Eastlan Ratings Add Cell Phone Users With Out-Of-Market Numbers To Samples
December 12, 2014 at 3:29 PM (PT)
EASTLAN RATINGS has added people who are primarily users of cell phones with out-of-market numbers to its panels for radio ratings.
In the sample for EASTLAN's FALL survey, 5.6% of cell phone users reported using an outside-the-market area code for their primary numbers. This was especially true for college towns like GAINESVILLE/OCALA (13.2%), STATE COLLEGE, PA (11.4%), and COLUMBUS, GA (11.2%).
President/CEO MIKE GOULD said, "EASTLAN’s methodology is continually advancing. It is incumbent upon us to reach the broadest representation of the population possible in an economically responsible fashion. We survey using cell phones, out-of-market cell
phones, email, the internet, landlines and into the future, any other means that make sense. We have to keep evolving and evolving quickly. Listeners access radio in a rapidly increasingly number of ways and it is important for researchers to access those listeners where they are in real time, rather than relying on a very select few that might consent to a week of filling out a paper diary."