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Arbitron and Entercom Communications Corp. Sign Multi-Year Agreement for Portable People Meter Radio Rating Services


Agreement includes 64 stations in 14 PPM markets

Arbitron Inc. (NYSE: ARB) today announced that Entercom Communications Corp. (NYSE: ETM), one of the five largest radio groups in the United States, has signed a multi-year contract for Portable People Meter radio ratings services. The agreement takes effect as the new audience ratings technology is commercialized in each of 14 markets encompassed in Arbitron’s current PPM rollout plan: Austin, Boston, Denver, Greensboro-Winston Salem-High Point, Indianapolis, Kansas City MO, Memphis, Milwaukee, Norfolk, Portland OR, Providence, Sacramento, San Francisco, and Seattle.

The agreement covers all 64 stations owned by Entercom in the radio markets scheduled to convert to PPM measurement by the end of 2010.

“The Arbitron Portable People Meter is reporting that an average radio station reaches twice as many listeners as the diary has been telling us,” said David Field, President and CEO, Entercom Communications. “If the New York Times were to discover that its readership was twice as large as everyone thought, they would likely stage a parade down Madison Avenue. Radio should not pass up any opportunity to remind advertisers that we are a reach medium, one that offers marketers the most cost effective opportunity to expose more of their consumers to their advertising messages.”

Over the next three years, Arbitron is scheduled to deploy the Portable People Meter in the top 50 markets in place of the paper diary method that the company has used to collect radio audience estimates since 1965.

About Entercom Communications

Entercom Communications Corp. (NYSE: ETM) is one of the five largest radio broadcasting companies in the United States, with a nationwide portfolio of 110 stations in 23 markets, including San Francisco, Boston, Seattle, Denver, Portland, Sacramento and Kansas City.

Known for developing unique and highly successful, locally programmed stations, Entercom is home to some of radio’s most distinguished brands and compelling personalities. The company is also the radio broadcast partner of the Boston Red Sox, Boston Celtics, Kansas City Royals, New Orleans Saints and Buffalo Sabres.

Entercom focuses on creating effective integrated marketing solutions for its customers that incorporate the company’s audio, digital and experiential assets. Additionally, the company has a long-standing commitment to responsible corporate citizenship and environmental stewardship. Entercom stations play a vital, hands-on role in improving their communities, providing over $100 million in annual support for local charitable organizations.

The company’s radio stations have received numerous awards, including multiple Edward R. Murrow Awards for excellence in broadcast journalism and National Association of Broadcasters (NAB) Marconi Awards for excellence in radio broadcasting. In 2007, Forbes magazine named Entercom one of America’s “Most Trustworthy Companies.”

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About Arbitron

Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies. 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 (PPM TM), a new technology for media and marketing research.

Arbitron’s marketing and business units are supported by its 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, Inc. (formerly VNU), Arbitron also provides media and marketing research services to the broadcast television, newspaper and online industries.


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