Eastlan Makes Statement on the Need For Neutrality

RADIO ONLINE | Thursday, October 29, 2020

Eastlan Ratings

Following Nielsen's move to only include subscribing stations in its ratings results, Eastlan announced that it will continue to provide full market information in all markets they measure and upon request, will provide new service to markets where Nielsen has exited or chosen not to release full market data. The announcement comes in the wake of Nielsen's recent move to drop service to several small and medium markets and now, limiting access to full market ratings information to advertisers, agencies and rep firms.

"Radio audience measurement firms are entrusted with a tremendous responsibility -- we are relied upon for neutrality," stated Eastlan President/CEO Mike Gould. "Whether one subscriber or many, we have a moral obligation to present the entire picture of a market."

"The Nielsen decision hits independent broadcasters and small groups hardest. Most impacted are those who can't justify Nielsen prices, especially during a pandemic, and don't receive the discounts of iHeartMedia and other publicly traded conglomerates," he added.

"In a world where my 80-year-old mom can put a picture on social media and, in real time, receive gross impressions data, the radio industry needs and deserves more data, not less. Digital has fueled a massive paradigm shift, even local direct buyers want and deserve easily understandable metrics that support their marketing decisions. We have to work together to ensure small and medium market radio remains easy-to-use for brands, advertisers, buyers, agencies and rep firms," said Gould. "Nielsen's focus remains, as is should be, on retaining their customers in the PPM world. However, the needs of small and medium market broadcasters is different, one size does not fit all."

Editor's note: Nielsen's move does not affect the listings on RADIO ONLINE, as they have never released non-subscriber data to the trade press.