AHAA Urges Nielsen To Address Shortcomings.

In response to the debate surrounding Nielsen’s use of the Local People Meters (LPMs), the Association of Hispanic Advertising Agencies (AHAA) released the following statement:

As the leading voice of the Hispanic advertising industry, AHAA applauds Nielsen’s efforts to deploy more accurate rating technology and to reach a more diverse audience base. However, AHAA urges Nielsen to address the concerns raised by the Media Rating Council, specifically as they relate to language usage and household size prior to any further deployment of the Local People Meters in New York, Los Angeles and Chicago or any integration of these local samples with the National media indices.

Advertisers in the Hispanic market deserve a system that gives them an accurate picture of the consumers they are targeting. To help reach this goal AHAA will work with Nielsen and other groups like those convened by Rep.
Charles Rangel (D-NY) to ensure that any resulting measurement system uses accurate methodology and market sampling.