Eastlan Adds Utica/Rome Market
August 8, 2007 at 1:44 PM (PT)
EASTLAN RATINGS announced today it would begin ratings service for UTICA/ROME, NY (market #161) for the FALL '07 survey.
EASTLAN's inaugural subscriber in UTICA/ROME is GALAXY COMMUNICATIONS. Earlier this year, GALAXY signed with EASTLAN for ratings service in SYRACUSE.
GALAXY Pres./CEO ED LEVINE said, "We switched from ARBITRON to EASTLAN RATINGS in JANUARY in our large SYRACUSE cluster. Our first-half results show GALAXY blowing away its revenue budget and beating the market overall by 8.5 points. In fact, in national sales, the most data-oriented type of sale, GALAXY is beating the market by over 14 points and has seen its share grow from 14.5-16.6. The results are so strong that we have brought EASTLAN RATINGS in to UTICA/ROME for this FALL. Simply put, dumping ARBITRON had ZERO negative impact on revenue and a significantly POSITIVE impact on our BCF!"
"How broadcasters choose to invest in radio audience measurement is changing overnight," commented EASTLAN RATINGS President/CEO MIKE GOULD. "What we are hearing is that, in many cases, ARBITRON's price increases seem almost predatory and their new rolling average reporting leaves broadcasters with older data that costs more. We think that's exactly the opposite of what small and medium-market broadcasters need to protect and grow their revenue. UTICA/ROME is the latest evidence EASTLAN RATINGS' influence will continue to expand rapidly and could potentially impact all markets not measured by passive electronic means."