A Guide to the Arbitron 21+ Audience Composition Report The Arbitron 21+ Audience Composition Report is a convenient tool that makes it easier for alcoholic beverage advertisers to buy radio in full compliance with alcoholic beverage industry guidelines. Beer Institute, The Distilled Spirits Council of the United States and Wine Institute have adopted guidelines that restrict radio advertising to dayparts where at least 70 percent of the audience is age 21 or older. Click the hyperlink to see each association’s specific code of advertising standards.

Where to Find the Arbitron 21+ Composition Report Anyone with access to the Arbitron eBookSM for any Arbitron Syndicated Radio Market Report has free access to the 21+ Composition Report. Simply go to my.arbitron.com and enter your Arbitron eBook sign-in ID and password. You will find a link to the 21+ Composition Report underneath the link to the eBook.

24/7 Customer Service & Support: (800) 543-7300 • Fax: (205) 977-6214 • www.ArbitronTraining.com

© 2006 Arbitron Inc. 06-COR-912 10/06

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Once you have signed in and accepted the terms and conditions, you are ready to go and can select from several options:

Market Selection

Survey Selection

Station Selection

Display Options

Days and Dayparts

Print and Export

Get Help

Market Selection Click the hyperlink displaying the market name and select any of the markets for which you are licensed. You may select only one market at a time.

Survey Selection By default, the most recent six months* of data is selected for you. To select a different time period, click the hyperlink displaying the selected surveys. You may select a single survey, or create a combination of contiguous surveys.

Station Selection All radio stations that meet minimum reporting standards (“in the book”) for the market are automatically selected for you. Click the Station’s hyperlink to add or remove stations from the report.

* The exception is small markets where the most recent 12-month rolling average is selected and survey combination is not allowed.

4/7 Customer Service & Support: (800) 543-7300 • Fax: (205) 977-6214 • www.ArbitronTraining.com

2006 Arbitron Inc. 06-COR-912 10/06

Arbitron 21+ Audience Composition Report Help Page 3 of 5

24/7 Customer Service & Support: (800) 543-7300 • Fax: (205) 977-6214 • www.ArbitronTraining.com

© 2006 Arbitron Inc. 06-COR-912 10/06

Display Options Display over/under the threshold percentage (both displayed by default) Choose the rounding method (rounding down to whole number by default) Change the threshold percentage (70 percent by default)

Display Over/Under the Threshold Percentage The threshold percentage is the magic number that determines whether a daypart on a radio station complies with the alcoholic beverage advertising guidelines. Currently, the threshold percentage is 70 percent.

All percentages are displayed on the report by default—whether they are above the threshold or not. If you prefer, you may choose to display just the “good” dayparts or just the “ineligible” dayparts. Simply check or uncheck the display selections in the upper right corner of the report screen.

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24/7 Customer Service & Support: (800) 543-7300 • Fax: (205) 977-6214 • www.ArbitronTraining.com

© 2006 Arbitron Inc. 06-COR-912 10/06

Choose the Rounding Method (rarely used) The report displays only whole numbers—no fractions. Those whole numbers are the result of rounding. By default, all fractions are rounded down to the nearest whole number (for example, 69.9 percent rounds down to 69 percent). This is the preferred rounding method for the advertisers and the associations that regulate them. In the event that they allow you to round to the nearest whole number (69.9 rounds to 70), you may make that selection by clicking the hyperlink that displays the current rounding method and threshold percentage.

Change the Threshold Percentage (rarely used) As previously stated, the threshold percentage is 70 percent. You will likely never need to change this, unless the guideline is changed. Should you need to adjust the percentage, simply click the hyperlink that displays the threshold percentage.

Days and Dayparts There are four tabs which display different days and dayparts:

Monday–Friday (hour-by-hour)

Saturday (hour-by-hour)

Sunday (hour-by-hour)

Standard Dayparts

Click each tab to see the results for those days and dayparts.

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24/7 Customer Service & Support: (800) 543-7300 • Fax: (205) 977-6214 • www.ArbitronTraining.com

© 2006 Arbitron Inc. 06-COR-912 10/06

Print and Export Once you have made all of the selections, you are ready to print or export the results. Click the Print icon, and you will see a print-ready PDF file. You may print it, save it or e-mail it. You will need the free Adobe® Acrobat® Reader to access this file.

You may also export the results into a file format (CSV) that can be viewed in a spreadsheet program such as Microsoft Excel. Simply click the Export icon and save or open the file.

We’re here to help! If you need help using this report, you may call our Customer Service Team 24/7 at (800) 543-7300.

Arbitron eBookSM is a service mark of Arbitron Inc. Adobe® and Acrobat® are registered trademarks of Adobe Systems Incorporated.