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CONTROL DATA'S ARBITRON AND VNU BIS SIGN KEY LICENSING AGREEMENT AND AGREE TO FORM JOINT VENTURE

 CONTROL DATA'S ARBITRON AND VNU BIS SIGN KEY LICENSING AGREEMENT
 AND AGREE TO FORM JOINT VENTURE


Arbitron Will Sell VNU's Scarborough Report to Broadcasters, VNU BIS and Arbitron Plan to Form Joint Venture to Track and Analyze Ad Expenditures
 MINNEAPOLIS, Dec. 18 /PRNewswire/ -- Arbitron (a Control Data Corporation subsidiary) and VNU Business Information Services (BIS) announced today that they have concluded an agreement that grants Control Data's Arbitron Company an exclusive license to sell broadcast customers subscriptions to the VNU BIS Scarborough Report, a qualitative audience research product. In addition, Control Data and VNU BIS have signed a letter of intent to form a joint venture to track and provide advertising expenditure information and services to customers in the United States and Canada.
 "The expanding relationship between the two firms will help us continue to provide customers with the most comprehensive ad expenditure and audience measurement capabilities in the industry," said William J. Miller, executive vice president for Control Data and president of its Information Services Group, and Ernst de Flines, chairman and chief executive officer of VNU BIS.
 The Scarborough License: Under the terms of the licensing agreement that Control Data's Arbitron and VNU have completed, Arbitron will have exclusive rights to market VNU's highly regarded Scarborough Report to broadcasters. VNU BIS will continue to market the report to customers in the print media exclusively. Both companies will market the product to advertisers and ad agencies.
 The Ad Expenditure Joint Venture: Under the 50/50 joint venture Control Data's Arbitron and VNU BIS are forming, Arbitron will contribute the assets of its broadcast commercial monitoring units, Broadcast Advertiser Reports and Radio-TV Reports. BIS will contribute its Leading National Advertiser service, an advertising expenditure tracking service for newspapers, magazines and outdoor advertising, as well as its Radio Expenditure Reports (RER), a commercial monitoring operation for national spot and local radio. The combined revenues of the units total approximately $50 million in 1991.
 Terms were not disclosed, and the transaction is subject to negotiation of definitive agreements and government clearance.
 Birch Discontinuation: VNU BIS also announced that it will discontinue its unprofitable Birch radio ratings product line by December 31, 1991. To minimize the impact of this product line discontinuance, VNU BIS has asked Arbitron to provide service to Birch customers under the terms of their existing contracts, to the extent that it can.
 Control Data Corporation applies computer technology to meet customers' specialized computing and information management needs. The Company consists of three primary businesses: Information Services, Computer Products and Government Systems. The Arbitron Company, which is part of Information Services, is a full-service provider of media and marketing information.
 VNU BIS is a family of information service companies: geodemographics (Claritas/NPDC), healthcare (PERQ), marketing (Interactive Marketing Services), advertising expenditure (LNA/RER), qualitative measurement (Scarborough), financial (Disclosure) and environmental (Occupational Health Services).
 -0- 12/18/91
 /CONTACT: David Karpinski of Control Data, 612-853-6086, or Elizabeth Hutchinson of VNU, 212-789-3502/ CO: Control Data, VNU Business Information System ST: Minnesota IN: SU:


KH -- MN008 -- 3380 12/18/91 11:27 EST
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Publication:PR Newswire
Date:Dec 18, 1991
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