New Arbitron Tool Helps Keep the Right Radio Stations on the Buy for Beer Advertisers and Marketers.

NEW YORK -- The Arbitron 21+ Audience Composition Report provides audience data that helps advertisers select stations and dayparts that comply with Beer Industry ad guidelines

Arbitron Inc. (NYSE:ARB) today unveiled the Arbitron 21+ AQH Audience Composition Report at the National Association of Broadcasters convention in Dallas, TX. This new Web-based audience information service provides advertisers, agencies and radio stations with ratings information that clearly defines whether the audience to a particular radio station meets the beer industry's guidelines for advertising.

The Beer Institute has established guidelines to limit beer advertising on radio to stations and dayparts on which 70 percent or more of the audience is 21 years of age and older. The Web-based system profiles the age 21+ average quarter hour audience composition of individual stations for standard dayparts, as well as hour-by-hour.

Data for the 21+ AQH Audience Composition Report will release at the same time as Arbitron respondent-level data. This will provide beer marketers with the most up to date information as it releases to help ensure compliance with the 70 percent standard, and enable them to make appropriate schedule adjustments.

"Appropriate media placement is something we take very seriously. This new tool will help us continue to direct our marketing messages to those people we want to reach: adults 21 and older who choose to drink," said Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch, Inc., St. Louis. "As a responsible marketer and an Arbitron subscriber, we appreciate the development of new technology that will further enhance our media placement capabilities and ensure we direct our advertising to those adult consumers who can legally purchase our products."

"The 21+ AQH Audience Composition Report will give beer companies and agencies alike greater confidence that the data they are using to plan and buy age appropriate advertising adheres to the Beer Institute Guidelines," said Jim Tobolski, vice president, Advertiser/ Agency Services. "This new tool provides metrics to demonstrate compliance and accountability against those guidelines. With this new tool, stations will also be able to evaluate potential opportunities previously unexplored."

Arbitron is providing this service at no additional charge to its current subscribers. Any subscriber to the Radio Market Report in any Arbitron Radio Metro will have free access to the service.

Arbitron Inc. 21+ Demographic Measurement Initiatives

Arbitron has a long history of improving the ratings tools that stations and agencies use to help ensure appropriate selection of outlets for advertisers of legal age products.

Date:      Arbitron Service:  Detail:
Fall 1993  Maximi$er          21+ included as standard demographic in
                              radio ratings research tool
February   Custom Report      Additional information for stations,
 1997                         agencies and advertisers regarding 21+
                              audiences
November   Tapscan            21+ available via respondent level
 1999                         access portion of leading radio sales
                              application
Fall 1999  Electronic Data    21+ demographic available to independent
           Summary Set        radio ratings software providers (e.g.
                              Strata, Donovan, MRP)
May 2000   Tapscan 5.8        21+ included as standard demographic in
                              leading radio sales application

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. The Company has also developed the Portable People Meter (PPM(SM)), a new technology for media and marketing research.

Arbitron's marketing and business units are supported by its research and technology organization, located in Columbia, Maryland. Arbitron has approximately 1,800 employees; its executive offices are located in New York City.

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

PPM(SM)is a service mark of Arbitron Inc.