Arbitron Study Reveals That Listeners to World Series Games on MLB.com Were Well-Educated, Affluent and Active Online Consumers.

Business & Technology Editors

NEW YORK--(BUSINESS WIRE)--Nov. 19, 2001

Arbitron's Webcast Audience Profiles, a service of Arbitron Inc. (NYSE: ARB), revealed that people who tuned into MLB.com for the World Series, October 27 to November 4, were well-educated, affluent and active online.

Arbitron's Webcast Audience Profiles is the first audience measurement service that helps webcasters, advertisers and agencies understand the demographic, socioeconomic, geographic and online shopping profiles of webcast audiences.

Arbitron's profile indicated that 31 percent of the listeners to World Series games on MLB.com live in homes with annual incomes greater than $100,000, while only 16 percent of all American households are in that bracket, according to the U.S. Census Bureau`s Current Population Survey for March. According to Arbitron, listeners who tuned to the World Series online were also highly educated. Eighty-two percent of online World Series listeners had completed college and/or attained a post-graduate degree, compared to only 21 percent of the U.S. population who have obtained the same level of education.

According to the Arbitron study, online listeners to the World Series on MLB Gameday Audio are active Internet users and consumers. Forty-nine percent of the listeners say they spent more than three hours a day online and 49 percent have made more than 10 purchases online in the last year. MLB.com's World Series listeners spent an average of $395 online in the last year with almost half (43 percent) having spent more than $500.

"We are pleased that Arbitron was able to provide information about the value of the online audience for this year's World Series," said Kristen Fergason, marketing manager, MLB.com. "The Webcast Audience Profiles helps us give our advertisers confidence that they are reaching an upscale and technically savvy target audience with MLB.com."

The results also revealed that more than three-quarters (83 percent) of MLB.com's listeners are between the ages of 25 and 54, with a quarter (25 percent) in the 25- to 34-year-old bracket. MLB.com's listeners are predominantly male (89 percent). Sixty percent of the listening to the games occurred at home and 33 percent occurred at work.

"Arbitron's Webcast Profiles demonstrate the extraordinary buying power of the World Series audience on MLB.com," said Bill Rose, vice president and general manager, Arbitron Webcast Services, Arbitron, Inc.

The Arbitron Webcast Audience Profile for MLB.com was conducted from October 27 to November 4 of 2001 through randomly selected listeners of the World Series games. Each chosen participant received a survey on his or her computer with several quick and easy questions. Over 770 of the selected sample of MLB listeners selected participated in this survey.

About MLB Advanced Media, LP:

Established in June 2000 following a unanimous vote by the 30 Major League Baseball club owners to centralize all of Baseball's Internet operations. MLB Advanced Media LP (MLBAM) is the interactive media and Internet company of Major League Baseball. MLBAM manages the official league site, www.MLB.com, and each of the 30 individual Club sites to create the most comprehensive Major League Baseball resource on the Internet. MLB.com offers fans the most complete baseball information on the web, including up-to-date statistics, game summaries, extensive historical information, and exclusive features about Major League Baseball events and programs, including on-line ticket sales, baseball merchandise, authenticated memorabilia and collectibles, fantasy games, radio broadcast of games, pitch-by-pitch enactment of games, and video highlights.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies in the United States, Mexico and Europe. 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. Arbitron Webcast Services measures the audiences of audio and video content on the Internet, commonly known as webcasts. The Company is developing the Portable People Meter, a new technology for radio, TV and cable ratings.

Arbitron's marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland. Arbitron has approximately 750 full-time employees; its executive offices are located in New York City.

Through its Scarborough Research joint venture with VNU Media Measurement & Information, Arbitron also provides media and marketing research services to the broadcast television, magazine, newspaper and online industries.

All names used are trademarks or registered trademarks of their respective owners.

This press release is available on the Arbitron Inc. Web site at www.arbitron.com and the KCSA Web site at www.kcsa.com.

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The statements regarding Arbitron in this release that are not historical in nature, particularly those that utilize terminology such as "may," "will," "should," "likely," "expects," "anticipates," "estimates," "believes" or "plans," or comparable terminology, are forward-looking statements based on current expectations about future events, which Arbitron has derived from the information currently available to it. These forward-looking statements involve known and unknown risks and uncertainties that may cause our results to be materially different from results implied in such forward-looking statements. These risks and uncertainties include whether we will be able to:

- realize the benefits we expect to achieve from our spin-off from Ceridian
Corporation;

- successfully execute our business strategies, including timely implementation
of our Portable People Meter and our Webcast Ratings services, as well as
expansion of international operations;

- benefit from further consolidation in the radio industry; and

- keep up with rapidly changing technological needs of our customer base,
including creating new products and services that meet these needs.

Additional important factors known to Arbitron that could cause forward-looking statements to turn out to be incorrect are identified and discussed from time to time in Arbitron's filings with the Securities and Exchange Commission, including in particular the risk factors discussed under the caption "ITEM 1. BUSINESS - Business Risks" in our Annual Report on Form 10-K, which discussion is incorporated herein by reference.

The forward-looking statements contained in this release speak only as of the date hereof, and Arbitron undertakes no obligation to correct or update any forward-looking statements, whether as a result of new information, future events or otherwise.