Hispanic Ad Group Slams Arbitron's PPM Again
November 21, 2008 at 2:51 PM (PT)
The Chairman of the ASSOCIATION OF HISPANIC ADVERTISING AGENCIES (AHAA) has fired off another letter to ARBITRON reiterated the group's belief that its PPM data is fatally flawed -- and that the ratings firm has been unsympathetic to the AHAA's concerns.
The missive, sent to RICH TUNKEL and STACIE DE ARMAS, asserts that the "AHAA has tried in good faith to work with ARBITRON and communicate our reservations clearly and concisely; however, you and other company representatives have been indifferent and refuse to acknowledge the severity of the consequences that PPM in its current state poses to the Spanish-language radio industry and the U.S. Latino communities."
We need better audience representation; larger sample sizes; higher standards for your goals; country of origin data; MRC accreditation ... and ... we'd like Arbitron to listen to our concerns and work toward improvement of the sample
AHAA Chairman JOSÉ L.PEZ-VARELA cites 11 different ways ARBITRON's PPM methodology is wrong. "Allocating advertising dollars based on invalid information will negatively impact advertisers as they will be unable to reach audiences as expected," he declared. "ARBITRON is not putting out quality data and we need to ensure quality measurement for our clients. We need better audience representation; larger sample sizes; higher standards for your goals; country of origin data; MRC accreditation for PPM and most importantly, we'd like ARBITRON to listen to our concerns and work toward improvement of the sample."
Read the entire letter here.