Eastlan Ratings has announced it will begin measuring five new markets starting this fall.

Joining Eastlan’s ratings measurement will be Bryan/College Station TX, Burlington VT, Montpelier/Barre VT, Myrtle Beach SC, and Savannah GA. The measurements come with agreements from station groups including Dick Broadcasting, Hall Communications, Morgan Murphy Media and Vox AM/FM/Digital.

Eastlan President Mike Gould said, “There is unquestionable momentum to adopt an audience measurement tool that mirrors the dynamics of today’s radio industry. Radio deserves a currency that gives full credit for the real size of their audience, buyers deserve to see a full picture of the market and the price of the research has to match where radio is today. Large company or small, public or private, PPM market or not-it doesn’t matter anymore, radio broadcasters are telling us the old way no longer works. We are honored that broadcasters are asking us to be a part of their future. We take seriously the responsibility to be an unbiased advocate for the vitality of this industry.”