Arbitron Internet Listening Study Reveals Challenges and Opportunities for Radio's Future.

NEW YORK--(BUSINESS WIRE)--Oct. 22, 1998--A study released by The Arbitron Company, entitled "Arbitron Internet Listening Study: Radio in the New Media World," reveals that Internet broadcasting is a fast-growing medium which presents both challenges and opportunities for radio broadcasters.

The study, presented at two sessions at the National Association of Broadcasters Radio Show in Seattle, examines how radio listeners utilize the Internet, who is listening online and what the potential impact of the new medium will be on the established radio medium. Some 1,600 Spring 1998 Arbitron diary keepers and 1,300 online audio users were polled for the study.

Conducted in conjunction with Edison Media Research, Radio in the New Media World provides stations with a clearer understanding of the impact Internet audio is having on radio listening levels, how best to increase at-work radio listenership through the web and what web site enhancements can boost web-based listening.

Key Findings: How the Internet Affects Radio

The study found that the Internet has had a dramatic and direct impact on the lives of the listeners to traditional radio. Key findings:

-- One out of every four Americans has visited a radio station's web

site and, of those, nearly 70% who have visited the site once

have returned to it again.

-- Almost one in five on-line users have listened to radio on the

web -- a figure bound to increase as technology becomes more

pervasive and more Americans go online.

-- Online users spent nearly three hours less with radio per week

than radio listeners who are not online. Thirteen percent of

online users admitted the decrease in time spent listening to

radio was a direct result of the time they devote to online

activity.

"The Arbitron Internet Listening Study: Radio in the New Media World can be accessed from the Arbitron web site (www.arbitron.com).

The Arbitron Company is an international media and marketing research firm providing services to broadcasters, advertisers and advertising agencies in the United States and Europe. In the United States, Arbitron measures local radio audiences, and develops qualitative measures of local consumers through RetailDirect and through Scarborough Research a joint venture of The Arbitron Company and VNU Marketing Information Services. In the United Kingdom and Europe, Continental Research, a unit of The Arbitron Company, conducts market research in the media, financial and telecommunications and advertising arenas. Arbitron NewMedia provides survey research, consulting and methodological services to the cable, direct broadcast satellite, telecommunications, on-line and new media industries.

Arbitron is a Ceridian company. Ceridian Corporation (NYSE: CEN) is a leading information services company that serves the human resources, transportation, and electronic media markets. Its businesses include Ceridian Employer Services, a leading provider of human resources management systems and payroll and tax filing services; Comdata Corporation, the leader in transaction processing and information services for the transportation industry; and The Arbitron Company, a leading media and marketing research company.

EDITORS NOTE: Hard copies of the Radio in the NewMedia World Study are available upon request or at www.arbitron.com. Spokespersons are available for backgrounding or interviews.

This press release is available on the KCSA Worldwide Website at www.kcsa.com.