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ARBITRON TO DISCONTINUE SCANAMERICA NETWORK RATINGS SERVICE

 ARBITRON TO DISCONTINUE SCANAMERICA NETWORK RATINGS SERVICE
 NEW YORK, Sept. 2 /PRNewswire/ -- The Arbitron Company announced today that it will discontinue the operation of its ScanAmerica network television ratings service, effective immediately. Launched in November 1991 with a sample of 1000 households drawn from five major markets, the ScanAmerica network television ratings service used a combination of people meters and in-home scanner wands to simultaneously measure network television viewing and purchases of packaged goods. The decision is not expected to have a significant financial impact.
 "Despite all our efforts, the ScanAmerica network service did not win the level of support that we expected," said A. J. (Rick) Aurichio, president, The Arbitron Company. "Our potential customers have, in effect, told us that while they are genuinely interested in the link between television viewing and product purchase behavior, the value they place on that measure is not high enough to make ScanAmerica a financially viable network service."
 The ScanAmerica network service began in November 1991 with three clients: CBS, Young & Rubicam and Bristol-Myers/Squibb. In the past two months, six major advertisers have signed for the network service. Arbitron will continue to operate local market television ratings services in six markets using ScanAmerica technology. These markets are Denver (since 1987), Phoenix (February 1991), St. Louis and Pittsburgh (November 1991), and Baltimore and Kansas City (both building to a November 1992 launch with some preliminary data being reported now). Each local market service is designed to measure television viewing in an individual metropolitan area and is primarily marketed to local television stations and local advertisers.
 The Arbitron Company is a full-service media and marketing information firm providing services to broadcasters, advertisers and agencies. Arbitron measures local radio and television audiences and monitors television commercials, making it the only company to offer all three broadcast advertising services. PC applications link Arbitron databases with information from Leading National Advertisers, Claritas and Information Resources, Inc. to help customers observe trends and make decisions.
 Arbitron is a Ceridian company. Ceridian Corporation's (NYSE: CEN) focus is on technology-based services businesses that provide transaction processing, information management and systems integration to commercial and government markets.
 -0- 9/2/92
 /CONTACT: Jan Hirsch of Ceridian Corporation, 612-853-4402; or Thomas Mocarsky of The Arbitron Company, 212-887-1314/
 (CEN) CO: The Arbitron Company, Ceridian Corporation ST: New York, Minnesota IN: PUB SU:


KH -- MN009 -- 5869 09/02/92 11:21 EDT
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Publication:PR Newswire
Date:Sep 2, 1992
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