The Media Audit/Ipsos ethnic research Advisory Committee.

In conjunction with AHAA’s (Association of Hispanic Advertising Agencies) semi-annual conference being held in Los Angeles, Bob Jordan, President of The Media Audit, today announced the establishment of an Ethnic Research Advisory Committee to assist in reviewing and advising The Media Audit/Ipsos on the most appropriate measurement of the ethnic communities. The Media Audit and its partner Ipsos is one of 3 finalists bidding for the electronic radio measurement contract in the US.

Jim Higginbotham, Chairman of The Media Audit and Head of Research said “From our 35 years of doing research in the U.S., we understand that America is composed of diverse demographic groups. There are many considerations that play a role in surveying all ethnic market segments. By definition these groups are unique, which means that we must look at various incentives and take extra efforts to make sure that all ethnic groups are properly represented in the research panel. ”

“There is a lot of ethnic research expertise in the broadcast, agency and advertiser communities that is available for consultation.” continued Higginbotham. “In establishing the Ethnic Research Advisory Committee we will tap into this expertise in researching the ethnic market.”

“Our objective is to have a measurement system that fairly reflects the listening of ethnic and nonethnic markets alike” noted Higginbotham.

“The ethnic minorities are fast approaching a third of the US population” said Bob Jordan. “In some markets like Los Angeles and Houston, the combined minority population is now greater than the non-ethnic population. The 2000 Census also showed that minorities are the fastest growing segments in the nation. The 2000 Census also triggered a significant increase in interest for a lot of advertisers and marketers.”

“The Hispanic community is the second largest segment of our society and it is the fastest growing sector. For astute Tony Belzer, Radio One’s member of the committee commented “I am excited to be a part of this team of peers, who feel as I do, that we all have a responsibility to advertisers to develop the best possible media usage analysis tools available.

At Radio One, we see the merits of exploring smart cell phone technology for many reasons, not the least of which is because cell phones are well integrated into the lifestyles of all Americans. This technology meshes very well with a consumer’s everyday lifestyle, and in particular, the lifestyle of African Americans. Cell phone users who have no land ased lines represent an ever growing segment of our population. We must continuously strive to adjust our audience measurement strategy to reflect all consumers, and this is an avenue that makes logical sense.”

Jeff Liberman, President of Entravision Radio said “Ethnic communities have a great deal of influence on the economic, political and social infrastructure of our communities. Entravision Radio’s operating strategy is to serve the U.S. Hispanic community and understanding the diversity of this group is paramount to our ability to effectively operate our radio stations. We’re interested in finding the most effective measurement tools to do that.”