Eastlan Ratings has added a third market in the Empire State. In addition to Syracuse and Utica-Rome, the nation’s second largest radio ratings firm is moving into Newburgh-Middletown, NY.
"Eastlan Ratings provides the product that is just right for condensed markets such as the Newburgh-Middletown market that have consistently been undersampled and overcharged," explains Joerg Klebe, President of Sunrise Broadcasting.
"I can’t stress enough how many operators we hear from that echo Joerg’s sentiment," said Eastlan CEO Mike Gould. "In today’s financial environment, broadcasters must give careful consideration to the negative impact the leading audience measurement provider has on their bottom line. In many situations, they represent one of the three largest expense line items. As a former jock and PD, I don’t think it makes sense to cut airshifts to pay for ratings data."
Spring 2008 will be the first Eastlan Ratings measurement of the market.