One in Five Viewers 18 and Older Watched CBS Sports 2010 AFC Divisional Playoffs Away-from-Home, According to Arbitron's Portable People Meter Audience Estimates

30,000+ tabulated panelists represent the largest Away-from-Home football study in television history

Jan 21, 2010, 16:54 ET from Arbitron Inc.

COLUMBIA, Md., Jan. 21 /PRNewswire-FirstCall/ -- Arbitron Inc. (NYSE: ARB) announced today, that as part of a television study using the Company's Portable People Meter™ technology, one in five Persons aged 18 and older who watched CBS Sports NFL AFC Divisional Playoffs last weekend did so Away-from-Home. Younger viewers are more likely to watch Away-from-Home. One out of every four Men aged 18-34 watched Away-from-Home.

"Away-from-Home viewing accounts for large portions of television audiences," said Pierre Bouvard, EVP, Cross-Platform Services, Arbitron Inc. "ARB-TV currently uses 52,000 available panelists to look across 29 established PPM markets to see the impressive impact Away-from-Home viewing has on the total television audience."

ARB-TV leverages PPM technology to measure Away-from-Home television audiences. The service is designed to improve visibility into Away-from-Home television audiences for media companies and advertisers.

NFL Teams Hometown Audiences(1)

Preliminary Arbitron PPM Television Ratings show nearly half of Persons aged 18 and older in Baltimore watched the Ravens-Colts*; One in four watched Away-from-Home.

Forty-three percent of San Diego and 26 percent of New York, persons aged 18 and older, watched the Jets-Chargers game. In San Diego, twenty-eight percent of the game's Persons 18 and older audience watched Away-from-Home. In New York, 25 percent of the Jets-Chargers audience was Away-from-Home.

(1) Arbitron currently intends to commercialize the PPM ratings service in Indianapolis in September 2010.

Across the Top 29 PPM Markets

Persons aged 18+ Away-from-Home viewing added more than 20 percent to the in-home viewing audience.

Persons 18+ NFL AFC Divisional Playoffs:

Ravens-Colts, January 16, 2010

Rating

% Away-from-Home

% Lift2

29-Market Aggregate

14.9

In-Home

11.8

Away-from-Home

3.0

20.3

25.5%

Persons 18+, NFL AFC Divisional Playoffs:

Jets-Chargers, January 17, 2010

Rating

% Away-from-Home

% Lift2

29-Market Aggregate

19.4

In-Home

15.2

Away-from-Home

4.1

21.4

27.2%

(2) The percentage of Lift is the additional viewership realized from Away-from-Home viewing reported as a percentage of in-home viewing.

Men aged 18+ Away-from-Home viewing resulted in a 27 percent lift over the in-home audience for the Ravens-Colts game and a 28 percent lift for the Jets-Chargers game.

Men aged 18-34 Away-from-Home viewing adds 42 percent to the in-home viewing audience for the Ravens-Colts game and 39 percent for the Jets-Chargers game.

The Away-from-Home Audience Skews Younger

For the Ravens-Colts game: Men aged 18-34 represent 20 percent of the total Persons aged 18 and older Away-from-Home viewing audience versus representing only 13 percent of the Persons 18 and older total in-home viewing audience.

For the Jets-Chargers game: Men aged 18-34 represent 18 percent of the total Persons aged 18 and older Away-from-Home viewing audience versus representing only 13 percent of the Persons 18 and older total in-home viewing audience.

Away-from-Home Television Estimates, Persons Aged 18 and Older

January 16, 2010

NFL AFC Divisional Playoffs:

Ravens-Colts

Market

Percent Away-from-Home

San Francisco

30.3%

San Diego

26.8%

Baltimore

25.7%

Sacramento

23.8%

Los Angeles

22.9%

Phoenix

22.6%

Las Vegas

22.1%

Houston

21.0%

Chicago

20.4%

Cincinnati

20.3%

Portland, OR

19.9%

New York

19.9%

Atlanta

19.5%

Detroit

19.5%

Philadelphia

19.3%

Dallas

19.1%

St. Louis

18.9%

Minneapolis

18.8%

San Antonio

18.4%

Cleveland

18.0%

Tampa

17.4%

Denver

16.9%

Kansas City

16.3%

Miami

15.8%

Pittsburgh

15.7%

Seattle

15.5%

Washington, DC

14.6%

Boston

14.2%

Salt Lake City

10.8%

January 17, 2010

NFL AFC Divisional Playoffs:

Jets- Chargers

Market

Percent Away-from-Home

San Diego

28.1%

Dallas

25.6%

New York

25.0%

Phoenix

24.7%

Minneapolis

23.2%

Chicago

22.8%

Philadelphia

22.8%

Los Angeles

22.5%

Houston

22.3%

San Francisco

21.5%

Miami

21.1%

Salt Lake City

21.0%

Atlanta

20.9%

St. Louis

20.8%

San Antonio

19.8%

Seattle

19.7%

Cleveland

18.6%

Detroit

18.5%

Tampa

18.3%

Sacramento

17.7%

Kansas

17.0%

Las Vegas

16.7%

Washington, DC

16.4%

Boston

16.3%

Denver

16.1%

Portland OR

15.4%

Baltimore

14.3%

Cincinnati

14.1%

Pittsburgh

13.8%

*Includes Riverside-San Bernardino, a non-embedded market

**Includes embedded markets (Nassau-Suffolk and Middlesex-Somerset-Union)

***Includes embedded market (San Jose)

Total Rating Estimates, Persons Aged 18 and Older

January 16, 2010

NFL AFC Divisional Playoffs:

Ravens-Colts

Market

Total Rating

Baltimore

47.9

San Diego

25.8

Cincinnati

20.8

Washington, DC

20.3

Pittsburgh

20.0

Denver

19.6

Tampa

19.1

Dallas

17.4

Sacramento

16.9

Kansas City

16.7

Cleveland

16.1

Phoenix

15.7

Minneapolis

15.2

St Louis

15.1

Houston

14.9

Las Vegas

14.2

Atlanta

14.0

Chicago

13.6

San Francisco

13.6

Boston

13.3

Philadelphia

13.0

Miami

12.6

San Antonio

11.4

New York

11.4

Los Angeles

11.4

Salt Lake City

11.2

Seattle

10.9

Portland, OR

10.8

Detroit

10.1

January 17, 2010

NFL AFC Divisional Playoffs:

Jets-Chargers

Market

Total Rating

San Diego

42.8

Pittsburg

28.2

New York

25.8

Tampa

23.4

Washington

22.9

Cincinnati

22.3

Denver

22.3

Baltimore

21.2

Kansas City

20.4

Sacramento

19.8

Philadelphia

18.7

Chicago

18.1

Cleveland

18.0

Boston

17.8

San Francisco

17.7

Minneapolis

17.6

St Louis

17.5

Las Vegas

17.3

Phoenix

17.2

Miami

16.9

Atlanta

16.5

Dallas

15.8

Seattle

15.8

Los Angeles

15.6

Detroit

15.0

Houston

15.0

Portland, OR

14.4

San Antonio

11.8

Salt Lake City

10.5

*Includes Riverside-San Bernardino, a non-embedded market

**Includes embedded markets (Nassau-Suffolk and Middlesex-Somerset-Union)

***Includes embedded market (San Jose)

Editors note: These are minute-by-minute audience estimates based on Preliminary Data and includes those panelists who docked their PPM by 4am of the same broadcast day.   

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, a new technology for media and marketing research.

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 market.

Arbitron Forward-Looking Statements

Statements in this release that are not strictly historical, including the statements regarding expectations for 2010 and any other statements regarding events or developments that we believe or anticipate will or may occur in the future, may be "forward-looking" statements. There are a number of important factors that could cause actual events to differ materially from those suggested or indicated by such forward-looking statements. These factors include, among other things, the current global economic recession and the upheaval in the credit markets and financial services industry, competition, our ability to develop and successfully market new products and technologies, our ability to successfully commercialize our Portable People Meter™ service, the growth rates and cyclicality of markets we serve, our ability to expand our business in new markets, our ability to successfully identify, consummate and integrate appropriate acquisitions, the impact of increased costs of data collection including a trend toward increasing incidence of cell phone-only households, litigation and other contingent liabilities including intellectual property matters, our compliance with applicable laws and regulations and changes in applicable laws and regulations, our ability to achieve projected efficiencies, cost reductions, sales growth and earnings, and international economic, political, legal and business factors. Additional information regarding the factors that may cause actual results to differ materially from these forward-looking statements is available in our SEC filings, including our 2008 Annual Report on Form 10-K. These forward-looking statements speak only as of the date of this release and the Company does not assume any obligation to update any forward-looking statement.

SOURCE Arbitron Inc.



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