Arbitron Results of Latest Survey of Chinese Language Listening in LA

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Arbitron Releases Results of Latest Survey of Chinese Language Radio Listening in Los Angeles Press releaseChinese-speaking Asian Americans consistently tune in to Chinese language radio formats for their radio preferenceNEW YORK, June 13, 2006 – Arbitron Inc. (NYSE: ARB) today released the results of its latest survey of radio listening by Chinese language consumers in the Los Angeles metropolitan radio market.Conducted during the Winter 2006 radio survey, the survey found that 56.7 percent of radio listening by Chinese-speaking Asian Americans in Los Angeles is to Chinese language radio. The leading English language formats for these listeners are adult contemporary (7.4 percent), pop contemporary hit radio (6.0 percent) and classical (5.1 percent).The survey also found that, over the course of a week, 89.2 percent of Chinese-speaking Asian Americans in Los Angeles, age 12 and older, listen to the radio. This is up from 88.3 percent from Winter 2005. These 338,900 persons spend an average of 16:45 hours each week with the medium, which is a 30 minute increase from 2005. “The Chinese-language community continues to represent a significant up-and-coming market for mainstream advertisers,” said Arthur Liu, Chairman and CEO, MultiCultural Radio Broadcasting, Inc. “The Asian population in this country can boast of unparalleled levels of education and income. Through surveys conducted by Arbitron, broadcasters and advertisers can continue to quantify the size, composition and listening habits of the Chinese-language radio audience in Los Angeles.”“Arbitron continues to provide the advertising community more of the information it needs for their marketing to the Asian community,” said Pierre Bouvard, president, Sales & Marketing, Arbitron. “This study will help marketers better understand the radio habits of Chinese Americans and to utilize radio to better target these consumers.”MultiCultural Radio Broadcasting stations reach, 62.6 percent of the Chinese-speaking Asian American audience who have attended some college and 53.7 percent of those who live in households with incomes greater than $75,000.During the Winter 2006 survey, the top five radio stations for Chinese-speaking Asian Americans in Los Angeles were:Station Format Weekly Audience (Chinese-AmericanPersons 12+) Weekly Time Spent Listening (hh:mm) Market Share of radio listening(percent) KAZN-AM Chinese Language (Mandarin) 120,100 10:30 22.3 KMRB-AM Chinese Language (Cantonese) 102,800 13:45 25.0 KIIS-FM Pop CHR 75,500 4:30 6.0 KOST-FM Adult Contemporary 59,600 7:00 7.4 KAHZ-FM Chinese Language (Simulcast of KAZN-AM) 54,000 9:45 9.4 Based on the survey, Arbitron estimates that there are approximately 380,039 Chinese-speaking Asian Americans, age 12 and older living in the Los Angeles Metro Survey area, representing three and half percent of total persons 12+ population. There are three full-time Chinese-language radio stations in the Los Angeles area.The survey took place during the Winter 2006 Arbitron survey period (January 5-March 29, 2006) among Chinese-speaking consumers, age 12 and older, in the Los Angeles radio metros. The Los Angeles survey had an in-tab sample of 598 Chinese-speaking individuals. Arbitron used a Chinese-language version of its standard radio diary to track the listening habits of Chinese-Americans in Los Angeles. The study was done on behalf of MultiCultural Radio Broadcasting.Arbitron also tracks the consumer, lifestyle and media habits of all Asian Americans through its Scarborough Research joint venture with VNU, Inc. How the Chinese Language Diary Study Was ConductedFor most households, the first contact was a bilingual (English/Chinese) pre-alert postcard. The remaining households were contacted first by phone. Recruitment interviews were conducted in English, Mandarin or Cantonese, based on the preference of the interviewee. All persons 12+ in eligible households were asked to take part in the one-week survey. However, only those persons identified as Chinese speaking were included in the final estimates. The respondents received the Arbitron survey and easy-to-follow instructions by mail. The diary and all ancillary materials were bilingual (English/Chinese). Respondents used an English/Chinese version of the Arbitron radio diary. Arbitron processed all data according to the policies for the syndicated radio measurement service, with the additional ability to handle written Chinese entries. Radio listening data have been projected to the marketplace based on estimates of the Chinese-speaking Chinese population in the Los Angeles metro. The data was released to subscribers on June 8, following the delivery of the Winter 2006 syndicated Arbitron market reports. The study is available for purchase by advertisers, agencies and broadcasters. About MultiCultural Radio Broadcasting MultiCultural Radio Broadcasting, Inc. is a leading ethnic media company with radio stations, television stations and printed publications serving consumers in over 22 languages. MultiCultural owns 45 AM and FM radio stations, covering ethnically diverse markets in the U.S. with programming in Mandarin, Cantonese, Japanese, Korean, Russian, Spanish, Vietnamese and other languages. About ArbitronArbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies, national media representative companies and outdoor advertising companies in the United States, Mexico 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 developed the Portable People Meter, a new technology for radio, television and cable ratings. Arbitron’s marketing and business units are supported by its research and technology organization located in Columbia, Maryland. Arbitron has approximately 1,700 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, cable, magazine, newspaper and online industries. # # #All product names used are trademarks or registered trademarks of their respective owners