Eastlan Ratings Sees Opportunity In Cumulus RFP
April 16, 2008 at 5:37 AM (PT)
In the wake of CUMULUS MEDIA's announcement MONDAY (NET NEWS 4/14) that they would explore ratings services other than ARBITRON in markets 100+, comes a response from EASTLAN RATINGS. Pres./CEO MIKE GOULD says his company is thrilled that CUMULUS is joining other broadcasters in exploring alternatives to the diary system in small and medium markets.
"We look forward to working with CUMULUS as their ratings provider or consulting a new company they may decide to create internally," remarked GOULD. "We’re committed to help them in this process in any way we can."
"EASTLAN RATINGS began exploring small-market audience measurement alternatives with CUMULUS four years ago, but were unable to move forward at that time because of CUMULUS’ group commitments to ARBITRON in major markets. Both parties agreed to look at new options in the future. With the advent of separate PPM contracts, major-market broadcasters are now free to choose their ratings provider in non-PPM markets." GOULD adds, "portions of the CUMULUS RFP look like they were written for EASTLAN, which is very exciting!"
In GOULD’s estimation, "the CUMULUS RFP comes at a perfect time. ARBITRON has staked its future on the PPM and major markets while attacking its own diary method as flawed. At the same time, EASTLAN is expanding at a rapid pace in small and medium markets, while broadcasters like CUMULUS seriously consider a return to the more cost-effective, telephone-recall method of understanding radio’s audience."