Lopez Negrete Communications chooses Arbitron’s electronic audience measurement system.

Arbitron Inc. announced that Lopez Negrete Communications has signed a multi-year agreement for Arbitron Portable People MeterSM radio ratings services in Houston.

Alex López Negrete, co-founder and president of Lopez Negrete Communications stated: “Our agency philosophy has always centered on our commitment to the Hispanic community, part of that commitment is participating in progressive and forward thinking media measurement initiatives like the PPMSM System that show the unique differences and the power in Hispanic radio consumption. We’re going to help our clients continue to grow their business by efficiently and effectively reaching their Hispanic customers who are loyal listeners to radio.”

“Mr. López Negrete is making an important enhancement to the credibility of the audience ratings he uses to reach Hispanic consumers on behalf his clients,” said Carol Hanley, senior vice president, Sales, Arbitron Inc. “Arbitron has shown that we can recruit a PPM panel that reflects the diversity of the markets that we survey. Both in terms of language preference and ethnicity, Hispanics are well represented in the Houston PPM sample. Arbitron’s ability to properly represent Hispanics as well as other key segments of the marketplace is a key criteria for attaining greater confidence in radio by advertisers who need to reach the growing Hispanic marketplace.”