Eastlan Expands Radio Measurement

Eastlan Ratings has expanded its radio audience measurement service to include three additional major markets. Beginning this month, Greensboro/Winston-Salem-High Point, NC; Memphis, TN; and Spokane, WA will now be continuously measured by Eastlan. All three rank among the 100 largest radio markets in the U.S.

In addition to the Top 100 expansion, Eastlan has also launched annual Spring measurement service in Bluefield, WV-VA. Meanwhile, Syracuse, NY has been upgraded to continuous monthly measurement, with May data representing the first monthly release.

Eastlan President Mike Gould noted the industry’s evolving approach to revenue and audience engagement. “Quietly, we are watching radio broadcasters gracefully pivot,” Gould said. “Building deep relationships with local and regional brands has become central to the success of today’s radio operators. National revenue becomes less important each day.”

Gould emphasized that Eastlan’s data assists broadcasters in creating effective advertising schedules and competing with digital media on a cost-per-impression basis. He added that local and regional advertisers value the accountability the service provides, while broadcasters also benefit financially, with some realizing savings “well into six digits annually.”