Kentucky Derby, Preakness and Belmont Stakes deliver strong levels of out of home viewing

Kentucky Derby, Preakness and Belmont Stakes deliver strong levels of out of home viewing

Arbitron Portable People Meter ratings service demonstrates audience lift delivered by on-the-go viewers

COLUMBIA, Md., June 21, 2012 /PRNewswire/ -- Personal and portable measurement as provided by the Arbitron Portable People Meter(TM) (PPM(®)) ratings service indicates that all three legs of the Triple Crown, broadcast on NBC, delivered significantly higher out-of-home audiences than seen during typical a Saturday/Sunday afternoon.

Persons In home Out of home % Out of Home % Out of Home
18+ Lift
(Average persons) (Average persons)
--- ---------------- ----------------
Kentucky
Derby
(May
5,
4:00pm-
7:00pm) 4,763,249 1,007,154 17.5 21.1
-------- --------- --------- ---- ----
Preakness
(May
19,
4:30pm-
6:30pm) 2,876,372 451,479 13.6 15.7
--------- --------- ------- ---- ----
Belmont
Stakes

(June
9,
4:30pm-
7:00pm) 3,320,243 524,728 13.6 15.8
------- --------- ------- ---- ----
Typical Weekend (Sa-Su 1:00pm-7:00pm; 1Q 2012) 8.9 9.7
--------------------------------------------- --- ---
Triple Crown OOH TV viewers account for between 15 and 25 percent of the Person 18-49 audience measured by the Arbitron PPM device in the top 44 media markets covered by the PPM radio ratings service.

Persons In home Out of home % Out of Home % Out of Home
18-49 Lift
(Average persons) (Average persons)
--- ---------------- ----------------
Kentucky
Derby
(May
5,
4:00pm-
7:00pm) 1,438,412 487,210 25.3 33.9
-------- --------- ------- ---- ----
Preakness
(May
19,
4:30pm-
6:30pm) 765,825 215,689 22.0 28.2
--------- ------- ------- ---- ----
Belmont
Stakes

(June
9,
4:30pm-
7:00pm) 957,560 220,880 18.7 23.1
------- ------- ------- ---- ----
Typical Weekend (Sa-Su 1:00pm-7:00pm; 1Q 2012) 12.1 13.8
--------------------------------------------- ---- ----
Audience lift delivered by out-of-home viewing for the Kentucky Derby is between two to three times that of a typical weekend afternoon- (Persons 18-34: 42.7 percent vs. 16.3 percent; Persons 18+: 21.1 percent vs. 9.7 percent)

Persons In home Out of home % Out of Home % Out of Home
18-34 Lift
(Average persons) (Average persons)
--- ---------------- ----------------
Kentucky
Derby
(May
5,
4:00pm-
7:00pm) 598,422 155,560 29.9 42.7
-------- ------- ------- ---- ----
Preakness
(May
19,
4:30pm-
6:30pm) 330,803 110,402 25.0 33.4
--------- ------- ------- ---- ----
Belmont
Stakes

(June
9,
4:30pm-
7:00pm) 427,633 104,757 19.7 24.5
------- ------- ------- ---- ----
Typical Weekend (Sa-Su 1:00pm-7:00pm; 1Q 2012) 14.0 16.3
--------------------------------------------- ---- ----
"We are seeing a consistently solid out-of-home audience for sporting events on Saturday afternoons when people are out and about with friends and family," said Carol Edwards, senior vice president, Cross Platform Services, Arbitron Inc. "The Triple Crown races delivered the one of the largest out of home audience lifts of the dozens of events we have analyzed. Advertisers during these events often received a greater return on their advertising investment thanks to the incremental out-of-home audience which isn't tracked by conventional television ratings services."

About Arbitron
Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media-radio, television, cable and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter (TM) (PPM(®)) and the PPM 360(TM), new technologies for media and marketing research.

Portable People Meter(TM), PPM(®) 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.

Markets: Atlanta, Austin, Baltimore, Boston, Charlotte-Gastonia-Rock Hill, Chicago, Cincinnati, Cleveland, Columbus OH, Dallas-Ft. Worth, Denver-Boulder, Detroit, Greensboro-Winston-Salem-High Point, Hartford-New Britain-Middletown, Houston, Indianapolis, Jacksonville, Kansas City, Las Vegas, Los Angeles (including Riverside), Memphis, Miami-Ft. Lauderdale-Hollywood, Milwaukee-Racine, Minneapolis-St. Paul, Nashville, New York, Norfolk-Virginia Beach-Newport News, Orlando, Philadelphia, Phoenix, Pittsburgh PA, Portland OR, Providence-Warwick-Pawtucket, Raleigh-Durham, Sacramento, Salt Lake City-Ogden-Provo, San Antonio, San Diego, San Francisco, Seattle-Tacoma, St. Louis, Tampa-St. Petersburg-Clearwater, Washington DC, West Palm Beach-Boca Raton.



SOURCE Arbitron Inc.

Arbitron Inc.

CONTACT: Investor, Thom Mocarsky, Arbitron Inc., +1-410-312-8239, thom.mocarsky@arbitron.com; or Press, Kim Myers, Arbitron Inc., +1-410-312-8500, kim.myers@arbitron.com

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


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