NAB, Saga: ‘Retain Contour Overlaps’

NAB, joining with Saga Communications, believes the FCC should retain its contour overlap method for determining which stations are in a market for areas not rated by Arbitron. Both companies stated their position in comments to the commission.
NAB and BIA conducted research on several geographical-based ways of defining markets, including two suggested by the commission, cellular markets and a method used by the Office of Management and Budget. But both Saga and NAB stated, “These various geographic markets do not reflect radio service in a consistent, predictable or accurate manner” What’s more, using these methods could create more distortions than the current modified contour-overlap method, they stated.