Eastlan Ratings Launches 'e-Surveys'
November 20, 2013 at 3:17 PM (PT)
EASTLAN RATINGS plans to augment their current telephone-based methodology with new “e-surveys”. The e-Survey has been tested over the past six months and will be integrated into EASTLAN’s standard methodology in all markets beginning with the SPRING 2014 survey period.
"e-Surveys will not replace our current methodology but rather enhance it," EASTLAN Chief Technology Officer BERT HAMBLETON said. "The portion of survey respondents recruited electronically will have the choice to participate via the e-survey or through a callback on their cellphone. Our primary objective with this new innovation was to increase the participation among young radio listeners whose primary phone is an out-of-market cell. The process has worked very well."
During its pilot e-Survey project earlier this year, EASTLAN saw wider participation among 12-49-year-olds, with the most dramatic increase in participation among 25-44. E-survey completion rates were slightly higher among women as compared to men.
“It is incumbent upon ratings providers to reach a sample that is as representative of the local market composition as possible-wide and varied,” EASTLAN Pres./CEO MIKE GOULD said. “Being able to recruit and survey electronically, in addition to our telephone based methodology, will absolutely improve the long-term viability of our affordable radio ratings service. We’re pleased to be first to offer this make-sense innovation to radio broadcasters outside the PPM jungle. Best of all, we can do so without raising our rates.”