Arbitron Releases Radio Industry's Midseason Professional Baseball Report

Arbitron Releases Radio Industry's Midseason Professional Baseball Report

Report provides advertisers with audience snapshot of 2010 Season in advance of the World Championship

COLUMBIA, Md., Aug. 4 /PRNewswire-FirstCall/ -- Arbitron Inc. (NYSE:ARB) announced today that it released the first mid-season report of radio audience listening for America's favorite pastime. The Mid-Season 2010 Arbitron Sports Report: PPM(TM) Radio Listening for Pro Baseball covers In Game, Play-by-Play estimates for the first half of the 2010 professional baseball season from April 4, to June 23, 2010 and includes 28 teams in 25 markets where the Portable People Meter(TM) service has been commercialized. These reports are made available to subscribing agencies, advertisers, stations and teams.

"As advertisers look to capitalize on this year's pennant race, professional baseball on the radio delivers large numbers of listeners for every game," says Arbitron Sports Manager Chris Meinhardt. "Arbitron's Mid-Season PPM Radio Listening for Pro Baseball reports the average game audience for each team."

Highlights from the report

The top 15 teams individually average over 176,100 listeners per game in their home market. This mid-season report provides advertisers with tools to plan for the remainder of the 2010 season in multiple markets across the US. The PPM ratings service includes number of listeners and shares of listening that dominate local markets.

2010 Pro Baseball Season
Top Fifteen Teams
Persons aged 6+
Average Game Cume

Flagship Average
Team Flagship Owner Station(s) Game Cume
New York Yankees CBS WCBS-AM 441,000
New York Mets CBS WFAN-AM 368,500
Chicago Cubs Tribune WGN-AM 259,700
Detroit Tigers CBS WXYT-AM/WXYT-FM 193,400
Los Angeles LAA 1 LLC/ABC KLAA-AM/KSPN-AM 166,600
Angels of Anaheim
Philadelphia
Phillies CBS WPHT-AM 159,500
San Francisco
Giants Cumulus KNBR-AM 154,900
Minnesota Twins Hubbard KSTP-AM 133,000
St. Louis St. Louis Sports
Cardinals Radio LLC KTRS-AM 128,400
Cincinnati Reds Clear Channel WLW-AM 116,100
Seattle Mariners Bonneville KIRO-AM 113,400
Boston Red Sox Entercom WEEI-AM 107,500
Chicago White Sox CBS WSCR-AM 105,600
Los Angeles
Dodgers Citadel KABC-AM 99,900
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Top Fifteen Teams
Men aged 25-54
Average Game Share

Average
Flagship Game
Team Flagship Owner Station(s) Share
Cincinnati Reds Clear Channel WLW-AM 25.0
Detroit Tigers CBS WXYT-AM/WXYT-FM 21.3
St. Louis St. Louis Sports
Cardinals Radio LLC KTRS-AM 19.1
Minnesota Twins Hubbard KSTP-AM 17.0
Dickey Brothers
Atlanta Braves B'casting/Cumulus WCNN-AM/WNNX-FM 11.7
Kansas City
Royals Entercom KCSP-AM 11.6
Tampa Bay Rays Clear Channel WDAE-AM 11.1
Philadelphia
Phillies CBS WPHT-AM 10.9
Seattle Mariners Bonneville KIRO-AM 10.9
San Francisco
Giants Cumulus KNBR-AM 10.8
Boston Red Sox Entercom WEEI-AM 10.2
Cleveland Indians Clear Channel WTAM-AM 9.9
Chicago Cubs Tribune WGN-AM 9.5
Colorado Rockies Clear Channel KOA-AM 9.0
Pittsburgh
Pirates Clear Channel WPGB-FM 8.9
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"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," said Meinhardt.

About Arbitron

Arbitron Inc. (NYSE:ARB) is a media and marketing research firm serving the media - radio, television, cable 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(TM) and PPM 360(TM), new technologies for media and marketing research.

Portable People Meter(TM), PPM(TM) and PPM 360(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.

Source: Arbitron Inc.

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

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

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