AHAA’s Position on…
Addressing PPM and Measurement
AHAA MOVES AHEAD WITH FORMATION OF ADVISORY COUNCIL ON PPM
Recent articles and commentary regarding Arbitron’s Portable People Meter (PPM) has stirred doubts and questions from industry professionals about the impending implementation of PPM measurement. Members of the Association of Hispanic Advertising Agencies (AHAA) are no exception and following heated discussions at AHAA’s conference last month in San Antonio, Chairman José López-Varela was propelled into action forming an Advisory council to explore the issues and opportunities surrounding PPM. López-Varela and his appointed PPM Advisory Council Chair Isabella Sanchez say the move to electronic radio audience measurement is positive; however, the methodology and design of the Hispanic sample must be executed in the most representative way for the adoption of this new rating system to be effective.
López-Varela and Sanchez have assembled member representatives from Spanish-language broadcasters and Hispanic advertising agencies to create a unified industry voice that addresses the concerns all of AHAA members. Council members will be announced on May 19th at the 2nd Annual Hispanic Radio Conference in Miami.
“We have assembled some of the best minds in the Hispanic advertising and media business to lead this initiative,” says López-Varela. “We have a vested interest in making sure our consumer audience is measured properly and it is the role of AHAA to address the questions and concerns of its members swiftly and effectively. This Council will be the forum for gathering member opinions with the goal of making PPM a viable solution.”