Dick Broadcasting/Greensboro Switches To Eastlan Ratings
May 26, 2015 at 4:02 AM (PT)
DICK BROADCASTING's GREENSBORO-WINSTON-SALEM-HIGH POINT cluster (Classic Rock WKRR (ROCK 92) and Top 40 WKZL) has decided to drop its ratings agreement with NIELSEN AUDIO and has signed a multi-year deal with EASTLAN RATINGS for measurement, the first to do so in a PPM market. EASTLAN will begin measurement of the market in SUMMER 2015.
The cluster's VP/GM DICK HARLOW said, “I was surprised to learn that we are the first to make this switch in a PPM market. The meter was supposed to be the savior and all it’s done is increase our annual payments to NIELSEN. And now we find out to win in the PPM game you need a magic black box to job the system. At some point, enough is enough. We look forward to working with EASTLAN RATINGS to see who people in the TRIAD choose to listen to rather than who they are exposed to. Plus the sample size will be about triple the number of meters now in the market.”
“It’s funny how quickly things have changed in the past couple of years,” said EASTLAN President/CEO MIKE GOULD. “After more than 16 years of providing radio ratings in markets coast-to coast, we’re finding broadcasters and media buyers who don’t know the EASTLAN story are few and far between. Our methodological hybrid of telephone recall (landline and cellular) and e-surveys isn’t sexy but it’s fair and it’s reliable. We are thankful that DICK and his colleagues trust EASTLAN as their preferred ratings vendor. We are going to help save them a lot of money by getting their ratings investment back in line with the realities of today’s radio revenue stream.”