Arbitron Announces New Custom Area Survey Report for Hudson Valley

Arbitron Inc. (NYSE: ARB) today announced that Pamal Broadcasting has signed a multi-year agreement for Custom Survey Area Reports (CSAR) for Hudson Valley, NY. The first survey was conducted in Fall 2008 and ratings data will be released February 17, 2009.

“Westchester and The Hudson Valley is a separate and distinct region where people live and work" said Jason Finkelberg, general manager, Pamal Broadcasting. “Listening patterns are very different from those of New York City. In the past, we’ve had to rely on data from the Poughkeepsie, Newburgh, Westchester and New York books. We are excited to finally have one survey that will cover our entire region.”

The Hudson Valley metro consists of Westchester, Dutchess, Orange, Putnam and Rockland Counties in New York State. The population is 1,720,800 persons age 12 and older and the number of people surveyed is approximately 2,690.

“Advertisers, agencies and radio stations alike are demanding more timely data in order to gauge the effectiveness of a broadcast medium,” said Tom O’Sullivan, vice president, Diary Market Development. “We are pleased to provide this ratings service which will be delivered twice a year. This timely measurement of the Hudson Valley area will provide Pamal Broadcasting with the tools to compete for advertising dollars"

Hudson Valley will be surveyed twice a year with the enhanced version of the seven-day diary that Arbitron currently uses in nearly 180 mid-sized and small markets. Through this “qualitative diary,” Arbitron compiles its industry-standard radio listening estimates as well as data on consumer behavior for nearly two-dozen socio-economic, retail and media categories.