Eastlan Remarks On Nielsen's New Ratings Service
November 18, 2008 at 1:37 PM (PT)
In response to NIELSEN’s proposed entry into the radio ratings business announced earlier today, EASTLAN RATINGS Pres./CEO MIKE GOULD was critical of NIELSEN's new diary-based ratings service, saying, "Today's announcement is absolutely inconsistent with what we are hearing daily from small and medium-market broadcasters nationwide. Stations want and deserve quality research at an economic price, one that allows them return on investment in these challenging financial times. They are fighting like hell to save jobs because we all know great people are going to be the salvation of radio stations -- not continued expensive diaries-sticker book or otherwise."
Today's news is akin GM announcing they have improved the Hummer.
GOULD went on to say, "Today's news is akin GM announcing they have improved the HUMMER. This news may resonate with big WALL STREET-controlled radio firms, but what the broadcasters in the trenches are looking for is how to squeeze another mile per gallon or two out of their PRIUS.
"While we welcome any service that gives small and medium-market broadcasters more choice -- expensive, once-a-year sticker book diaries are not the answer. EASTLAN is emboldened by today's news. Broadcasters are clamoring for a quality, low-cost ratings alternative and we will continue to be alone in that arena. The simplicity and economy of EASTLAN will save hundreds of radio jobs in the coming months, in fact, we'll have a series of announcements in the next few weeks of companies opting to saving jobs rather than subsidizing huge ratings experiments."