Arbitron Releases Radio Industry's Midseason Professional Baseball Report

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™ 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™ 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.

"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™ and PPM 360™, new technologies for media and marketing research.

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