Eastlan Ratings Adds Gainesville-Ocala Market
January 4, 2011 at 12:50 PM (PT)
EASTLAN RATINGS and DIX COMMUNICATIONS have reached a long-term agreement for quarterly radio ratings in GAINESVILLE-OCALA, FL beginning with the WINTER 2011 BOOK.
DIX COMMUNICATIONS VP/GM JIM ROBERTSON said, "The lack of stability book to book and the high cost for our independently owned stations made the decision simple for us. We opted for double the sample size for a lot less money and investing the difference in our locally focused radio stations."
"We think the bottom-line message here is that broadcasters do have choice as it relates to ratings vendors," said EASTLAN RATINGS President/CEO MIKE GOULD. "Many independent broadcasters have now proven that ARBITRON is no longer a necessity. Although no one size fits all, there are three real options: go naked, stay with ARBITRON or switch to EASTLAN. Going without ratings sometimes offers a short-term benefit, but is not a viable solution beyond a few months. Being shareholder focused, ARBITRON is extraordinarily expensive in many markets and becoming more so. Consequently, EASTLAN is increasingly embraced as the make-sense compromise."