AHAA Forms PPM Advisory Council
April 24, 2008 at 12:52 PM (PT)
ASSOCIATION OF HISPANIC ADVERTISING AGENCIES Chairman JOSÉ LÓPEZ-VARELA, in his first initiative as the newly elected leader of the organization, announced the formation of an Advisory Council to explore industry issues and opportunities surrounding ARBITRON’s PORTABLE PEOPLE METER.
Members of the Advisory Council will be named in the coming weeks and will represent Spanish-language broadcasters and Hispanic advertising agencies. "We want to create a forum to ensure all of our members’ opinions are heard and are united in a way that will ensure effective adoption of this new rating system, which shows in the first markets of HOUSTON and NEW YORK CITY that Spanish speakers spend the highest amount of time with radio, reinforcing the significant importance of Spanish radio in the media mix." said LÓPEZ-VARELA. "Overall, AHAA believes the move to electronic measurement is the right thing to do but we have an obligation to our members to represent their interests in this process. Our goal is to ensure that the methodology and design of the Hispanic sample is executed in the most representative way."