In the Land of Cell Phones, Radio Still Owns the Road.

Business & High Tech Editors

COLUMBIA, Md.--(BUSINESS WIRE)--March 22, 2000

Arbitron/Edison Media Research Survey Shows Radio Listening Is The

Number-One Activity for Los Angeles Area Drivers

Listening to the radio is the top choice of activity for Los Angeles metro area residents while riding in a car or truck - widely surpassing the ever-popular cell phone - according to a new Arbitron/Edison Media Research In-Car Listening Study commissioned by the Southern California Broadcasters Association.

The study found that 95 percent of Los Angeles residents commuting in cars or trucks listen to the radio. In fact, frequent in-car radio listening (83 percent) is the dominant activity, surpassing the use of cell phones while driving (three percent). Other frequent activities include listening to CDs (12 percent), music cassettes (11 percent) and books on tape (10 percent).

The average Los Angeles adult resident spends 33 minutes listening to radio in the car in the morning and the same amount of time in the afternoon.

"Some 93 percent of metropolitan area Los Angeles residents travel to work in a car or truck and are voracious consumers of radio while behind the wheel," said Scott Musgrave, vice president and general manager, Domestic Radio, Arbitron. "The study underscores that these captive consumers are highly responsive to radio ads and programming."

Nearly half (49 percent) of Los Angeles area residents visit stores and restaurants they hear about while in the car. In fact, nearly three-quarters (71 percent) of Los Angeles residents said that they heard something funny on the radio while in a car and talked about it with others. Almost two-thirds (64 percent) learned about an event in which they were interested, 49 percent heard about a store they later visited and 40 percent learned of a restaurant they later dined at.

The study, conducted from May-June 1999 by Edison Media Research, consisted of 1,000 telephone interviews of Arbitron's Los Angeles winter 1999 radio diary keepers. The diary-based sample was drawn as a Los Angeles metro random sample of persons over the age of 12.

"We needed a study that went beyond the basic concept of measuring radio penetration. We needed answers to very specific questions in a targeted geographic area," said Mary Beth Garber, president, Southern California Broadcasters Association. "We decided to commission Arbitron and Edison Media Research for this study in order to obtain reliable and valid profiles of in-car listening habits in the Los Angeles metro area."

About Southern California Broadcasters Association

The Southern California Broadcasters Association is a trade organization, founded in 1937, that serves the radio and advertising industries. Its goal is to make advertisers aware of the power and value of radio as an important part of any media mix aimed at Southern Californians. In addition to marketing presentations, the SCBA provides market research, sales training, community outreach and EEO employment assistance.

About Arbitron

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. Tapscan Worldwide(R), a market leader in desktop development and part of the Arbitron family, offers a host of software services that simplify both data and analysis and the buy/sell process. 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 Internet Information Services provides survey research, consulting and methodological services including InfoStream(TM), America's first Webcast ratings service, and SiteScore(TM), an innovative online survey methodology for measuring the effectiveness and appeal of Web sites.

Arbitron is a Ceridian company. Ceridian Corporation (NYSE: CEN) is a leading information services company that serves the human resources, transportation and media information markets. Ceridian's human resources businesses include Ceridian Employer Services, a provider of human resource management systems and payroll and tax filing services; Ceridian Performance Partners, a provider of fully integrated workplace effectiveness solutions; Centrefile, a provider of payroll and human resources management solutions in the United Kingdom; and Usertech, a provider of computer user training and performance support programs. Ceridian's other businesses include Comdata, a provider of transaction processing and information services to the transportation industry, and Arbitron, a research company serving the media industry.

All product names used are trademarks or registered trademarks of their respective owners. This press release is available on the KCSA Public Relations Roman;LOS ANGELES IN-CAR RADIO LISTENING/2