ASSOCIATION OF HISPANIC ADVERTISING AGENCIES (AHAA) RALLIES INDUSTRY LEADERS TO TACKLE PORTABLE PEOPLE METER (PPM) CHALLENGES

AHAA Chairman José López-Varela Announces Members of PPM Council

MIAMI and McLEAN, Va. , May 19, 2008 – In the wake of swirling opinions and concerns over the preliminary ratings of Hispanic radio audiences using Portable People Meters (PPM), the Chairman of the Association of Hispanic Advertising Agencies (AHAA) José López-Varela announced today the members of the newly formed AHAA Council on PPM. These industry leaders, representing Hispanic radio broadcasters and Hispanic-specialized agencies and led by Isabella Sánchez, vice president and managing director of Tapestry, will assess the issues and opportunities with the new electronic measurement system. The Council is tasked with ensuring that the methodology and design of the Hispanic sample accurately represents the Hispanic population and their listening behavior.

Members of the AHAA Council on PPM were announced, and those present recognized, at the Radio Ink Hispanic Radio Conference in Miami today. Members include:

• Gloria Constanza
  Partner, Chief Contact Strategist
  d. Expósito & Partners

• Jim Irvine
  Sr. Director of Media Strategies
  López Negrete Communications

• Tracy Decker
  EVP, Media Director
  GlobalHue

• Tomas Ruiz
  Director of Media Buying
  Bromley Communications

• Nancy Tellet
  VP, Director of Media & Strategic Planning
  Siboney

• Oswald Mendez
  Managing Partner, Integrated Communications
  The Vidal Partnership

• Jeanette Millan
  Activation Director
  MV 42°

• Lula Olmedo
  Media Director
  Zubi Advertising

• Raul Lopez
  President
  Phoenix Multicultural

• Jeff Lieberman
  President, Radio Division
  Entravision

• Ceril Shagrin
  Senior Vice President, Corporate Research
  Univision

• Belia Jimenez
  Director, Multicultural Research
  ABC Radio Networks

• Kathleen Bohan
  VP, Research & Marketing
  Univision Radio

• Pio Ferro
  National Program Director
  Spanish Broadcasting System (SBS)

• Stacie de Armas
  Director, Office of Multicultural Business Affairs
  Arbitron

• Bob Patchen
  Chief Research Officer
  Arbitron

“We've assembled a team of Hispanic advertising and media heavy hitters that understand the critical importance of moving to electronic measurement while maintaining the integrity of our market,” says López-Varela. “The preliminary launch of PPM resulted in enormous declines in Hispanic radio audience size, station rankings, and time Hispanics spent listening to their favorite stations. Members of our industry have cited multiple flaws in the methodology, measurement (exposure to radio signal versus preference), design and implementation which all will be addressed by the AHAA Council on PPM.” 

Next steps for the Council will be a meeting of all representatives to lay out the concerns in-depth and begin developing a path to effective adoption of the new rating system. “Without reform, PPM implementation could have serious consequences for the Hispanic advertising and media industry,” says Sánchez. “The Council will be a forum to unite our issues, identify problem areas and try to create resolution that will benefit everyone.”

López-Varela chose to make the announcement at The Radio Ink Hispanic Radio Conference following a panel discussion in which both he and Sánchez participated. The Radio Ink Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio and focuses on the issues, challenges and opportunities that Hispanic radio broadcasters face in serving their communities and their advertisers. “PPM is a hot topic at the conference and we want to ensure our media partners that AHAA is taking bold steps to ensure we are connected on this issue.”

For more information on AHAA's position on PPM or the Hispanic advertising industry, contact Elinor Kinnier, 703-610-0204, ekinnier@cmgresults.com.