AHAA Rallies Industry Leaders to Tackle Portable People Meter (PPM) Challenges.

In the wake of swirling opinions and concerns over the preliminary ratings of Hispanic radio audiences using Portable People Meters (PPM), the Chairman of the Association of Hispanic Advertising Agencies (AHAA) Jose Lopez-Varela announced today the members of the newly formed AHAA Council on PPM. These industry leaders, representing Hispanic radio broadcasters and Hispanic-specialized agencies and led by Isabella Sanchez, vice president and managing director of Tapestry, will assess the issues and opportunities with the new electronic measurement system. The Council is tasked with ensuring that the methodology and design of the Hispanic sample accuratelyrepresents the Hispanic population and their listening behavior.

Members of the AHAA Council on PPM were announced, and those present recognized, at the Radio Ink Hispanic Radio Conference in Miami today.

Members include:

— Gloria Constanza – Partner, Chief Contact Strategist – d. Exposito & Partners
— Jim Irvine – Sr. Director of Media Strategies – Lopez Negrete Communications
— Tracy Decker – EVP, Media Director – GlobalHue
— Tomas Ruiz – Director of Media Buying – Bromley Communications
— Nancy Tellet – VP, Director of Media & Strategic Planning – Siboney
— Oswald Mendez – Managing Partner, Integrated Communications – The Vidal Partnership
— Jeanette Millan – Activation Director – MV 42°
— Lula Olmedo – Media Director – Zubi Advertising
— Raul Lopez – President – Phoenix Multicultural
— Jeff Lieberman – President, Radio Division -Entravision
— Ceril Shagrin – Senior Vice President, Corporate Research – Univision
— Belia Jimenez – Director, Multicultural Research – ABC Radio Networks
— Kathleen Bohan – VP, Research & Marketing – Univision Radio
— Pio Ferro – National Program Director – Spanish Broadcasting System (SBS)
— Stacie de Armas – Director, Office of Multicultural Business Affairs – Arbitron
— Bob Patchen – Chief Research Officer – Arbitron

“We’ve assembled a team of Hispanic advertising and media heavy hitters that understand the critical importance of moving to electronic measurement while maintaining the integrity of our market,” says Lopez-Varela. “The preliminary launch of PPM resulted in enormous declines in Hispanic radio audience size, station rankings, and time Hispanics spent listening to their favorite stations. Members of our industry have cited multiple flaws in the methodology, measurement (exposure to radio signal versus preference), design and implementation which all will be addressed by the AHAA Council on PPM.”

Next steps for the Council will be a meeting of all representatives to lay out the concerns in-depth and begin developing a path to effective adoption of the new rating system. “Without reform, PPM implementation could have serious consequences for the Hispanic advertising and media industry,” says Sanchez. “The Council will be a forum to unite our issues, identify problem areas and try to create resolution that will benefit

Lopez-Varela chose to make the announcement at The Radio Ink Hispanic Radio Conference following a panel discussion in which both he and Sanchez participated. The Radio Ink Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio and focuses on the issues, challenges and opportunities that Hispanic radio broadcasters face in serving their communities and their advertisers. “PPM is a hot topic at the conference and we want to ensure our media partners that AHAA is taking bold steps to ensure we are connected on this issue.”