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Arbitron Portable PeopleMeterTM (PPMTM) Update
August 2010 Report Release
September 15, 2010
© 2010 Arbitron Inc.
2© 2010 Arbitron Inc.
Disclosures
Forward Looking Statements: Statements made in this presentation that are not historical innature, 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.
3© 2010 Arbitron Inc.
On the Call
»Bill Rose•Senior Vice President of Marketing
»Beth Webb•Vice President Research Methods and Quality
»Fred and Paul Jacobs•Jacobs Media
4© 2010 Arbitron Inc.
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
5© 2010 Arbitron Inc.
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
© 2010 Arbitron Inc.
7© 2010 Arbitron Inc.
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
8© 2010 Arbitron Inc.
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
DDI =Actual Average Daily Sample Size for a Given Demo
Target Sample Size of Given Demox 100
Benchmarks are based on a 13 month trailing average
9© 2010 Arbitron Inc.
110104
94
0
20
40
60
80
100
120
P6+ P18- 54 P18- 34
80
33 Market Average DDI Exceeds Benchmarks for Persons 6+, 18-54 and 18-34
Avg. to date = 106
95100
Year 1 BenchmarkYear 2 Benchmark
Avg. to date = 101 Avg. to date = 91
80
90
Average across 33 PPM currency Markets
August 2010 Average DDI
10© 2010 Arbitron Inc.
107116 114
0
20
40
60
80
100
120
Other P6+ Black P6+ Hispanic P6+
Average DDI Exceeds 100 for Other, Black, and Hispanic Persons 6+August 2010 Average DDI
22 Markets with 10%+ Hispanic pop. or 400,000+ Hispanic P6+
19 Markets with 10%+ Black pop. or 400,000+ Black P6+
33 Currency Markets
11© 2010 Arbitron Inc.
95 9889
0
20
40
60
80
100
Other P18- 34 Black P18- 34 Hispanic P18- 34
Average DDI Exceeds 18-34 Benchmarks for Other, Black, and Hispanic Persons
Mos. 7-12 BenchmarkYear 2 Benchmark
22 Markets with 10%+ Hispanic pop. or 400,000+ Hispanic P6+
19 Markets with 10%+ Black pop. or 400,000+ Black P6+
33 Currency Markets
Mos. 1-6 Benchmark
707580
August 2010 Average DDI
August 200986 DDI
707580
707580
12© 2010 Arbitron Inc.
104
129
0
20
40
60
80
100
120
140
Spanish Dominant English Dominant
Average DDI Exceeds 100 for Spanish Language Preference
14 PPM Markets with Language Usage Weighting
August 2010 Average DDI
13© 2010 Arbitron Inc.
70%+* from 60%
P18-34 Benchmark
75%+*P6+ Benchmark
Percent of installed Persons who have provided fault-free data and have 8 or more hours of motion (5+ hours for Persons 6-17)
In-Tab Rate
In-Tab Rate Benchmark
* Year 1 based on average of months to date(e.g., month 6 = 6-month average)
* Year 2 based on 13-month rolling average
14© 2010 Arbitron Inc.
66.3%
56.2%
72.5%65.1%
73.3%67.1%
81.3%76.3%
0%
20%
40%
60%
80%
100%
Persons 6+ Persons 18-34Aug. '07 Aug. '08 Aug. '09 Aug. '10
Substantial Gains in Daily Participation (In-Tab Rates) vs. Prior August SurveysAverage In-tab rate across currency markets
August ’07 & August ’08: Philadelphia and Houston; August ’09 20 markets; August ’10 33 markets
+ 23% vs. August ’07
+ 36% vs. August ’07
75%
P6+ In-tab rate BenchmarkP18-34 In-tab rate Benchmark
70%
15© 2010 Arbitron Inc.
65.5%69.4%
74.8% 77.4%
0%
20%
40%
60%
80%
100%
Black P18-34 Hispanic P18-34Aug. '09 Aug. '10
Significant Year-Over-Year Gains in Black and Hispanic 18-34 Daily ParticipationAverage In-tab rate across currency markets
Black: August 2009: 18 markets; August 2010: 30 marketsHispanic: August 2009: 18 markets; August 2010: 26 markets
+ 14% gain year over year
+ 12% gainyear over year
P18-34 In-tab rate Benchmark
70%70%
16© 2010 Arbitron Inc.
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
SPI =Number of In-Tab Persons in Basic Households
Eligible Persons in the Sample
17© 2010 Arbitron Inc.
33 Market Avg. SPI is 18% Higher Than 20 Market Avg. in August 2009
26.3%27.2%27.1%
23.1%30.9%
27.4%25.2%
29.5%23.4%
21.4%22.7%
26.0%31.7%
23.7%25.9%26.0%
19.3%23.8%
26.4%19.8%
21.7%19.1%
16.1%29.2%
19.8%23.8%
27.1%19.0%
19.6%
18.8%20.3%
14.8%
18.8%
Las VegasKansas CitySan Antonio
Salt Lake CityClevelandCincinnati
SacramentoPortland, OR
PittsburghBaltimore
DenverSt. Louis
TampaSan Diego
MinneapolisPhoenix
SeattleMiami
BostonDetroit
Washington, DCAtlantaDallas
San JoseRiverside
San FranciscoChicago
Los AngelesMiddlesex
Nassau-SuffolkNew YorkHouston
Philadelphia
8/2010 Avg. across 33 mkts. = 23.5%8/2009 Avg. across 1st 20 mkts. = 19.9%
August 2010 SPI
Update on Planned 2010 PPM Markets
© 2010 Arbitron Inc.
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
19© 2010 Arbitron Inc.
August Brings 2ND Month of PPM “Pre-Currency” in Ten New Markets
» Charlotte-Gastonia-Rock Hill» Orlando» Columbus, OH» Milwaukee-Racine» Austin
» Indianapolis» Providence-Warwick-Pawtucket» Norfolk-Virginia Beach-Newport News» Raleigh-Durham» Nashville
September 2010 scheduled to be the first PPM Currency survey for these markets
20© 2010 Arbitron Inc.
104 9987
0
20
40
60
80
100
120
P6+ P18- 54 P18- 34
August 2010 Average DDI Across 10 Pre-Currency Markets
Average across 10 Pre-Currency Markets: Austin, Charlotte, Columbus, OH, Indianapolis,Milwaukee, Nashville, Norfolk, Orlando, Providence, Raleigh-Durham
August 2010 Average DDI
21© 2010 Arbitron Inc.
72.4%
77.9%
Persons 18-34
Persons 6+
August 2010 Average In-Tab RateAcross 10 Pre-Currency Markets
Average across 10 Pre-Currency Markets: Austin, Charlotte, Columbus, OH, Indianapolis,Milwaukee, Nashville, Norfolk, Orlando, Providence, Raleigh-Durham
August 2010 Average In-Tab Rate
22© 2010 Arbitron Inc.
PPM Markets Scheduled for Currency in December 2010
Greensboro-Winston-Salem-High PointJacksonville
West Palm Beach-Boca RatonMemphis
Hartford-New Britain-Middletown
Pre-currency October and November 2010Last Diary Survey Summer 2010
Currency Scheduled for December 2010
Current commercialization schedule available atwww.arbitron.com/portable_people_meters/PPM_rollout.htm
* subject to change
23© 2010 Arbitron Inc.
Panel Install Status for Markets Scheduled for PPM Currency in December
MarketPercentInstalled
Greensboro-Winston-Salem-High Point 111%
Jacksonville 102%West Palm Beach-Boca Raton 105%
Memphis 97%
Hartford-New Britain-Middletown 101%
Markets Scheduled For PPM Currency in December 2010
As of 9/12/10
Review of PPM Enhancements
© 2010 Arbitron Inc.
25© 2010 Arbitron Inc.
PPM Enhancements: Sample Target Increase Plan and Enhanced Cell Phone Sampling
Sample Target Increase Plan Enhanced Cell Phone Sampling
Designed to increase the total PPM sample target for Persons 6+ by approximately 10% in the aggregate by mid-year 2011
Planned 8% sample target increase for P18-54 has begun and is scheduled for completion by year-end 2010 Increase is factored into the
sample target in markets scheduled to begin currency in September and December
Sample targets and DDI calculation are scheduled to be reset effective with the January 2011 survey
Cell phone sample for 18-34s expected to reach an average of ~40%+ by year-end 2010Up from average of 26% year
end 2009 Cell phone sample scheduled to
reach an average of 25% for P6+ by year end 2010
Adding cell phone households that rarely or never answer their landlines
26© 2010 Arbitron Inc.
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.
27© 2010 Arbitron Inc.
PPM Enhancements: Sample Stratification for Persons 35-44
»Stratification identifies the demographic characteristics of the household during sample prep
»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
71
89
August 2009 August 2010
* in qualifying markets
Other Persons 35-44 Average DDIAcross 25 PPM Markets operational for one year
Software Update
© 2010 Arbitron Inc.
29© 2010 Arbitron Inc.
New Software From ArbitronGet-a-GRiP
For subscribers of Media Monitors and PPM
Powered by
• Show clients the GRPsfor 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
30© 2010 Arbitron Inc.
New Software From ArbitronGet-a-GRiP
• Show prospects competitive delivery patterns
• This advertiser’s GRPs are heavy on Tuesdays and Thursdays
For subscribers of Media Monitors and PPM
Powered by
31© 2010 Arbitron Inc.
New Software From ArbitronGet-a-GRiP
• Guide prospects on ad spending based on how many GRPsthe competition is buying
For subscribers of Media Monitors and PPM
Powered by
Insights from PPM Data
© 2010 Arbitron Inc.
The Impact of Holiday Music in PPM Markets
34© 2010 Arbitron Inc.
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.
35© 2010 Arbitron Inc.
33 Holiday Music Stations
WASHINGTON – WASH-FMPORTLAND – KKCW-FMKANSAS CITY – KCKC-FM
TAMPA – WWRM-FMPITTSBURGH – WSHH-FMHOUSTON – KODA-FM
ST. LOUIS – KEZK-FMPHOENIX – KESZ-FMDALLAS – KVIL-FM
SAN DIEGO– KYXY-FMPHILADELPHIA – WBEB-FMDETROIT – WNIC-FM
SALT LAKE CITY – KSFI-FMNEW YORK – WLTW-FMDENVER – KOSI-FM
SAN JOSE – KBAY-FMNASSAU-SUFFOLK – WALK-FMCLEVELAND – WDOK-FM
SAN FRANCISCO – KOIT-FMMIDDLESEX – WMGQ-FMCINCINATTI – WRRM-FM
SEATTLE – KRWM-FMMINNEAPOLIS – WLTE-FMCHICAGO – WLIT-FM
SAN ANTONIO - KQXT-FMMIAMI – WLYF-FMBOSTON – WODS-FM
SACRAMENTO – KYMX-FMLAS VEGAS – KSNE-FMBALTIMORE – WLIF-FM
RIVERSIDE – KOST-FMLOS ANGELES – KOST-FMATLANTA – WSB-FM
36© 2010 Arbitron Inc.
-50 0 50 100 150 200
Miami Nassau-
San JoseSacramento
DallasPortland
Middlesex'PittsburghRiverside
San AntonioNew YorkBaltimoreCincinattiSan Fran.
San DiegoAtlantaSeattleDenver
ClevelandHouston
Las VegasMinneapolis
PhiladelphiaPhoenix
WashingtonLos AngelesKansas City
Salt LakeSt. Louis
DetroitBostonTampa
Chicago
Holiday Music Stations Nearly Double their Typical Rating During the Holiday Period for Persons 25-54
Source: Arbitron PPM Metros; Jan-Jun10 vs. 11/26/09-12/23/09, Mon-Sun 6AM-Mid; P25-54, AQH Ratings
Average AQH Ratings increase +91%
% difference in 25-54 AQH Rating during average of Holiday Period vs. Jan-June 2010
37© 2010 Arbitron Inc.
Avg. for Jan-Jun10
Source: Arbitron 33 PPM Metros, Mon-Sun 6AM-Mid, Average Daily Cume Rating, P25-54
On Average, Christmas Music Station Daily Cume Increases 66% Over the Season
11.514.4
15.917.8
19.2
w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25
Average Persons 25-54 Daily Cume Rating for Holiday Music Stations Across 33 PPM Currency markets
38© 2010 Arbitron Inc.
0.81.0
1.21.3
1.7
w/o 11/26/09 w/o 12/3/09 w/o 12/10/09 w/o 12/17/09 12/24 & 12/25
On Average, Stations airing Holiday Music Double Their AQH Listening from Thanksgiving
Source: Arbitron 33 PPM Metros, Mon-Sun 6AM-Mid, AQH Ratings, P25-54
Avg. for Jan-Jun10
Average Persons 25-54 AQH Rating for Holiday Music Stations Across 33 PPM Currency markets
39© 2010 Arbitron Inc.Source: Arbitron PPM Metros; Jan-June 2010 vs. 11/26/09-
12/25/09, Mon-Sun 6AM-Mid; P25-54, AQH Ratings
Listening Patterns Are Similar with Holiday Music Stations in PPM Markets
0.0
0.5
1.0
1.5
2.0
2.5
3.0
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
Average P25-54 AQH Rating for Holiday Music Stations
Goin’ MobileThe Impact of Mobile Devices on American Life
Fred and Paul Jacobs, Jacobs Media
What is Mobile?
“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
YES
YES
YES
YES
YES
YES
Mobile’s 8 Unique Benefits1. The first personal mass media channel2. It is always carried3. It is always “on”4. It provides a built-in payment system5. It is available at the point of creative impulse,
enabling content, feedback6. It has near-perfect audience usage data7. It captures the social context of media
consumption8. It offers augmented reality
Mobile – By The Numbers
4.6 billion mobile subscriptions globally – more than there are…
ComputersTelevisionsRadios
2/3s of world’s population uses mobile phonesBy end of 2011 – 75%2000 – 500M mobile subscriptionsBeginning of 2010 – 4.6B – that’s 10x growth
2010 NAB/RAB Radio ShowThursday, 9/30 at 9am
Goin’ MobileThe Impact of Mobile Devices on American Life
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.
2010 NAB/RAB Radio ShowThursday, 9/30 at 9am
Goin’ MobileThe Impact of Mobile Devices on American Life
Check out the video preview at www.arbitron.com
Coming This December
Arbitron Client Conference and Jacobs Media Summit
December 7-9, 2010Baltimore, Maryland
Positioning, Digital/Mobile and Ratings Strategies for Today and the Future
54© 2010 Arbitron Inc.
Radio Today 2010 will be available by the end of September
Radio Today Update
• 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
55© 2010 Arbitron Inc.
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/
56© 2010 Arbitron Inc.
Feedback and Questions
»If your question wasn’t answered today go to:•www.arbitron.com/ppmquestions
»Download this presentation at•my.arbitron.com
Appendix
© 2010 Arbitron Inc.
58© 2010 Arbitron Inc.
Sample Performance August 2010 Data*
129English-Dominant104Spanish-Dominant114Hispanic116Black
Black and Hispanic Sample95Other 18-3489Hispanic 18-3498Black 18-3494Persons 18-34
104Persons 18-54110Persons 6+
Average DDI
* Average among 33 PPM Currency Markets, 19 markets for black, 22 markets for Hispanic, and 14 markets for language preference
P18-34 DDI 94Components all at or above 89
P6+ 110 and P18-54 104 DDI
» In-Tab Rate for P6+ = Average of 81.3%
» Sample Performance Indicator (SPI) = Average of 23.5%
59© 2010 Arbitron Inc.
Persons 6+ DDI32 Markets 100 or Higher
109118
112112
107116
109102
98113
111109
103107
115113
108115
111112
121117
111108
107114
105
103106
108
106108
112
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Las VegasKansas CitySan Antonio
Salt Lake CityClevelandCincinnati
SacramentoPortland, OR
PittsburghBaltimore
DenverSt. Louis
TampaSeattle
San DiegoPhoenix
MiamiMinneapolis
BostonWashington,
DetroitDallas
AtlantaSan Jose
San FranciscoChicago
RiversideLos Angeles
MiddlesexNassau-
New YorkHouston
PhiladelphiaAverage to Date
Persons 6+ Benchmark: 95+ DDI average to date year one, 100+ DDI in year 2 based on 13 month average
Average DDI: 110
August 2010 DDI100113102104102
99105101103104108106106104102104111109105103113104109103104106107109114110114106115
60© 2010 Arbitron Inc.
Persons 18-54 DDI All Markets Above Benchmark
100102
106107
101105
110104
9692
102102
10198
101108
103108
107106
110117
116105
102107
114102
106102
97107
105
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Las VegasKansas CitySan Antonio
Salt Lake CityClevelandCincinnati
SacramentoPortland, OR
PittsburghBaltimore
DenverSt. Louis
TampaSeattle
San DiegoPhoenix
MiamiMinneapolis
BostonWashington,
DetroitDallas
AtlantaSan Jose
San FranciscoChicago
RiversideLos Angeles
MiddlesexNassau-
New YorkHouston
PhiladelphiaAverage to Date
Persons 18-54 Guarantee: 80+ DDI year one, 90+ DDI in year 2 (based on 13 month average)
Average DDI: 104
August 2010 DDI100113
97101100
96102100
97100103102102102
97105
99100
9897
102969897
1009899
106106102102
99106
61© 2010 Arbitron Inc.
Persons 18-34 DDI All Markets Above Benchmark
9094
88103
8788
9595
8685
9590
8794
899595
10291
10194
106107
1019697
9693
10090
88105
94
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Las VegasKansas CitySan Antonio
Salt Lake CityClevelandCincinnati
SacramentoPortland, OR
PittsburghBaltimore
DenverSt. Louis
TampaSeattle
San DiegoPhoenix
MiamiMinneapolis
BostonWashington,
DetroitDallas
AtlantaSan Jose
San FranciscoChicago
RiversideLos Angeles
MiddlesexNassau-
New YorkHouston
PhiladelphiaAverage to Date
Persons 18-34 Benchmark: 80+ DDI average to date in year one and 80+ 13 month average in year two
Average DDI: 94
August 2010 DDI89
11088939687889295979894909486988886869587859084878785889196829196
62© 2010 Arbitron Inc.
Other 6+ DDIAll Markets 95 or Higher DDI
110105
114111
109105
112104
10297
110111111
101107
10497
108112
111113
118114
110110
108106
102103
95
100106
102
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Las VegasKansas CitySan Antonio
Salt Lake CityClevelandCincinnati
SacramentoPortland, OR
PittsburghBaltimoreSt. Louis
DenverTampa
San DiegoMinneapolis
PhoenixSeattleMiami
BostonDetroit
Washington, DCAtlantaDallas
San JoseRiverside
San FranciscoChicago
Los AngelesMiddlesex
Nassau-SuffolkNew York
HoustonPhiladelphia
Average DDI: 107
August 2010 DDI
63© 2010 Arbitron Inc.
Black 6+ DDI All Markets 100+ DDI
124
122
124
124
102
114
110
105
115
117
128
120
110
114
118
118
109
123
113
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140
Las Vegas
Kansas City
Cleveland
Cincinnati
Baltimore
St. Louis
Tampa
Miami
Washington, DC
Detroit
Dallas
Atlanta
San Francisco
Chicago
Los Angeles
Middlesex
New York
Houston METRO
Philadelphia
19 Markets with more than 10%+ Black population or more than 400,000 Black persons 6+
Average DDI: 116
August 2010 DDI
64© 2010 Arbitron Inc.
Hispanic 6+ DDI18 Markets 100 or Higher DDI
111120
117121
142121
102113
133121
87133
100113
109103
109107
117131
100108
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160
Las VegasSan Antonio
Salt Lake CitySacramentoPortland, OR
DenverTampa
San DiegoPhoenix
MiamiWashington, DC
DallasAtlanta
San JoseSan Francisco
Chicago
RiversideLos Angeles
MiddlesexNassau-Suffolk
New YorkHouston METRO
August 2010 DDI
22 Markets with 10%+ Hispanic population or more than 400,000 Hispanic Persons 6+
Average DDI: 114
65© 2010 Arbitron Inc.
Black 18-34 DDIAll Markets Above Benchmark
97
91
87
91
87
87
93
105
94
141
104
81
96
104
87
141
80
100
102
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160
Las Vegas
Kansas City
Cleveland
Cincinnati
Baltimore
St. Louis
Tampa
Miami
Washington, DC
Detroit
Dallas
Atlanta
San Francisco
Chicago
Los Angeles
Middlesex
New York
Houston METRO
Philadelphia
Average DDI: 98
August 2010 DDI
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, 75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average)
Average to Date
86
130
89
102
83
90
83
96
95
84
99
88
82
90
84
98
85
87
125
66© 2010 Arbitron Inc.
Hispanic 18-34 DDI 20 Markets At Or Above Benchmark
958283
95108
9076
909394
78100
8181
9099
99
92
8282
89
70
0 10 20 30 40 50 60 70 80 90 100 110 120
Las VegasSan Antonio
Salt Lake CitySacramentoPortland, OR
DenverTampa
San DiegoPhoenix
MiamiWashington, DC
DallasAtlanta
San JoseSan Francisco
Chicago
RiversideLos Angeles
MiddlesexNassau-Suffolk
New YorkHouston METRO
Average DDI: 89
August 2010 DDI
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, 75+ in months 7-12; 80+ DDI in year 2 (based on 13-month average)
Average to Date114817691868182
1099777998686818877838493808197
67© 2010 Arbitron Inc.
Other 18-34 DDIAll Markets Over Benchmark & 80+ DDI
8496
85107
8687
9292
8885
9094
9287
10695
9098
9094
107121
101112
99104
10197
10083
9695
91
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Las VegasKansas CitySan Antonio
Salt Lake CityClevelandCincinnati
SacramentoPortland, OR
Pittsburgh, PABaltimoreSt. Louis
DenverTampa
San DiegoMinneapolis
PhoenixSeattleMiami
BostonDetroit
Washington, DCAtlantaDallas
San JoseRiverside
San FranciscoChicago
Los AngelesMiddlesex
Nassau-SuffolkNew York
HoustonPhiladelphia
Average to Date8997938996909890979790
107959284918990
1008391908484888778869299749390
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)
Average DDI: 95
August 2010 DDI
68© 2010 Arbitron Inc.
Language Preference DDI12 Markets 90+ Spanish Dominant DDI
126
136
140
122
127
132
123
137
127
123
124
116
158
121
108
102
101
104
139
116
141
86
89
90
93
99
94
99
0 20 40 60 80 100 120 140 160
San Antonio
Sacramento
Denver
San Diego
Phoenix
Miami
Dallas
San Jose
San Francisco
Chicago
Riverside
Los Angeles
New York
Houston METRO
Spanish Dominant
English Dominant
Spanish Dominant: 104 Avg. DDI English Dominant: 129 Avg. DDI
August 2010 DDI
14 PPM Markets with Language Usage Weighting
69© 2010 Arbitron Inc.
Persons 6+ In-tab Rate 10% Gain in Daily Participation Since 6/09
73.6% 74.5% 73.3% 73.9% 75.5% 76.9% 77.9% 78.3%82.2% 82.3% 82.8% 82.3% 83.0% 81.4% 81.8% 81.3%
0%
20%
40%
60%
80%
100%
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Hol.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
May2010
Jun.2010
Jul.2010
Aug.2010
Average In-tab rate across all currency markets
Benchmark (75%)
June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-August avg. of 33 mkts.
Gain of 7.7 In-tab rate points since June ‘09
70© 2010 Arbitron Inc.
Persons 18-34 In-tab Rate13% Gain in Daily Participation Since 6/09
67.4% 68.6% 68.6% 70.0% 71.9% 73.0%77.5% 77.4% 78.1% 77.5% 78.3% 76.2% 77.1% 76.3%
67.1% 66.5%
0%
20%
40%
60%
80%
100%
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Hol.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
May2010
Jun.2010
Jul.2010
Aug.2010
Average In-tab rate across all currency markets
NewBenchmark
(70%)
InitialBenchmark
(60%)
June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-August avg. of 33 mkts.
Gain of 8.9 In-tab rate points since June ‘09
71© 2010 Arbitron Inc.
Other P18-34 In-tab Rate 13% Gain in Daily Participation Since 6/09
67.4% 68.0% 67.0% 66.9% 68.8% 70.2% 71.4% 72.3%77.5% 77.4% 78.3% 77.7% 78.0% 75.9% 76.9% 76.0%
0%
20%
40%
60%
80%
100%
Jun.2009
Jul.2009
Aug.2009
Sep.2009
Oct.2009
Nov.2009
Dec.2009
Hol.2009
Jan.2010
Feb.2010
Mar.2010
Apr.2010
May2010
Jun.2010
Jul.2010
Aug.2010
Average In-tab rate across all currency markets
NewBenchmark
(70%)
InitialBenchmark
(60%)
June-Aug: avg. of 20 mkts; Sep-Nov. avg. of 25 mkts; Dec.-June ’10 avg. of 33 mkts.
Gain of 8.6 In-tab rate points since June ‘09
72© 2010 Arbitron Inc.
August Brings 2ND Month PPM “Pre-Currency”in Ten New Markets
» Charlotte-Gastonia-Rock Hill» Orlando» Columbus, OH» Milwaukee-Racine» Austin
» Indianapolis» Providence-Warwick-Pawtucket» Norfolk-Virginia Beach-Newport News» Raleigh-Durham» Nashville
September 2010 scheduled to be the first PPM Currency survey for these markets
73© 2010 Arbitron Inc.
DDI for Persons 6+ Averaged 104 in August PPM Pre-Currency Markets
107
102
98
99
102
108
110
102
99
110
0 10 20 30 40 50 60 70 80 90 100 110
Nashville
Raleigh-Durham
Norfolk
Providence
Indianapolis
Austin
Milwauke
Columbus, OH
Orlando
Charlotte
`
DDI = Designated Delivery Index = (actual/target)*100
August 2010 Persons 6+ DDI
74© 2010 Arbitron Inc.
DDI for P18-34 Averaged 87 in August PPM Pre-Currency Markets
88
89
76
83
88
90
85
83
89
101
0 10 20 30 40 50 60 70 80 90 100 110
Nashville
Raleigh-Durham
Norfolk
Providence
Indianapolis
Austin
Milwauke
Columbus, OH
Orlando
Charlotte
`
DDI = Designated Delivery Index = (actual/target)*100
August 2010 Persons 18-34 DDI
75© 2010 Arbitron Inc.
DDI for P18-54 Averaged 99 in August PPM Pre-Currency Markets
103
99
92
101
96
100
101
102
94
104
0 10 20 30 40 50 60 70 80 90 100 110
Nashville
Raleigh-Durham
Norfolk
Providence
Indianapolis
Austin
Milwauke
Columbus, OH
Orlando
Charlotte
`
DDI = Designated Delivery Index = (actual/target)*100
August 2010 Persons 18-54 DDI
76© 2010 Arbitron Inc.
Persons 6+ In-Tab Rate Averaged 77.9% in August 2010 PPM Pre-Currency Markets
76.2%
77.9%
74.6%
77.5%
79.2%
78.0%
80.9%
78.6%
76.5%
79.4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Nashville
Norfolk
Raleigh-Durham
Providence
Indianapolis
Austin
Milwaukee
Columbus, OH
Orlando
Charlotte
`
In-tab Rate = Avg. Daily In-tab ÷Avg. Daily Installed
August 2010 Average Daily In-Tab Rate
77© 2010 Arbitron Inc.
Persons 18-34 In-Tab Rate Averaged 72.4% in August 2010 PPM Pre-Currency Markets
69.6%
71.9%
69.1%
70.0%
75.4%
73.7%
72.5%
74.3%
72.9%
74.3%
0% 20% 40% 60% 80% 100%
Nashville
Norfolk
Raleigh-Durham
Providence
Indianapolis
Austin
Milwaukee
Columbus, OH
Orlando
Charlotte
`
In-tab Rate = Avg. Daily In-tab ÷Avg. Daily Installed
August 2010 Average Daily In-Tab Rate
MRC and PPM Status
© 2010 Arbitron Inc.
79© 2010 Arbitron Inc.
Arbitron, PPM and the MRC
»Arbitron is participating in the ongoing voluntary accreditationprocess 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
80© 2010 Arbitron Inc.
»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)
81© 2010 Arbitron Inc.
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