AHAA Joins Media Rating Council
July 8, 2009 at 5:42 AM (PT)
THE ASSOCIATION OF HISPANIC ADVERTISING AGENCIES (AHAA), no fans of ARBITRON's PPM, has joined the MEDIA RATING COUNCIL (MRC), the industry-funded self-regulatory body that audits and accredits audience rating services. The AHAA Board of Directors unanimously approved membership in the Council "to ensure accurate representation of the Hispanic market in audience measurement."
As an MRC Board member, AHAA may participate in hearings, discussions and audits to provide comments on behalf of its agency members. "AHAA has been actively involved in monitoring and influencing media ratings systems since NIELSEN’s move to electronic measurement," said AHAA Chair/Pres. and CREATIVE CIVILIZATION COO GISELA GIRARD. "As an industry, we are in favor of technological advancements and more precise measurement of media performance; however, our concern remains focused on accurate representation of the Latino consumer. Our agencies and members depend on consistently sound data on which to plan and purchase media whether online, radio, television, cable, or print. Advertisers rely on our agencies to provide justifiable rationale and statistics that will deliver consumers and sales for their investments. We also encourage more AHAA member agencies to consider joining the MRC independently to further improve minority involvement in the auditing process."
AHAA has been active most recently in addressing ARBITRON’s PPM ratings and online measurement establishing member task forces to address the issues relative to radio and the Internet respectively. AHAA has met with ARBITRON regarding the PPM sample quality and size of Hispanic listeners and remains earnest in its attempts to collaboratively resolve issues with PPM.
The seat on the MRC Board allows AHAA to formally assess and render its opinion on the accuracy of PPM sampling and methodology as well as other media ratings services. While MRC accreditation is not mandatory for any media ratings system, the independent audits are designed to yield higher performance and better results to benefit the entire industry.