FMR Associates, Eastlan Expand Local Radio Analysis Report

RADIO ONLINE | Wednesday, December 4, 2024

FMR Associates, Eastlan Ratings

FMR Associates, in partnership with Eastlan Ratings, launched the Local Radio Analysis (LRA) Qualitative Report two years ago to assist markets outside the top 75 in driving local radio revenue. Since its introduction, 25 markets have adopted the LRA, with more expected to join in 2025. The latest markets to implement the program in November are San Angelo, TX and Pensacola, FL joining a diverse range of markets from Everett, WA to Charlottesville, VA.

The LRA Qualitative Report provides stations with detailed insights into their audience, including listener demographics and purchasing habits, helping them build a compelling narrative to attract advertisers. KDXT in Missoula, MT General Manager Scott Richards shared his station's success with the program: "We recouped our investment within the first three weeks by demonstrating the number of our listeners intending to purchase cars and trucks in the following six months."

As broadcasters face growing competition from digital platforms, interest in the LRA is rising. The report offers a cost-effective way to gather qualitative data, strengthening sales strategies. FMR Associates partner Kent Phillips highlighted the importance of this tool: "Several broadcasters have mentioned that not all impressions are created equal, and the Local Radio Analysis enables them to substantiate this and increase revenue/"

With expanding interest and proven results, the Local Radio Analysis is set to play an increasingly critical role in supporting local radio stations as they compete for advertising dollars.