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Cumulus signs with Xperi for in-car listening "ratings"

K.M. Richards

K.M. Richards

Program Director, The Eighties Channel™
Last edited:
Theater of My Mind said:
Any insight as to how the Eastlan numbers compare to what Nielsen had most recently been showing in those markets?
Click to expand...

@Huff, please clarify something for me, since I have no hands-on experience with Eastlan: I know they can't do PPM, but do they use diaries in their markets? I remember reading somewhere that they do telephone surveys and base their numbers on listener recall (shades of Hooperatings!).

It would seem to me that a difference in methodology would make any valid comparison to the last Nielsen ratings before the lawsuit difficult, if not impossible.
 
Eastlan Methodology:

"To assure the broadest possible representation, Eastlan utilizes a hybrid
recruitment methodology. Our primary objective is to deliver a representative
sample at a market appropriate price. Eastlan’s uses controlled accumulation,
balancing the final in-tab against five key variables (day of the week, age,
gender, race and zip code).

Eastlan’s hybrid data collection schema is multi-modal, deploying both
electronic surveys (“e-survey”) and telephone interviews (cellular, VOIP or
landline). Although the actual percentages change with each survey, as of this
update, nationally, 87% of Eastlan’s completes are derived from e-surveys with
the remaining 13% resulting from telephone interviews.
Eastlan collects data from only one person per household.
Eastlan data collection is a single step process to help assure the widest
psychographic representation feasible."
 
Thank you. In your opinion (knowing a lot more about this than me ... I only know how to read the old blue Arbitron books 🙄 ), what kind of direct comparison, as requested above, is possible ... and what would you estimate the accuracy of such a comparison to be?
 
K.M. Richards said:
Thank you. In your opinion (knowing a lot more about this than me ... I only know how to read the old blue Arbitron books 🙄 ), what kind of direct comparison, as requested above, is possible ... and what would you estimate the accuracy of such a comparison to be?
Click to expand...
Very interesting. A few thoughts about the Eastlan ratings:

Some cities like SF appear missing.

Some major rating differences from Nielsen, such as WBAP AM/FM having recent ratings between 2.2-2.5 compared to 1.4/1.5 type Nielsen ratings before these numbers were hidden (Nielsen numbers from late 2025). However, KLIF Cumulus in Dallas had similar terrible ratings (.3). Also WLS talk in Chicago had better ratings from Eastlan. Country WUSN (Audacy) was significantly better ratings from Nielsen (about 5.4-4.0)

I have no idea which survey is more accurate, but it’s fun to compare. Thanks for posting.
 
ILOVERADIO said:
Very interesting. A few thoughts about the Eastlan ratings:

Some cities like SF appear missing.
Click to expand...

Eastlan is not in all markets yet. Far from it, in fact. They are relatively new to the game and have only been adding markets as there is station interest.
 
What would motivate someone to order these ratings instead of Nielsen? I feel as if it would be very easy to “geese” your station up (like Bubba the Love Sponge) on these other platforms that probably don’t have as much security
 


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