Univision Radio to participate in The Media Audit Smart Cell Phone Research Tests.

Bob Jordan, President of The Media Audit, announced today that Gary Stone, President/COO of Univision Radio, has agreed to encode the company’s Houston stations for the Smart Cell Phone testing. The company has seven radio stations in the Houston market. The addition of Univision brings the count to 26 stations that have signed up for The Media Audit tests in less than 2 weeks.

“Partnering with Univision Radio is a significant step forward because we know that while Hispanics are similar to the general market, their media consumption and lifestyles can be different. The ability to encode the Hispanic stations will help us in our test to better understand how to fairly and reliably report radio listening in the market,” Jordan stated.
“Electronic measurement is a new field for all of us – radio, agencies and marketers alike, and we see adoption of a new measurement system as a partnership where we all have a stake in doing it right.”

“We appreciate that The Media Audit/IPSOS sees the growing importance of the Hispanic community,” Stone stated. “We also applaud The Media Audit/IPSOS for establishing an ethnic advisory committee that will focus on appropriately surveying the Hispanic listener.”

Other groups that have committed to encoding for The Media Audit/Ipsos tests include Radio One, Cox Radio, CBS Radio and Clear Channel. Univision Radio is the largest Spanish-language radio broadcaster in the United States. Univision Radio today owns and/or operates 69 stations in 16 of the top 25 U.S. Hispanic markets, including Los Angeles, New York, Miami, San Francisco/San Jose, Chicago, Houston, San Antonio, Dallas, McAllen/Brownsville/Harlingen, San Diego, El Paso, Phoenix, Fresno, Albuquerque and Las Vegas.