Through an extensive analysis of data from Arbitron's Portable People Meter™ (PPM™) measurement of Houston radio listening and music monitoring data from Media Monitors, What Happens When New Music Gets Played: The Impact of New Songs on the Country Radio Audience reveals how the exposure of new songs on KILT-FM did not undermine the station's audience levels.

"Conventional wisdom is that when Country stations play new songs, they run the risk of turning off listeners who are more interested in songs they already know and love," commented Jon Coleman. "Our findings suggest that this is not the case, as KILT's audience levels actually increased during the playing of new songs."

What Happens When New Music Gets Played: The Impact of New Songs on the Country Radio Audience reveals how, on average, the Country audience grows 1.8% with the exposure of a new song. Among the other key findings are that not all new Country music is created equal when it comes to its impact on audience levels. Established artists perform better than new artists, up-tempo songs perform better than slower titles and songs from male artists perform better those from female artists. The study also reveals that it takes about 25 weeks for a new song to have its maximum impact on a Country station's audience levels.

"While we still have a lot more to learn about how the various programming elements stations offer directly impact audience levels, this study provides a great example of the insights PPM measurement will provide to the industry," said Bill Rose, Arbitron's senior vice president, marketing. "We look forward to partnering with Coleman and Media Monitors on future studies of this type."

The full report from the What Happens When New Music Gets Played: The Impact of New Songs on the Country Radio Audience study is available for free downloading from the Arbitron (www.arbitron.com), Coleman (www.ColemanInsights.com) and Media Monitors (www.mediamonitors.com) websites.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies in the United States and Europe. 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 also developed the Portable People Meter™ system, 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 1,900 employees; its executive offices are located in New York City.

Through its Scarborough Research joint venture with VNU, Inc., Arbitron also provides media and marketing research services to the broadcast television, newspaper and online industries. Additional information about Arbitron is available at www.arbitron.com.

About Coleman

Coleman, headquartered in Research Triangle Park, North Carolina with offices in Los Angeles and Hamburg, Germany, is a media research firm that has provided its clients with deeper insights into music trends and branding opportunities since 1978. Its client base includes MTV Networks, as well as hundreds of radio stations in North America, South America, Europe and Asia, including those owned by CBS Radio, Emmis Communications, Lincoln Financial Media, Spanish Broadcasting System, ABC Radio, Entercom Communications Corporation, Grupo Radio Centro, Bonneville International Corporation, Standard Radio, Sandusky Radio, Lagardère International, Radio One, Beasley Broadcast Group, Inner City Broadcasting, Grupo Prisa, Mid-West Family Broadcast Group, The Mondadori Group, Connoisseur Media, Corporación Radial del Perú, South Central Communications, SBS Broadcasting, Maverick Media, Entertainment Network (India) Limited and Hubbard Broadcasting. Additional information about Coleman is available at www.ColemanInsights.com.

About Media Monitors, LLC

Media Monitors' web-based services provide same-day spot and ad information from Radio, Television, Local Cable and Newspaper to their subscribers: broadcasters, newspapers, media research firms and advertising agencies.

Audio Services and Analysis
Employing the patented technology of Media Monitors, clients have details on radio, TV, local cable spot or print campaigns at their fingertips in seconds. Media Monitors records the on-air broadcast of radio stations as well as TV and cable channels using field sites in the Top 100 markets. With audio fingerprinting technology, spots are identified along with song titles and artist names where music is played. These are forwarded to Media Monitors' Data Centers, where teams of spot and music specialists research and validate new advertisers and songs.

Print Services and Analysis
In the photography labs of Media Monitors, major newspapers from around the country are monitored daily by the discovery team, photographed and then uploaded to the site. Advertisers, agencies and newspaper companies can see the page placement, size of the print ad along with the newspaper and market by going to the Media Monitors site.

Media Monitors helps the buyers and sellers of advertising in America and gives them an easy-to-use means of analyzing the impact of their work on their target markets.

In the Houston Market
In the Houston market, Media Monitors enabled us to identify and analyze the music played on a song-by-song basis with start and stop times during the May through November 2006 study period. Using this systematic approach, we were able to garner a more accurate report and create the unique analysis you see. Having a minute-to-minute reality to work with and Media Monitors to verify the information, we were able to increase the value of this study.

Additional information about Media Monitors is available at www.mediamonitors.com.

Portable People Meter and PPM are marks of Arbitron Inc.

CONTACT:

Thom Mocarsky
Arbitron Inc.
Phone: (410) 312-8239
Email: thom.mocarsky@arbitron.com

Warren Kurtzman
Coleman
Phone: (919) 226-0442
Email: WarrenKurtzman@ColemanInsights.com

Dwight Douglas, VP Marketing
RCS and Media Monitors
Newsroom: (914) 259-4732
Email:

RCS and Media Monitors
445 Hamilton Avenue, 7th Floor
White Plains, NY 10601 USA
RCS: 914-428-4600
Media Monitors: 800-67-MEDIA

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About Media Monitors

Media Monitors is the nation's leading broadcast monitoring and verification service for broadcasters, print media, media investment companies and advertising agencies. Media Monitors is a subsidiary of RCS, the world's leading provider of broadcast and webcast software. Media Monitors and its logo are service marks of Media Monitors. The Media Monitors broadcast content recognition process of audio fingerprinting used by Media Monitors is protected by U.S. Patent 5,437,050. For more information, visit www.mediamonitors.com

Editors: interview opportunities and graphics are available. Contact Dwight Douglas at Media Monitors, 914-259-4733, or e-mail the for more information.