Who were exposed to the promotion campaign? On what media? And how often? Unduplicated reach and frequency can be estimated separately by each component of the campaign (e.g. radio tune-ins, DJ chatter, in-house promos, paid commercials on other channels) as well as for the entire campaign.Of those that were exposed to the promotion campaign, how many watched the measured episode? This is the key ROI measure for each component of the promotion campaign (e.g. radio tune-ins, DJ chatter, in-house promos, paid commercials on other channels) as well as for the entire campaign. About Arbitron Portable People Meter Services The Arbitron Portable People Meter device is a personal and portable device that captures a consumer's exposure to media and entertainment by passively capturing an inaudible code that can be embedded in the audio content of terrestrial, satellite and online radio broadcasts, in broadcast, cable and satellite television as well as cinema advertising and many types of place-based digital media. Determining whether a PPM panelist is at home or out-of-home is accomplished through the use of a low power RF transmitter that is designed to act as a continuous "at-home" beacon. When a PPM panelist is at home and in range of the beacon, all exposure to encoded media collected by the PPM is tagged as at-home exposure. When the PPM panelist is out of range of the at-home beacon, all exposure to encoded media collected by the PPM is tagged as out-of-home exposure. The Portable People Meter ratings service is deployed to measure 48 radio markets. Four of the markets–Nassau-Suffolk (Long Island); Middlesex- Somerset-Union; San Jose and Riverside-San Bernardino–are embedded in or adjacent to the larger New York, Los Angeles and San Francisco markets. The out-of-home television viewing estimates for these four embedded or adjacent markets are included in those of the larger markets. About Discovery Channel Discovery Channel is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world in all its wonder, diversity and amazement. The network, which is distributed to 100.4 million U.S. homes, can be seen in 210 countries, offering a signature mix of compelling, high-end production values and vivid cinematography across genres including science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organizations that shape and share our world. For more information, please visit www.discovery.com. About Discovery Communications Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world's #1 nonfiction media company reaching more than 1.5 billion cumulative subscribers in 210 countries and territories. Discovery is dedicated to satisfying curiosity through 130-plus worldwide television networks, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as US joint venture networks OWN: Oprah Winfrey Network, The Hub and 3net, the first 24-hour 3D network. Discovery also is a leading provider of educational products and services to schools and owns and operates a diversified portfolio of digital media services, including HowStuffWorks.com. For more information, please visit www.discoverycommunications.com. About Arbitron Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, television, cable and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter™ (PPM ®) and the PPM 360™, new technologies for media and marketing research. Portable People Meter™, PPM ® and PPM 360™ are marks of Arbitron Inc.