BOSTON COMMUNICATIONS GROUP REPORTS YEAR END RESULTS.

WOBURN, Mass.--(BUSINESS WIRE)--Feb. 12, 1997--

- Signs Prepaid Agreement With Western Wireless -

Boston Communications Group, Inc. (Nasdaq:BCGI) today reported financial results for the fourth quarter and year ended December 31, 1996.

Net revenues for the year ended December 31, 1996 increased 48% to $50,651,000 from $34,220,000 reported for the year ended December 31, 1995. Net income available to common shareholders for the year was $150,000, or $0.01 per share, compared with net income available to common shareholders of $1,893,000, or $0.21 per share reported in the prior year which included a one time income tax benefit of $1,300,000, or $0.14 per share. (Per share results for both periods reflect the accretion of dividends on redeemable preferred stock of $451,000 in 1996 and $950,000 in 1995.) The weighted average number of shares outstanding was 11,259,000 and 9,179,000 in 1996 and 1995, respectively.

For the quarter ended December 31, 1996, the Company reported net revenues of $12,745,000, a 31% increase over $9,696,000 reported in the same period last year. The net loss available to common shareholders was $303,000, or $0.02 per share, compared with a net income of $1,682,000, or $0.18 per share reported in the same period last year which included a one time income tax benefit of $1,300,000, or $0.14 per share. (Per share results for 1995 reflect the accretion of dividends on redeemable preferred stock of $237,000.) The weighted average number of shares outstanding was 12,719,000 and 9,179,000 in 1996 and 1995, respectively.

"We are very pleased to have maintained our significant revenue growth rate during our first year as a publicly traded company," commented George Hertz, President and Chief Executive Officer of Boston Communications. "In 1996 we maintained a strong leadership position in calling services and secured major contracts with significant carriers for the deployment of our prepaid C2C systems and for our carrier support services. Despite the lower-than-expected revenues from our ROAMERplus calling service and delays in carrier deployment of our prepaid calling service in the latter part of 1996, we are confident that we are taking the necessary steps to maintain our position as a major player in the wireless telecommunications market."

Mr. Hertz continued, "Looking forward to 1997, we will continue to invest capital as we execute our strategy of securing a substantial market share in the prepaid wireless sector. We believe that this investment of resources is necessary to achieve our operating goals for the year.

In a separate announcement, Boston Communications stated today that it has signed an agreement with Western Wireless Corp. (Nasdaq:WWCA) to provide prepaid services for their Personal Communications Service (PCS) markets. The prepaid agreement will cover all seven of the Western Wireless markets, consisting of Honolulu, Salt Lake City, Albuquerque, Portland, Oklahoma, Des Moines and Denver, servicing a population of 19.5 million. All the markets will have immediate access to service except Denver, which is expected to be launched during the second quarter. The signed agreement signifies the launch of Boston Communications' wireless prepaid service to the PCS-GSM arena. The Company has been a major provider of prepaid on the cellular side and has successfully applied its wireless prepaid platform to the PCS marketplace.

"We are very excited to begin providing our prepaid calling service to Western Wireless PCS subscribers," commented Mr. Hertz. "This announcement represents a significant milestone in our Company's goal to become a leading provider of prepaid calling services in the PCS market."

Based in Issaquah, Wash., Western Wireless Corp. is a leading provider of wireless communication services in the western United States. It currently offers PCS services marketed under the VoiceStream-Wireless brand in six U.S. metropolitan markets and provides cellular service marketed under the CellularOne. brand in 15 western states. Western Wireless' combined cellular and PCS licenses, along with its investment in Cook Inlet PCS, cover about 59 percent of the land in the continental United States.

Boston Communications Group, Inc. develops, markets and provides innovative call processing and customer support services to wireless telephone carriers. The Company's roaming services, customer support services and prepaid wireless services are designed to enable wireless telephone carriers to focus internal resources on their core business activities, while increasing revenues, improving service quality and reducing costs. The Company provides one or more of its services to approximately 95 cellular carriers in the United States, Mexico and Canada, including nine of the 10 largest cellular carriers in the United States.

This press release contains, in addition to historical information, forward-looking statements that involve risks and uncertainties, including Mr. Hertz's comments regarding steps being taken to maintain the Company's position and the Company's belief that the investment of resources in the prepaid wireless sector is related to the achievement of its operating goals for the year. Such statements are based on management's current expectations and are subject to a number of uncertainties and risks that could cause actual results to differ materially from those described in the forward-looking statements. Among the important factors that would cause actual results to differ materially from those indicated by such forward-looking statements are significant decreases in business from major customers, declines in demand for the Company's services, lack of acceptance of the prepaid wireless service, general economic conditions, and the risk factors detailed from time to time in the Company's periodic reports and registration statement filed with the Securities and Exchange Commission.

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                  BOSTON COMMUNICATIONS GROUP, INC.
                           AND SUBSIDIARIES
                CONSOLIDATED STATEMENTS OF OPERATIONS
               (In thousands, except per share amounts)


                                 Three Months Ended         Year Ended
                               12/31/96    12/31/95     12/31/96  12/31/95
Service revenues:
 Calling service revenues       $7,821      $6,874     $32,234     $25,446
Carrier support service
 revenues                        2,991       2,822      13,413       8,774
Prepaid network services           201        ---          312        ---
Prepaid and other system
 revenues                        1,732        ---        4,692        ---
Total net revenues              12,745      9,696       50,651      34,220
Total operating expenses        13,485      8,919       50,041      32,091
Operating income (loss)          (740)        777          610       2,129
Interest (income) expense, net   (331)         53        (591)         150

Income (loss) from continuing
 operations before income taxes  (409)        724       1,201        1,979
Income tax expense (benefit)     (106)     (1,195)        600       (1,030)

Income from continuing
 operations                      (303)      1,919         601        3,009
Loss from discontinued
 operations                       ---        ---          ---        (166)
Net income (loss)               $(303)     $1,919        $601      $2,843
Accretion of dividends on
 redeemable
 preferred stock                  ---       (237)        (451)       (950)
Net income (loss) available to
 common shareholders            $(303)     $1,682        $150      $1,893
Net income (loss) available to
 common shareholders per
 common share:
 Continuing operations         $(0.02)      $0.18       $0.01       $0.22
 Net income (loss)             $(0.02)      $0.18       $0.01       $0.21
Shares used in computing net income
 (loss) per common share       12,719       9,179      11,259       9,179

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              SELECTED CONSOLIDATED BALANCE SHEET DATA
                            (in thousands)


                                     12/31/96  12/31/95

Cash and short-term investments       $21,421   $   253
Property & equipment (net)            $12,906     4,884
Total assets                           51,959    13,614
Redeemable preferred stock                ---    15,896
Shareholders' equity (deficit)         42,893    (8,698)

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CONTACT: Boston Communications Group, Inc.

Fritz von Mering

Vice President Finance

617-692-7000

or

Morgen-Walke Associates

Andrea Kaimowitz/Cindy Miller

Press: Lee Foley

212-850-5600