Nielsen Moves Out of Three Markets, Easlan Moves In

RADIO ONLINE | Friday, March 29, 2024

Nielsen

Nielsen plans to discontinue radio measurement in three diary markets following the Spring 2024 ratings period. The affected markets include Greenville-New Bern-Jacksonville NC, Sunbury-Selinsgrove-Lewisburg PA and Visalia-Tulare-Hanford CA. This decision marks a significant change, particularly for Greenville-New Bern-Jacksonville, which is ranked 99th and is measured monthly.

The other two markets, ranked 215th and 109th, respectively, previously received ratings twice a year. This move adds to Nielsen's previous exits from more than 30 markets since 2016, including seven markets in 2023 and nine in 2020.

Concurrently, Eastlan Ratings is marking its 25th anniversary by expanding its services. The company has initiated continuous ratings in Raleigh-Durham, NC, making it the largest market Eastlan currently covers. Additionally, Eastlan will begin service in Albany GA, and Greenvilled-New Bern-Jacksonville NC, in April, entering the latter market just as Nielsen exits. Waco TX will also see an upgrade to continuous measurement by Eastlan starting in March.

Eastlan President Mike Gould expressed gratitude for the company's longevity and growth over the past 25 years, attributing success to the dedication of their staff and the demand for thorough and fair radio market analysis from media buyers and local broadcasters. The expansion and sustained service of Eastlan come at a time when Nielsen is scaling back its market presence, highlighting a shift in the landscape of radio ratings services.