NEW YORK (July 25, 2005) - Interactive Market Systems (“IMS”), the largest international provider of information systems for the advertising industry and Arbitron Inc. (NYSE:ARB) announced today that the companies will work together to market IMS' new Outdoor media planning tool, Outdoor Navigator.

IMS Outdoor Navigator is a media planning tool designed to help agencies and advertisers plan Outdoor advertising using the same tools and terminology they use to evaluate other media. The new arrangement between IMS and Arbitron taps the marketing strengths of each company. IMS will market IMS Outdoor Navigator to the largest advertising agencies. IMS is the leading provider of media planning and analysis software to over eighty-five percent of the top advertising agencies.

Arbitron will market IMS Outdoor Navigator to Outdoor operators and mid-smaller agencies where it has significant out-of-home measurement experience and relationships. Arbitron pioneered integrated Outdoor audience measurement in the U.S. with its Atlanta Outdoor Ratings prototype that combined data from a panel of people who carried portable GPS devices together with local market traffic counts. Also, Arbitron provides Outdoor operators and mid-smaller agencies with solutions for selling and buying out-of-home advertising with local market Scarborough data on what people buy, where they shop and the roads they travel.


IMS Outdoor Navigator features an industry-accepted U.S. reach & frequency model that produces both national and local schedule metrics. Agency media planners and Outdoor operators can use IMS Outdoor Navigator to evaluate market level Outdoor schedule delivery for over 480 demographic breaks across Nielsen's 210 Television markets, and Arbitron's 287 Radio markets. Clients can also export schedules into MediaMix, the IMS application that calculates using random duplication, multi-media reach in conjunction with Television, Print, Radio, Internet, Cinema and other media.

IMS Outdoor Navigator builds on the company's prior experience in developing a successful planning tool for Outdoor in Canada. COMBNavigator in Canada was developed by IMS in conjunction with the Canadian Outdoor Measurement Bureau to be the industry approved and endorsed outdoor reach & frequency system available.

The new service uses Scarborough data as a primary input. In addition, IMS Outdoor Navigator incorporates newly audited Daily Effective Circulation (DEC) data from the Traffic Audit Bureau (TAB). Unlike other Outdoor planning tools which are often based on outdated or unknown assumptions, the methodology behind IMS Outdoor Navigator is fully documented. This transparent approach is paramount for credibility and it is a hallmark of the IMS approach to media modeling.

Media expert Erwin Ephron said, "IMS has constructed a planning tool that lets a media planner at any-size agency realistically estimate Outdoor demo delivery and reach/frequency in major markets. That has to be positive for Advertisers, Agencies and Outdoor.”

"Clear Channel Outdoor is excited that agency planners and the industry have a new tool to help get Outdoor included in advertisers' media plans and evaluated like other media," said Rocky Sisson, executive vp, sales and marketing, Clear Channel Outdoor.

Joanne Van der Burgt, IMS executive vp/ North American Sales & Services said, “Many media outlets suffer from fragmentation, consumer avoidance and slow audience growth. While Outdoor advertising remains essentially free from these issues, agencies have found it difficult to evaluate Outdoor with the tools they use for other media. IMS Outdoor Navigator now will help place Outdoor on equal footing with other media.”

Bill Rose, senior vice president U.S. Media, Arbitron, Inc. added, “Getting a higher share of ad spend starts with media planning because 'if you are not on the plan, you won't be on the buy.' Outdoor Navigator is a crucial step since it enables agencies to evaluate Outdoor advertising using the planner's terms and language.”

Larger agencies seeking more information should contact Lisa Finn ( This e-mail address is being protected from spam bots, you need JavaScript enabled to view it );

Outdoor operators should contact Jacqueline Noel ( This e-mail address is being protected from spam bots, you need JavaScript enabled to view it );

Mid-smaller agencies should contact Jim Tobolski ( This e-mail address is being protected from spam bots, you need JavaScript enabled to view it ).

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About Interactive Market Systems, Inc.
IMS is the largest international provider of information systems for the advertising industry, with over 2,300 media planners using the systems daily in the U.S. IMS is expert in producing easy-to-use, yet sophisticated, media planning and analysis software to analyze both industry and proprietary research. IMS systems are used by agencies accounting for nearly 90% of total media expenditures among the top 25 shops, and $6.1 billion among the top 10 shops. With over 1,500 Advertising Agencies, Advertisers, Publishers, Broadcasters, other media owners and researchers, IMS software forms an integral part of media and marketing decisions around the world every day. IMS is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. For more information, please visit the VNU website at www.vnu.com.

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, 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 also developed the Portable People Meter (PPM), 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 1,700 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, magazine, newspaper and online industries.

PPM^SM is a service mark of Arbitron Inc.