Eastlan snags 36 Station Group

Frustrated with sample size problems in small markets, New Northwest Broadcasters  has gone with Eastlan Ratings in a long term contract. New Northwest President/CEO Pete Benedetti made the corporate decision to move all audience measurement to Eastlan effective in the Fall of 2009. The group deal includes New Northwest markets in Alaska, Washington, Oregon and Montana.

The key reason for this move deals with consistent frustration of sample size, "After doing our research, we became increasingly frustrated with the challenges of getting the adequate sample sizes necessary to accurately survey listening habits in smaller markets. We feel Eastlan gives us the best chance to do that," said Benedetti. Eastlan Ratings/CEO Mike Gould said “We really appreciate Pete's confidence in our company. Frustrations like Pete's are beginning to reverberate through radio's small and medium markets…”  Gould is expected to have additional deals to announce in coming months.