Dick Broadcasting is ending its relationship with Nielsen Audio and subscribing with Eastlan Ratings to measure listenership in the Greensboro/Winston-Salem market.
In making the announcement Dick Broadcasting VP/GM Dick Harlow had some poignant comments towards Nielsen. “I was surprised to learn that we are the first to make this switch in a PPM market. The meter was supposed to be the savior and all it’s done is increase our annual payments to Nielsen. And now we find out to win in the PPM game you need a magic black box to job the system. At some point, enough is enough. We look forward to working with Eastlan Ratings to see who people in the Triad choose to listen to rather than who they are exposed to. Plus the sample size will be about triple the number of meters now in the market.”
Eastlan President/CEO Mike Gould added, “It’s funny how quickly things have changed in the past couple of years. After more than 16 years of providing radio ratings in markets coast-to coast, we’re finding broadcasters and media buyers who don’t know the Eastlan story are few and far between. Our methodological hybrid of telephone recall (landline and cellular) and e-surveys isn’t sexy but it’s fair and it’s reliable. We are thankful that Dick and his colleagues trust Eastlan as their preferred ratings vendor. We are going to help save them a lot of money by getting their ratings investment back in line with the realities of today’s radio revenue stream.”
The multi-year agreement begins with Eastlan’s Summer 2015 measurement period.