AHAA’s Position on…
Where Does AHAA Stand?
Accredited Media Research
Accurate, reliable data is vital for buyers and sellers in the advertising industry. In order to make informed recommendations to advertisers, agency professionals depend on precision tools that effectively measure and characterize specific target audiences. Accreditation, while voluntary, is the universally accepted standard that assures research data and methodologies are valid and credible.
The Association of Hispanic Advertising Agencies (AHAA) endorses the use of accredited media measurement and rating systems.
“Accreditation ensures balanced and dependable representation of our marketplace and encourages continuous quality improvement on behalf of the media ratings services,” says Jessica Pantanini, chair of the Association of Hispanic Advertising Agencies (AHAA) and COO of Bromley Communications. “We depend on the independent endorsement of accrediting bodies such as the Media Rating Council (MRC) to provide advertising agency professionals with the confidence we need to make appropriate media buying decisions. We don’t have the resources to verify data collection methods and analysis on our own, which is why we rely so heavily on organizations such as the MRC for validation of accurate audience representation.”
The rigorous assessment of audience measurement services by third-party auditors validates the quality of the data and serves as the benchmark for effective decision-making for media buyers. The transparency of the accreditation process certifies that the methodology and performance measures meet industry-accepted and developed guidelines. Agencies have a vested interest in the reliability and fairness of ratings and media measurement in order to adequately deliver consumers — and ultimately sales — for advertisers.
“On behalf of the Hispanic advertising and marketing industry, we have a responsibility to our colleagues, clients and most importantly, a social responsibility to Latinos – our consumers to be sure our audience is represented accurately,” Pantanini says. “Our clients invest in the Hispanic market to improve their bottom line profits and grow their businesses and as buyers of advertising; we must place their dollars in the right place at the right time. We must have the appropriate tools in place to evaluate media effectively or we are unable to communicate effectively with their Latino target audience. Accreditation is paramount to our business.”