Arbitron plans to increase Sample Size across all PPM Markets.

Arbitron Inc. (ARB) announced its implementation strategy to increase sample sizes in its Portable People Meter (PPM) markets. The Company now plans to increase sample targets by ten percent in the important advertising demographic of Persons aged 18-54 by mid-year 2011.

Arbitron has designed these sample improvements to address the needs of broadcasters and advertisers. Using a phased approach, the Company plans to:

Increase its overall sample targets for Persons aged 18-54 by eight percent by year-end 2010;

Increase its overall sample targets for Persons aged 18-54 by an additional two percent by mid-year 2011, representing an aggregate increase of 10 percent by mid-year 2011;

The Company also plans to maintain a minimum sample target of at least 750 active panel participants aged 6 and older by mid-year 2011 in substantially all PPM markets. Arbitron plans to increase the minimum sample target for Memphis and Providence to 675 by year end 2011.*

Arbitron plans to:

Increase its minimum local market sample targets for Persons aged 6+ to 700 active panel participants by year-end 2010, and;

Increase the minimum local market sample targets for Persons aged 6+ to 750 active panel participants by mid-year 2011.

* Minimum sample targets for Persons 6+ in Memphis and Providence, will be increased to 630 by year end 2010 and 675 by year end 2011. Clients in these two markets did not elect to take advantage of a previously offered sample increase proposal. Both markets will have options to increase minimum sample targets further.

The total PPM sample across all markets is expected to increase by approximately 10 percent in the aggregate for Persons aged 12+ by mid-year 2011 as a result of this plan.

“Over the past 9 months, Arbitron has made significant advancements to improve sample quality,” said Michael Skarzynski, Chief Executive Officer and President, Arbitron. “As part of our ongoing quality initiatives, we have accelerated the prioritization of increasing our cell-phone-only sample. This new plan to increase sample targets for Persons aged 18-54 complements our recently announced commitment to increasing the number of cell-phone-only households in all PPM markets. We continue to lay the groundwork to help ensure that the radio industry has the state-of-the-art solutions and services that it will need to compete for the long-term.”