FCC Should Measure Embedded Markets Using Signal Coverage, NAB Says
The FCC should consider signal coverage of an embedded market radio station to determine whether that station should count toward the parent market’s ownership limits, NAB said in a letter posted Friday in docket 14-50. An embedded market is a…
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suburban radio market identified by Nielsen as a separate radio market for the purposes of reporting ratings. Radio stations in embedded markets also are considered part of parent markets, which cover an entire metropolitan area. Connoisseur Media filed a reconsideration petition against the 2014 quadrennial review based on its treatment of stations in embedded markets ([see Ref:1612020048]), and NAB supports that petition, the letter said. The current rules are “based on a false presumption” that the suburban stations also compete in the parent market, NAB said. “Adopting a standard based on signal coverage would allow marketplace dynamics to govern while protecting against unreasonable market consolidation in parent markets.”