Arbitron PPM Client Briefing

Arbitron Portable People
TM TM
Meter (PPM ) Update

August 2010 Report Release
September 15, 2010

© 2010 Arbitron Inc.

Disclosures
Forward Looking Statements: Statements made in this presentation that are not historical in
nature, particularly regarding expected performance in 2010 and future years, are forward-looking
statements.
These forward-looking statements are based on our current expectations and assumptions, and
involve various risks and uncertainties that could cause actual results to differ materially from those
expressed in such forward-looking statements.
Important factors known by the company that could cause such material differences include those
referenced or discussed from time to time in our filings with the SEC, including those referenced
under the heading “ITEM 1A – Risk Factors” in our Annual Report on Form 10-K for the year ended
December 31, 2009 and elsewhere, and any subsequent periodic or current reports filed by us with
the SEC.
In addition, any forward-looking statements contained in this presentation represent our estimates
only as of the date hereof and should not be relied upon as representing our estimates as of any
subsequent date. While we may elect to update forward-looking statements at some point in the
future, we specifically disclaim any obligation to do so, even if our estimates change.

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.

© 2010 Arbitron Inc. 2

On the Call

»Bill Rose
• Senior Vice President of Marketing

»Beth Webb
• Vice President Research Methods and Quality

»Fred and Paul Jacobs
• Jacobs Media


We Want Your Feedback…

»Please enter your question in the Questions box on your screen
and press the send button
»We will cover your questions after the review of the sample
performance and data insights


What We Will Cover Today…

»Quick Sample Performance Update
»Update on Planned 2010 PPM Markets
»Review of PPM Enhancements
»Data Insights: “Goin’ Mobile” Sneak Preview
• Breakthrough study showcases social and business impact of
Smartphones on consumers
• Debuts at the NAB/RAB Radio Show

»Questions and Answers


PPM Sample
Performance Update


August 2010 Sample Quality Headlines

»Substantially all sample quality metrics met or exceeded
benchmarks
• DDI: sample size metric
– P6+: Average of 110 DDI
– P18-54: Average of 104 DDI
– P18-34: Average of 94 DDI
• In-tab Rate: daily participation metric
– Persons 6+: average in-tab rate of 81.3% (23% higher than 2007)
– Persons 18-34: average of 76.3% (36% higher than 2007)
• SPI: response rate metric
– 33-market average SPI in August 2010: 23.5%
– 18% higher than the 20-market average from the same month last year


DDI Benchmark - Gauge for Sample
Performance

»If a market falls below the DDI Benchmark, we plan to take
corrective measures
»DDI Benchmark is NOT the target—the target is 100% of the
sample objective
»DDI stands for Designated Delivery Index

Actual Average Daily Sample Size for a Given Demo
DDI = x 100
Target Sample Size of Given Demo

Benchmarks are based on a 13 month trailing average


33 Market Average DDI Exceeds Benchmarks
for Persons 6+, 18-54 and 18-34
August 2010 Average DDI Year 2 Benchmark
Year 1 Benchmark
120 110
104
100
100 95 94
90
80 80
80

60

40

20

0
P6+ P18- 54 P18- 34
Avg. to date = 106 Avg. to date = 101 Avg. to date = 91

Average across 33 PPM currency Markets © 2010 Arbitron Inc. 9

Average DDI Exceeds 100 for
Other, Black, and Hispanic Persons 6+
August 2010 Average DDI

120 116 114
107
100

80

60

40

20

0
Other P6+ Black P6+ Hispanic P6+
33 Currency Markets 19 Markets with 10%+ Black pop. or 22 Markets with 10%+ Hispanic pop.
400,000+ Black P6+ or 400,000+ Hispanic P6+


Average DDI Exceeds 18-34 Benchmarks for
Other, Black, and Hispanic Persons
August 2010 Average DDI Year 2 Benchmark
Mos. 7-12 Benchmark

100 95 98 Mos. 1-6 Benchmark

89
80 80 80
80 75 75 75
70 70 70

60
August 2009
40 86 DDI

20

0
Other P18- 34 Black P18- 34 Hispanic P18- 34
33 Currency Markets 19 Markets with 10%+ Black pop. 22 Markets with 10%+ Hispanic pop.
or 400,000+ Black P6+ or 400,000+ Hispanic P6+


Average DDI Exceeds 100 for
Spanish Language Preference

140 129
120
104
100

80

60

40

20

0
Spanish Dominant English Dominant

14 PPM Markets with Language Usage Weighting

In-Tab Rate Benchmark

In-Tab Rate Percent of installed Persons who have
provided fault-free data and have 8 or
more hours of motion (5+ hours for
Persons 6-17)

P6+ Benchmark 75%+*

P18-34 Benchmark 70%+*
 from 60%

* Year 1 based on average of months to date
(e.g., month 6 = 6-month average)
* Year 2 based on 13-month rolling average


Substantial Gains in Daily Participation
(In-Tab Rates) vs. Prior August Surveys
Average In-tab rate across currency markets
P6+ In-tab rate Benchmark
P18-34 In-tab rate Benchmark
100%

81.3%
80% 76.3%
72.5% 73.3% 75%
66.3% 67.1% 70%
65.1%

60% 56.2%
+ 23% vs. + 36% vs.
August ’07 August ’07

40%

20%

0%
Persons 6+ Persons 18-34
Aug. '07 Aug. '08 Aug. '09 Aug. '10

August ’07 & August ’08: Philadelphia and Houston; August ’09 20 markets; August ’10 33 markets © 2010 Arbitron Inc. 14

Significant Year-Over-Year Gains in
Black and Hispanic 18-34 Daily Participation
Average In-tab rate across currency markets

100% P18-34 In-tab rate Benchmark

77.4%
80% 74.8%
70% 69.4% 70%
65.5%

60%
+ 14% gain + 12% gain
year over year year over year
40%

20%

0%
Black P18-34 Hispanic P18-34
Aug. '09 Aug. '10

Black: August 2009: 18 markets; August 2010: 30 markets © 2010 Arbitron Inc. 15
Hispanic: August 2009: 18 markets; August 2010: 26 markets

SPI (Sample Performance Indicator)
Response Rate Metric

»SPI is a substitute measurement for response rate in
electronic media panels for radio and TV
»Approved for this purpose by the MRC
»PPM metric = Average Daily Persons SPI

Number of In-Tab Persons in Basic Households
SPI =
Eligible Persons in the Sample


33 Market Avg. SPI is 18% Higher
Than 20 Market Avg. in August 2009
August 2010 SPI

Philadelphia 20.3%
Houston 18.8%
New York 18.8%
Nassau-Suffolk 19.6%
Middlesex 19.0%
Los Angeles 27.1%
Chicago 23.8%
San Francisco 19.8%
Riverside 29.2%
San Jose 16.1%
Dallas 19.1%
Atlanta 21.7%
Washington, DC 19.8%
Detroit 26.4%
Boston 14.8%
Miami 23.8%
Seattle 19.3%
Phoenix 26.0%
Minneapolis 25.9%
San Diego 23.7%
Tampa 31.7%
St. Louis 26.0%
Denver 22.7%
Baltimore 21.4%
Pittsburgh 23.4%
Portland, OR 29.5%
Sacramento 25.2%
Cincinnati 27.4%
Cleveland 30.9%
Salt Lake City 23.1%
San Antonio 27.1%
Kansas City 27.2%
Las Vegas 26.3%

8/2010 Avg. across 33 mkts. = 23.5%
8/2009 Avg. across 1st 20 mkts. = 19.9%

Update on Planned
2010 PPM Markets

Aggregate sample size among the 33 currency
markets and 10 pre-currency markets
 Total Average Daily In-Tab = 51,833
 Total Monthly In-Tab = 68,627


August Brings 2ND Month of PPM
“Pre-Currency” in Ten New Markets

» Charlotte-Gastonia-Rock Hill » Indianapolis
» Orlando » Providence-Warwick-Pawtucket
» Columbus, OH » Norfolk-Virginia Beach-Newport News
» Milwaukee-Racine » Raleigh-Durham
» Austin » Nashville

September 2010 scheduled to be the
first PPM Currency survey for these markets


August 2010 Average DDI Across
10 Pre-Currency Markets

120
104
99
100
87
80

60

40

20

0
P6+ P18- 54 P18- 34
Average across 10 Pre-Currency Markets: Austin, Charlotte, Columbus, OH, Indianapolis,
Milwaukee, Nashville, Norfolk, Orlando, Providence, Raleigh-Durham © 2010 Arbitron Inc. 20

August 2010 Average In-Tab Rate
Across 10 Pre-Currency Markets
August 2010 Average In-Tab Rate

Persons 6+ 77.9%

Persons 18-34 72.4%

Average across 10 Pre-Currency Markets: Austin, Charlotte, Columbus, OH, Indianapolis,
Milwaukee, Nashville, Norfolk, Orlando, Providence, Raleigh-Durham © 2010 Arbitron Inc. 21

PPM Markets Scheduled for
Currency in December 2010

Currency Scheduled for
December 2010
Pre-currency October and November 2010
Last Diary Survey Summer 2010
Greensboro-Winston-Salem-High Point
Jacksonville
West Palm Beach-Boca Raton
Memphis
Hartford-New Britain-Middletown

Current commercialization schedule available at
www.arbitron.com/portable_people_meters/PPM_rollout.htm

* subject to change © 2010 Arbitron Inc. 22

Panel Install Status for Markets Scheduled
for PPM Currency in December

Markets Scheduled For PPM Currency in December 2010

Percent
Market Installed
Greensboro-Winston-Salem-High Point 111%
Jacksonville 102%
West Palm Beach-Boca Raton 105%
Memphis 97%
Hartford-New Britain-Middletown 101%

As of 9/12/10 © 2010 Arbitron Inc. 23

Review of PPM Enhancements


PPM Enhancements: Sample Target Increase
Plan and Enhanced Cell Phone Sampling

Sample Target Increase Plan Enhanced Cell Phone Sampling

 Designed to increase the total  Cell phone sample for 18-34s
PPM sample target for Persons 6+ expected to reach an average of
by approximately 10% in the ~40%+ by year-end 2010
aggregate by mid-year 2011  Up from average of 26% year
 Planned 8% sample target end 2009
increase for P18-54 has begun  Cell phone sample scheduled to
and is scheduled for completion by reach an average of 25% for P6+
year-end 2010 by year end 2010
 Increase is factored into the  Adding cell phone households
sample target in markets
scheduled to begin currency in that rarely or never answer their
September and December landlines
 Sample targets and DDI
calculation are scheduled to be
reset effective with the January
2011 survey


PPM Enhancements:
Targeted In-person Recruitment

» Targeted In-person recruitment designed to help segments that are more likely
to be reachable only by cell phone – including youth and minorities
» In July 2010, the initial deployment of targeted in-person recruiting began in
the high density Black and Hispanic areas of :
• Dade County, Miami
• City of Dallas, Texas
• Brooklyn and Bronx Boroughs, New York

» Targeted In-person recruiting will remain in place for these geographies for 3
months for Arbitron to assess the process
» Pending results of this assessment, Arbitron plans to implement this
change in the remainder of the New York, Miami and Dallas HDA
geographies beginning October 1, 2010 and roll-out to the remaining top 25
PPM Markets in the HDA geographies

While these and other improvement initiatives have been designed to accomplish the
goals described above, there can be no assurance of success. © 2010 Arbitron Inc. 26

PPM Enhancements:
Sample Stratification for Persons 35-44
Other Persons 35-44 Average DDI
» Stratification identifies the Across 25 PPM Markets operational for one year
demographic characteristics of
the household during sample 89
prep
71
» Household characteristics
identified with stratification
include:
• Presence of 18-24, 25-34 and 35-
44, Geography, Race/ethnicity of
householder and Language of
Hispanic householders*
» 35-44 sample stratification began
with the March 2010 survey
» We are seeing improvements
August 2009 August 2010
* in qualifying markets © 2010 Arbitron Inc. 27

Software Update


New Software From Arbitron
Get-a-GRiP

• Show clients the GRPs
for their buys
delivered…only days
after the schedule runs
• See how you fit into
the buy based on the
points that were
delivered by you and
your competitors
• See trends in GRPs

Powered by

For subscribers of Media Monitors and PPM © 2010 Arbitron Inc. 29

Get-a-GRiP

• Show prospects
competitive delivery
patterns
• This advertiser’s
GRPs are heavy on
Tuesdays and
Thursdays

Powered by


Get-a-GRiP

• Guide prospects on
ad spending based
on how many GRPs
the competition is
buying

Powered by


Insights from PPM Data


The Impact of Holiday
Music in PPM Markets

Headlines: Holiday Music Impact

»On average, the P25-54 AQH Rating was 91% higher during
the holiday period for stations airing Holiday music compared
the average rating for January through June 2010
»Three stations tripled their AQH listening during 2009’s Holiday
Music period
• Detroit’s WNIC-FM
• Las Vegas’s KSNE-FM
• Salt Lake City’s KSFI-FM
»Over a third of Salt Lake City residents tuned into KSFI-FM on
Christmas Eve and Christmas Day
»WBEB-FM has almost a 30% share in Philadelphia.


33 Holiday Music Stations
ATLANTA – WSB-FM LOS ANGELES – KOST-FM RIVERSIDE – KOST-FM

BALTIMORE – WLIF-FM LAS VEGAS – KSNE-FM SACRAMENTO – KYMX-FM

BOSTON – WODS-FM MIAMI – WLYF-FM SAN ANTONIO - KQXT-FM

CHICAGO – WLIT-FM MINNEAPOLIS – WLTE-FM SEATTLE – KRWM-FM

CINCINATTI – WRRM-FM MIDDLESEX – WMGQ-FM SAN FRANCISCO – KOIT-FM

CLEVELAND – WDOK-FM NASSAU-SUFFOLK – WALK-FM SAN JOSE – KBAY-FM

DENVER – KOSI-FM NEW YORK – WLTW-FM SALT LAKE CITY – KSFI-FM

DETROIT – WNIC-FM PHILADELPHIA – WBEB-FM SAN DIEGO– KYXY-FM

DALLAS – KVIL-FM PHOENIX – KESZ-FM ST. LOUIS – KEZK-FM

HOUSTON – KODA-FM PITTSBURGH – WSHH-FM TAMPA – WWRM-FM

KANSAS CITY – KCKC-FM PORTLAND – KKCW-FM WASHINGTON – WASH-FM


Holiday Music Stations Nearly Double their
Typical Rating During the Holiday Period for
Persons 25-54
% difference in 25-54 AQH Rating during average of Holiday Period vs. Jan-June 2010
Chicago
Tampa
Boston
Detroit
St. Louis
Salt Lake
Kansas City
Los Angeles
Washington
Phoenix
Philadelphia
Minneapolis
Las Vegas
Houston
Cleveland
Denver
Seattle
Atlanta
San Diego
San Fran.
Cincinatti
Baltimore
New York Average AQH Ratings
San Antonio
Riverside increase +91%
Pittsburgh
Middlesex'
Portland
Dallas
Sacramento
San Jose
Nassau-
Miami

-50 0 50 100 150 200

Source: Arbitron PPM Metros; Jan-Jun10 vs. 11/26/09-12/23/09,
Mon-Sun 6AM-Mid; P25-54, AQH Ratings

On Average, Christmas Music Station Daily
Cume Increases 66% Over the Season

Average Persons 25-54 Daily Cume Rating for Holiday Music Stations
Across 33 PPM Currency markets

19.2
17.8
15.9
14.4
11.5
Avg. for
Jan-Jun10

w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25

Source: Arbitron 33 PPM Metros, Mon-Sun 6AM-Mid,
Average Daily Cume Rating, P25-54 © 2010 Arbitron Inc. 37

On Average, Stations airing Holiday Music
Double Their AQH Listening from Thanksgiving

Average Persons 25-54 AQH Rating for Holiday Music Stations
Across 33 PPM Currency markets

1.7

1.3
1.2
1.0
0.8

Avg. for
Jan-Jun10

w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25

Source: Arbitron 33 PPM Metros, Mon-Sun 6AM-Mid, AQH Ratings, P25-54 © 2010 Arbitron Inc. 38

Listening Patterns Are Similar with
Holiday Music Stations in PPM Markets
Average P25-54 AQH Rating for Holiday Music Stations

3.0

2.5

2.0

1.5

1.0

0.5

0.0
New York Las Vegas Denver Los Angeles Salt Lake City Tampa Washington, DC

w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25

Source: Arbitron PPM Metros; Jan-June 2010 vs. 11/26/09-
12/25/09, Mon-Sun 6AM-Mid; P25-54, AQH Ratings © 2010 Arbitron Inc. 39

Goin’ Mobile
The Impact of Mobile Devices on American Life

Fred and Paul Jacobs, Jacobs Media

“Only those who
understand the power
of mobile as the new
mass media channel
will be able to share
in its success.”

“Mobile is the 7th Mass Medium”
1. Print – 1500s
2. Recordings – 1900s
3. Cinema – 1910s
4. Radio – 1920s
5. TV – 1950s
6. Internet – 1990s
7. Mobile – 2000s

Mobile’s 8 Unique Benefits
1. The first personal mass media channel
2. It is always carried
3. It is always “on”
4. It provides a built-in payment system
5. It is available at the point of creative impulse,
enabling content, feedback
6. It has near-perfect audience usage data
7. It captures the social context of media
consumption
8. It offers augmented reality

Mobile – By The Numbers
4.6 billion mobile subscriptions globally – more
than there are…
Computers
Televisions
Radios
2/3s of world’s population uses mobile phones
By end of 2011 – 75%
2000 – 500M mobile subscriptions
Beginning of 2010 – 4.6B – that’s 10x growth

Goin’ Mobile

2010 NAB/RAB Radio
Show at 9am
Thursday, 9/30

Methodology
 18 in-depth interviews among 18-49 year-olds in Los
Angeles, Baltimore, Cleveland, & Dallas
 Requirements
 Smartphone ownership for at least six months
 Carry smartphone for minimum of eight hours/day
 “Leading edge,” not “bleeding edge”
 “All-day” observations (4-8 hours) took place in
homes, workplaces, vehicles, retail establishments
 Follow-up 90-120 minute “debrief interviews” were
conducted, in most cases after the observation stage

I’m In Love With My Phone
“It’s like a
credit card
– ‘don’t
leave home
without it.’”

Accessibility - The GBU
“Every once in a
while you have to
temper that with
‘Maybe I shouldn’t
have taken that
call. Maybe I
shouldn’t have been
accessible right
then and there.”

On The Road Again

My husband yells at
me because I’m not
even out of the
driveway and I’m
making a call.

Goin’ Mobile

Check out the video preview at www.arbitron.com

2010 NAB/RAB Radio Show
Thursday, 9/30 at 9am

Coming This December

Arbitron Client Conference and
Jacobs Media Summit
Positioning, Digital/Mobile and Ratings Strategies for
Today and the Future

December 7-9, 2010
Baltimore, Maryland

Radio Today Update

Radio Today 2010 will be available by the end of September

• Comprehensive profile of
radio listening across
America
• Purchasing plans and
leisure activities for specific
formats
• Insights on the relationship
between radio and its
listeners
• Available on
www.arbitron.com


Important Dates In the Coming Month

»Arbitron Info Session at NAB/RAB Radio Show (DC)
• September 29, 1-2PM: Latrobe Room
• Five Ideas That Used Arbitron Data to Bring in $500,000 in Sales

»PPM Client call (September data release including 10 new
currency markets)
• October 11 at 4PM

»Talk Media Conference & Talk Show Boot Camp (LA)
• October 14, 2-5PM
• Arbitron Presents: "News/Talk/Sports PPM 101” and "The Anatomy
Of Successful News/Talk Stations“
• http://talk.eventbrite.com/


Feedback and Questions

»If your question wasn’t answered today go to:
• www.arbitron.com/ppmquestions

»Download this presentation at
• my.arbitron.com


Appendix


Sample Performance
August 2010 Data*
Average DDI
Persons 6+ 110
P6+ 110 and P18-54 104 DDI
Persons 18-54 104
Persons 18-34 94
Black 18-34 98 P18-34 DDI 94
Hispanic 18-34 89 Components all at or above 89
Other 18-34 95
Black and Hispanic Sample
» In-Tab Rate for P6+ =
Black 116 Average of 81.3%
Hispanic 114 » Sample Performance
Spanish-Dominant 104 Indicator (SPI) =
Average of 23.5%
English-Dominant 129
* Average among 33 PPM Currency Markets, 19 markets for black, 22 markets
for Hispanic, and 14 markets for language preference


Persons 6+ DDI
32 Markets 100 or Higher
August 2010 DDI Average to Date
Philadelphia 108 100
Houston 106 113
New York 103 102
Nassau- 106 104
Middlesex 108 102
Los Angeles 105 99
Riverside 114 105
Chicago 107 101
San Francisco 108 103
San Jose 111 104
Atlanta 117 108
Dallas 121 106
Detroit 112 106
Washington, 111 104
Boston 115 102
Minneapolis
Miami
Average DDI: 110 108
113
104
111
Phoenix 115 109
San Diego 107 105
Seattle 103 103
Tampa 109 113
St. Louis 111 104
Denver 113 109
Baltimore 98 103
Pittsburgh 102 104
Portland, OR 109 106
Sacramento 116 107
Cincinnati 107 109
Cleveland 112 114
Salt Lake City 112 110
San Antonio 118 114
Kansas City 109 106
Las Vegas 112 115

0 10 20 30 40 50 60 70 80 90 100 110 120 130

Persons 6+ Benchmark: 95+ DDI average to date year one,
100+ DDI in year 2 based on 13 month average © 2010 Arbitron Inc. 59

Persons 18-54 DDI
All Markets Above Benchmark
Philadelphia 105 100
Houston 107 113
New York 97 97
Nassau- 102 101
Middlesex 106 100
Los Angeles 102 96
Riverside 114 102
Chicago 107 100
San Jose 105 100
Atlanta 116 103
Dallas 117 102
Detroit 110 102
Washington, 106 102
Boston 107 97
Minneapolis
Miami
108 105
99
Phoenix 108 100
San Diego 101 98
Seattle 98 97
Tampa 101 102
St. Louis 102 96
Denver 102 98
Baltimore 92 97
Pittsburgh 96 100
Portland, OR 104 98
Sacramento 110 99
Cincinnati 105 106
Cleveland 101 106
San Antonio 106 102
Kansas City 102 99
Las Vegas 100 106

0 10 20 30 40 50 60 70 80 90 100 110 120 130

Persons 18-54 Guarantee: 80+ DDI year one,
90+ DDI in year 2 (based on 13 month average) © 2010 Arbitron Inc. 60

Persons 18-34 DDI
Philadelphia 94 89
Houston 105 110
New York 88 88
Nassau- 90 93
Middlesex 100 96
Los Angeles 93 87
Riverside 96 88
Chicago 97 92
San Francisco 96 95
San Jose 101 97
Atlanta 107 98
Dallas 106 94
Detroit 94 90
Washington, 101 94
Boston 91 86
Minneapolis
Miami
Average DDI: 94 95
102 98
88
Phoenix 95 86
San Diego 89 86
Seattle 94 95
Tampa 87 87
St. Louis 90 85
Denver 95 90
Baltimore 85 84
Pittsburgh 86 87
Portland, OR 95 87
Sacramento 95 85
Cincinnati 88 88
Cleveland 87 91
San Antonio 88 82
Kansas City 94 91
Las Vegas 90 96

0 10 20 30 40 50 60 70 80 90 100 110 120 130

Persons 18-34 Benchmark: 80+ DDI average to date in year
one and 80+ 13 month average in year two © 2010 Arbitron Inc. 61

Other 6+ DDI
All Markets 95 or Higher DDI
August 2010 DDI
Philadelphia 106
Houston 100
New York 102
Nassau-Suffolk 95
Middlesex 103
Los Angeles 102
Chicago 106
San Francisco 108
Riverside 110
San Jose 110
Dallas 114
Atlanta 118
Washington, DC 113
Detroit 111
Boston 112
Miami
Seattle
Average DDI: 107 97
108

Phoenix 104
Minneapolis 107
San Diego 101
Tampa 111
Denver 111
St. Louis 110
Baltimore 97
Pittsburgh 102
Portland, OR 104
Sacramento 112
Cincinnati 105
Cleveland 109
Salt Lake City 111
San Antonio 114
Kansas City 105
Las Vegas 110
0 10 20 30 40 50 60 70 80 90 100 110 120 130


Black 6+ DDI
All Markets 100+ DDI
August 2010 DDI
Philadelphia 113
Houston METRO 123
New York 109
Middlesex 118
Los Angeles 118
Chicago 114
San Francisco 110
Atlanta 120
Dallas 128
Detroit
Washington, DC 115
Miami 105
Tampa 110
St. Louis 114
Baltimore 102
Cincinnati 124
Cleveland 124
Kansas City 122
Las Vegas 124

0 10 20 30 40 50 60 70 80 90 100 110 120 130 140

19 Markets with more than 10%+ Black population or more than 400,000 Black persons 6+ © 2010 Arbitron Inc. 63

Hispanic 6+ DDI
18 Markets 100 or Higher DDI
August 2010 DDI
Houston METRO 108
New York 100
Nassau-Suffolk 131
Middlesex 117
Los Angeles 107
Riverside 109
Chicago 103
San Francisco 109
San Jose 113
Atlanta 100
Dallas Average DDI: 114 133
Washington, DC 87
Miami 121
Phoenix 133
San Diego 113
Tampa 102
Denver 121
Portland, OR 142
Sacramento 121
Salt Lake City 117
San Antonio 120
Las Vegas 111

0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160

22 Markets with 10%+ Hispanic population or more than 400,000 Hispanic Persons 6+ © 2010 Arbitron Inc. 64

Black 18-34 DDI
Philadelphia 102 86
Houston METRO 141 130
New York 87 89
Middlesex 100 102
Los Angeles 104 83
Chicago 96 90
San Francisco 81 83
Atlanta 104 96
Dallas
Average DDI: 98 141 95
Detroit 94 84
Washington, DC 105 99
Miami 93 88
Tampa 80 82
St. Louis 87 90
Baltimore 87 84
Cincinnati 91 98
Cleveland 87 85
Kansas City 91 87
Las Vegas 97 125

0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160
19 Markets with 10%+ Black population or more than 400,000 Black Persons 6+
Black Persons 18-34 Benchmark: 70+ DDI in months 1-6, © 2010 Arbitron Inc. 65
75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average)

Hispanic 18-34 DDI
20 Markets At Or Above Benchmark
Houston METRO 99 114
New York 82 81
Nassau-Suffolk 82 76
Middlesex 99 91
Los Angeles 90 86
Riverside 89 81
Chicago 92 82
San Jose 81 97
Atlanta 70 77
Dallas Average DDI: 89 100 99
Miami 94 86
Phoenix 93 81
San Diego 90 88
Tampa 76 77
Denver 90 83
Portland, OR 108 84
Sacramento 95 93
San Antonio 82 81
Las Vegas 95 97

0 10 20 30 40 50 60 70 80 90 100 110 120
22 Markets with 10%+ Hispanic population or more than 400,000 Hispanic Persons 6+
Hispanic Persons 18-34 Benchmark: 70+ DDI in months 1-6, © 2010 Arbitron Inc. 66
75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average)

Other 18-34 DDI
All Markets Over Benchmark & 80+ DDI
Philadelphia 95 89
Houston 96 97
New York 91 93
Nassau-Suffolk 83 89
Middlesex 100 96
Los Angeles 97 90
Chicago 101 98
Riverside 99 97
San Jose 112 97
Dallas 101 90
Atlanta 121 107
Detroit 94 92
Boston 90 84
Miami
Seattle
Average DDI: 95 90
98 91
89
Phoenix 95 90
Minneapolis 106 100
San Diego 87 83
Tampa 92 91
Denver 94 90
St. Louis 90 84
Baltimore 85 84
Pittsburgh, PA 88 88
Portland, OR 92 87
Sacramento 92 78
Cincinnati 87 86
Cleveland 86 92
San Antonio 85 74
Kansas City 96 93
Las Vegas 84 90

0 10 20 30 40 50 60 70 80 90 100 110 120 130

Other Persons 18-34 Benchmark: 70+ DDI in months 1-6,
75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average) © 2010 Arbitron Inc. 67

Language Preference DDI
12 Markets 90+ Spanish Dominant DDI
August 2010 DDI
99
Houston METRO
121
94
New York
158
99
Los Angeles
116
93 Spanish Dominant
Riverside
124 English Dominant
90
Chicago
123
89
San Francisco
127
Spanish Dominant: 104 Avg. DDI
86
San Jose English Dominant: 129 Avg. DDI 137
141
Dallas
123
116
Miami
132
139
Phoenix
127
104
San Diego
122
101
Denver 140
102
Sacramento
136
108
San Antonio
126

0 20 40 60 80 100 120 140 160

14 PPM Markets with Language Usage Weighting © 2010 Arbitron Inc. 68

Persons 6+ In-tab Rate
10% Gain in Daily Participation Since 6/09
Average In-tab rate across all currency markets

100%

82.2% 82.3% 82.8% 82.3% 83.0% 81.4% 81.8% 81.3%
80% 73.6% 74.5% 76.9% 77.9% 78.3%
73.3% 73.9% 75.5%
Benchmark
(75%)

60%

40% Gain of 7.7 In-tab rate points since June ‘09

20%

0%
Jun. Jul. Aug. Sep. Oct. Nov. Dec. Hol. Jan. Feb. Mar. Apr. May Jun. Jul. Aug.
2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010

June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-August avg. of 33 mkts. © 2010 Arbitron Inc. 69

Persons 18-34 In-tab Rate

100%

80% 77.5% 77.4% 78.1% 77.5% 78.3% 76.2% 77.1% 76.3% New
73.0%
70.0% 71.9% Benchmark
67.4% 68.6% 67.1% 66.5% 68.6% (70%)

60% Initial
Benchmark
(60%)


20%

0%
2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010

June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-August avg. of 33 mkts. © 2010 Arbitron Inc. 70

Other P18-34 In-tab Rate

100%

80% 77.5% 77.4% 78.3% 77.7% 78.0% 75.9% 76.9% 76.0% New
70.2% 71.4% 72.3% Benchmark
67.4% 68.0% 67.0% 66.9% 68.8% (70%)

60% Initial
Benchmark
(60%)


20%

0%
2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010

June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-June ’10 avg. of 33 mkts. © 2010 Arbitron Inc. 71

August Brings 2ND Month
PPM “Pre-Currency”
in Ten New Markets

» Charlotte-Gastonia-Rock Hill » Indianapolis
» Orlando » Providence-Warwick-Pawtucket
» Columbus, OH » Norfolk-Virginia Beach-Newport News
» Milwaukee-Racine » Raleigh-Durham
» Austin » Nashville

September 2010 scheduled to be the
first PPM Currency survey for these markets


DDI for Persons 6+ Averaged 104
in August PPM Pre-Currency Markets
August 2010 Persons 6+ DDI

Charlotte 110

Orlando 99

Columbus, OH 102

Milwauke 110

Austin 108

Indianapolis 102

Providence ` 99

Norfolk 98

Raleigh-Durham 102

Nashville 107

0 10 20 30 40 50 60 70 80 90 100 110

DDI = Designated Delivery Index = (actual/target)*100 © 2010 Arbitron Inc. 73

DDI for P18-34 Averaged 87
August 2010 Persons 18-34 DDI
Charlotte 101

Orlando 89

Columbus, OH 83

Milwauke 85

Austin 90

Indianapolis 88

Providence ` 83

Norfolk 76

Raleigh-Durham 89

Nashville 88

0 10 20 30 40 50 60 70 80 90 100 110


DDI for P18-54 Averaged 99
August 2010 Persons 18-54 DDI
Charlotte 104

Orlando 94

Columbus, OH 102

Milwauke 101

Austin 100

Indianapolis 96

Providence ` 101

Norfolk 92

Raleigh-Durham 99

Nashville 103

0 10 20 30 40 50 60 70 80 90 100 110


Persons 6+ In-Tab Rate Averaged 77.9%
in August 2010 PPM Pre-Currency Markets

August 2010 Average Daily In-Tab Rate
Charlotte 79.4%

Orlando 76.5%

Columbus, OH 78.6%

Milwaukee 80.9%

Austin 78.0%

Indianapolis 79.2%

` 77.5%
Providence

Raleigh-Durham 74.6%

Norfolk 77.9%

Nashville 76.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

In-tab Rate = Avg. Daily In-tab Avg. Daily Installed © 2010 Arbitron Inc. 76

Persons 18-34 In-Tab Rate Averaged 72.4%
in August 2010 PPM Pre-Currency Markets

August 2010 Average Daily In-Tab Rate
Charlotte 74.3%

Orlando 72.9%

Columbus, OH 74.3%

Milwaukee 72.5%

Austin 73.7%

Indianapolis 75.4%

` 70.0%
Providence

Raleigh-Durham 69.1%

Norfolk 71.9%

Nashville 69.6%

0% 20% 40% 60% 80% 100%

In-tab Rate = Avg. Daily In-tab Avg. Daily Installed © 2010 Arbitron Inc. 77

MRC and PPM Status


Arbitron, PPM and the MRC

»Arbitron is participating in the ongoing voluntary accreditation
process of the Media Rating Council
»The MRC has accredited the Monthly Quarter-Hour-based radio
estimates produced by the PPM service in the following
markets:
• Houston-Galveston
• Riverside-San Bernardino
• Minneapolis-St. Paul


Arbitron, PPM and the MRC (continued)

»In January 2010, the MRC denied accreditation of monthly
Quarter-Hour-based radio estimates provided by the PPM
service in the following markets:
• Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Detroit, Los Angeles,
New York, Miami, Philadelphia, Phoenix, Pittsburgh, St. Louis, San Diego,
Seattle, Tampa-St. Petersburg and Washington, DC

»The January 2010 decision was based on audits conducted in
2009 based on 2008 and 2009 data
»Arbitron plans to collaborate with the MRC to re-audit each of
these markets in 2010 reviewing 2009 and 2010 data


Arbitron, PPM and the MRC (continued)

»All other commercialized PPM markets have been audited by
the MRC and these markets remain unaccredited
»Arbitron continues to work closely with the MRC to support its
continuing accreditation evaluation
• In particular, we are working to improve response rates, compliance
rates and differential compliance rates
• The only data that Arbitron has and is currently working with the
MRC to audit and accredit are quarter-hour based estimates

»Arbitron continues to comply with the minimum requirements of
the MRC Voluntary Code of Conduct in each PPM market prior
to commercializing the PPM radio ratings service in that market


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