Wilmington NC and Saginaw/Bay City/Midland MI will now be measured by Eastlan Ratings beginning with the Fall 2012 period. Arbitron’s service to these markets was dropped earlier this year.
“Having reliable audience research in this day and age is vital. Eastlan provides this at an affordable rate,” said Brian Schimmel, Market Manager for Sunrise Broadcasting in Wilmington. “I’ve been watching Eastlan’s growth over the past decade and feel comfortable with their product in this market.”
Economics also played a key role in the decision in Saginaw/Bay City/Midland MI market. “I chose Eastlan to survey radio listening habits here because Arbitron priced themselves out of this market,” adds Shannone Dunlap, General Manager of the Next Media cluster.
“Brian and Shannone really reinforce a new trend as broadcasters are beginning to take control of their ratings vendor relationship”, commented Eastlan President/CEO Mike Gould. “In today’s marketplace as the leading provider’s price for radio ratings climbs, the best course of action is often to change vendors.”