Scarborough Research and Arbitron, in Conjunction with Simon Property Group, Announce New Initiative to Develop Reach and Frequency Metrics for the Shopping Center Industry

A mall-centric application is being built for planners and buyers to better assess the potential to reach shoppers through mall advertising

NEW YORK, September 10, 2004 – Scarborough Research and Arbitron Inc. (NYSE: ARB) announced today that the two companies will begin a series of initiatives designed to significantly enhance Scarborough’s shopping center audience measurements and metrics. The goal is to enhance the planning and buying of advertising in shopping centers. Simon Property Group, Inc. (NYSE:SPG), a current Scarborough client and recognized industry pioneer, has led industry efforts to systematically improve measurement of malls as media through its charter leadership of these initiatives.

Scarborough Research and Arbitron will embark on a series of research initiatives to create the foundation for mall audience metrics. This process will begin with personal interviews with decision makers at leading agencies and advertisers to quantify their needs for mall audience measurement. In addition, Scarborough will test and refine a mall-centric reach and frequency application, offering planners and buyers the ability to assess unique shopping center visits and the frequency of mall exposures. As a leader in local market consumer research, Scarborough provides the most comprehensive measurement of mall shopping behavior and preferences with data on approximately 1,500 different mall properties and in-depth profiles of their shoppers. Scarborough surveys over 200,000 adults annually across 75 local markets, measuring the shopping, media, lifestyle and demographics for American consumers.

Stewart Stockdale, chief marketing officer of Simon Property Group and president of Simon Brand Ventures, said, “Simon is dedicated to supporting the development of shopping center audience metrics so advertisers can confirm the value of including shopping center advertising in their media plans. With the addition of reach and frequency, advertisers will become aware of the tremendous reach and frequency delivered by shopping malls in general and Simon Malls in particular.”

Bob Cohen, Ph.D., president and CEO of Scarborough Research commented, “We are excited to begin this program and to add new dimensions to our mall audience measurement. We appreciate Simon’s leadership in helping to charter it. Scarborough is committed to providing innovative, efficient ways to help enhance communication plans and the development of this tool underscores that dedication.”

Pierre Bouvard, president of Arbitron New Ventures said, “The mall audience is substantial with over 107 million Americans having visited a mall in the past month according to the latest Scarborough study.” Bouvard adds, “Plus, these mall shoppers are valuable because they are exposed to advertising as they consider and make purchases.”

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 is developing the Portable People Meter, a new technology for radio, television and cable ratings.

Arbitron’s marketing and business units are supported by a world-renowned research and technology organization located in Columbia, Maryland. Arbitron has approximately 850 full-time 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, outdoor and online industries.

About Scarborough Research
Scarborough Research is a leader in identifying local, regional and national shopping patterns and media usage for the American consumer. Scarborough provides data solutions and media strategies for today’s complex marketing challenges. The data helps clients acquire and retain customers and better distinguish their brands. Products and services include 75 local market studies, a national database, local market Hispanic studies and customer relationship management and database integration solutions. Scarborough measures more than 1,700 categories and brands about American adults, including comprehensive retail shopping behaviors, distinct lifestyle characteristics, in-depth demographics and all media usage patterns.

About Simon Property Group
Simon Property Group, Inc. (NYSE: SPG), headquartered in Indianapolis, Indiana, is a real estate investment trust engaged in the ownership, development and management of income-producing properties, primarily regional malls and community shopping centers. Through its subsidiary partnerships, it currently owns or has an interest in 244 properties in North America containing an aggregate of 188 million square feet of gross leasable area in 37 states plus Canada and Puerto Rico. The Company also holds interests in 48 assets in Europe (in France, Italy, Poland and Portugal). Additional Simon Property Group information is available at www.simon.com .

About Simon Brand Ventures
Simon Brand Ventures (SBV), Simon's business-to-consumer arm, has pioneered the transformation of shopping malls into a medium where consumer brands can build one-on-one relationships with shoppers who make approximately 2 billion visits to Simon Malls each year. Simon's vast franchise of market-leading shopping centers nationwide provides SBV the foundation to monetize the distribution system through numerous consumer ventures. SBV has engaged in a number of consumer business initiatives, including the Simon Giftcard™, launch of Simon platform programs such as Simon Kidgits Club™, Simon Super Chefs Live!™ , Simon DTour Live™ and Simon Mall for You™, a national media delivery channel including experiential marketing methods, and multiple national and local marketing alliances with Coca-Cola, Visa U.S.A. and Cingular Wireless, among others.

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This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The statements regarding Arbitron in this document that are not historical in nature, particularly those that utilize terminology such as “may,” “will,” “should,” “likely,” “expects,” “anticipates,” “estimates,” “believes” or “plans,” or comparable terminology, are forward-looking statements based on current expectations about future events, which Arbitron has derived from information currently available to it. These forward-looking statements involve known and unknown risks and uncertainties that may cause our results to be materially different from results implied in such forward-looking statements. These risks and uncertainties include whether we will be able to:

• renew all or part of contracts with large customers as they expire;
• successfully execute our business strategies, including implementation of our Portable People Meter services, as well as expansion of international operations;
• effectively manage the impact of further consolidation in the radio industry;
• keep up with rapidly changing technological needs of our customer base, including creating new products and services that meet these needs;
• successfully manage the impact on our business of any economic downturn generally and in the advertising market in particular; and
• successfully manage the impact on costs of data collection due to privacy concerns and/or government regulations.

Additional important factors known to Arbitron that could cause forward-looking statements to turn out to be incorrect are identified and discussed from time to time in Arbitron’s filings with the Securities and Exchange Commission, including in particular the risk factors discussed under the caption “ITEM 1. BUSINESS – Business Risks” in our Annual Report on Form 10-K.

The forward-looking statements contained in this document speak only as of the date hereof, and Arbitron undertakes no obligation to correct or update any forward-looking statements, whether as a result of new information, future events or otherwise.