Eastlan allies with Bustos and Campesina on new ratings platform.

Eastlan Ratings has joined with Bustos Media and Radio Campesina, in launching an initiative to work collaboratively in the design of a new radio ratings product focused exclusively on the understanding the impact of Hispanic radio listeners.

“Bustos Media is delighted to see more robust Spanish audience measurements,” remarked Amador Bustos, President & CEO of Bustos Media. “We’re optimistic this Eastlan project will be a competitive breath of fresh air for all broadcasters in general and Spanish language radio operators in particular.”

Also weighing in on the new Eastlan Hispanic radio initiative is Greg Tacher, President of the The Tacher Company, “Agencies and direct radio advertisers are asking for more comprehensive data on the Hispanic audience to determine where to place their money to achieve results. We represent Campesina and several other Hispanic broadcasters nationally and can say without hesitation, this kind of product is long overdue and has real opportunity to become the currency of the Hispanic radio advertising community.”

Initial phase testing has been completed in Tri Cities, Washington and Yakima, Washington. A second round of measurement is planned in up to five radio markets during the Spring 2010 ratings period.