Univision Avoids PPM Data In Non-Accredited Markets
May 18, 2009 at 3:54 PM (PT)
Buried in UNIVISION's Q1 financials that were reported FRIDAY (NET NEWS 5/15), was a suprise mention of the lack of PPM use in some markets. "UNIVISION RADIO is not using ARBITRON’s PERSONAL PEOPLE METER (PPM) data in non-accredited PPM markets due to issues with the PPM measurement process and sample," the statement read.
With HOUSTON and RIVERSIDE accredited by the MRC, that leaves UNIVISION ignoring PPM data in top-5 markets NEW YORK, LOS ANGELES, CHICAGO, SAN FRANCISCO and DALLAS, along with other smaller markets.
A UNIVISION spokesperson told ALL ACCESS, "In markets where PPM is not yet currency we continue to use diary data. In other markets we recognize that only the measurement has changed, and since PPM is flawed, we are not using the data. Therefore in those markets we are selling on the basis that advertising on UNIVISION RADIO was successful for advertisers in the past and has the same if not greater value now."
ARBITRON had no comment on this issue.