Document:

exv10w61

 

EXHIBIT 10.61

SUMMARY OF COMPENSATION ARRANGEMENT

FOR JAMES R. MELLOR

Effective February 1, 2007, the Compensation Committee of the Board of Directors of USEC Inc.
(“USEC” or the “Company”) approved the payment of an annual chairman’s fee of $100,000 to James R.
Mellor in connection with his duties as Chairman of the Board. This is in addition to the annual
compensation and meeting fees payable to all USEC non-employee directors.

At Mr. Mellor’s election, this fee (along with other director fees that Mr. Mellor is entitled to
receive in cash) may be paid in restricted stock units in lieu of cash and Mr. Mellor would receive
an incentive payment of restricted stock units equal to 20% of the portion of the fee that Mr.
Mellor elects to take in restricted stock units in lieu of cash. These incentive restricted stock
units will vest on the first to occur of: (1) three years from the date of grant, (2) termination
of the director’s service by reason of Retirement, death or disability, or (3) a change in control.

The prior arrangement with Mr. Mellor described in the letter agreement dated December 1, 2005 by
and between USEC Inc. and James R. Mellor, filed as Exhibit 10.91 to the Company’s current report
on Form 8-K filed on December 6, 2005, ended effective February 1, 2007.exv4w3

 

Exhibit 4.3

AMENDMENT NO. 1

TO

RIGHTS AGREEMENT

     THIS AMENDMENT NO. 1 TO RIGHTS AGREEMENT (this “Amendment No. 1”) is entered into as
of January 31, 2007 between ARBITRON INC., a Delaware corporation (the “Company”), and THE
BANK OF NEW YORK, a New York banking corporation (the “Rights Agent”).

     WHEREAS, the Company and the Rights Agent previously entered into the Rights Agreement, dated
as of November 21, 2002 (the “Rights Agreement”);

     WHEREAS, in accordance with Section 27 of the Rights Agreement, the Company desires to amend
the Rights Agreement on the terms and conditions hereinafter set forth;

     WHEREAS, this Amendment No. 1 is in compliance with the terms of Section 27 of the Rights
Agreement; and

     WHEREAS, for purposes of this Amendment No. 1, initially capitalized terms not otherwise
defined herein shall have the respective meanings set forth in the Rights Agreement, as amended by
this Amendment No. 1.

     NOW, THEREFORE, in consideration of the premises and the mutual agreements herein set forth,
the parties hereby agree as follows:

     1. Certain Definitions. Section 1(a) of the Rights Agreement is amended by deleting
the text and replacing it in its entirety with the following:

(a) “Acquiring Person” shall mean any Person (as such term is hereinafter
defined) who or which, together with all Affiliates and Associates (as such terms
are hereinafter defined) of such Person, shall be the Beneficial Owner (as such term
is hereinafter defined) of 15% or more of the shares of Common Stock then
outstanding, but shall not include (i) the Company, (ii) any Subsidiary of the
Company, or (iii) any employee benefit plan of the Company or any Subsidiary of the
Company, or any Person holding shares of Common Stock for or pursuant to the terms
of any such plan to the extent, and only to the extent, of such shares so held,
provided, however, that the term “Acquiring Person” shall not
include the surviving entity to be formed upon the consummation of the merger of
Neuberger Berman Inc. and H.A. Schupf & Co., LLC (pursuant to that certain Agreement
and Plan of Merger by and between Neuberger Berman Inc. and H.A. Schupf &

 

 

Co., LLC, dated as of November 20, 2006), or any Affiliate or Associate of such surviving
entity (together with its Affiliates and Associates, the “Exempted Person”),
but only so long as (x) the Exempted Person is the Beneficial Owner of less than 20.99% of the shares of Common Stock then outstanding, and (y)
the Exempted Person reports, or is permitted to report, such Beneficial Ownership
on Schedule 13G under the Exchange Act (or any comparable or successor report) (and
the Exempted Person certifies in each such Schedule 13G that such Beneficial
Ownership is not with a purpose or effect of changing or influencing control of the
Company, nor in connection with or as a participant in any transaction having such
purpose or effect) or on Schedule 13D under the Exchange Act (or any comparable or
successor report), which Schedule 13D does not state any present intention to (or
reserve the right to) hold such shares of Common Stock with the purpose or effect of
changing or influencing the control of the Company, nor in connection with or as a
participant in any transaction having such purpose or effect. Notwithstanding the
foregoing, no Person shall become an “Acquiring Person” as the result of an
acquisition by the Company of Common Stock of the Company which, by reducing the
number of shares outstanding, increases the proportionate number of shares
beneficially owned by such Person to 15% or more (or in the case of the Exempted
Person, 20.99% or more) of the shares of Common Stock of the Company then
outstanding; provided, however, that if a Person shall become the
Beneficial Owner of 15% or more (or in the case of the Exempted Person, 20.99% or
more) of the shares of Common Stock of the Company then outstanding by reason of
share purchases by the Company and shall, after such share purchases by the Company,
become the Beneficial Owner of any additional shares (other than pursuant to a stock
split, stock dividend or similar transaction) of Common Stock of the Company and
immediately thereafter be the Beneficial Owner of 15% or more (or in the case of the
Exempted Person, 20.99% or more) of the shares of Common Stock of the Company then
outstanding, then such Person shall be deemed to be an “Acquiring Person.”

In addition, notwithstanding the foregoing, if the Board of Directors of the Company
determines in good faith that a Person who would otherwise be an “Acquiring Person”,
as defined pursuant to the foregoing provisions of this paragraph (a), has become
such inadvertently, and such Person divests as promptly as practicable a sufficient
number of shares of Common Stock so that such Person would no longer be an
“Acquiring Person”, then such Person shall not be deemed an “Acquiring Person” for
any purposes of this Agreement unless and until such Person shall again become an
“Acquiring Person”.

 

 

     2. Benefits. Nothing in the Rights Agreement, as amended by this Amendment No. 1,
shall be construed to give any Person other than the Company, the Rights Agent and the registered
holders of the Rights Certificates (and, prior to the Distribution Date, the registered holders of
the Common Stock) any legal or equitable right, remedy or claim under the Rights Agreement, as
amended by this Amendment No. 1; but the Rights Agreement, as amended by this Amendment No. 1,
shall be for the sole and exclusive benefit of the Company, the Rights Agent and the registered holders of the Rights Certificates
(and, prior to the Distribution Date, registered holders of Common Stock).

     3. Severability. If any term, provision, covenant or restriction of this Amendment
No. 1 is held by a court of competent jurisdiction or other authority to be invalid, void or
unenforceable, the remainder of the terms, provisions, covenants and restrictions of this
Amendment No. 1 shall remain in full force and effect and shall in no way be affected, impaired or
invalidated.

     4. Descriptive Headings. Descriptive headings of the several Sections of this
Amendment No. 1 are inserted for convenience only and shall not control or affect the meaning or
construction of any of the provisions hereof.

     5. Governing Law. This Amendment No. 1 shall be deemed to be a contract made under
the laws of the State of Delaware and for all purposes shall be governed by and construed in
accordance with the laws of such State; provided, however, that the rights and obligations of the
Rights Agent shall be governed by and construed in accordance with the laws of the State of New
York.

     6. Counterparts. This Amendment No. 1 may be executed in any number of counterparts.
It shall not be necessary that the signature of or on behalf of each party appears on each
counterpart, but it shall be sufficient that the signature of or on behalf of each party appears on
one or more of the counterparts. All counterparts shall collectively constitute a single a single
agreement.

     7. Effect of Amendment. Except as expressly modified by this Amendment No. 1, the
Amended Rights Agreement shall remain in full force and effect.

[Remainder of page intentionally left blank]

 

 

     IN WITNESS WHEREOF, the parties hereto have caused this Amendment No. 1 to be duly
executed and attested, as of the day and year first above written.

	 	 	 	 	 	 	 	 	 	 	 
	Attest:	 	 	 	ARBITRON INC.  
	 
	 	 	 	 	 	 	 	 	 	 
	By:

	 	/s/ Sean P. Mulcahy
	 	 	 	By:
	 	/s/ Timothy T. Smith	 	 
	 

	 	 
	 	 	 	 	 	 	 	 
	 

	 	Sean P. Mulcahy
	 	 	 	 	 	Timothy T. Smith	 	 
	 

	 	 	 	 	 	 	 	Executive Vice President, Legal	 	 
	 

	 	 	 	 	 	 	 	and Business Affairs, Chief	 	 
	 

	 	 	 	 	 	 	 	Legal Officer and Secretary	 	 
	 
	 	 	 	 	 	 	 	 	 	 
	Attest:	 	 	 	THE BANK OF NEW YORK,
as Rights Agent
	 
	 	 	 	 	 	 	 	 	 	 
	By:

	 	/s/ Margaret B. Lloyd
	 	 	 	By:
	 	/s/ Eon A. Canzius	 	 
	 

	 	 
	 	 	 	 	 	 	 	 
	 

	 	Name: Margaret B. Lloyd
	 	 	 	 	 	Name: Eon A. Canzius	 	 
	 

	 	Title:     AVP
	 	 	 	 	 	Title: Vice Presidentexv10w36

 

Exhibit 10.36

Portions of this exhibit have been omitted and filed
separately pursuant to an application for confidential treatment filed with the Securities and Exchange Commission pursuant to Rule 24b-2 under the
Securities Exchange Act of 1934, as amended. Omissions are designated as [*****].

 

 

 

LLC AGREEMENT

OF

PROJECT APOLLO LLC

DATED FEBRUARY 1, 2007

 

 

 

 

TABLE OF CONTENTS

	 	 	 	 	 	 	 	 	 
	 	 	 	 	 	 	Page	 
	 
	 	 	 	 	 	 	 	 
	ARTICLE I DEFINITIONS	 	 	1	 
	 
	 	 	 	 	 	 	 	 
	ARTICLE II BUSINESS PURPOSE AND ACTIVITIES	 	 	8	 
	 
	 	2.01.	 	Place of Business	 	 	8	 
	 
	 	2.02.	 	Conduct and Nature of Business; Prohibited Activities	 	 	8	 
	 
	 	2.03.	 	Marketing Rights; Rights to Company Data	 	 	9	 
	 
	 	2.04.	 	Rights to the Data and Improvements	 	 	9	 
	 
	 	 	 	 	 	 	 	 
	ARTICLE III FORMATION AND TERM	 	 	10	 
	 
	 	3.01.	 	Formation	 	 	10	 
	 
	 	3.02.	 	Members’ Interests	 	 	10	 
	 
	 	3.03.	 	Name	 	 	10	 
	 
	 	3.04.	 	Term	 	 	10	 
	 
	 	3.05.	 	Registered Agent and Office	 	 	10	 
	 
	 	3.06.	 	Principal Place of Business	 	 	11	 
	 
	 	3.07.	 	Qualification in Other Jurisdictions	 	 	11	 
	 
	 	3.08.	 	Reliance by Third-Party Creditors	 	 	11	 
	 
	 	3.09.	 	Title to Assets	 	 	11	 
	 
	 	3.10.	 	Payment of Individual Obligations	 	 	11	 
	 
	 	 	 	 	 	 	 	 
	ARTICLE IV MANAGEMENT OF THE COMPANY	 	 	11	 
	 
	 	4.01.	 	Members’ Committee	 	 	11	 
	 
	 	4.02.	 	Management of the Company	 	 	13	 
	 
	 	4.03.	 	Prior Approval	 	 	13	 
	 
	 	 	 	 	 	 	 	 
	ARTICLE V RELATED AGREEMENTS & ANCILLARY LICENSING	 	 	16	 
	 
	 	5.01.	 	ACNielsen Exclusive Vendor Services Agreement	 	 	16	 
	 
	 	5.02.	 	Access to Properties and Records	 	 	16	 
	 
	 	5.03.	 	Transitional Services; Real Estate Arrangements	 	 	17	 
	 
	 	5.04.	 	Further Assurances	 	 	17	 
	 
	 	5.05.	 	Authorized Action	 	 	17	 
	 
	 	5.06.	 	Business Services Agreement	 	 	17	 
	 
	 	 	 	 	 	 	 	 
	ARTICLE VI FUNDING, ALLOCATIONS, DISTRIBUTIONS AND CAPITAL ACCOUNTS	 	 	17	 
	 
	 	6.01.	 	Funding Obligations	 	 	17	 
	 
	 	6.02.	 	Third-Party Financing	 	 	17	 
	 
	 	6.03.	 	Cash Contributions and Distributions	 	 	17	 
	 
	 	6.04.	 	Fiscal Year	 	 	18	 
	 
	 	6.05.	 	Allocations and Distributions Between Members	 	 	19	 
	 
	 	6.06.	 	Member’s Failure to Meet Funding Obligations After Pilot Period	 	 	19	 
	 
	 	6.07.	 	Capital Accounts	 	 	20	 
	 
	 	6.08.	 	Accounting Procedures	 	 	20	 
	 
	 	6.09.	 	Principal Tax Matters	 	 	21	 
	 
	 	6.10.	 	Organizational Expenses	 	 	22	 
	 
	 	6.11.	 	Withholding	 	 	22	 

i

 

	 	 	 	 	 	 	 	 	 	 	 
	 

	 	 	 	 	 	 
	 	Page	 	 
	 
	 

	 	 	6.12.	 	 	Classification
	 	 	23	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE VII BUDGETS AND BUSINESS PLANS	 	 	23	 
	 

	 	 	7.01.	 	 	Business Plans and Budgets
	 	 	23	 
	 

	 	 	7.02.	 	 	Approval by the Members’ Committee
	 	 	24	 
	 

	 	 	7.03.	 	 	Default Budget
	 	 	24	 
	 

	 	 	7.04.	 	 	Default Business Plan
	 	 	24	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE VIII CERTAIN REPRESENTATIONS, WARRANTIES, AND COVENANTS	 	 	24	 
	 

	 	 	8.01.	 	 	Authorization
	 	 	24	 
	 

	 	 	8.02.	 	 	Absence of Conflict
	 	 	25	 
	 

	 	 	8.03.	 	 	Certain Covenants
	 	 	25	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE IX TRANSFERABILITY OF INTEREST	 	 	28	 
	 

	 	 	9.01.	 	 	Restricted Transfer of the Company Interest
	 	 	28	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE X DISSOLUTION; BUY/SELL OPTION	 	 	29	 
	 

	 	 	10.01.	 	 	Dissolution; Initiation of Buy/Sell Option
	 	 	29	 
	 

	 	 	10.02.	 	 	Buy/Sell Option Procedure
	 	 	29	 
	 

	 	 	10.03.	 	 	Buy/Sell Closing
	 	 	31	 
	 

	 	 	10.04.	 	 	Dissolution Option.
	 	 	31	 
	 

	 	 	10.05.	 	 	Judicial Dissolution
	 	 	33	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE XI FORCE MAJEURE	 	 	33	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE XII LIABILITY, EXCULPATION, INDEMNIFICATION AND INSURANCE	 	 	34	 
	 

	 	 	12.01.	 	 	Liability
	 	 	34	 
	 

	 	 	12.02.	 	 	Duties and Liabilities of Covered Person; Exculpation
	 	 	34	 
	 

	 	 	12.03.	 	 	Indemnification
	 	 	34	 
	 

	 	 	12.04.	 	 	Advancement of Expenses
	 	 	35	 
	 

	 	 	12.05.	 	 	Notice of Proceedings
	 	 	35	 
	 

	 	 	12.06.	 	 	Insurance
	 	 	36	 
	 
	 	 	 	 	 	 	 	 	 	 
	ARTICLE XIII GENERAL PROVISIONS	 	 	36	 
	 

	 	 	13.01.	 	 	No Publicity or Advertisement Without Prior Consultation
	 	 	36	 
	 

	 	 	13.02.	 	 	Severability
	 	 	36	 
	 

	 	 	13.03.	 	 	Article and Section Headings, Schedules and Exhibits
	 	 	36	 
	 

	 	 	13.04.	 	 	Counterparts
	 	 	36	 
	 

	 	 	13.05.	 	 	Gender and Number
	 	 	36	 
	 

	 	 	13.06.	 	 	Expenses
	 	 	37	 
	 

	 	 	13.07.	 	 	Notices
	 	 	37	 
	 

	 	 	13.08.	 	 	No Third Party Beneficiaries
	 	 	38	 
	 

	 	 	13.09.	 	 	Governing Law; Arbitration
	 	 	38	 
	 

	 	 	13.10.	 	 	Modifications, Amendments or Waivers
	 	 	38	 
	 

	 	 	13.11.	 	 	Assignment, Successors and Assigns
	 	 	38	 
	 

	 	 	13.12.	 	 	Remedies
	 	 	38	 
	 

	 	 	13.13.	 	 	Status of Option Agreement
	 	 	39	 

ii

 

	 	 	 	 	 	 	 	 	 	 	 
	 

	 	 	 	 	 	 	 	Page	 	 
	 
	 

	 	 	13.14.	 	 	Joint Preparation
	 	 	39	 
	 

	 	 	13.15.	 	 	Entire Agreement
	 	 	39	 
	 

	 	 	13.16.	 	 	Further Assurances
	 	 	39	 

iii

 

          This LIMITED LIABILITY COMPANY AGREEMENT of Project Apollo LLC (the “Company”) is
made and entered into as of February 1, 2007 by and between Nielsen Media Research, Inc. a
subsidiary of The Nielsen Company (US), Inc. (formerly known as VNU, Inc.) (“TNC-NMR), a
Delaware corporation, having offices at 770 Broadway, New York, New York 10036 and Arbitron Inc.
(“Arbitron”), a Delaware corporation, with offices at 142 West 57th Street, New
York, New York 10019.

INTRODUCTION

          WHEREAS, TNC-NMR and Arbitron entered into the Option Agreement dated as of May 31, 2000, as
amended by Amendment No. 1, dated February 21, 2003 (“Amendment No. 1” and, as amended by
Amendment No. 1, the “Original Option Agreement”), and as amended by Amendment No. 2, dated
as of September 27, 2004 (“Amendment No. 2”), and Agreement dated February 6, 2006.

          WHEREAS, TNC-NMR, The Nielsen Company (US), Inc. (“TNC”) and Arbitron have entered
into an Apollo Cost-Sharing Agreement dated April 29, 2005, and TNC and Arbitron have signed a
non-binding Term Sheet dated April 29, 2005, pursuant to which, inter alia, it is
contemplated that they will proceed with negotiations to form a company for the purpose of
implementing the commercial deployment in the United States of the New Product (as defined herein);
and

          WHEREAS, TNC-NMR and Arbitron have agreed to such formation, subject to, and in accordance
with, the terms and conditions herein set forth.

          NOW, THEREFORE, in consideration of the premises, and the mutual covenants contained herein
and for other good and valuable consideration, and intending to be legally bound hereby, the
parties hereto represent, warrant, covenant and agree as follows:

ARTICLE I

DEFINITIONS

          The following terms have the following meanings when used in this Agreement, unless the
context expressly or by necessary implication otherwise requires:

          “ACNielsen” shall mean AC Nielsen (US), Inc. having offices at 770 Broadway, New York,
NY 10036.

          “Agreement” shall mean this Limited Liability Company Agreement of Project Apollo LLC.

          “Affiliate” of a specified Person shall mean a Person that directly, or indirectly
through one or more intermediaries, controls or is controlled by, or is under common control with,
the Person specified. For purposes of this definition the term “control” (including the terms
“controlling,” “controlled by” and “under common control with”) means directly or indirectly owning
equity securities (or other ownership interests) representing more than fifty percent (50%) of the
voting power of all the outstanding equity securities of such specified Person; provided,
however, Net Ratings Inc., a Delaware corporation, shall not be considered an Affiliate of
TNC-NMR for purposes of this Agreement.

1

 

          “Amendment No. 1” shall have the meaning described in the Introduction hereto.

          “Amendment No. 2” shall have the meaning described in the Introduction hereto.

          “Applicable Feeds” shall mean all feeds except the feeds listed on Schedule C attached
hereto unless otherwise agreed in writing by the parties.

          “Apollo Activities” shall have the meaning described in Section 10.04(b) hereof.

          “Approved Budget” shall mean an annual budget, expressed in terms of net cash flow
(including revenue, operating and capital cash flows) approved by the Members’ Committee in
accordance with Sections 7.01 and 7.02 hereof.

          “Approved Business Plan” shall mean a five-year business plan approved by the Members’
Committee in accordance with Sections 7.01 and 7.02 hereof.

          “Arbitron” shall mean Arbitron Inc., having offices at 142 West 57th
Street, New York, New York 10019.

          “Assets” of a Person shall mean all of that Person’s properties and assets (real,
personal or mixed, tangible or intangible), unless otherwise specified.

          “Business” shall have the meaning described in Section 2.02 hereof.

          “Business Services Agreement” shall have the meaning described in Section 5.06 hereof.

          “Buy/Sell Closing” shall have the meaning described in Section 10.03 hereof.

          “Capital Account” of a Member shall mean that Member’s initial Capital Contribution
plus the amount of any additional Capital Contributions made by such Member and each such Member’s
share of the net profits of the Company less any distributions made to such Member and less any net
losses of the Company charged to such Member.

          “Capital Contributions” means, with respect to any Member, the amount of money and the
fair value as agreed among the Members of any property contributed by such Member in respect of
Interests.

          “CBET” means Critical Band Encoding Technology including, but not limited to, as
implemented by Arbitron through encoding algorithms, software, and hardware and/or as described
and/or claimed in related Arbitron patents including, but not limited to, U.S. Patent No. 5,450,490
and related patents.

          “Certificate” means the Certificate of Formation of the Company and any and all
amendments thereto and restatements thereof, as filed with the Secretary of State of the State of
Delaware pursuant to the Delaware Act.

          “Claims and Expenses” shall have the meaning described in Section 12.03 hereof.

          “Code” shall mean the Internal Revenue Code of 1986, as amended.

2

 

           “Collecting Party” shall have the meaning described in Section 8.03(d) hereof.

          “Combined Data” shall mean the combination of multimedia data with store/venue traffic
information, product purchase information and/or Consumer Information.

          “Company” shall mean Project Apollo LLC, the Delaware limited liability company the
Members form by entering into this Agreement.

          “Consumer Information” shall mean, collectively, consumer attitude and/or awareness
and/or persuasion information relating to the potential or actual purchase or use of consumer
products or services. It shall not mean information about media consumption (whether TV, radio,
print, internet, outdoor or other media), nor the demographic information customarily collected
from media panelists. It shall not mean information about consumer viewing of websites or other
internet media content. It will mean consumer information data collected through internet-based
customer surveys.

          “Controlling Member” shall have the meaning described in Section 6.06(c) hereof.

          “Cost Sharing Agreement” shall mean the Apollo Cost Sharing Agreement among TNC,
TNC-NMR and Arbitron dated April 29, 2005, as amended.

          “Covered Person” means: (a) each Representative, the Tax Matters Member or a
liquidating trustee, in each case in his or its capacity as such; (b) any Affiliate of each
Representative, the Tax Matters Member or a liquidating trustee; and (c) any Person of which a
Representative is an officer, director, shareholder, partner, member, employee, representative or
agent.

          “Default Budget” shall have the meaning described in Section 7.03 hereof.

          “Delaware Act” shall mean the Delaware Limited Liability Company Act, 6 Del. C.
§18-101, et seq., as amended from time to time.

          “Disabling Conduct” means, in respect of any Person, an act or omission (a) taken or
omitted to be taken in bad faith, (b) taken or omitted to be taken in a manner which such Person
did not reasonably believe to be in, or not opposed to, the best interests of the Company, (c) in
the case of a Member, that constitutes a material breach or violation of this Agreement, (d) that
is a criminal act by such Person that such Person had no reasonable cause to believe was lawful or
(e) that constitutes gross negligence or willful misconduct by such Person.

          “Execution Date” shall mean the date of this Agreement.

          “Encoder” shall mean an existing device, as developed by Arbitron, for encoding
inaudible information in audio signals and any improvements thereto made by Arbitron.

          “Final Purchase Price” shall have the meaning described in Section 10.02(c) hereof.

3

 

           “Financial Statements” shall mean a balance sheet of the Company and related
statements of operations and cash flows, as of the end of each month, quarter or year, as the case
may be, and for the corresponding period then ended.

          “Force Majeure” shall mean any event or condition, not existing as of the Execution
Date, not reasonably foreseeable as of such date and not reasonably within the control of either
Member, which prevents, in whole or in material part, the performance by a Member of its
obligations under this Agreement, other than an obligation on the part of a Member to make any
payment hereunder. Without limiting the generality of the foregoing, the following shall
constitute events or conditions of Force Majeure: state or governmental action, riots, war, acts of
terrorism, sabotage, strikes, lock-outs, prolonged shortage of energy or other supplies, fire,
flood, hurricanes, earthquakes, lightning, and explosion.

          “[********] Review Period” shall have the meaning described in the definition of
“Pilot Period”.

          ‘Four Network Milestone” shall mean all four major broadcast networks (ABC, CBS, Fox,
NBC) have all Applicable Feeds encoded, on-line, and inserting Encoder codes into the networks’
distributions chain.

          “Funding Obligations” shall mean the cash call, including losses and capital required
to be provided by the Members pursuant to the provisions of Article VI hereof.

          “GAAP” shall mean U.S. generally accepted accounting principles.

          “Homescan Panel” shall mean ACNielsen’s Homescan consumer panel designed to (i)
monitor its members’ consumption of packaged goods, and (ii) provide an integration of attitude and
usage information and, where applicable, online media behavior.

          “Indebtedness” shall mean (a) indebtedness for borrowed money, (b) obligations (as
lessee or guarantor) to pay rent under a lease of real or personal property which is required by
GAAP to be capitalized on a balance sheet of the Company prepared in accordance with the provisions
of this Agreement, (c) purchase money obligations, and (d) any extension, refinancing or
modification of any of the foregoing.

          “Interest” means the limited liability company interest of a Member in the Company at
any particular time, including the right of such Member to any and all benefits to which a Member
may be entitled as provided in this Agreement, together with the obligations of such Member to
comply with all the terms and provisions of this Agreement.

          “Internet” shall mean an interconnected system of networks that connects computers,
cell phones or other data-communication devices by means of a common communications protocol and
includes without limitation the world wide web and “walled gardens” including without limitation
those offered by AOL, mobile phone companies, and other data service providers. For purposes of
this Agreement, the internet shall be deemed to be a single medium unless and until a major portion
of television viewership or radio listenership occurs through it, which they agree is not the case
today. The Members agree that they will negotiate in good faith to determine what constitutes a
“major portion” in terms of viewership or

4

 

listenership levels and the business impact on the New Product, as well as any necessary
modifications to the Agreement as a result thereof.

          “Investment Banking Firm” shall mean an independent leading recognized investment
banking firm hired in accordance with Section 10.02 hereof.

          “IRS” shall have the meaning described in Section 6.09(a) hereof.

          “Judicial Review” shall have the meaning described in Section 6.09(b)(i) hereof.

          “Law” means any statute, law, regulation, ordinance, rule, injunction, order, decree,
directive or any similar form of decision of, or determination by, any governmental or
self-regulatory authority.

          “Licensed Improvements” shall have the meaning set forth in the Business Services
Agreement.

          “Local Market Activities” shall have the meaning described in Section 8.03(e) hereof.

          “Management” shall mean the President and other officers of the Company appointed in
accordance with the provisions of Section 4.02 hereof.

          “Market” shall mean a regional or local geographic market in the United States.

          “Members” means Arbitron and TNC-NMR and any other Person added as a member of the
Company from time to time.

          “Members’ Committee” shall mean that Committee which is created according to the
provisions of Section 4.01 hereof.

          “New Product” shall mean a product, and associated software (in executable form only)
applications, which would utilize the integrated data collected from one or more Single-Source
Marketing Panels within the United States that would be usable to measure the media return on
investment to advertisers by collecting and integrating product Purchase Information, consumer
attitude, awareness or persuasion information and/or store/venue traffic information with
multimedia data using the PPM; but, subject to Section 2.02(b) hereof, specifically excluding and
prohibiting the license or sale of (i) Homescan Product Purchase Information or PPM Data other than
as such data are together integrated into the New Product, or (ii) individual radio, television or
other individual data components of the New Product (such excluded activities collectively, the
“Prohibited Product Actions”).

          “Noncontributing Member” shall have the meaning described in Section 6.06 hereof.

          “Original Option Agreement” shall have the meaning described in the Introduction
hereto.

          “Other Member” shall have the meaning described in Section 6.06 hereof.

5

 

           “Percentage Interest” shall mean a Member’s Interest in the Company expressed as a
percentage of all Interests. The initial Percentage Interests shall be fifty percent (50%) for
TNC-NMR and fifty percent (50%) for Arbitron.

          “Person” shall mean any natural person, firm, corporation, limited liability company,
partnership, association, trust or similar organization or governmental body.

          “Pilot Period” shall mean a period commencing as of the Execution Date and continuing
until the earlier of:

     (i) the date upon which Arbitron shall have (x) failed to meet either of the two
following milestones within thirty (30) days of the relevant Milestone Date, and (y) within
forty-five (45) days following such thirty (30) day period, Arbitron shall have given notice
to TNC-NMR, or TNC-NMR shall have given notice to Arbitron, that Arbitron failed to meet any
such milestone within such thirty (30) day period:

     a. Three Network Milestone by [********] (the “Three Network Milestone
Date”); or

     b. Four Network Milestone by [********] (the “Four Network Milestone
Date” and together with the Three Network Milestone Dates, the “Milestone
Dates”); or

     (ii) the date on which the following requirements have been met:

     a. The 5,000 Panel (as defined in the Cost Sharing Agreement) has been fielded
to collect data and that data is based on encoders representing the Four Network
Milestone (“Fully Encoded Panel”); and

     b. [********] calendar months of Pilot data as per customer contracts based on
the Fully Encoded Panel shall have been received by the Pilot Sponsors (the date of
receipt of all such information by such Pilot Sponsors, the “[********] Data
Date”); and

     c. [********] months shall have passed, since the [********] Data Date for the
clients to review the data and consider participating in the commercial service
(“[********] Review Period”).

          “Pilot Period Budget” shall mean the budget for the Pilot Period, expressed in terms
of net cash flow (including revenue, operating and capital cash flows), annexed hereto as Schedule
A.

          “Pilot Sponsors” shall mean all those clients who sign an agreement to contribute
money, expertise or other resources to the Apollo Pilot in exchange for early access to data or
more favorable terms for a possible commercial agreement.

          “Portable People Meter” or “PPM” shall mean an existing device, as developed
by Arbitron, and Updates thereof and Licensed Improvements thereto provided by Arbitron for the
Company’s use during the term of this Agreement, for detecting CBET encoded information

6

 

in an acoustically reproduced audio signal, the device being carryable on the person of a
panel member.

          “PPM Data” shall mean data collected by use of the PPM and licensed by Arbitron to the
Company.

          “President” shall mean the president of the Company appointed in accordance with the
provisions of Section 4.02 hereof.

          “Primetime Viewership Shares” shall mean primetime viewership shares of national
ad-supported networks (broadcast and cable) measured by Nielsen Media Research’s NTI (National
Television Index) service for calendar year 2004.

          “Proposer” shall have the meaning described in Section 10.02 hereof.

          “Proposer’s Notice” shall have the meaning described in Section 10.02(b) hereof.

          “Proposer’s Purchase Price” shall have the meaning described in Section 10.02(a)
hereof.

          “Purchase Information” shall mean data relating to a consumer’s purchase of a product
or service through any channel, including without limitation, retail, catalogue and internet. Such
data shall include without limitation the description and quantity of what product or service is
purchased, purchase price, means of payment, identity of purchaser and the time and place of
purchase.

          “Recipient” shall have the meaning described in Section 10.02 hereof.

          “Recipient’s Purchase Price” shall have the meaning described in Section 10.02 hereof.

          “Related Agreements” shall have the meaning described in Section 8.01 hereof.

          “Representative” shall mean an individual appointed by a Member to the Members’
Committee.

          “Single-Source Marketing Panel” shall mean a single panel of consumers from which
product Purchase Information, consumer attitude, awareness or persuasion information and/or/venue
traffic information and multimedia data is both collected and marketed as a single panel. For
purposes of this agreement, Single Source Marketing Panel will not mean data sets collected from
the same panel but marketed as multiple and distinct data sets, where for example to share panel
costs between two services, such data is collected from a single panel but separately defined,
marketed and delivered.

          “Service Provider” shall have the meaning described in Section 8.03(b)(i) hereof.

          “Subsidiary” of a Person shall mean any corporation or other entity of which
securities (or other ownership interests) having ordinary voting power to elect a majority of the

7

 

board of directors (or other persons performing similar functions) are at the time directly or
indirectly owned by that Person.

          “Tax Audit” shall have the meaning described in Section 6.09(b)(i) hereof.

          “Tax Matters Member” shall have the meaning described in Section 6.09(a) hereof.

          “Territory” shall mean the United States and shall not include its territories,
possessions or any other places under the jurisdiction thereof.

          “TNC-NMR” means Nielsen Media Research Inc, a subsidiary of The Nielsen Company (US),
Inc., having offices at 770 Broadway, New York, New York 10036.

          “TNC” means The Nielsen Company (US), Inc., having offices at 770 Broadway, New York,
New York.

          “Three Network Milestone” shall mean three of the four major broadcast networks (ABC,
CBS, Fox, NBC) have all Applicable Feeds encoded, on-line, and inserting Encoder codes into the
networks’ distribution chain.

          “Treasury Regulations” shall mean the income tax regulations, including temporary
regulations, promulgated under the Code, as such regulations may be amended from time to time
(including corresponding provisions of succeeding regulations).

          “Updates” shall have the meaning set forth in the Business Services Agreement.

          “Valuation Report” shall have the meaning described in Section 10.02 hereof.

          “Vendor Services Agreement” shall have the meaning described in Section 5.01 hereof.

ARTICLE II

BUSINESS PURPOSE AND ACTIVITIES

          2.01. Place of Business

          The principal place of business of the Company shall be determined by the Members’ Committee.
At any time, the Members’ Committee may change the location of the Company’s principal place of
business to another location by mutual agreement.

          2.02 Conduct and Nature of Business; Prohibited Activities.

          (a) Subject to the terms of this Agreement, the Company business shall be conducted in an
independent, profit-oriented manner, and shall be (and without the prior written consent of the
Members’ Committee shall only be) to implement the commercial deployment in the Territory of the
New Product (the “Business”).

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          (b) The Company shall not take any of the Prohibited Product Actions but clients of the
Company shall not be prohibited from accessing respondent level data; provided,
however, that the Company shall not promote such access.

          2.03. Marketing Rights; Rights to Company Data

          Marketing rights for the New Product data are hereby divided until the termination of this
Agreement, dissolution/liquidation of the Company or the exercise by a Member of its right to
purchase all the Interests of the other Member pursuant to Section 10.02 hereof as follows:

          (a) Arbitron shall have the exclusive right to market the Company’s New Product to
radio stations and radio networks (including satellite radio and both analog and digital
(internet) radio) and TNC-NMR shall have the exclusive right to market the Company’s New
Product to television networks and television stations (including cable networks, MSOs, and
satellite television DBSs). Each of Arbitron and TNC-NMR shall be entitled to retain twenty
percent (20%) of its revenue derived from the license or sale of the New Product, and shall
remit eighty percent (80%) thereof to the Company.

          (b) The Company shall own all rights to any New Product data. The Company shall have
the exclusive right to offer to sell, rent, license or distribute such data to advertisers
and advertising agencies and any other customers not reserved to Arbitron and TNC-NMR under
paragraph (a) hereof. All profits and losses of the Company from the above activities will
be shared between the Members in accordance with this Agreement.

          2.04. Rights to the Data and Improvements

          (a) Any improvements of and modifications to the PPM or PPM Data collection and respondent
materials related to the PPM developed by or on behalf of Arbitron, and whether or not requested,
by the Company and any inventions, patents or other intellectual property covering such
improvements or modifications shall be owned by Arbitron; provided, however, that
all such improvements shall be developed by and at the cost of Arbitron. Company resources shall
not be used to make any such improvements or modifications, and the Company shall under no
circumstances own any such improvements or modifications.

          (b) Any improvements and modifications of the Homescan Panel or marketing panel
recruitment, installation, and maintenance developed by or on behalf of ACNielsen and, whether or
not requested, by the Company, and any inventions, patents or other intellectual property
covering all or part of such improvements or modifications shall be owned by ACNielsen;
provided, however, that all such improvements shall be developed by and at the
cost of ACNielsen. Company resources shall not be used to make any such improvements or
modifications, and the Company shall under no circumstances own any such improvements or
modifications.

          (c) Any improvements and modifications of the New Product developed by the Company, and
any inventions, patents or other intellectual property covering all or part of such improvements,
shall be owned by the Company; provided, however, that the

9

 

development of such improvements shall be documented in advance and agreed to by Members.

          (d) All PPM Data shall be owned by Arbitron as specified and in accordance with the
Business Services Agreement, and all Homescan Panel data shall be owned by ACNielsen as specified
and in accordance with the Vendor Services Agreement.

ARTICLE III

FORMATION AND TERM

          3.01. Formation

          The Members hereby form the Company as a limited liability company under and pursuant to the
provisions of the Delaware Act, and agree that the rights, duties and liabilities of the Members
shall be as provided in the Delaware Act, except as otherwise provided in this Agreement. Upon the
execution of this Agreement, TNC-NMR and Arbitron shall be admitted as Members. The Members hereby
designate James Ross to file the Certificate of Formation of the Company. The Members may jointly
describe any person as an authorized person, within the meaning of the Delaware Act, to execute,
deliver and file any amendments and/or restatements thereof with the office of the Secretary of
State of the State of Delaware pursuant to the Delaware Act.

          3.02. Members’ Interests

          As of the date of this Agreement, TNC-NMR and Arbitron shall each own fifty percent (50%) of
the Company Interests.

          3.03. Name

          The name of the Company is “Project Apollo LLC”, and may be changed by the unanimous consent
of the Members. The business of the Company may be conducted under the name of the Company, or
under any other name designated by the Members’ Committee. The Company shall be described as a
joint venture of TNC-NMR and Arbitron.

          3.04. Term

          The Company shall commence as of the date of the filing of the Certificate. The term of the
Company shall continue for a period of fifteen (15) years from the end of the Pilot Period, unless
terminated earlier in accordance with the provisions of Sections 10.01(a) or 10.04 hereof. The
existence of the Company as a separate legal entity shall continue until the cancellation of the
Certificate as provided in the Delaware Act.

          3.05. Registered Agent and Office

          The Company’s registered agent and office in the State of Delaware shall be The Corporation
Trust Company, 1209 Orange Street, Wilmington, New Castle County, Delaware 19801. At any time, the
Members’ Committee may mutually designate another registered agent or registered office.

10

 

          3.06. Principal Place of Business

          The principal place of business of the Company shall be determined by the Member’s Committee.
At any time, the Members’ Committee may change the location of the Company’s principal place of
business to another location by mutual agreement.

          3.07. Qualification in Other Jurisdictions

          The Members’ Committee shall cause the Company to be qualified, formed or registered under
assumed or fictitious name statutes or similar Laws in any jurisdiction in which the Company
transacts business. The Company shall execute, deliver and file any certificates (and any
amendments to or restatements of such certificates) necessary for the Company to qualify to do
business in a jurisdiction in which the Company may wish to conduct business.

          3.08. Reliance by Third-Party Creditors

          This Agreement is entered into among the Members for the exclusive benefit of the Company, its
Members and their successors and assigns. This Agreement is expressly not intended for the benefit
of any creditor of the Company or any other Person. Except and only to the extent provided by
applicable statute, no such creditor or third party shall have rights under this Agreement or any
agreement between the Company and any Member with respect to any Capital Contributions or
otherwise.

          3.09. Title to Assets

          Except as otherwise provided in this Agreement, all Assets shall be owned by the Company as an
entity and no Member shall have any ownership interest in such Assets in the Member’s individual
name or right. The Company shall hold all Assets in the name of the Company.

          3.10. Payment of Individual Obligations

          The Company’s credit and Assets shall be used solely for the benefit of the Company and no
Assets of the Company shall be transferred or encumbered for or in payment of any individual
obligation of any Member.

ARTICLE IV

MANAGEMENT OF THE COMPANY

          4.01. Members’ Committee

          (a) General. A Members’ Committee shall supervise the activities of the Company
and will, among other things, (i) approve the expenditure of funds for Company operations, on a
basis consistent with the requirements of the relevant Approved Budget of the Company under
Article VII hereof; (ii) approve the hiring and firing of the President, the chief financial
officer and other officers of the Company; (iii) attempt to resolve any and all disputes between
the Members as to the Company’s operations; (iv) attempt to resolve any and all disputes between
the Members concerning licensing or marketing rights issues which arise out of the Company’s
operations; and (v) consider and act upon all other material matters

11

 

which impact upon or affect the operation of the Company. The authorization and approval of
the Members’ Committee shall be a condition precedent to the taking of those actions set forth in
Section 4.03 hereof. The Members’ Committee shall also consider and act upon those other matters
which are contemplated by this Agreement as being subject to its consideration or approval. The
Representatives of the Members’ Committee shall act as representatives of the Members.

          (b) Members’ Committee. TNC-NMR and Arbitron shall each appoint an equal number
of Representatives to the Members’ Committee. Initially, each Member shall appoint three such
Representatives. The names of each Member’s designated Representatives on the Execution Date are
set forth in Schedule B to this Agreement. Subsequent appointments of Representatives to the
Members’ Committee will be made by written notice to the other Member and each such appointment
may be changed by reasonable advance written notice to the other Member(s). The chairmanship of
meetings of the Members’ Committee shall alternate between Representatives of each Member on a
meeting-by-meeting basis. The Members’ Committee shall appoint one or more secretaries to keep
records of its meetings. The Chief Financial Officers of TNC-NMR and Arbitron may also attend
the meetings of the Members’ Committee.

          (c) Meetings. The Members’ Committee shall establish its own schedule and
location of regular meetings, which shall be held at least on a calendar-quarterly basis.
Special meetings of the Members’ Committee shall be held at a mutually convenient location;
provided that in the absence of an agreement on such location, the location will rotate
between the head offices of each Member. Any meeting of the Members’ Committee may be conducted
by telephone provided all Representatives wishing to participate are able to listen and speak to
one another while the meeting is being conducted.

          (d) One Vote Per Member/Dispute Resolution. The Representatives of each Member
shall each have the right to one vote and all decisions of the Members’ Committee shall be by
unanimous vote, subject to Section 6.06(c) hereof. In the event that the Members’ Committee is
unable to unanimously resolve an issue within a reasonable time after it arises, upon either
Member’s request, the Chief Executive Officers of Arbitron and TNC-NMR shall meet and attempt to
resolve the issue. If the Chief Executive Officers of Arbitron and TNC-NMR are unable to resolve
such issue within thirty (30) days after such issue is brought to their attention by written
notice from the Members’ Committee, then the dispute shall be referred to non-binding mediation
under the auspices of the American Arbitration Association of New York City, and if still not
resolved within ninety (90) days after the commencement of such mediation, then either party may
resort to arbitration in accordance with, and subject to, the provisions of Section 13.09 hereof
to resolve such dispute. The provisions of this Section 4.01(d), and the provisions of Sections
10.01 and 10.04 hereof, providing an option for dissolution or buy/sell at the times and under
the conditions set forth therein, shall be the sole remedies available in the event of a dispute
which is unresolved.

          (e) Decisions.

          (i) Valid decisions of the Members’ Committee may be taken only at a meeting where
at least one Representative of each Member is present, and has an executed proxy
(whether in facsimile or other written form) from the other

12

 

Representatives of such Member, subject to Section 6.06(c) hereof. The Chairman
for each meeting shall give the Representatives at least five (5) days written notice
prior to the meeting, unless waived.

          (ii) Decisions may also be made by the Members’ Committee, without a meeting being
held, by facsimile or other written instrument which is executed by all Representatives
of each Member.

          (f) Invitees. The President and other Company officers and employees of the
Members may attend meetings of the Members’ Committee at the invitation of any Representative.
Such invitees shall not be Members of the Members’ Committee, nor shall they be entitled to vote
on matters which come before the Members’ Committee.

          4.02. Management of the Company

          (a) President. The Company shall have a President who shall report to the
Members’ Committee and shall have, within the guidelines of the Approved Business Plan and
Approved Budget, overall responsibility for management of the Company, including specific
responsibility for staffing, sales and other similar organizational and product issues. The
President shall not hire or terminate any officer of the Company without the advance written
approval of such action by the Members’ Committee. Any decision to terminate the employment of
the President or change the duties or responsibilities of the President shall require the
approval of the Members’ Committee.

          (b) Other Officers. The Members’ Committee shall elect and replace officers for
such positions as the Members’ Committee may determine from time to time, and such officers shall
perform such duties and have such powers as the Members’ Committee may then determine. The
officers will manage the day-to-day operations of the Company in a manner consistent with the
policies, procedures, budgets, plans and programs ordered or approved by the Members’ Committee
consistent with the provisions of this Agreement and the Delaware Act.

          (c) Other Employees. The Company shall be entitled to hire and provide such other
employees compensation and benefits as are, in each case, in accordance with the Approved
Business Plan and the Approved Budget or the unanimous action of the Members’ Committee.

          4.03. Prior Approval

          No act shall be taken, sum expended, decision made or obligation incurred by or on behalf of
the Company with respect to any matter described below unless such proposed action shall have been
unanimously (subject to Section 6.06(c) hereof) approved by the Members’ Committee:

          (a) hiring or terminating the President or other elected officers and fixing their
compensation;

          (b) entering into, materially modifying, renewing, terminating or canceling any license
or other agreement with any Person, other than Arbitron or TNC-NMR or

13

 

their respective Affiliates, relating to the Company’s intellectual property rights or
proprietary data except for non-exclusive, non-material agreements in the ordinary course of
business;

          (c) appointing independent auditors of the Company;

          (d) appointing legal counsel to the Company;

          (e) commencing or settling any lawsuit or claim involving the Company (other than a
collection action or payment dispute) involving amounts above $50,000 or non-monetary
relief;

          (f) adopting or implementing any plan of dissolution or liquidation, except as provided
in Section 10.01(a) or Section 10.04 hereof;

          (g) merging or consolidating with or into any Person, or acquiring all or part of
another business (whether by acquisition of stock or assets or otherwise) or entering into a
cooperative arrangement with another party which is the functional equivalent thereof;

          (h) selling, encumbering, leasing, transferring or otherwise disposing of, in whole or
in part, any of the Company’s Assets, except in the ordinary course of business of the
Company;

          (i) establishing or allowing to exist any Subsidiary of the Company;

          (j) making any investment in, loan to or guaranty of any obligations of any Person;

          (k) any sale, transfer or other disposition by the Company of any interest therein or
of any right to acquire any interest therein;

          (l) incurring any Indebtedness which exceeds the amount thereof set forth in the
Approved Budget period applicable at that time;

          (m) admitting a new Member or creating a new class of Members except as expressly
provided in this Agreement;

          (n) effecting a bankruptcy, dissolution, liquidation or reorganization of the Company
except as provided in Article X;

          (o) committing the Company (either contractually or otherwise) for obligations outside
the ordinary course of business, or for long-term operating leases;

          (p) initiating a capital call to the Members which (x) would result in annual funding
which is in excess of one hundred ten percent (110%) of the cash expenditures and capital
spending within a unanimously Approved Budget or (y) in any year in which the Company is
operating under a default budget in accordance with section 7.03 hereof, would result in
annual funding in excess of one hundred six percent (106%) of the cash

14

 

expenditures and capital spending within the applicable default Approved Budget for
such year or (z) in any year in which the Company is operating under a budget adopted
without unanimous consent in accordance with Section 6.06(c)(ii) hereof, would result in
annual funding in excess of one hundred six percent (106%) of the applicable default
Approved Budget that would be in effect for such year if the Company were operating under a
default budget in accordance with section 7.03 hereof for such year;

          (q) assigning rights in any Assets of the Company, other than Interests of the Company
pursuant to Sections 9.01 or 10.02 hereof;

          (r) confessing a judgment or submitting a Company claim or liability in excess of fifty
thousand dollars ($50,000) to arbitration, except as provided in this Agreement;

          (s) adoption of methodology, edit rules, and quality control standards and procedures;

          (t) substantive changes to methodology, edit rules, and quality control standards and
procedures;

          (u) establishment of panel locations, panel sizes and other panel specifications;

          (v) changes to panel locations, panel sizes and other panel specifications;

          (w) material changes to data collection technology;

          (x) approval of the Approved Budget and the Approved Business Plan and changes thereto;

          (y) establishing or changing the Company’s accounting policies, revenue recognition
policies, or the payment procedure for the Company’s products or services;

          (z) expansion of business or scope of the Company;

          (aa) establishing or changing a royalty schedule of payments to made to the Company
pursuant to Section 8.03(d) hereof; and

          (bb) establishing or changing a sample report that, pursuant to Section 8.03(d) hereof,
the Collecting Party may distribute, in limited amounts and for limited periods and solely
to test the market and permit the Collecting Party to determine the fees to charge its
customers for a product consisting of Combined Data on a Market by Market basis.

          Notwithstanding anything to the contrary herein, (i) any agreement or transaction with TNC-NMR
or a TNC-NMR Affiliate or any amendment, modification, declaration of default, or waiver of the
Company’s rights or the other Person’s obligations under, or termination by the Company of, or the
commencement, prosecution, settlement or finalization of any claim, dispute, proceeding, judgment,
liability and other matters in question arising out of, or with

15

 

respect to, the Vendor Services Agreement or any other agreement with TNC-NMR or a TNC-NMR
Affiliate will require the consent of, and may be directed by, the Arbitron Member Representatives
but not the TNC-NMR Member Representatives and (ii) any agreement or transaction with Arbitron or
any Arbitron Affiliate or any amendment, modification, declaration of default, or waiver of the
Company’s rights or the other Person’s obligations under, or termination by the Company of, or the
commencement, prosecution, settlement or finalization of any claim, dispute, proceeding, judgment,
liability and other matters in question arising out of, or with respect to, the Business Services
Agreement or any other agreement with Arbitron or any Arbitron Affiliate will require the consent
of, and may be directed by, the TNC-NMR Member Representatives but not the Arbitron Member
Representatives. Arbitron agrees to cause its Representatives to agree to vote in accordance with
the TNC-NMR Member Representatives on the matters that require the consent of the TNC-NMR Member
Representatives but not the Arbitron Representatives. TNC-NMR agrees to cause the TNC-NMR Member
Representatives to agree to vote in accordance with the Arbitron Representatives on the matters
that require the consent of the Arbitron Representatives but not the consent of the TNC-NMR Member
Representatives. The provisions of this paragraph shall not compel TNC-NMR, a TNC-NMR Affiliate or
Arbitron or an Arbitron Affiliate to enter into any agreement or transaction (for the avoidance of
doubt, the Vendor Services Agreement is being entered into pursuant to Section 5.01 hereof and the
Business Services Agreement is being entered into pursuant to Section 5.06 hereof) or constitute an
agreement as to any sample report pursuant to Section 4.03(aa) or royalty schedule pursuant to
Section 4.03(bb) nor modify the rights of TNC-NMR, a TNC-NMR Affiliate or Arbitron or an Arbitron
Affiliate as the other Person under any agreement with the Company.

ARTICLE V

RELATED AGREEMENTS & ANCILLARY LICENSING

          5.01. ACNielsen Exclusive Vendor Services Agreement

          As of the Execution Date, ACNielsen is hereby designated as a vendor to the Company, subject
to and in accordance with the terms of the Vendor Services Agreement attached hereto as Exhibit
A, which is being executed by the Company and ACNielsen simultaneously herewith.

          5.02. Access to Properties and Records

          During the term of this Agreement and until the final dissolution of the Company and the
complete liquidation of its Assets pursuant to the provisions of Article X, each of the Members (as
well as their respective designated Representatives) shall be afforded, on not less than three (3)
business days’ written notice to the Company, access during normal business hours to the
facilities, properties, books, records and files of the Company (and shall maintain the
confidentiality of any property or information that is proprietary to the Member which is not
seeking such access), to the extent as may be reasonably required for purposes related to this
Agreement or any of the agreements which are being executed and delivered in connection herewith,
including, but not limited to, audits of the profits and loss statements, balance sheets and other
financial and tax records of the Company. In addition, each Member shall provide the Company with
monthly sales records indicating each customer to whom such Member has sold or provided any of the
Company products, including the length of the contract.

16

 

          5.03. Transitional Services; Real Estate Arrangements

          Any transitional, ongoing, administrative or other services and real estate arrangements of
the Company shall be provided in accordance with the Pilot Period Budget, and, after the Pilot
Period, the Approved Business Plan and the Approved Budget.

          5.04. Further Assurances

          Each of the Members shall (and shall cause each of its Affiliates to), at any time and from
time to time after the Execution Date, at its cost and expense, execute, deliver, file and record
such other instruments and documents, and take such other actions, as the other party may
reasonably request in order to carry out the provisions of this Agreement or of any other agreement
or instrument executed and delivered in connection herewith.

          5.05. Authorized Action

          Whenever an action is described herein as to be taken by the Company, it shall be by action of
the President or other appropriate officer of the Company, unless otherwise provided.

          5.06. Business Services Agreement. As of the Execution Date, Arbitron is hereby designated
as a vendor to the Company, subject to and in accordance with the Business Services Agreement,
attached hereto as Exhibit B, which is being executed by the Company and Arbitron
simultaneously herewith.

ARTICLE VI

FUNDING, ALLOCATIONS, DISTRIBUTIONS AND CAPITAL ACCOUNTS

          6.01. Funding Obligations

          To the extent Capital Contributions or other Funding Obligations from the Members are needed,
they will be made in equal amounts by the Members.

          6.02. Third-Party Financing

          It is the intention of the Members that the Company shall act as an independent entity from a
financial point of view. The Members shall not use the Company or any of its Assets as collateral
for any of the Members’ or their Affiliates’ borrowings or debts. The Company may satisfy its
needs for funding under this Article VI by incurring Indebtedness from a third party with the
approval of the Members’ Committee. The Company shall notify the Members in writing of any
requested third-party financing arrangement at least thirty (30) days prior to the proposed
implementation thereof.

          6.03. Cash Contributions and Distributions

          (a) Intent. It is the intent of the Members that the Company shall be operated
with the minimum amount of cash being retained by the Company at any time.

          (b) Contributions by the Members

17

 

          (i) Shared Equally. The Members hereby agree that, subject to the terms
hereof, the Funding Obligations of the Company, subject to subsection (iii) of this
Section 6.03(b), will be shared in accordance with their Percentage Interests and each
Member, upon execution of this Agreement, shall make a cash Capital Contribution in an
amount to be determined by the Members’ Committee.

          (ii) During Pilot Period. During the Pilot Period, Capital Contributions or
other Funding Obligations will be made in equal amounts by the Members in accordance
with the Pilot Period Budget unless and until either party elects to terminate the Pilot
Period and dissolve the Company in accordance with Section 10.04 hereof.

          (iii) After Pilot Period. Contributions by the Members of Funding
Obligations of the Company in respect of any period after the Pilot Period shall be
made, subject to Section 4.03(p) hereof, in accordance with the Approved Budgets and
otherwise on an “as needed” basis, as determined by the President on behalf of the
Company in accordance with a quarterly funding forecast (indicating monthly Funding
Obligations for the quarter) which the President shall prepare and recommend to the
Members’ Committee on a regular basis. Whenever the President determines that
additional capital is needed to meet Funding Obligations for the next calendar quarter,
then the President shall give written notice to the Members, which notice shall include
a statement of the proposed use of the proceeds. The Members shall consider such notice
and the funding needs of the Company, and such recommendation, if it is within the
applicable limit specified in Section 4.03(p) hereof, shall constitute an approved
Funding Obligation of the Members, and the Members shall provide funds required,
thereby, in the form and in the amounts called for thereby. If the recommendation is
beyond such applicable limit specified in Section 4.03(p) hereof, it shall only become
an approved Funding Obligation if approved by the Members’ Committee; provided,
however, that neither Arbitron nor TNC-NMR shall be obligated to make a Capital
Contribution in excess of the applicable limit set forth in Section 4.03(p) hereof in
respect of a Funding Obligation approved by the Members’ Committee without unanimous
consent in accordance with Section 6.06(c)(ii) hereof; and provided,
further, any failure to make a Capital Contribution or any payment thereof in
excess of the applicable limit set forth in Section 4.03(p) hereof in respect of a
Funding Obligation approved by the Members’ Committee without unanimous consent in
accordance with Section 6.06(c)(ii) hereof shall not result in (i) either Member having
their respective Percentage Interest adjusted or the Other Member having the right to
advance for its own Capital Account any capital pursuant to Section 6.06(b) hereof or
(ii) the Other Member having the right to withdraw any Capital Contributions pursuant to
Section 6.06(a) hereof; and provided, further, any Capital Contribution
made in excess of the applicable limit set forth in Section 4.03(p) hereof in respect of
a Funding Obligation approved by the Members’ Committee without unanimous consent in
accordance with Section 6.06(c)(ii) hereof shall be considered a loan to the Company and
shall be made on reasonable terms approved pursuant to the last paragraph of Section
4.03 before such loan is made.

          6.04. Fiscal Year

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          The fiscal year of the Company shall be the calendar year.

          6.05. Allocations and Distributions Between Members.

          (a) Distributions to the Members. The Company shall distribute to the Members any
of the Company’s cash which, in the judgment of the Company, exceeds the minimum cash
requirements of the business for a reasonable period of time. Such excess cash distributions
shall be allocated between the Members in accordance with their Percentage Interests.

          (b) Profits and Losses. Profits and losses of the Company shall be allocated
between the Members in accordance with their Percentage Interests.

          6.06. Member’s Failure to Meet Funding Obligations After Pilot Period

          In case a Member (the “Noncontributing Member”) fails to make a Capital Contribution
or other Funding Obligation that is required to fund the ongoing business of the Company in respect
of any period after the Pilot Period as set forth in the most recent unanimously Approved Budget or
any higher limit under Section 4.03(p) hereof, then the other Member (the “Other Member”)
may, as its exclusive remedy in respect of such failure, subject to Section 6.03(b)(iii) hereof,
elect to exercise one, and only one, of the following alternatives under paragraphs (a) or (b):

          (a) The Other Member, subject to Section 6.03(b)(iii) hereof, may withdraw its respective
additional Capital Contributions in an amount comparable to that which the Noncontributing Member
failed to make; or

          (b) The Other Member may, subject to Section 6.03(b)(iii) hereof, after giving the
Noncontributing Member written notice expressly and conspicuously citing the provisions of this
Section 6.06, advance for its own Capital Account (in addition to the additional Capital
Contribution required of it) the additional capital requested from the Noncontributing Member.
Thereafter, unless, within ninety (90) days after the notice, the Noncontributing Member
contributes the additional capital which had been requested (in which case the Other Member shall
withdraw such amount from the Company), subject to Section 6.03(b)(iii) hereof, each Member’s
respective Percentage Interest shall be adjusted to proportionately reflect the relative change
in the parties’ Capital Account resulting from the failure of the Noncontributing Member to make
such Capital Contribution or other Funding Obligation and these adjustments shall thereafter be
taken into consideration for purposes of allocating cash distributions, profits, losses and
distributions of the Assets and properties of the Company upon termination of this Agreement.

          (c) In the event that, pursuant to the provisions of paragraph (b) of this Section 6.06,
the Noncontributing Member no longer owns at least a fifty percent (50%) Interest in the Company,
then thereafter, whichever Member holds the majority of the Interests (the “Controlling
Member”) shall be entitled to appoint four Member Representatives
to the Members’ Committee and the other Member shall be entitled to appoint three Members,
and the following shall apply:

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          (i) Each Representative shall be entitled to one vote, in person or by proxy, at
meetings of the Members’ Committee and decisions of the Committee shall be by majority
vote of all of the Representatives of both Members;

          (ii) notwithstanding the foregoing, while the Controlling Member owns greater than
fifty percent (50%) but less than seventy five percent (75%) of the total outstanding
Interests, but not while seventy five percent (75%) or more of the total outstanding
Interests are owned by the Controlling Member, all actions enumerated in Section 4.03
hereof, except those enumerated in paragraphs (a), (b), (d), (e), (r), (x), and (y) of
Section 4.03, shall continue to require unanimous consent of all of the Representatives
of both Members;

          (iii) in all cases, the provisions of the last paragraph of Section 4.03 hereof
shall continue to apply;

          (iv) all other management provisions of Article IV, to the extent not modified
pursuant to this Section 6.06(c), shall continue to apply, including, without
limitation, Section 4.01(e)(i) hereof; provided, however, that all
actions that (x) pursuant to this Section 6.06(c), no longer require unanimous consent
of all of the Representatives of both Members and (y) are contained in the notice
described below, may be made at a Member’s Committee meeting without a Representative of
the Member that owns a minority of Interests being present at such meeting, so long as
that Member shall have been given at least fifteen (15) days prior written notice of
such meeting stating the purpose thereto; and

          (v) The dispute resolution provisions of Sections 4.01(d) hereof shall continue to
apply to any decisions of the Members’ Committee requiring unanimous consent.

          6.07. Capital Accounts

          The Company shall maintain a Capital Account on behalf of each Member. Each Member’s Capital
Account shall reflect all profit and loss allocations, contributions and distributions made
pursuant to the terms of this Agreement by a debit or credit, as applicable.

          6.08. Accounting Procedures

          (a) Accounting Principles. The books of account of the Company shall be kept and
maintained at the principal place of business of the Company, or at such other place or places as
shall be determined by the Members’ Committee. The books of account and the Financial Statements
of the Company shall be prepared in accordance with GAAP, consistently applied, which shall be
utilized in the preparation of the books of account and Financial Statements of the Company.

          (b) Financial Statements. The Company shall cause Financial Statements to be
prepared and furnished to each of the Members, as soon as is practicable after the end of
each month, quarter and year, as the case may be, but in no event later than three (3)
working days after the end of each month or quarter or three (3) working days after the end of a
year.

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The Financial Statements shall be prepared in accordance with Section 6.08(a) hereof,
and shall be accompanied by:

          (i) a certificate signed by the president of the Company and the principal
financial employee of the company to the effect that the unaudited consolidated
financial statements reflect all adjustments necessary to present fairly the financial
position, results of operations and cash flows, in the case of Financial Statements
relating to any month, or to any of the first three fiscal quarters of each year, or to
any full fiscal year for which audited Financial Statements are not requested by either
Member pursuant to clause (ii) below; and

          (ii) an independent auditor’s report prepared by a firm of independent certified
public accountants approved by the Members’ Committee, in the case of Financial
Statements relating to a full fiscal year, if so requested by either Member.

The president of the Company and the principal financial employee of the Company responsible for
providing accounting services to the Company shall also provide each Member and the Members’
Committee with such other reports relating to the operations of the Company as it may from time to
time request. Any audit under subparagraph (i) or (ii) hereof shall be at the Company’s expense.

          6.09. Principal Tax Matters

          (a) Arbitron shall be the “tax matters partner” of the Company for United States federal
income tax purposes (the “Tax Matters Member”). Pursuant to Section 6223(c) of the Code,
upon receipt of notice from the Internal Revenue Service (the “IRS”) of the beginning of
an administrative proceeding with respect to the Company, the Tax Matters Member shall furnish
the IRS with the name, address and profit interest of each of the Members provided,
however, that such information is provided to the Tax Matters Member by the Members.

          (b) The Tax Matters Member shall, with the prior approval of the Members’ Committee, be
permitted to:

          (i) enter into any settlement with the IRS with respect to any administrative or
judicial proceedings for the adjustment of the Company items required to be taken into
account by a Member for income tax purposes (such administrative proceedings being
referred to as a “Tax Audit” and such judicial proceedings being referred to as
“Judicial Review”);

          (ii) in the event that a notice of a final administrative adjustment at the Company
level of any item required to be taken into account by a Member for tax purposes (a
“Final Adjustment”) is mailed to the Tax Matters Member, seek Judicial Review of
such Final Adjustment, including the filing of a petition for readjustment with the Tax
Court or the United States Claims Court, or the filing of a complaint for refund with
the District Court of the United States for the district in which the Company’s
principal place of business is located;

21

 

          (iii) file a request for an administrative adjustment with the IRS at any time and,
if any part of such request is not allowed by the IRS, to file an appropriate pleading
(petition or complaint) for Judicial Review with respect to such request;

          (iv) enter into an agreement with the IRS to extend the period for assessing any
tax which is attributable to any item required to be taken into account by a Member for
tax purposes, or an item affected by such item; and

          (v) take any other action on behalf of the Members in connection with any Tax Audit
or Judicial Review proceeding.

          The Tax Matters Member shall consult with the other Member (that is not the Tax Matters
Member) and receive the other Member’s written approval before taking any action pursuant to this
Section 6.09(b) and show the other Member the relevant paperwork that such Member requests
associated with such action. In the case of a disagreement between the Tax Matters Member and the
other Member, an accounting firm to be selected by the Members’ Committee will resolve such
disputes.

          The provisions relating to indemnification of a Member set forth in Article XII hereof shall
be fully applicable to the Tax Matters Member in its capacity as such. The Tax Matters Member
shall receive no compensation for its services. All third party costs and expenses incurred by the
Tax Matters Member in performing its duties as such (including legal and accounting fees and any
out-of-pocket expenses) shall be borne by the Company. Nothing herein shall be construed to
restrict the Company from engaging an accounting firm or other experts or consultants to assist the
Tax Matters Member in discharging its duties hereunder, so long as the compensation paid by the
Company for such services is reasonable.

          (c) Unless the Members shall determine that other methods of allocations are
required by the Code or applicable Treasury Regulations, each item of income, gain, loss
and credit of the Company shall be allocated between the Members in accordance with their
Percentage Interests for the fiscal year (or portion thereof) to which the item relates.

          6.10. Organizational Expenses

          The Company shall elect to deduct expenses, if any, incurred by it in organizing the Company
ratably over a 180-month period as provided in Section 709 of the Code and the regulations
promulgated thereunder.

          6.11. Withholding

          Each Member hereby authorizes the Company to withhold from or pay on behalf of or with respect
to such Member any amount of federal, state, local, or foreign taxes that the Members’ Committee
determines (provided, however, that the Members’ Committee may delegate such
determination to the Tax Matters Member) that the Company is required to withhold or pay with
respect to any amount distributable or allocable to such Member pursuant to this Agreement,
including, without limitation, any taxes required to be withheld or paid by the Company pursuant to
Sections 1441, 1442, 1445 or 1446 of the Code. Any amount paid on

22

 

behalf of or with respect to a Member shall constitute a loan by the Company to such Member,
which loan shall be repaid by such Member within fifteen (15) days after notice from the Company
that such payment must be made unless (i) the Company withholds such payment from a distribution
which would otherwise be made to the Member or (ii) the Members’ Committee determines, in its sole
and absolute discretion, that such payment may be satisfied out of the available funds of the
Company which would, but for such payment, be distributed to the Member. Any amounts withheld
pursuant to the foregoing clauses (i) or (ii) shall be treated as having been distributed to such
Member. In the event that a Member fails to pay any amounts owed to the Company when due pursuant
to this Section 6.11, the Tax Matters Member may, in its sole and absolute discretion, determine to
make the payment to the Company on behalf of such defaulting Member, and in such event shall be
deemed to have loaned such amount to such defaulting Member and shall succeed to all rights and
remedies of the Company as against such defaulting Member (including, without limitation, the right
to receive distributions). Any amounts payable by a Member hereunder shall bear interest at a rate
equal to Prime Rate, as published from time to time in the Wall Street Journal, plus two percentage
points (but not higher than the maximum lawful rate) from the date such amount is due (i.e.,
fifteen (15) days after demand) until such amount is paid in full.

          6.12. Classification

          The Company will file information returns in a manner consistent with treatment of the Company
as a partnership for United States federal income tax purposes and will not elect to be treated as
a corporation for United States federal income tax purposes.

ARTICLE VII

BUDGETS AND BUSINESS PLANS

          7.01. Business Plans and Budgets

          (a) Prior to the first of August of each year, commencing August 1, 2008, the President,
on behalf of the Company, shall submit to the Members’ Committee for its review and comment a
preliminary five-year combined business plan commencing with the following year, which is
proposed for the Company. Within ten (10) days thereof, the Members’ Committee shall provide its
response to the President and a final business plan shall be submitted by October 1st
and approved by the Members’ Committee by November 1st of each year.

          (b) On or before the first of November of each year, commencing November 1, 2008, the
Company shall submit to the Members’ Committee for its review and comment a preliminary budget
which is proposed for the Company for the following two (2) years. Within thirty (30) days
thereof, the Members’ Committee shall provide its response to the President and a final budget
for the following two (2) years, including Funding Obligations, shall be submitted by December
1st , and approved by the Members’ Committee by December 15th of each year.

          (c) Unless either party has earlier exercised its option to dissolve the Company in
accordance with Section 10.04 hereof, then, commencing on or about March 31, 2007, the parties
agree to use reasonable efforts to negotiate a business plan for the period

23

 

commencing with expiration of the Pilot Period and ending December 31, 2011, and a proposed
budget for the period commencing with expiration of the Pilot Period and ending December 31,
2009. The plan and budget as agreed shall become the initial Approved Business Plan and initial
Approved Budget of the Company for the period following expiration of the Pilot Period. If the
parties do not agree to such business plan and budget on or before September 1, 2007, then either
party may elect to dissolve the Company in accordance with Section 10.04 hereof.

          7.02. Approval by the Members’ Committee

          If approved by the Members’ Committee in accordance with the terms of Section 7.01 hereof, the
proposed five-year business plan (or shorter period under Section 7.01(c) hereof) shall become the
Approved Business Plan for the applicable five-year (or shorter) period, and the proposed budget
for the following two (2) years shall become the Approved Budget for the applicable two (2) year
(or shorter) period under Section 7.01(c) hereof.

          7.03. Default Budget

          In the event that the Members’ Committee fails to approve a budget for any two (2) year period
pursuant to Sections 7.01 and 7.02 hereof, then the Approved Budget for the next ensuing year shall
be the budget for the second year of the two (2) year period as was contemplated within the then
effective Approved Budget (for the avoidance of doubt, 2008 being the second year of the initial
Approved Budget) and if the two (2) year period covered by the most recent Approved Budget expires
and no further budget is approved by the Members’ Committee, there shall be a Default Budget (as
defined below) for the next ensuing year. The default budget (a “Default Budget”) shall be
equal to the annualized actual net cash for the most recent three months (expressed in termsof
revenue, operating expenditures and capital spending) escalated by four percent (4%) .
The Members’ monthly funding of the Default Budget will be based on the monthly average of the
total annual Default Budget, unless the Members agree to allocate the annual Default Budget in
another manner..

          7.04. Default Business Plan

          In the event a five-year business plan which is submitted to the Members’ Committee shall not
be adopted pursuant to Sections 7.01 and 7.02 hereof, the Approved Business Plan which is then in
effect shall continue to be the Approved Business Plan of the Company, except that the projected
budget contained therein for any relevant year shall be deemed to have been superseded by the
Approved Budget or default budget hereof, as applicable, for such year (determined in accordance
with Section 7.02 or 7.03 hereof). If the most recent Approved Business Plan expires and no
further business plan is approved by the Members’ Committee, then the Company shall continue
operating on a basis consistent with the last year of the most recent Approved Business Plan.

ARTICLE VIII

CERTAIN REPRESENTATIONS, WARRANTIES, AND COVENANTS

          8.01. Authorization

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          Each Member represents and warrants to the other Member that it has taken all action necessary
for the authorization, execution, delivery and performance by it of this Agreement, including the
related agreements to be executed and delivered simultaneously herewith (the “Related
Agreements”) to which it is a party, and when this Agreement and the Related Agreements are
executed and delivered by it, they will constitute its valid and binding obligations in accordance
with their respective terms. Each Member represents and warrants it has all necessary corporate
and other power with respect to the foregoing.

          8.02. Absence of Conflict

          Each Member represents and warrants to the other Member that neither the execution, delivery
or performance of this Agreement or the Related Agreements being executed and delivered
simultaneously herewith to which it is a party, nor the consummation of the transactions herein or
therein contemplated, nor the fulfillment of or compliance with the terms and conditions hereof or
thereof, will (nor with the giving of notice or lapse of time would) (a) conflict with its
Certificate of Incorporation, Bylaws or other instrument pursuant to which it is organized, as
amended or restated and as currently in effect or (b) result in a breach of or constitute a default
under or conflict with any material contract, agreement or instrument to which it is a party or by
which it or any of its Assets are bound (including, without limitation, any agreements with any
banks or other lenders to which either Member or any of its Affiliates are a party or subject), or
(c) violate any law, rule or regulation applicable to it or any of its Assets. Any third party,
governmental or administrative consents or approvals which are required in connection with the
foregoing have been obtained and are in full force and effect.

          8.03. Certain Covenants

          (a) Each Member covenants and agrees that in performing services for, or on behalf of, the
Company (including the sale and marketing of the Company products, whether alone or in
conjunction with other products of such Member), such Member shall comply with all applicable
laws, regulations, judgments, decrees, orders and other governmentally imposed limitations in the
performance of such services, and shall indemnify the other Member for any losses, including
reasonable attorneys’ fees, to such other Member for breach of this covenant.

          (b) (i) Neither Arbitron nor TNC-NMR nor any of their respective Affiliates will compete
with the Company by marketing in the Territory a direct replacement for the New Product;
provided however that any Arbitron Affiliate and TNC or any other Affiliate of TNC, not
including TNC-NMR or ACNielsen, may sell its services (the “Service Provider”) to a
competitor (other than an Arbitron Affiliate or TNC or a TNC Affiliate, respectively) of the
Company marketing a direct replacement of the New Product to third Persons in the United States
so long as (A) the Service Provider first offers such services in writing to the Company, (B) the
Company does not accept the offer within ninety (90) days, (C) the agreement to provide services
to third Persons is made within one year of the offer and is at a price and on other terms which
are no more favorable in the aggregate than those offered to the Company, and (D) the Service
Provider does not, directly or indirectly, participate in marketing of the direct replacement.
Any agreement to provide such services to third Persons proposed to be made by the Service
Provider after the one year period shall again be subject to the first offer provisions hereunder
in accordance with the terms hereof.

25

 

          (ii) Local Market Activities shall not be deemed “marketing in the Territory a
direct replacement for the New Product,” but shall be subject to the provisions of
paragraph (e) of this Section 8.03. . Moreover, nothing in this Agreement shall
foreclose Arbitron or TNC-NMR or their respective Affiliates from the collection, sale,
licensing and/or use of the following types of products or services without payment of
royalty:

	 	1.	 	Single media data, collected
electronically or not, whether or not combined with store/venue
traffic information, product purchase information or Consumer
Information, independently of Apollo JV;
	 
	 	2.	 	Data that combines, through data
fusion or other means of data integration or analysis, the
multimedia data from one panel with the consumer data from a
separate panel;
	 
	 	3.	 	Data relating to the measurement
of direct mail, whether on a standalone basis or in combination
with any other data or combinations of data permissible in
Sections 8.03 herein;
	 
	 	4.	 	Data that relates only to
consumer or retail data, but not media data;
	 
	 	5.	 	Single-panel data for both
consumer behavior and exposure to multimedia, but only if and in
so far as such multimedia data includes only one medium received
outside of retail stores, malls and similar retail environments;
	 
	 	6.	 	Single-panel data for both
consumer behavior and exposure to multimedia but only if and in
so far as such multimedia data is collected via panelist or
interviewer-completed surveys, including paper surveys, phone
surveys, and web surveys that panelists or interviewers fill out
by typing, clicking or similar manual or other personal effort;
	 
	 	7.	 	Single-panel data for both
consumer behavior and exposure to multimedia, so long as the
multimedia only includes one medium additional to Internet and
only if and in so far as such consumer data includes only
Internet purchases and related consumer behavior.

          (iii) The provisions of this paragraph (b) shall apply during the term of this
Agreement so long as both Arbitron and TNC-NMR are at least five percent (5%) owners of
Interests of the Company. Further, in the event of acquisition at any time during the
term hereof by TNC-NMR of all of the Interests in accordance with Sections 10.02 and
10.03 hereof and exercise by TNC-NMR of its option under Section 10.03 (d) hereof, the
provisions of this paragraph (b) shall continue to apply to Arbitron and its Affiliates
during the term of the Business Services Agreement. If TNC-NMR does not exercise such
option, then the provisions of paragraph (b) shall

26

 

expire. In addition, in the event of acquisition at any time during the term
hereof by Arbitron of all of the Interests in accordance with Sections 10.02 and 10.03
hereof and exercise by Arbitron of its option under Section 10.03 (d) hereof, the
provisions of paragraph (b) shall continue to apply with respect to TNC-NMR and its
Affiliates for a period of three (3) years from the date of acquisition. If Arbitron
does not exercise such option, then the provisions of paragraph (b) shall expire.

          (c) In the event TNC-NMR elects to dissolve the Company in accordance with Section
10.04 hereof, then, for a period of one year after such election, neither TNC-NMR nor any
of its Affiliates will market in the Territory the Homescan Panel or any other in-home
product purchase scanning device in combination with any portable multimedia data measuring
product, except that they may engage in Local Market Activities. In the event Arbitron
elects to dissolve the Company in accordance with Section 10.04 hereof, then, for a period
of one year after such election, neither Arbitron nor any of its Affiliates will market in
the Territory any in-home product purchase scanning device in combination with the PPM,
except that they may engage in Local Market Activities.

          (d) Nothing in this Agreement shall foreclose Arbitron or TNC-NMR or their
respective Affiliates from the collection, sale, licensing and/or use of single media data,
whether or not combined with store/venue traffic information, product purchase information
or Consumer Information, independently of the Company.

          (e) Arbitron and TNC-NMR and their respective Affiliates (each herein, the
“Collecting Party”) may engage in the collection, sale, licensing or other
distribution and/or use of Combined Data on a Market by Market basis independently of the
Company (such activities, “Local Market Activities”); provided,
however, (i) the Collecting Party shall not use, or use any data collected from,
the Company’s panelists (for the avoidance of doubt, such data does not include ACNielsen
Homescan Consumer Panel Data (as defined in the Vendor Services Agreement) or from PPMs
licensed to the Company (for the avoidance of doubt, such data does not include data
collected from PPMs other than the specific PPMs licensed to the Company(which specific
PPMs licensed to the Company, for the avoidance of doubt, shall be the only PPMs utilized
by the Company’s panelist)) in connection with any Local Market Activities during the term
of this Agreement and (ii) so long as both Arbitron and TNC-NMR are at least five percent
(5%) owners of Interests of the Company, and for such further period of time, if any, that
the provisions of paragraph (b) of this Section 8.03 are in effect for a respective
Collecting Party, such Collecting Party shall pay to the Company a reasonable royalty with
respect to its Local Market Activities (including those using Homescan panelists with any
electronic multimedia means, but excluding those set forth in Section 8.1 of the Vendor
Services Agreement), such reasonable royalty to be negotiated promptly and in good faith by
the parties and approved pursuant to Section 4.03(aa) and the last paragraph of Section
4.03 hereof prior to the time the Collecting Party engages in Local Market Activities as
permitted above; provided, however, the Collecting Party may distribute
Combined Data on a Market by Market basis independently of the Company prior to agreement
on a reasonable royalty, if such Combined Data is provided to prospective clients for free,
only in limited amounts in the form of a sample report approved pursuant to Section
4.03(bb) hereof, solely for the purposes specified in

27

 

Section 4.03(bb) hereof and is not provided as part of any ongoing data delivery or
commercial relationship. No royalty shall be required to be paid hereunder in respect of
ACNielsen’s Local Market Activities, so long as such royalty is being paid under the terms
of the Vendor Services Agreement or is not required to be paid pursuant to Section 8.1 of
such agreement.

          (f) Except as set forth in this Section 8.03, nothing contained in this Agreement
shall restrict Arbitron or its Affiliates from developing and/or commercializing the PPM or
any other PPM Equipment (as defined in the Business Services Agreement) in any way.

          (g) Arbitron shall advise TNC-NMR on a bi weekly basis of the progress toward
meeting the Milestone Dates, and each of Arbitron and TNC-NMR shall advise the other on a
bi-weekly basis of the progress toward meeting the requirements of a Fully Encoded Panel
and the [********] Data Date.

          (h) Arbitron and TNC-NMR acknowledge that the covenants set forth in this Section
8.03 are an essential element of this Agreement and that, but for the agreement of the
parties to comply with these covenants, Arbitron and TNC-NMR, as applicable, would not have
entered into this Agreement. Arbitron and TNC-NMR have independently consulted with its
counsel and after such consultation agrees that the covenants set forth in this Section
8.03 are reasonable and proper. If the final judgment of a court of competent jurisdiction
declares that any term or provision of this Section 8.03 is invalid or unenforceable, the
parties agree that the court making the determination of invalidity or unenforceability
shall have the power to reduce the scope, duration, or area of the term or provision, to
delete specific words or phrases, or to replace any invalid or unenforceable term or
provision with a term or provision that is valid and enforceable and that comes closest to
expressing the intention of the invalid or unenforceable term or provision, and this
Agreement shall be enforceable as so modified after the expiration of the time within which
the judgment may be appealed.

ARTICLE IX

TRANSFERABILITY OF INTEREST

          9.01. Restricted Transfer of the Company Interest

          Except for sales or dispositions of Interests between Members pursuant to Section 10.02
hereof, a Member may not, without the prior written consent of the other Member, sell, assign,
encumber or otherwise transfer (directly or indirectly, through one or more transactions, and
whether voluntary, involuntary, by operation of law or otherwise) its Interest in the Company or
any part thereof to any Person, except with respect to their projected earnings flow and in such
case subject and junior in rights to all rights and obligations under this Agreement.
Notwithstanding the previous sentence, either Member may transfer its Interests (i) together with
sale or merger, consolidation or other transfer of all or substantially all of its assets or
business or (ii) upon receiving the written consent of the other Member, which consent shall not be
unreasonably withheld, to an Affiliate which is wholly owned by, or which wholly owns, such Member.
It shall be a condition precedent to any transfer that the transferee agrees in writing to

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be bound by the terms of this Agreement. Any transfer which is not made in strict compliance
with the terms of this Section 9.01 shall be null and void.

ARTICLE X

DISSOLUTION; BUY/SELL OPTION

          10.01. Dissolution; Initiation of Buy/Sell Option

          (a) Dissolution by Mutual Agreement. The Members may dissolve the Company
at any time by execution of a written agreement signed by a duly authorized officer of each
Member stating that the Members wish to terminate this Agreement and setting forth terms
for the disposition or allocation of the assets, liabilities and rights and obligations of
the Company, and the Members shall dissolve the Company upon expiration of the term under
Section 3.04 hereof, unless such term has been extended by mutual written agreement or the
buy/sell option under Section 10.02 hereof has been earlier exercised.

          (b) Initiation of Buy/Sell Option. Either Member shall have the right to
initiate the buy/sell procedure under Section 10.02 hereof at any time after five (5) years
from the end of the Pilot Period.

          10.02. Buy/Sell Option Procedure

          (a) Upon the satisfaction of the condition of Section 10.01(b) hereof entitling either
Member to exercise rights pursuant to this Section 10.02, the Member exercising such rights
(such person, the “Proposer”) may initiate the buy/sell procedure of this Section 10.02
by delivering written notice thereof, together with a price (the “Proposer’s Purchase
Price”), expressed as a U.S. dollar amount per percent of Company Interest and its proposed
sale terms, to the other Member, including whether the Proposer, if it is the purchasing Member,
elects, pursuant to Section 10.03(d) to continue the Business Services Agreement or Vendor
Services Agreement, as applicable. The Proposer’s Purchase Price shall be determined on the
basis of a going concern valuation by an Investment Banking Firm retained (at its expense) by
the Proposer of all of the Company’s Interests for the Company or in whole multiplied by the
percentage of the Company Interests to be sold (the “Valuation Report”), a copy of which
shall accompany its notice. Such valuation, and any other valuation under Section 10.02 shall
take into account the purchaser’s rights under Section 10.03(d) hereof.

          (b) Upon receipt of the Proposer’s notice and Valuation Report (collectively, the
“Proposer’s Notice”), the receiving Member (the “Recipient”) shall have the
right and obligation, by written notice to the Proposer within one hundred eighty (180) days
after receipt of the Proposer’s Notice, to elect either to sell all of its Interests to the
Proposer or to purchase all of the Proposer’s Interests, and the Proposer shall have the
obligation to sell if the Recipient elects to purchase, or to purchase if the Recipient elects
to sell.

          (c) The price for the purchase and sale under paragraph (b) hereof (the “Final
Purchase Price”) shall be equal to the Proposer’s Purchase Price, unless the Recipient gives
notice to the Proposer within forty-five (45) days after receipt of the Proposer’s Notice that
the Recipient does not agree with the Proposer’s Valuation Report. In such case, the
Recipient shall deliver written notice thereof, together with a price, expressed as a U.S.
dollar

29

 

amount per percent of Company Interest (the “Recipient’s Purchase Price”) within
ninety (90) days after receipt of the Proposer’s Notice, whereupon, except as provided in
paragraph (d) hereof, the Final Purchase Price shall be equal to the average of the Proposer’s
Purchase Price and the Recipient’s Purchase Price. The Recipient’s Purchase Price shall be
determined on the basis of a going concern valuation by an Investment Banking Firm retained by
the Recipient (at its expense) of all of the Company’s Interests for the Company as a whole
multiplied by the percentage of the Company Interests to be purchased or sold and based on the
Valuation Report of the Recipient’s Investment Banking Firm, a copy of which shall accompany the
Recipient’s notice.

          (d) If the Recipient gives a notice under paragraph (c) hereof and the Proposer gives
notice to the Recipient within forty-five (45) days of receiving the Recipient’s notice under
paragraph (c) that the Proposer does not agree with the purchase price determination under
paragraph (c), then the Proposer and the Recipient shall direct the two Investment Banking Firms
which have conducted their respective valuations to select a third Investment Banking Firm (the
expense of which shall be shared equally by the Proposer and the Recipient) to conduct a going
concern valuation of all of the Interests in the Company, which shall include a determination of
the price for all the Interests of the Company, and deliver it to the Members and Company within
ninety (90) days of receipt of the Recipient’s Valuation Report under paragraph (c), in which
case the Final Purchase Price shall be determined on the basis of the average of the Proposer’s
Purchase Price, the Recipient’s Purchase Price and the purchase price determined by such third
Investment Banking Firm.

          (e) Notwithstanding any other provision hereof, in the event that the Final Purchase
Price, determined under paragraph (c) or (d) hereof, is at least ten percent (10%) more than the
Proposer’s Purchase Price, then, if the Proposer is obligated to purchase under paragraph (a)
hereof, within thirty (30) days after receipt of the Recipient’s notice under paragraph (b)
hereof, the Proposer may withdraw the Proposer’s Notice under paragraph (a) hereof, and, in the
event that the Final Purchase Price, so determined, is at least ten percent (10%) less than the
Proposer’s Purchase Price, within thirty (30) days after receipt of Recipient’s notice under
paragraph (b) hereof, if the Proposer is obligated to sell under paragraph (b), the Proposer may
withdraw the Proposer’s Notice under paragraph (a) hereof.

          (f) In the event of the Proposer’s withdrawal under paragraph (e) hereof, neither the
Proposer nor the Recipient shall have any further obligation to sell or purchase in respect of
the Proposer’s Notice. Further, in such case, the Proposer shall not be entitled, for a period
of two years thereafter, to exercise the buy/sell option under this Section 10.02.

          (g) (i) In the event that the Recipient delivers a notice under paragraph (b) hereof, the
one hundred eighty (180) day period under paragraph (b) shall be extended by thirty (30) days to
two hundred ten (210) days, and, in the event that the Proposer delivers a notice under paragraph
(c) hereof, the one hundred eighty (180) day notice under paragraph (b) shall be extended for an
additional thirty (30) days to an aggregate of two hundred forty (240) days.

          (ii) Failure by the Recipient to give notice that it elects to purchase or elects to sell
within the requisite time period under paragraph (b), as it may be extended under subpart (i)
hereof, shall constitute an election to purchase. Notices under paragraphs

30

 

(c), (d), or (e)
hereof shall in no event constitute an election under paragraph (b) unless such election is
expressly set forth in such notice.

          10.03. Buy/Sell Closing.

          (a) The closing of a purchase or sale under Section 10.02 hereof (the “Buy/Sell
Closing”) shall occur as soon as reasonably practicable after delivery by such Member of
its election notice and determination of the Final Purchase Price. Each Member shall use
its reasonable efforts to cause the Buy/Sell Closing to occur expeditiously, including the
making of any filings and the seeking of any consents and approvals or the expiration of
any waiting period that are necessary or desirable in connection therewith.

          (b) The selling Member shall execute such documents as are reasonably required by
the purchasing Member to vest in the purchasing Member title to the selling Member’s
Interest, free and clear of all liens and encumbrances.

          (c) The purchasing Member shall, prior to the effective date of sale, and, as a
condition thereof, arrange for release of the selling Member from any of its guarantees of
loans or other obligations of the Company, and for payment by the Company of all
indebtedness of the Company to the selling Member.

          (d) TNC-NMR, if it is the purchasing Member, shall have the option, to be exercised
by written notice to Arbitron on or before the date of its notice under Section 10.02(a)
hereof, if it is the Proposer, or its exercise of its option to purchase under Section
10.02(b) hereof, if it is the Recipient, if the term of the Business Services Agreement is
then in effect, to continue the Business Services Agreement for a period of seven and
one-half (71/2) years (subject to earlier termination in accordance with the terms thereof)
from the date of the Buy/Sell Closing, on the terms set forth therein. Arbitron, if it is
the purchasing Member, shall have the option, to be exercised by written notice to TNC-NMR
and ACNielsen on or before the date of its notice under Section 10.02(a) hereof, if it is
the Proposer, or its exercise of its option to purchase under Section 10.02 (b) hereof, if
it is the Recipient, if the term of the Vendor Services Agreement is then in effect, to
continue the Vendor Services Agreement for a period of seven and one-half (7 1/2) years
(subject to earlier termination in accordance with the provisions thereof) from the date of
the Buy/Sell Closing, on the terms set forth therein.

          10.04. Dissolution Option.

          (a) Either TNC-NMR or Arbitron may elect, as its sole remedy, upon written notice to
the other, to dissolve the Company upon occurrence of any of the following events:

          (i) [********], provided that the other party has not given written notice
on or before [********] that it has elected to extend this date to [********];

          (ii) Failure of Arbitron to meet either of the two following milestones within
thirty (30) days of the following respective dates:

31

 

	 	(1)	 	Three Network Milestone by
[********]; or
	 
	 	(2)	 	Four Network Milestone by
[********];

          (iii) The [********] Review Period has passed;

          (iv) Election to terminate is made in accordance with Section 6.03(b)(ii) hereof;
or

          (v) Election to dissolve is made in accordance with Section 7.01(c) hereof.

Any exercise of an option under subparts (i) or (ii) of subsection (a) of this Section 10.04 shall
be effective only if made within forty-five (45) days after the respective date specified therein.
Any exercise of the option under subpart (iii) shall be effective only if made on or before
[********], and any exercise of the option under subpart (v) shall be effective only if made at any
time after [********] but prior to agreement, if any, by the parties on a new business plan.

          (b) TNC-NMR may elect, upon written notice to Arbitron, to dissolve the Company upon
the occurrence of the termination of the Business Services Agreement as a result of an
Insurmountable Infringement Claim (as defined in the Business Services Agreement). In such
event, Arbitron and its Affiliates shall not engage in any Local Market Activities or the
business of using, selling, licensing, otherwise distributing, or enabling a third party or
any Person to engage in the business in the Territory of using, selling, licensing or
otherwise distributing, in each case, (i) PPM Equipment (as defined in the Business Services
Agreement) or (ii) similar equipment, in each case, to measure the media return on
investment to advertisers by collecting and integrating Combined Data (the “Apollo
Activities”) for the lesser of (i) the then remaining term of the Business Services
Agreement or (ii) five (5) years from and after the date of dissolution, but in no event
less than one (1) year from the date of dissolution. Notwithstanding the foregoing, if
Arbitron desires to engage in Apollo Activities during such restricted period, Arbitron
shall send a notice to TNC-NMR indicating such desire. Such notice shall specify and
certify (i) the specific Apollo Activities Arbitron wishes to engage in, (ii) that Arbitron
has fully resolved the Insurmountable Infringement Claim with respect to Apollo Activities,
and (iii) that Arbitron has the right to use, for Apollo Activities, the PPM Equipment used
by Apollo JV prior to the Insurmountable Infringement Claim (or similar equipment having the
same or better functionality and features). TNC-NMR shall notify Arbitron within ninety
(90) days of the receipt of such notice whether it desires to engage in Apollo Activities
with Arbitron. If TNC-NMR notifies Arbitron within ninety (90) days of the receipt of such
notice that it does not desire to engage in Apollo Activities with Arbitron, Arbitron and
its Affiliates may engage in Apollo Activities without TNC-NMR; provided that
Arbitron shall not engage in any Apollo Activities for at least one (1) year from the date
of dissolution of the Company. If TNC-NMR notifies Arbitron that it desires to engage in Apollo
Activities with Arbitron, then: (i) Arbitron and TNC-NMR shall form a joint venture to conduct such
activities on the same terms and conditions as set forth in this LLC Agreement and shall enter into
agreements and arrangements on the same terms and conditions as set forth in the Business Services
Agreement and the Master Services Agreement; (ii) the costs and expenses to start-up

32

 

such joint venture and its operations shall be borne by Arbitron (including all costs and
expenses of the reinstallation of panels and equipment); and (iii) the direct costs and
expenses of remedying the Insurmountable Infringement Claim shall be borne by Arbitron. If
the Company has been dissolved for one or more of the reasons set forth in this Section
10.04(b), then this Section 10.04(b) shall survive dissolution of the Company.

          (c) If a party elects to dissolve the Company under this Section 10.04, then this
Agreement shall be terminated (other than this Section 10.04 and Article XIII hereof, which
shall survive termination of this Agreement) on a date fixed by such party, to be not less
than ten (10) nor more than ninety (90) days thereafter, and both Members shall take all
necessary and appropriate action to dissolve the Company in accordance with the provisions
of Delaware law. In such case, the parties acknowledge and agree that the Business Services
Agreement and the Vendor Services Agreement shall each terminate effective upon the date of
termination of this Agreement, and except as provided in this Section 10.04, neither party
shall have any further obligation to the other under this Agreement, except that any rights
and obligations of the parties to the date of termination, including, without limitation,
accrued but unpaid Funding Obligations through the date of termination, shall survive. Any
distributions in connection with the dissolution of the Company shall be allocated to the
Members in accordance with their Percentage Interests.

          10.05. Judicial Dissolution. The Members agree that irreparable damage would be done to the
goodwill and reputation of the Company if either Member should bring an action in court to dissolve
the Company, wind-up the Company or to partition the Company’s assets and property otherwise then
as expressly provided herein. Care has been taken in this Agreement to provide appropriate
provisions to address situations where the Members are not in agreement on how to proceed as to any
matter. Accordingly, each of the Members accepts the provisions of this Agreement as its sole
entitlement on termination of its membership relationship and sole means of dissolving or otherwise
winding-up the Company. Except as expressly provided herein, each Member hereby waives and
renounces its right to seek a court decree of dissolution, winding-up or any action for partition
in kind or a partition by sale, or to seek the appointment by a court of liquidator for the Company
or its assets and properties pursuant to Sections 18-801(3), 18-801(5), 18-802, or 18-803 of the
Delaware Act or otherwise.

ARTICLE XI

FORCE MAJEURE

          A Member whose performance hereunder is prevented by an event or condition of Force Majeure,
upon providing written notice to the other Member of such event or condition, shall be excused from
performance to the extent such event or condition prevents its performance, provided that
the Member so affected shall use reasonable efforts to avoid or remove the cause of nonperformance and
shall continue performance hereunder immediately upon the removal of such causes.

33

 

ARTICLE XII

LIABILITY, EXCULPATION, INDEMNIFICATION AND INSURANCE

          12.01. Liability

          (a) General. To the fullest extent permitted by law, the debts, obligations
and liabilities of the Company, whether arising in contract, tort or otherwise, shall be
solely the debts, obligations and liabilities of the Company, and no Member or Covered
Person shall be obligated personally for any such debt, obligation or liability of the
Company solely by reason of being a Member or Covered Person.

          (b) Liability for Amounts Distributed. The Members hereby agree that,
except as otherwise expressly provided herein or required by applicable law, no Member
shall have an obligation to return money or other property paid or distributed to such
Member whether or not such distribution was in violation of the Delaware Act. The
agreement set forth in the immediately preceding sentence shall be deemed to be a
compromise for purposes of §18-502(b) of the Delaware Act. However, if any court of
competent jurisdiction holds that, notwithstanding the provisions of this Agreement, any
Member is obligated to make any such return, such obligation shall be the obligation of
such Member and not of any other Person.

          12.02. Duties and Liabilities of Covered Person; Exculpation

          (a) No Member or Covered Person shall be liable or accountable in damages or
otherwise to the Company or to any Member for any loss or liability arising out of any act
or omission on behalf of the Company taken or omitted by such Member or Covered Person, so
long as such act or omission did not constitute Disabling Conduct and is otherwise in
accordance with the terms of this Agreement.

          (b) Each Member and Covered Person shall be fully protected in relying in good faith
upon the records of the Company and upon such information, opinions, reports or statements
presented to the Company by any Person as to matters the Member or Covered Person believes
are within such other Person’s professional or expert competence and who has been selected
with reasonable care by or on behalf of the Company, including information, opinions,
reports or statements as to the value and amount of assets, liabilities, profits or losses
or any other facts pertinent to the existence and amount of assets from which distributions
to Members might properly be paid.

          12.03. Indemnification

          To the fullest extent permitted by applicable law, the Company shall indemnify and hold
harmless each of the Covered Persons from and against any and all liabilities, obligations, losses,
damages, fines, taxes and interest and penalties thereon (other than taxes based on fees or other
compensation received by such Covered Person from the Company), claims, demands, actions, suits,
proceedings (whether civil, criminal, administrative, investigative or otherwise), costs,
expenses and disbursements (including legal and accounting
fees and expenses, costs of investigation and sums paid in settlement) of any kind or nature
whatsoever (collectively, “Claims and Expenses”) which may be imposed on, incurred by or
asserted at any time against such Covered Person in any way related to or arising out of this

34

 

Agreement, the Company or the management or administration of the Company or in connection with the
business or affairs of the Company or the activities of such Covered Person on behalf of the
Company; provided, that a Covered Person shall not be entitled to indemnification hereunder
against Claims and Expenses that are determined to be primarily attributable to Disabling Conduct
of such Person.

          12.04. Advancement of Expenses

          To the fullest extent permitted by applicable law, the Company shall pay the expenses
(including reasonable legal fees and expenses and costs of investigation) incurred by a Covered
Person in defending any claim, demand, action, suit or proceeding by reason of the fact that such
Covered Person is or was acting on behalf, or at the request, of the Company (other than a claim,
demand, action, suit or proceeding brought by the Company against a Member for such Member’s
material breach or violation of this Agreement) as such expenses are incurred by such Covered
Person and in advance of the final disposition of such matter, provided that such Covered
Person undertakes to repay such expenses if it is determined by agreement between such Covered
Person and the Company or, in the absence of such an agreement, by a final judgment of a court of
competent jurisdiction that such Covered Person is not entitled to be indemnified pursuant to
Section 12.03 hereof. Any claim for advancement of expenses shall set forth in reasonable detail
the basis for the claim.

          12.05. Notice of Proceedings

          Promptly after receipt by a Covered Person of notice of the commencement of any proceeding
against such Covered Person, such Covered Person shall, if a claim for indemnification in respect
thereof is to be made against the Company, give written notice to the President of the Company and
the Members’ Committee of the commencement of such proceeding, provided that the failure of
a Covered Person to give notice as provided herein shall not relieve the Company of its obligations
under Sections 12.03 and 12.04 hereof, except to the extent that the Company is prejudiced by such
failure to give notice. In case any such proceeding is brought against a Covered Person (other
than a proceeding by or in the right of the Company), after the Company has acknowledged in writing
its obligation to indemnify and hold harmless the Covered Person, the Company will be entitled to
assume the defense of such proceeding; provided, that (i) the Covered Person shall be
entitled to participate in such proceeding and to retain its own counsel at its own expense, and
(ii) if the Covered Person shall give notice to the Company that in its good faith judgment certain
claims made against it in such proceeding could have a material adverse effect on the Covered
Person or its Affiliates other than as a result of monetary damages, the Covered Person shall have
the right to control (at its own expense and with counsel reasonably satisfactory to the Company)
the defense of such specific claims with respect to the Covered Person (but not with respect to the
Company or any other Member); and provided, further, that if a Covered Person
elects to control the defense of a specific claim with respect to such Covered Person, such Covered
Person shall not consent to the entry of a judgment or enter into a settlement that would require
the Company to pay any amounts under Section 12.03 hereof without the prior written consent of the
Company, such consent not to be unreasonably withheld. After notice from the Company to such Covered Person
acknowledging the Company’s obligation to indemnify and hold harmless the Covered Person and
electing to assume the defense of such proceeding, the Company will not be liable for expenses
subsequently incurred by such Covered Person in connection with the defense thereof.

35

 

Without the consent of such Covered Person, the Company will not consent to the entry of any
judgment or enter into any settlement that does not include as an unconditional term thereof the
giving by the claimant or plaintiff to such Covered Person of a release from all liability arising
out of the proceeding and claims asserted therein. Any decision that is required to be made by the
Company pursuant to Section 12.03 or 12.04 hereof or this Section 12.05 shall be made on behalf of
the Company by the unanimous affirmative vote of the Members’ Committee.

          12.06. Insurance

          The Company shall purchase and maintain directors’ and officers’ errors and omissions
insurance, to the extent and in such amounts as the Members’ Committee shall, in its discretion,
deem reasonable.

ARTICLE XIII

GENERAL PROVISIONS

          13.01. No Publicity or Advertisement Without Prior Consultation

          Except after consultation with the other parties to this Agreement, none of the Members or the
Company shall, and each of the parties shall use its reasonable efforts to assure that none of its
officers, directors, employees, agents or advisors shall, publicize, advertise, announce or
describe to any governmental entity or other third person, the terms of this Agreement, the parties
hereto or the transactions contemplated hereby, except as it believes in good faith to be required
by applicable law, regulation, or stock market rules or as permitted pursuant to this Agreement.

          13.02. Severability

          Any portion or provision of this Agreement which is invalid, illegal or unenforceable in any
jurisdiction shall, as to that jurisdiction, be ineffective to the extent of such invalidity,
illegality or unenforceability, without affecting in any way the remaining portions or provisions
hereof in such jurisdiction or, to the extent permitted by law, rendering that or any other portion
or provision hereof invalid, illegal or unenforceable in any other jurisdiction.

          13.03. Article and Section Headings, Schedules and Exhibits

          The Article and Section headings included in this Agreement are for the convenience of the
parties only and shall not affect the construction or interpretation of this Agreement. Schedules
and Exhibits referred to in this Agreement are an integral part of this Agreement.

          13.04. Counterparts

          This Agreement and any documents executed pursuant hereto may be executed in any number of
counterparts, each one of which shall be an original and all of which shall constitute one and the
same document.

          13.05. Gender and Number

36

 

          In this Agreement (unless the context requires otherwise), the masculine, feminine and neuter
genders and the singular and the plural include one another.

          13.06. Expenses

          Unless otherwise provided in this Agreement, the parties shall each bear their own fees and
expenses incurred in connection with this Agreement and the transactions contemplated hereby
(including without limitation all fees and expenses of counsel).

          13.07. Notices

          All notices given pursuant to this Agreement shall be in writing and be personally delivered
or mailed with postage prepaid, by registered or certified mail, return receipt requested to the
address set forth below or such other address as a party may from time to time specify in writing
to the other party. If so mailed and also sent by telegram or facsimile machine, the notice will
conclusively be deemed to have been received on the business day next occurring 48 hours after the
latest to occur of such mailing and telegraphic or facsimile communication; otherwise, no notice
shall be deemed given until it actually arrives at the address in question. The addressees to
which notices are initially to be sent are as follows:

     (a)     If to Arbitron:

Arbitron Inc.

142 West 57th Street

New York, New York 10019

Attention: President

Facsimile No.: (212) 887-1401

With a copy to:

Arbitron Inc.

9705 Patuxent Woods Drive

Columbia, MD 21046

Attn: General Counsel

Fax: (410) 312-8613

     (b)     If to TNC-NMR:

Nielsen Media Research, Inc.

770 Broadway

New York, NY 10036

Attention: General Counsel

Facsimile No.: (646) 654-8318

               With a copy to:

Simpson Thacher & Bartlett LLP

425 Lexington Ave.

37

 

New York, NY 10017

Attention: Peter Malloy

Facsimile No. (212) 455-2502

          13.08. No Third Party Beneficiaries

          No employee of the Company (or his/her spouse or beneficiary), or any other Person not a party
to this Agreement, shall be entitled to assert any claim hereunder. This Agreement shall be
binding upon and inure to the benefit only of the parties hereto and their respective successors.
Notwithstanding any other provisions to the contrary except with respect to such successors, it is
not intended and shall not be construed for the benefit of any third party or any Person not a
signatory hereto. In no event shall this Agreement constitute a third party beneficiary contract.

          13.09. Governing Law; Arbitration

          This Agreement is governed by, and is to be construed and interpreted in accordance with, the
law of the State of Delaware, without giving effect to the conflict of law principles thereof. Any
controversy or claim arising out of or relating to this Agreement, or the breach thereof, shall be
settled by arbitration in New York, New York, in accordance with the Commercial Arbitration Rules
of the American Arbitration Association. Unless otherwise agreed in writing by the parties, the
arbitration panel shall have no authority to amend or contravene this Agreement, to expand or
otherwise modify the scope of the Business of the Company or to make any award or finding contrary
to the provisions of an applicable Approved Budget or Approved Business Plan. Judgment on the
award may be entered in any court having jurisdiction thereof.

          13.10. Modifications, Amendments or Waivers

          Except as otherwise provided herein, provisions of this Agreement may be modified, amended or
waived only by a written document specifically identifying this Agreement and signed by a duly
authorized executive officer of each Member.

          13.11. Assignment, Successors and Assigns

          Except as set forth in Section 9.01 hereof, without the other Member’s written consent, this
Agreement and the rights and obligations hereunder, shall not be assignable by any Member. This
Agreement shall be binding upon, and inure to the benefit of, the respective successors and
permitted assigns of the parties hereto.

          13.12. Remedies

          The obligations of the Members under this Agreement are unique. The parties acknowledge that
it would be extremely impracticable to measure damages resulting from any default under this
Agreement. Accordingly, it is agreed that a Member not in default under this Agreement may bring a
claim in equity for specific performance, in addition to any other available rights and remedies.

38

 

          13.13 Status of Option Agreement Nothing in this Agreement shall affect or limit the rights of
TNC-NMR under the Original Option Agreement. TNC-NMR and Arbitron acknowledge and agree that Amendment No. 2
has expired and the option under Section 2.4 of the Original Option Agreement has expired pursuant to the Agreement
dated February 6, 2006.

          13.14. Joint Preparation

          This Agreement has been jointly prepared by the Members and the provisions of this Agreement
shall not be construed more strictly against any Member as a result of its participation in such
preparation.

          13.15. Entire Agreement

          Subject to Section 13.13 hereof, this Agreement (including the Schedules and Exhibits hereto)
and the Related Agreements constitute the entire agreement of the Members with respect to the
subject matter hereof and supersede all prior written or oral and all contemporaneous oral
agreements, understandings and negotiations between the Members with respect to the subject matter
hereof, except that the provisions of Section 5.2 and Articles XI and XII of the Cost-Sharing
Agreement and any rights and obligations accrued thereunder to the Execution Date hereof shall
continue in full force and effect. Further, this Agreement shall not be deemed to modify or affect
any rights (i) under the Confidentiality Agreement dated March 22, 2002 and (ii) under the
trilateral Mutual Non-Disclosure Agreement with The Procter and Gamble Company dated April 30,
2004. Arbitron and TNC-NMR acknowledge and agree that the Joint Development and Commercialization
Agreement with P&G dated September 27, 2004 has expired and is null and void.

          13.16. Further Assurances. Each Member shall fully and faithfully carry out all its
respective agreements and covenants expressly set forth in this Agreement. Each of the Members
agrees to execute, acknowledge and deliver such additional documents and take such further actions,
as may reasonably be required from time to time to carry out each of the provisions, and the
intent, of this Agreement, and every agreement or document relating hereto, entered into in
connection herewith.

[End of text; the signature page follows]

39

 

          IN WITNESS WHEREOF, the members hereto have caused this Agreement to be executed by their duly
authorized representatives, effective as of the day and year first above written.

	 	 	 	 	 
	 	ARBITRON INC.

 	 
	 	By:  	/s/ Stephen B. Morris
 	 
	 	 	Name:  	Stephen B. Morris 	 
	 	 	Its:  President and Chief Executive Officer 	 
	 
	 	NIELSEN MEDIA RESEARCH, INC.

 	 
	 	By:  	/s/ John A. Dimling
 	 
	 	 	Name:  	John A. Dimling 	 
	 	 	Its:

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