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

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

30,000+ tabulated panelists represent the largest Away-from-Home football study in television history

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(TM) 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.

Persons 18+ NFL AFC Divisional Playoffs:
----------------------------------------
Ravens-Colts, January 16, 2010
------------------------------
%
Rating % Away-from-Home Lift(2)
------ ---------------- -------
29-Market Aggregate 14.9
------------------- ----
In-Home 11.8
------- ----
Away-from-Home 3.0 20.3 25.5%
-------------- --- ---- ----

Persons 18+, NFL AFC Divisional Playoffs:
-----------------------------------------
Jets-Chargers, January 17, 2010
-------------------------------
%
Rating % Away-from-Home Lift(2)
------ ---------------- -------
29-Market Aggregate 19.4
------------------- ----
In-Home 15.2
------- ----
Away-from-Home 4.1 21.4 27.2%
-------------- --- ---- ----

(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

January 16, 2010
NFL AFC Divisional Playoffs:
Ravens-Colts

Market Percent
Away-from-Home
San Francisco 30.3%
San Diego 26.8%
Baltimore 25.7%
Sacramento 23.8%
Los Angeles 22.9%
Phoenix 22.6%
Las Vegas 22.1%
Houston 21.0%
Chicago 20.4%
Cincinnati 20.3%
Portland, OR 19.9%
New York 19.9%
Atlanta 19.5%
Detroit 19.5%
Philadelphia 19.3%
Dallas 19.1%
St. Louis 18.9%
Minneapolis 18.8%
San Antonio 18.4%
Cleveland 18.0%
Tampa 17.4%
Denver 16.9%
Kansas City 16.3%
Miami 15.8%
Pittsburgh 15.7%
Seattle 15.5%
Washington, DC 14.6%
Boston 14.2%
Salt Lake City 10.8%

January 17, 2010
NFL AFC Divisional Playoffs:
Jets- Chargers

Market Percent
Away-from-Home
San Diego 28.1%
Dallas 25.6%
New York 25.0%
Phoenix 24.7%
Minneapolis 23.2%
Chicago 22.8%
Philadelphia 22.8%
Los Angeles 22.5%
Houston 22.3%
San Francisco 21.5%
Miami 21.1%
Salt Lake City 21.0%
Atlanta 20.9%
St. Louis 20.8%
San Antonio 19.8%
Seattle 19.7%
Cleveland 18.6%
Detroit 18.5%
Tampa 18.3%
Sacramento 17.7%
Kansas 17.0%
Las Vegas 16.7%
Washington, DC 16.4%
Boston 16.3%
Denver 16.1%
Portland OR 15.4%
Baltimore 14.3%
Cincinnati 14.1%
Pittsburgh 13.8%

*Includes Riverside-San Bernardino, a non-embedded market
**Includes embedded markets (Nassau-Suffolk and Middlesex-Somerset-
Union)
***Includes embedded market (San Jose)

Total Rating Estimates, Persons Aged 18 and Older

January 16, 2010
NFL AFC Divisional Playoffs:
Ravens-Colts

Market Total Rating
Baltimore 47.9
San Diego 25.8
Cincinnati 20.8
Washington, DC 20.3
Pittsburgh 20.0
Denver 19.6
Tampa 19.1
Dallas 17.4
Sacramento 16.9
Kansas City 16.7
Cleveland 16.1
Phoenix 15.7
Minneapolis 15.2
St Louis 15.1
Houston 14.9
Las Vegas 14.2
Atlanta 14.0
Chicago 13.6
San Francisco 13.6
Boston 13.3
Philadelphia 13.0
Miami 12.6
San Antonio 11.4
New York 11.4
Los Angeles 11.4
Salt Lake City 11.2
Seattle 10.9
Portland, OR 10.8
Detroit 10.1

January 17, 2010
NFL AFC Divisional Playoffs:
Jets-Chargers

Market Total Rating
San Diego 42.8
Pittsburg 28.2
New York 25.8
Tampa 23.4
Washington 22.9
Cincinnati 22.3
Denver 22.3
Baltimore 21.2
Kansas City 20.4
Sacramento 19.8
Philadelphia 18.7
Chicago 18.1
Cleveland 18.0
Boston 17.8
San Francisco 17.7
Minneapolis 17.6
St Louis 17.5
Las Vegas 17.3
Phoenix 17.2
Miami 16.9
Atlanta 16.5
Dallas 15.8
Seattle 15.8
Los Angeles 15.6
Detroit 15.0
Houston 15.0
Portland, OR 14.4
San Antonio 11.8
Salt Lake City 10.5

*Includes Riverside-San Bernardino, a non-embedded market
**Includes embedded markets (Nassau-Suffolk and Middlesex-Somerset-
Union)
***Includes embedded market (San Jose)

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(TM) 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.

CONTACT: Jessica Benbow of Arbitron Inc., +1-410-312-8363,
jessica.benbow@arbitron.com

Web Site: http://www.arbitron.com/

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