Spanish Language Radio Broadcasters Meet Today In Los Angeles …. Arbitron In The HOT Seat.

Spanish language broadcasters Hispanic broadcasting Corp, Entravision Radio, Spanihs Broadcasting System, Radio Unica and many more are up in arms with the problems that plague the Arbitron measurement of Spanihs language radio listening.

This is not going to be a party … could be a ‘blood bath’ for Arbitron.

The issue at hand is important to the survival and growth of the Hispanic radio industry and the advertising agency industry. Ingrid Otero Smart President of the Association of Hispanic Advertising Agencies will be attending the meeting to better understand the issues and the needs of the organizations’ associate members.

Below is the agenda that will be discussed at the meeting. Most broadcasters do not expect to progress beyond one or two of these issues below. The re is a major problem with the measurement of Hispanic radio listeners and there are fortunes on the line for broadcasters.

AGENDA
Spanish-Language Radio Broadcasters’ Meeting
November 12, 2002
2:00pm – 6:00pm
The St. Regis Hotel, Los Angeles

I. Summer 2002 Survey Review
Review Arbitron’s analysis of a group of markets that saw shifts in listening by Hispanics during the Summer 2002 survey, including Los Angeles.

II. Placement/Intab Data for Spring 2002 2
Review the placement versus intab data for the Spring 2002 survey and discuss return rate by language breaks. For Spring 2002, discuss the differences in Arbitron’s telephone enumeration and intab data.

III. Ed Spar Analysis
Review the results of the analysis Mr. Ed Spar completed comparing the Arbitron Spring data to the Nielsen data, as well as report on the status of a Summer data comparison.

IV. Spanish-Language Weighting Implementation
Outline the steps that have been accomplished since last year regarding Language Weighting, including moving the language question, evaluating placement vs. intab data for Winter and Spring 2002, and the Ed Spar analysis.
Review remaining steps to deciding whether to implement, or not implement, Language Weighting

Software and Nielsen Issues
Review the systems requirements challenges that Arbitron is facing and discuss a realistic timeline for providing an estimate of Language Weighting implementation if the decision is made to move forward.
Define options for universe estimates, and the choices that broadcasters will have.

V. Sample Size in Hispanic Markets
Review the request from Spanish-Language broadcasters to purchase additional sample in Hispanic Markets, specifically in High Density Areas. Discuss implications relative to the MRC.

VI. Telephone Interview “Language” study
Review results of the language study that was done regarding the telephone interview and bilingual respondents, from June 2002. Meeting attendees should have already received a copy of this information.

VII. Further Probing Language of “Both Equally” Respondents
Review request made by broadcasters in June of 2002, that is, further ask respondents in the telephone interview about their language preference if they initially respond “both equally” or “bilingual” in an effort to decrease the percentage of respondents in the “both equally” category. Discuss the listening behavior of the “both equally” group and explain the implementation of the new procedure for Winter 2003.

VIII. Replacement of “English Primary” with “Non-Spanish Primary”
Review request made by broadcasters in June of 2002, that is, change the label of “English Primary” Hispanics to “Non-Spanish Primary” Hispanics.

IX. Hispanic PPM Recruitment Test Results
Preview the results of the Hispanic PPM Recruitment Test, answering the questions, “Will Hispanic households accept the meter at the same rate as non-Hispanic households?” and “Will Spanish Primary Hispanic households accept the meter at the same rate as English Primary Hispanic households?” This is only taking 15 minutes on the agenda since it will again be discussed the following day.

X. Update on PPM Communication with Hispanic Agencies
Review the concern that broadcasters expressed in June, that being, Arbitron has not adequately communicated PPM information to the Hispanic Agency community. Review a list of Hispanic agencies that have been visited and their initial responses.

XI. Other Business
Discuss other business as appropriate.