Arbitron Inc. (Arbitron) is a media and marketing information services firm primarily serving radio, cable television, advertising agencies, advertisers, retailers, out-of-home media, online media and, through its Scarborough Research joint venture with The Nielsen Company (Nielsen), broadcast television and print media. The Company provides radio audience estimates and related services in the United States to radio stations, advertising agencies, and advertisers. It also provides software applications that allow its customers to access its databases and enable its customers to more effectively analyze and understand that information for sales, management, and programming purposes. In addition to its core radio ratings services, Arbitron provides qualitative measures of consumer demographics, retail behavior, and media consumption in local markets throughout the United States.