Arbitron Promotes the Value of Ethnic Radio

Arbitron Promotes the Value of Ethnic Radio

Black Radio Today 2009 and Hispanic Radio Today 2009 Studies now available

COLUMBIA, Md., Feb. 25 /PRNewswire-FirstCall/ -- Arbitron Inc. (NYSE:ARB) announced today that the Black Radio Today 2009, How America Listens to Radio and Hispanic Radio Today 2009, How America Listens to Radio have released and are available on Arbitron.com. Both of these studies feature Portable People Meter(TM) (PPM(TM)) data information for the first time.

"Ethnic formatted stations reach millions of listeners everyday," said Alton Adams. "These studies show the strength of radio as a media companion to ethnic consumers. Radio's relationship with ethnic listeners has been consistent over time; year over year, more than 90 percent of black and Hispanic listeners tune in to radio for news, culture and sounds of the community."

Black Radio Today 2009, How America Listens to Radio shows:
-- For the first time, Urban Contemporary formatted stations had higher
weekend ratings in Fall 08 than in weekday afternoons.
-- African-American Urban Adult Contemporary listeners spent more time
each week with the format (8 hours, 30 minutes) than any other format
in the study.
-- More than half of Urban Contemporary's 18+ consumers attended or
graduated from college, and one in seven had advanced degrees or
beyond.
-- News/Talk/Information has 2,634 stations and attracts 2.7 million
African-American listeners weekly.

Hispanic Radio Today 2009, How America Listens to Radio key findings include:

-- #1 English-language format among Hispanics is Rhythmic CHR.
-- #1 Spanish-Dominant format is Spanish News/Talk.
-- Radio's Reach among Hispanics Remain Strong.
-- Radio's reach among Hispanic listeners has remained between 94%
and 96%, since the beginning of the Hispanic Radio Today series in
2001
-- Hispanic weekend ratings have grown in relation to weekday listening

These reports are available on the Radio Today page http://www.arbitron.com/study/grt.asp

Highlights from these and other studies can be found on Twitter. Follow us at ArbitronInc and RadioFunFacts.

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(TM), a new technology for media and marketing research.

Portable People Meter(TM) and PPM(TM) are marks of Arbitron Inc.

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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