Arbitron Radio: Current Sampling Methodology Hinders Performance of Spanish Language Radio Stations

Last week, a very heated and controversial meeting was held between Arbitron’s top brass and the heads of the major Spanish language broadcasters. Among the attendees to this invitation only event was Ingrid Otero Smart, President of the Association of Hispanic Advertising Agencies.

During the 4 1/2 hour meeting the tone of the session was dictated by a presentation to the broadcasters carefully crafted in ‘LEGAL TALK’, as not to be pegged on any comments or issues presented at the session that was not in line with a defensible position by Arbitron Radio. The session was recorded for future reference by the attendees, Arbitron Radio and the lawyers for both parties.

In the opening session, Owen Charlebois – President of US Media Services at Arbitron, Inc., set the tone with the broadcasters stating Arbitron’s commitment to fomenting a “TRUST’ level with the broadcasters. This tone was questioned intensely by the broadcasters through the remaining hours after several issues were being bantered around that the broadcasters felt were not in the best interest of the Spanish Language radio Industry.

First, the broadcasters felt that the un-timely release of a press release by Arbitron Radio detailing their commitment to using language weighting by Hispanic language preference just before the session and without broadcaster comments was a premeditated tactics to avoid the availability of broadcasters for reporters just after the release.

Second, the release of such a statement on language weighting without a timeline and date for commencement and implementation was seen as another stall tactic by Arbitron in not handling the concerns of Spanish language broadcasters with the appropriate urgency they demand.

Third, the immense monetary investment of Arbitron Radio parent company in pursuing a Personal People Meter option to replace the diary in the measurement of all types of listeners without a resolution to the Spanish language listeners measurement repairs was seen as another problem by the broadcasters.

Arbitron has used Ed Spar (Executive Director of Council of Professional Association Of Federal Statisticians) as a consultant to better understand the difference between the Nielsen Hispanic Universe Estimates and their Hispanic universe estimates. The results have indicated a marked difference in sample composition that has reduced the ability of Arbitron to correctly measure the entire spectrum of Hispanic listeners in a given market. Mr. Spar concluded in his analysis that:

2000 Study analyzing the Hispanic Universe Estimated between Nielsen and Arbitron

“at the present time, Arbitron was ‘slightly’ lower amongst Spanish dominant”

2002 Study analyzing the Hispanic Universe Estimates between Nielsen and Arbitron:

“Arbitron Hispanic estimates are ‘lower’ than the Nielsen Universe Estimates’

This point, forced Arbitron to state that they will need to move towards a language weighting model. It’s seems that they have deliberately not given the Spanish language broadcasters a set time line for implementation. They state that they computer cannot handled the additional variables and would not be able to give the broadcasters an estimated time line for implementation and completion.

With the heated exchange, there is some positives that did results from the meeting:

One: Arbitron Radio is now fully aware of the lack of ‘TRUST’ that they have from the Spanish language broadcasters and the Hispanic and mainstream agencies that use their service in implementing buys to reach Hispanic Consumers.

Two: Arbitron Radio and our Industry has never seen a united front such as the one present at this meeting amongst the Spanish language broadcasters.

Three: They cannot hide behind their computer issues and must re-state their position on how their methodology affects the performance measurement of Spanish language radio stations.

This issues prompted Arbitron Radio to present several new points at the next day’s Arbitron Radio Multi-Media PPM Summit, which was intended for agency executives. In a full-to-capacity crowd (all the previous days attendees) and very FEW agency people, Arbitron Radio admitted to the TRUTH.

“Arbitron recognizes the connection between language dominance and Spanish language Radio performance in our service,” stated Ed Cohen – Director of Research Services at Arbitron, ” the market should be aware of this connection and that’s why we have announced out INTENTIONS to include language weighting.”

So where does the Industry go from here after an admission of ineffectiveness? Stay tuned!!!!!!!