Eastlan Ratings Expands to New Markets

Is Radio Making a comeback? Eastlan Ratings Signals a shift to Local focus

Are the rumors of radioS demise greatly exaggerated? eastlan Ratings’ recent declaration suggests a significant shift in the radio landscape,one that emphasizes local connections and regional advertising. Eastlan Ratings is expanding its measurement services, adding continuous measurement in Greensboro/winston-Salem/High Point NC, Memphis TN, and Spokane WA. Syracuse NY will also transition to continuous measurement, while Bluefield WV will receive annual Spring ratings. What does this mean for the future of radio,and how will it impact advertisers and listeners alike?

The Rise of Local: Why Radio is betting on Community

Eastlan’s expansion isn’t just about adding more markets; its a strategic move that reflects a broader trend in the radio industry: a renewed focus on local and regional engagement.

Did you know? According to a recent study by the Radio Advertising Bureau (RAB), 83% of consumers listen to the radio each week, making it one of the moast consistent forms of media consumption.

The Decline of National Revenue and the Pivot to Local Brands

Eastlan President Mike Gould highlights a crucial point: “National revenue becomes less crucial each day.” This statement underscores the challenges radio stations face in attracting national advertisers, who are increasingly drawn to the targeted reach and measurable results of digital platforms.

The solution? Building “deep relationships with local and regional brands.” This strategy allows radio stations to tap into the unique needs and preferences of their communities, offering advertisers a direct line to their target audience. Think of the local car dealership sponsoring the morning show, or the neighborhood restaurant advertising its weekly specials. These are the kinds of partnerships that are becoming increasingly vital for radio’s survival.

Competing with Digital Giants: The Cost-Per-Impression Battle

Gould also emphasizes the importance of competing “on a cost-per-impression basis with the digital giants.” This is where accurate and reliable ratings data becomes essential. Eastlan’s data helps radio stations demonstrate the potential reach and impact of their advertising campaigns, allowing them to compete effectively with platforms like Google and Facebook.

Expert Tip: Radio stations should leverage Eastlan data to create compelling case studies that showcase the ROI of local advertising campaigns. highlight specific examples of how radio advertising has helped local businesses increase sales, build brand awareness, or drive traffic to their stores.

Eastlan’s Expansion: A Closer Look at the New Markets

Let’s delve into the specific markets where Eastlan is expanding its services and explore the potential implications for each region.

Greensboro/Winston-Salem/High Point NC: The Piedmont Triad’s Radio Renaissance

the Piedmont Triad region of North Carolina is a diverse and growing market with a strong local economy. Continuous measurement in this area will provide radio stations with valuable insights into listener preferences and behaviors, allowing them to tailor their programming and advertising to better serve the community.

Imagine a local furniture store in High Point using Eastlan data to identify the most popular radio stations among its target demographic. By advertising on those stations during peak listening times, the store can maximize its reach and generate more leads.

Memphis TN: Blues, BBQ, and Radio’s Resilience

Memphis, the home of blues and BBQ, is a city with a rich cultural heritage and a vibrant local scene. Continuous measurement in Memphis will help radio stations understand the unique listening habits of its residents, from the morning commute to the evening drive.

Consider a local BBQ restaurant using Eastlan data to determine the best radio stations to reach hungry listeners. By running targeted ads during lunchtime and dinner hours, the restaurant can entice listeners to stop by for a taste of Memphis’ famous BBQ.

Spokane WA: The Inland Northwest‘s Radio Revolution

Spokane, the largest city in the Inland Northwest, is a growing hub for technology, healthcare, and education. Continuous measurement in Spokane will provide radio stations with the data they need to attract local advertisers and compete effectively with digital platforms.

Picture a local tech company using Eastlan data to identify the radio stations most popular among young professionals. By advertising on those stations, the company can raise its brand awareness and attract top talent.

Syracuse NY: From Twice-Per-Year to Continuous Measurement

Syracuse’s transition to continuous measurement signifies the growing importance of real-time data in the radio industry. This move will provide radio stations with a more accurate and up-to-date understanding of listener behavior, allowing them to make more informed programming and advertising decisions.

Think of a local university using Eastlan data to track the listening habits of college students. By advertising on the radio stations most popular among this demographic,the university can promote its programs and events and attract prospective students.

Bluefield WV: Annual Spring Ratings and the Power of Local Focus

Bluefield’s annual Spring ratings will provide radio stations in this smaller market with a snapshot of listener preferences during a key advertising season. This data can help stations attract local advertisers and demonstrate the value of radio advertising in the community.

Consider a local hardware store using Eastlan’s Spring ratings to identify the radio stations most popular among homeowners. By advertising on those stations, the store can promote its seasonal products and services and attract customers preparing for spring home advancement projects.

The Future of Radio Ratings: Beyond Demographics

Eastlan’s focus on local and regional markets is just one aspect of the evolving radio ratings landscape. The industry is also grappling with the need to move beyond customary demographic-based ratings and embrace more sophisticated measurement techniques.

The Rise of Impressions-Based Advertising

As Gould points out, “Today’s best practice is using ratings to demonstrate the potential impressions that can be delivered by your stations” [[2]].This shift towards impressions-based advertising reflects the growing demand for accountability and measurability in the advertising industry. Advertisers want to know how many people are actually hearing their message, and radio stations need to be able to provide that data.

The Importance of accountability and ROI

Local and regional buyers “appreciate the accountability Eastlan data brings to the table,” according to Gould. This accountability is crucial for building trust and fostering long-term relationships with advertisers. By demonstrating the ROI of radio advertising, stations can convince local businesses to invest in radio as a key component of their marketing strategy.

Reader Poll: What do you think is the most important factor for radio stations to focus on in the future: local content, digital integration, or data-driven advertising? Share your thoughts in the comments below!

Pros and Cons of Eastlan’s Expansion

Let’s weigh the potential benefits and drawbacks of Eastlan’s expansion and its focus on local and regional markets.

Pros

• Provides more accurate data for local and regional advertisers.
• Helps radio stations compete with digital platforms on a cost-per-impression basis.
• Encourages radio stations to focus on building relationships with local businesses.
• Offers a more affordable alternative to national ratings services.
• Supports the growth of local economies by connecting businesses with their target audiences.

Cons

• May not be as comprehensive as national ratings services.
• Focus on local markets may limit the ability of radio stations to attract national advertisers.
• Data may not be as readily available or accessible as national ratings data.
• May require radio stations to invest in new technologies and training to effectively utilize the data.
• Success depends on the accuracy and reliability of Eastlan’s measurement methodologies.

The Future of Radio: A Local Revolution?

Eastlan Ratings’ expansion signals a potential turning point for the radio industry. By focusing on local and regional markets, radio stations can leverage their unique strengths and build stronger connections with their communities. This shift requires a new approach to programming,advertising,and data analysis,but the potential rewards are significant.Will radio become a truly local medium, driven by community engagement and supported by local businesses? Only time will tell, but Eastlan’s move suggests that the future of radio may be closer to home than we think.

FAQ: Understanding the Impact of Eastlan’s Expansion

Here are some frequently asked questions about Eastlan Ratings’ expansion and its implications for the radio industry.

What is Eastlan Ratings?

Eastlan Ratings is a radio ratings and market research company that provides audience measurement services to radio broadcasters [[2]]. They focus primarily on local and regional markets, offering an alternative to national ratings services like Nielsen.

Why is Eastlan expanding its services?

eastlan is expanding its services to meet the growing demand for accurate and reliable data in local and regional markets. This expansion reflects a broader trend in the radio industry towards a greater focus on local engagement and advertising.

what does continuous measurement mean?

Continuous measurement means that Eastlan will be surveying the market on an ongoing basis, providing radio stations with a more up-to-date and accurate understanding of listener behavior. This allows stations to make more informed programming and advertising decisions.

how does Eastlan’s data help radio stations compete with digital platforms?

Eastlan’s data helps radio stations demonstrate the potential reach and impact of their advertising campaigns, allowing them to compete effectively with platforms like Google and Facebook on a cost-per-impression basis.

What are the benefits of local advertising for businesses?

Local advertising allows businesses to target their message to a specific geographic area and reach a highly engaged audience. This can be a more cost-effective and efficient way to reach potential customers than national advertising campaigns.

How can radio stations use Eastlan’s data to attract local advertisers?

Radio stations can use Eastlan’s data to create compelling case studies that showcase the ROI of local advertising campaigns. They can also use the data to tailor their programming and advertising to better serve the needs of their community.

What is the future of radio ratings?

the future of radio ratings is likely to involve a greater emphasis on impressions-based advertising,more sophisticated measurement techniques,and a continued focus on local and regional markets.

Is Radio Poised for a comeback? An Expert Weighs In on the local Focus

Time.news: The narrative around radio often paints a picture of decline. But recent moves by Eastlan Ratings suggest a different story, one where radio is adapting adn thriving locally. They’re expanding measurement services, emphasizing regional advertising. To unpack this, we’re joined by Amelia Stone, a seasoned media analyst, to discuss the future of radio. Amelia, thanks for being wiht us.

Amelia Stone: It’s my pleasure.

Time.news: Eastlan ratings is expanding into several new markets, focusing on continuous measurement. What is the significance of this shift for the radio industry?

Amelia Stone: This move is meaningful because it highlights the industry’s recognition that local is where the real opportunity lies. Eastlan’s expansion, particularly the move to continuous measurement in markets like Greensboro/Winston-Salem/High Point NC, Memphis TN, Spokane WA, and Syracuse NY, provides radio stations with more granular, real-time data on listener behavior. That deeper understanding allows them to connect advertisers with their target audience more effectively, boost local radio advertising efforts, and compete with digital giants.

Time.news: So, we’re seeing a pivot away from national revenue streams. what’s driving this, and how can radio stations successfully build these local relationships?

amelia Stone: Exactly. National revenue has become harder to secure as national advertisers flock to digital platforms that offer very targeted marketing.The key is to build “deep relationships with local and regional brands,” as Eastlan President Mike Gould noted. Radio stations need to become integral parts of their local communities, like a local car dealership sponsoring a morning show or a neighborhood restaurant advertising weekly specials.This involves understanding the unique needs and preferences of the local audience, tailoring content accordingly, and actively engaging with local businesses to understand their needs.

time.news: Competing with digital giants like Google and Facebook seems like a David-and-Goliath battle. How can radio stations effectively compete on a cost-per-impression basis?

Amelia Stone: Here’s where accurate and reliable ratings data,like what Eastlan provides,is crucial.Radio stations need to leverage this data to demonstrate the potential reach and impact of their local radio advertising campaigns. The “expert tip” in the post says it all. Stations should leverage Eastlan data to create compelling case studies that showcase the ROI of local advertising campaigns.Highlighting specific examples of how radio advertising has helped local businesses increase sales, build brand awareness, or drive traffic to their stores is vital. Think: before-and-after data, demonstrating tangible results.

Time.news: The article highlights some of the specific markets Eastlan is expanding into. Can you elaborate on the potential impact for radio in these regions?

Amelia Stone: each market represents a unique opportunity.

Piedmont Triad (NC): Continuous measurement will help stations in this diverse, growing region tailor programming and advertising. A local furniture store in High Point, such as, can identify the best stations to reach its target demographic.

Memphis (TN): With its rich cultural scene, Memphis stations can use real-time insights to understand listener habits, helping a local BBQ restaurant target hungry listeners during lunch and dinner with radio ads.

Spokane (WA): As a growing hub for tech and healthcare, Spokane stations can attract local advertisers with data on listener preferences, something a tech company could use to identify radio stations popular among younger professionals, helping them connect with top talent.

Syracuse (NY): Syracuse’s shift to continuous measurement enables more data-driven decisions.

Bluefield (WV): Even in a smaller market like Bluefield, annual spring ratings will provide a useful snapshot of listener preferences during a key advertising season.

Time.news: So, beyond just local focus, what does the future hold for radio ratings themselves? The article mentioned a shift towards impressions-based advertising.

Amelia stone: Impressions-based advertising is the future—not just for radio, but across the board. It reflects a growing demand for accountability and measurability. Advertisers want to know how many actual people are hearing their message.Radio stations need to demonstrate the potential impressions that can be delivered by their stations. Eastlan’s focus on accountability and ROI is precisely what local and regional buyers appreciate.

Time.news: There are some potential drawbacks to Eastlan’s expansion. How valid are those concerns?

Amelia Stone: It’s important to be realistic. Eastlan’s data might not be as thorough as national ratings services, and their local focus could limit a station’s ability to attract national advertisers. Getting useful insight from Eastlan depends on the accurancy of their methods. Radio stations might have to invest in tech and employee training. Though,the benefits of more accurate,localized data more than offset those concerns for stations genuinely committed to serving their communities.

Time.news: Amelia, what’s your overall outlook? is radio truly making a comeback by focusing on local?

Amelia Stone: I believe it is indeed.Radio has several advantages, especially the ability to reach listeners in a way that’s accessible and immediate. The Radio Advertising Bureau (RAB) noted that 83% of consumers listen to radio each week. [[1]].By embracing the local focus, investing in better data, and demonstrating ROI to local businesses, radio has a real opportunity to not onyl survive but thrive. It won’t be the same industry as before, and cloud migration seems essential to the industry.[[3]]. But that’s a good thing. It will be a better*, more connected, and more relevant industry.

Time.news: Amelia Stone, thanks so much for your insights.