Here is a subject for discussion:
Stations in the top 50 PPM markets have definitely lessened their dependency and specialty programs and features. The reason is that such shows were designed to enhance memorability at the time that a diary keeper was filling in their listening. Specialty show names were easy to remember, and thus got heightened, mentions in the diaries.
In the PPM, there is no memory factor involved. Listening is registered based on the electronic detection of codes embedded in stations. So programs like “the top five at five“ had less value. And with staff reductions and computerization of station, logs, and formats many of those shows disappeared.
But the Eastlan readings are based on 24 hour recall, either by phone or online.
Eastlan is not yet the “gold standard“ at ad agencies, but it has been slowly achieving greater usage when buying smaller markets. The early Eastlan results in PPM markets are remarkably similar to the Nielsen showings. And the Eastlan data shows all stations, not just the subscribers. If it becomes easier or at least just as easy to use Eastlan as Nielsen and the delivery wait time is compatible than I see a chance that agencies will start looking at the new service in the larger markets.
The Eastlan system cost less to stations than the Nielsen PPM service. If group owners see Eastlan being successful, with the current down trend in Radio revenue I see major groups making the switch.
I do not know anyone in local management at a station that subscribe to Eastlan. I hope there is someone in that group who visits this for him and can give us an opinion on dealing with Eastlan and their success in using it for agency sales.
Stations in the top 50 PPM markets have definitely lessened their dependency and specialty programs and features. The reason is that such shows were designed to enhance memorability at the time that a diary keeper was filling in their listening. Specialty show names were easy to remember, and thus got heightened, mentions in the diaries.
In the PPM, there is no memory factor involved. Listening is registered based on the electronic detection of codes embedded in stations. So programs like “the top five at five“ had less value. And with staff reductions and computerization of station, logs, and formats many of those shows disappeared.
But the Eastlan readings are based on 24 hour recall, either by phone or online.
Eastlan is not yet the “gold standard“ at ad agencies, but it has been slowly achieving greater usage when buying smaller markets. The early Eastlan results in PPM markets are remarkably similar to the Nielsen showings. And the Eastlan data shows all stations, not just the subscribers. If it becomes easier or at least just as easy to use Eastlan as Nielsen and the delivery wait time is compatible than I see a chance that agencies will start looking at the new service in the larger markets.
The Eastlan system cost less to stations than the Nielsen PPM service. If group owners see Eastlan being successful, with the current down trend in Radio revenue I see major groups making the switch.
I do not know anyone in local management at a station that subscribe to Eastlan. I hope there is someone in that group who visits this for him and can give us an opinion on dealing with Eastlan and their success in using it for agency sales.
