AHAA Responds To PPM Settlement

In response to the agreement reached by attorneys general Andrew Cuomo (New York) and Anne Milgram (New Jersey), the Association of Hispanic Advertising Agencies (AHAA) said in a statement that it applauds the steps Arbitron took to adopt new standards to cure flaws in its PPM methodology and is pleased to see Arbitron is required to receive Media Rating Council accreditation.

However, AHAA chairman José López-Varela emphasized the importance of implementing those same changes across the markets in which the PPM ratings system is proposed or is currently being implemented.

"Spanish-language radio stations are the lifeblood of Latino communities and provide a vital connection between brands and consumers," said López-Varela. "The current PPM methodology poses severe consequences on our entire industry, and although New York and New Jersey will be rectified, we remain concerned about our business in the rest of the country." In fact, he added, AHAA is puzzled by a comment from an Arbitron executive in response to the settlement indicating that "broadcasters, agencies and advertisers in New York can continue to use PPM measurement of radio without any hesitation or reservation."

López-Varela went on to say, "The flawed ratings and inaccurate representation of our market using PPM prohibits AHAA agencies from effectively doing their jobs and delivering results for their clients. When a research sample is inaccurate, the research is invalid and the current PPM sample is unsound."

AHAA member agencies and their Spanish-language radio partners, says the statement, "are pleased with the outcome of this issue and appreciate the follow through of the attorneys general to ensure that Arbitron adheres 'to rigorous standards to make PPM a better product.' In the end, that was the goal of AHAA and our PPM Task Force."

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