Eastlan Ratings, Mike Agovino Launch E-Plus To Better Measure 'Multi-Cultural' Markets

E-Plus Coverage

EASTLAN RATINGS and audio entrepreneur MIKE AGOVINO are teaming up on "several innovations" that will be unveiled this summer. The first product offering, called “E-Plus,” is specifically designed to improve measurement accuracy in large multi-cultural radio markets. It will significantly expand sample sizes from current NIELSEN panels using the "single respondent per household" model to ensure proportionate inclusion of multi-cultural consumers.

The first “E-Plus” analysis is currently in process for the LOS ANGELES market; the results will be disclosed in an advertiser/agency information webinar to be held sometime in AUGUST.

“Over the course of time as the country and individual markets have diversified legacy measurement methods have failed to keep pace," AGOVINO said. "Years later we see the impact of this complacency; under-representation of certain cultures and sub-cultures in the sample base which leads to results that significantly distort the listening habits of non-English dominant populations. We are confident that “E-Plus" will overcome these challenges and gain traction as a service that empowers advertisers and their agencies with more accurate multi-cultural listener data and a more accurate holistic view of markets with large non-English populations”.

“EASTLAN has a 20-year heritage of providing trusted audience metrics in over 100 U.S. markets," EASTLAN RATINGS Pres. MIKE GOULD said. "We engaged MIKE to work with us to explore growth opportunities in the market and collectively we’ve embraced a vision around democratizing measurement in multi-cultural markets. It’s important to note that this is a fully independent venture with no financial support or influence from outside media companies.”

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