Radio Industry in Denmark Selects Arbitron Portable People Meter.

Danish radio industry opts for minute-by-minute overnight ratings to put itself on par with television PPM encoding system adopted by Danish TV for program source identification

NEW YORK -- Arbitron Inc. (NYSE: ARB) announced today that the radio industry in Denmark has selected the Arbitron Portable People Meter(TM) system as their electronic audience measurement system.

The five-year contract was awarded to TNS Gallup, an international licensee to Arbitron's Portable People Meter technology. Beginning January 2008, a national panel of 750 Danish consumers will be equipped with the Arbitron PPM to collect overnight radio listening data. Danish broadcasters will analyze the ratings at one-minute increments and use the data for commercial sales and for program planning. (The national panel will be supplemented with telephone-based collection for coverage of smaller regional radio stations.)

Said Leif Lonsmann, Managing Radio Director for the Danish Broadcasting Corporation, and the chairman of the listener study steering group: "We have been working on this for almost ten years, and it becomes increasingly more relevant to have an agreement in place as more and more channels are appearing that cover the entire country. Danish Radio will now have more specific information on the types and numbers of people who are listening to the various programs."

Said Jim Receveur, General Manager for Radio 100FM and Det Danske Radiobureau: "Electronic radio measurements will help lift the commercial radio market because the listener statistics will be more accurate, and the commercial stations will also be able to do more accurate campaign supply and evaluation. The advertisers can look forward to radio being planned and developed in the same manner as TV."

Said Jens Rohde, General Manager for TV 2 Radio: "We will be in a much better position to follow and meet listener demands and acquire tools to be more accurate in planning advertising and documenting for our customers. For commercial radio it is quite simply an historical breakthrough in making Danish radio more professional."

Said Frederik Meyer, General Manager for SBS Radio A/S: "We look forward to working with the new system that provides our customers with a more accurate and reliable supply of campaigns at both of our stations, The Voice and Radio 2. We are pleased that the Danish radio market is ready for this solution with daily statistics which so clearly benefits us ourselves, our customers and the radio market in Denmark."

Said Henrik Jorgen Hansen, General Manager for TNS Gallup: "The new agreement is an expression of a quantum technological leap that opens up new opportunities to the Danish radio industry in the form of program and campaign evaluations as we know it from TV. I am proud that TNS Gallup is part of this development, and we are very excited about the collaboration under the new agreement."

In a related development, the PPM encoding system will be used by the Danish television industry, beginning in the Fall, to identify the programming sources for the set-top push-button people meters operated by TNS in Denmark.

This announcement continues a highly successful phase in the adoption of PPM on a commercial basis around the world. PPM was first used in a commercial audience measurement panel for VRT in Belgium, tracking TV and radio in 2003. The PPM system has been used for TV currency ratings in Montreal and Quebec since 2004. In 2006, PPM was adopted as radio currency in Norway, as TV currency in Kazakhstan and, in 2007, as TV and radio currency in Iceland.

Also in 2006, RAJAR, the radio research consortium in the UK, in concert with BARB, the TV research consortium, awarded TNS with a contract for a PPM research and development panel in London. The RAJAR award was the result of a four-year competitive evaluation process that included assessments of the Media Audit/IPSOS "Smart Cell Phone" meter, the GfK "wristwatch" meter and the Eurisko Media Monitor system.

Since 2001, TNS has also been using the Arbitron PPM encoding system in Singapore to identify the programming sources in set-top push-button people meters.

In the United States, Arbitron is deploying the Portable People Meter in the top 50 markets through the end of 2010. The patented electronic measurement system will replace in these markets the paper and pencil diary method that the company has employed to collect radio audience estimates since 1965.

About TNS

TNS is a global market insight and information group. The company's strategic goal is to be recognised as the global leader in delivering value-added information and insights that help its clients to make more effective decisions.

As industry thought leaders, the company's people deliver innovative thinking and excellent service to global organisations and local clients worldwide. TNS works in partnership with its clients, meeting their needs for high-quality information, analysis and foresight across a network of over 70 countries.

TNS is the world's foremost provider of custom research and analysis, combining in-depth industry sector understanding with world-class expertise in the areas of new product development, segmentation and positioning research, brand and advertising research and stakeholder management. It is a major supplier of consumer panel, media intelligence and internet, TV and radio audience measurement services.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media--radio, television, cable, online radio and out-of-home--as well as advertisers and advertising agencies in the United States 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 developed the Portable People Meter(TM), a new technology for media and marketing research.

Arbitron's marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland. Arbitron has approximately 2,100 employees; its executive offices are located in New York City.

Through its Scarborough Research joint venture with The Nielsen Company, Arbitron provides additional media and marketing research services to the broadcast television, newspaper and online industries.

Portable People Meter(TM) and PPM(TM )are marks of Arbitron Inc.