One in Five Viewers 18 and Older Watched CBS Sports 2010 AFC Divisional Playoffs Away-from-Home, According to Arbitron's Portable People Meter Audience Estimates

COLUMBIA, Md., Jan. 21 /PRNewswire-FirstCall/ -- Arbitron Inc. (NYSE: ARB) announced today, that as part of a television study using the Company's Portable People Meter™ technology, one in five Persons aged 18 and older who watched CBS Sports NFL AFC Divisional Playoffs last weekend did so Away-from-Home. Younger viewers are more likely to watch Away-from-Home. One out of every four Men aged 18-34 watched Away-from-Home.

"Away-from-Home viewing accounts for large portions of television audiences," said Pierre Bouvard, EVP, Cross-Platform Services, Arbitron Inc. "ARB-TV currently uses 52,000 available panelists to look across 29 established PPM markets to see the impressive impact Away-from-Home viewing has on the total television audience."

ARB-TV leverages PPM technology to measure Away-from-Home television audiences. The service is designed to improve visibility into Away-from-Home television audiences for media companies and advertisers.

NFL Teams Hometown Audiences(1)

Preliminary Arbitron PPM Television Ratings show nearly half of Persons aged 18 and older in Baltimore watched the Ravens-Colts*; One in four watched Away-from-Home.

Forty-three percent of San Diego and 26 percent of New York, persons aged 18 and older, watched the Jets-Chargers game. In San Diego, twenty-eight percent of the game's Persons 18 and older audience watched Away-from-Home. In New York, 25 percent of the Jets-Chargers audience was Away-from-Home.

(1) Arbitron currently intends to commercialize the PPM ratings service in Indianapolis in September 2010.

Across the Top 29 PPM Markets

Persons aged 18+ Away-from-Home viewing added more than 20 percent to the in-home viewing audience.

(2) The percentage of Lift is the additional viewership realized from Away-from-Home viewing reported as a percentage of in-home viewing.

Men aged 18+ Away-from-Home viewing resulted in a 27 percent lift over the in-home audience for the Ravens-Colts game and a 28 percent lift for the Jets-Chargers game.

Men aged 18-34 Away-from-Home viewing adds 42 percent to the in-home viewing audience for the Ravens-Colts game and 39 percent for the Jets-Chargers game.

The Away-from-Home Audience Skews Younger

For the Ravens-Colts game: Men aged 18-34 represent 20 percent of the total Persons aged 18 and older Away-from-Home viewing audience versus representing only 13 percent of the Persons 18 and older total in-home viewing audience.

For the Jets-Chargers game: Men aged 18-34 represent 18 percent of the total Persons aged 18 and older Away-from-Home viewing audience versus representing only 13 percent of the Persons 18 and older total in-home viewing audience.

Away-from-Home Television Estimates, Persons Aged 18 and Older

Total Rating Estimates, Persons Aged 18 and Older

Editors note: These are minute-by-minute audience estimates based on Preliminary Data and includes those panelists who docked their PPM by 4am of the same broadcast day.   

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.

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 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 2008 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.

SOURCE Arbitron Inc.

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