Big Arbitron Pow-Pow In November: LA Shares Down & People Meter Trouble.

Arbitron Ratings defends the lower shares for Spanish language radio stations to attrition to mainstream stations. Broadcasters are also on the fence with Arbitron’s ability to properly measure ethnic audiences and use a ‘beeper like’ measuring technology that might make Hispanics feel they are using a monitoring device. Arbitron has requested the attendance of all major Spanish language broadcasters on November 12th in Los Angeles.

Arbitron has conducted tests in two Hispanic markets – one in the Midwest and one in the West – in order to gauge how Hispanics respond to People Meter recruitment. Arbitron will conduct a full-scale Hispanic PPM test — meters included — in late 2003 or early 2004.

The results will be discussed with broadcasters and agencies alike.