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Broadcasters Switch to Eastlan in Johnson City, Billings


Eastln Ratings
Eastln Ratings

Eastlan's move to continuous measurement has yielded two more new markets: Johnson City-Kingsport-Bristol TN-VA and Billings MT. Desert Mountain Broadcasting is the first to switch to Eastlan in Billings. Eastlan's first releases in their continuous markets will be delivered on Friday, August 28.

Desert Mountain Broadcasting President/CEO Cameron Maxwell said, "I've been a big believer in a data-driven strategy for decades, and I'm excited about Eastlan's new continuous service. The ROI from Eastlan just works better for us."

"When we switched from Nielsen to Eastlan in our Charleston, West Virginia market almost four years ago, we wondered if our agency business would drop," reflects Bristol Broadcasting Company Secretary/General Manager Roger Bouldin. "It did not. We actually saw increases in all agency business (local agency, national, and regional) during each of the first two years after the change. While we do not attribute these increases to the change in ratings vendors, this did give us confidence to make this change from Nielsen to Eastlan in the Johnson City-Kingsport-Bristol (Tri-Cities TN/VA) market."

Bouldin added, "we have used Eastlan Ratings at our Paducah KY cluster for about 20 years and in Charleston WV for four years. We have found Eastlan data to be well accepted and the cost to be far easier to absorb in today's challenging radio environment."

"We are certain the increased consistency and stability of our new continuous measurement will provide radio advertisers a new level of accountability and at the same time, instill more confidence in our subscribers," added Eastlan President/CEO Mike Gould. "We are excited to be able to offer this enhancement to small and medium market broadcasters, like Roger and Cam, without increasing our annual rates."

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