardt. “St. Louis, Detroit, Philadelphia, Boston and Minnesota dominated their markets with broadcasts that averaged more than 14 shares from Men aged 25-54 when games were being played.”

"Those teams with play-by-play broadcasts have believed for years radio was an integral part of a fan’s experience. Now, thanks to the level of audience detail provided by the PPM ratings service we can see that passion and loyalty quantified.”

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^TM and PPM^TM are marks of Arbitron Inc.

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.

Arbitron Forward-Looking Statements

Statements in this release that are not strictly historical, including the statements regarding expectations for 2010 and any other statements regarding events or developments that we believe or anticipate will or may occur in the future, may be "forward-looking" statements. There are a number of important factors that could cause actual events to differ materially from those suggested or indicated by such forward-looking statements. These factors include, among other things, the current global economic recession and the upheaval in the credit markets and financial services industry, competition, our ability to develop and successfully market new products and technologies, our ability to successfully commercialize our Portable People Meter™ service, the growth rates and cyclicality of markets we serve, our ability to expand our business in new markets, our ability to successfully identify, consummate and integrate appropriate acquisitions, the impact of increased costs of data collection including a trend toward increasing incidence of cell phone-only households, litigation and other contingent liabilities including intellectual property matters, our compliance with applicable laws and regulations and changes in applicable laws and regulations, our ability to achieve projected efficiencies, cost reductions, sales growth and earnings, and international economic, political, legal and business factors. Additional information regarding the factors that may cause actual results to differ materially from these forward-looking statements is available in our SEC filings, including our 2009 Annual Report on Form 10-K. These forward-looking statements speak only as of the date of this release and the Company does not assume any obligation to update any forward-looking statement.