Two Belgium Broadcasting Companies Select Arbitron's Portable People Meter for Marketing Research Tool.

Business Editors

NEW YORK--(BUSINESS WIRE)--Jan. 29, 2003

Arbitron Inc. (NYSE: ARB) today announced that its electronic audience measurement system - the Portable People Meter (PPM) - has been selected by two Belgium broadcasting companies to measure the listening and viewing habits of the Flemish community.

Vlaamse Radio en Televisie (VRT) and Vlaamse Audiovisuele Regie (VAR), the marketing arm of VRT, have awarded a five-year contact to TNS Media, a member of the worldwide Taylor Nelsen Sofres group, to install a panel of 450 people equipped with Arbitron's PPM system beginning in the second quarter of 2003. VRT and VAR will use the panel to gathering continuous information on the listening and viewing habits of VRT's public broadcast audiences for the purpose of radio and television cross media analysis. TNS Media will provide the PPM system through a licensing and royalty agreement with Arbitron.

Arbitron's Portable People Meter is a pager-sized device that automatically detects inaudible codes that are embedded in the audio portion of any electronic media. Its unique ability to measure both radio and television audiences from a single panel will enable VRT to identify opportunities to cross promote its radio and TV programs.

"As a media company, VRT is keen to pioneer new methods of media research," said Daniel Poesmans, head of VRT Audience Research department. "We want to be leaders in this field, using the most advanced technologies available. This project, in association with TNS Media, paves the way for the assessment of the synergy between radio and television, and will deliver us with fast, accurate and continuous information."

"VRT's innovative use of the Portable People Meter demonstrates that personal electronic measurement of media exposure has significant value that extends beyond basic ratings," said Stephen Morris, president and chief executive officer of Arbitron.

"VRT's commitment to market research as a strategic tool gives them the impetus to use the PPM to identify the cross promotional opportunities of their television and radio programming. We are delighted that the PPM, in it first application as a marketing tool, will help VRT promote public broadcasting in the Flemish community."

Belgium becomes the third country to use the PPM technology. The Television Corporation of Singapore has employed Arbitron's audio encoding system in Taylor Nelson Sofres' set-top people meters to identify what television programs are being watched in 750 homes across Singapore since 2001. BBM Canada will begin measuring French-language television audiences in Montreal and Quebec with the PPM beginning in the fourth quarter of 2003.

About VRT

VRT is the public broadcaster of the Flemish community in Belgium. As a public broadcaster, VRT, through its 5 radio stations and 3 television channels, has the objective of delivering a broad choice of original, comprehensive and mind-opening programs that fit the expectations of Flemish viewers and listeners.

This is the reason why VRT has for many years displayed great interest in highly qualitative research. As a result, VRT's Audience Research department is seen within Europe as a pioneer when it comes to introducing new research methodologies and technologies. Continuously questioning and optimizing program offerings, within the borders of a clearly defined public mission, has made it possible for the public broadcasting corporation to recover its market leader position in Flanders for radio as well as for television. Additional information about VRT is available at http://www.vrt.be.

About VAR

VAR was established in 1990 by VRT and VUM. VAR is the sales house dedicated to marketing the whole range of advertising possibilities offered by VRT and selling media concepts and advertising space to clients and prospects. VAR aims to be the reference sales house for radio and to become the most professional multimedia sales house in the Belgian market.

About Taylor Nelson Sofres 

Taylor Nelson Sofres (TNS) is one of the world's leading market information groups. Through its network of offices located in Europe, the Americas and Asia Pacific, Taylor Nelson Sofres provides continuous and custom research and analysis in more than 110 countries. Its clients include major multi-national corporations. Additional information on Taylor Nelson Sofres is available on the corporate Web site at http://www.tnsofres.com.

About TNS Media

TNS Media was founded in 2000 trough the merger of the media research departments of TNS DIMARSO and SOBEMAP Marketing, both companies of Taylor Nelson Sofres. TNS Media is dedicated to providing media research and media services and is, in this segment, a market leader in Belgium. TNS Media has played an important role in radio audience research for more than 20 years and possesses vast experience in this field. For more information, go to www.TNSMedia.be

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.

Arbitron's marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland. Arbitron has approximately 800 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, outdoor and online industries.