There is now a head-to-head ratings battle in Gainesville-Ocala, which ranks as the #83 Abitron market. The entrenched ratings company is being challenged by Eastlan Ratings.
Interestingly, the company which has brought in the challenger owns the #1 rated station in the Arbitron ratings. Dix Communications not only owns Country powerhouse WOGK-FM, but also Classic Rock WNDD-FM, which was #3 in Persons 12+ in the last Arbitron book.
“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,” said Dix VP/GM Jim Robertson.
“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.
Eastlan will deliver four books per year in Gainesviile/Ocala, beginning with the Winter 2011 book.