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Arbitron inks the National Hockey League's Pittsburgh Penguins for custom Portable People Meter ratings in Pittsburgh. They're the first NHL team to sign for custom PPM ratings. As part of the agreement, the Pittsburgh Penguins will receive individual game and season estimates along with pre-game and post-game estimates.

Regular season estimates have already shown the team to be a large draw on the radio. And, most recently during the playoffs, the Penguins showed even greater increases for key advertiser demographics. Across the Penguins playoff broadcasts on WXDX-FM, Men ages 25-54 averaged a 4.9 rating per game. Men ages 18-34 averaged a 5.0 rating per game.

"The Penguins numbers are impressive for the NHL radio broadcasts," said Arbitron Sports Manager Chris Meinhardt. "As we've seen with the playoffs, these premium advertising events deliver larger targeted audiences than primetime dayparts across the week."

"Pittsburgh Penguins fans have once again underscored their passion for the team with the way they follow our radio broadcasts on 105.9 "The X" and the Penguins Radio Network," said VP/Corporate Partnerships for the Pittsburgh Penguins David Peart. "We look forward to continuing that strong radio performance as we enter an exciting new era in CONSOL Energy Center." (07-12-10)

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