Urban radio owner, Service Broadcasting, signs up for Arbitron's people meter

(June 28, 2006) Arbitron Inc. announced that Service Broadcasting Corporation, which owns KKDA-FM, (K104), KKDA-AM and KRNB-FM, in Dallas, has signed a multi-year commitment to use radio audience estimates based on the Portable People Meter (PPM(SM)) when Arbitron deploys its state-of-the-art audience measurement service in the top market in Texas. Service Broadcasting is one of the most successful independent station operators in the industry. It's also one of the leading Urban groups in the United States and owns the number one radio station in Dallas.

Arbitron plans to launch the Portable People Meter (PPM) system as its radio ratings service to the top 50 markets by Fall 2010, beginning with Houston (pending Media Rating Council accreditation). Dallas is currently scheduled to make the switch from diary measurement to Portable People Meter measurement in July 2008.

Dick Romanick, Vice President/Director of Sales, Marketing and Research of Service Broadcasting commented: "We know that our stations produce tremendous results for our advertisers. We are excited to be among the first Urban Broadcasters to sign for PPM. We look forward to continuing the be the leading research resource for our advertisers, business partners and agencies."

"Over the past few years, the Urban radio format has proven to be one of the fastest growing segments in the industry," said Carol Hanley, Senior Vice President, U.S. Sales. "K104's commitment to the PPM shows that Urban radio has nothing to fear from PPM. It also demonstrates the confidence that Urban radio stations and networks can place in Arbitron's passive electronic audience measurement system."

The Portable People Meter, an electronic audience measurement technology that has been in U.S. market trials since 2001, is scheduled to be used in the top 50 markets in place of the current paper and pencil diary method that the company has employed to collect radio audience estimates since 1965.

The Arbitron Portable People Meter (PPM) system uses a passive audience measurement device - about the size of a small cell phone - to track consumer exposure to media and entertainment, including broadcast, cable and satellite television; terrestrial, satellite and online radio as well as cinema advertising and many types of place-based electronic media.

Carried throughout the day by randomly selected survey participants, the PPM device can track when and where they watch television, listen to radio as well as how they interact with other forms of media and entertainment.


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