Broadcasters Growing Local Revenue With Qualitative Data

FMR Associates, in collaboration with Eastlan Ratings, introduced the Local Radio Analysis (LRA) Qualitative Report two years ago for markets outside the top 75 to boost local revenue. Since then, 25 markets have conducted an LRA, with more anticipated to join in 2025. The latest additions in November include San Angelo, TX and Pensacola, FL, alongside 24 other markets ranging from Everett, WA to Charlottesville, VA.

For numerous radio stations, articulating their narrative, audience reach, and the purchasing habits of their listeners is more crucial than ever. Scott Richards, GM of KDXT in Missoula, remarks, “We recouped our investment within the first three weeks by demonstrating the number of our listeners intending to purchase cars and trucks in the following six months.”

Interest is surging in several new markets as broadcasters seek reasonably priced extra qualitative data to bolster their sales efforts against other radio stations and, notably, digital adversaries. Kent Phillips, a partner at FMR Associates, notes, “Several broadcasters have mentioned that not all impressions are created equal, and the Local Radio Analysis enables them to substantiate this and increase revenue!”