Association of Hispanic Advertising Agencies (AHAA) Rallies Industry Leaders to Tackle Portable People Meter (PPM) Challenges – FOXBusiness.com

AHAA Chairman Jose Lopez-Varela Announces Members of PPM Council

In the wake of swirling opinions and concerns over the preliminary ratings of Hispanic radio audiences using Portable People Meters (PPM: 13.01, +0.02, +0.15%), the Chairman of the Association of Hispanic Advertising Agencies (AHAA) Jose Lopez-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 Sanchez, 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. Exposito & Partners

Jim Irvine

Sr. Director of Media Strategies – Lopez 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: 54.85, -1.05, -1.87%)

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 Lopez-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 Sanchez. “The Council will be a forum to unite our issues, identify problem areas and try to create resolution that will benefit everyone.”

Lopez-Varela chose to make the announcement at The Radio Ink Hispanic Radio Conference following a panel discussion in which both he and Sanchez 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.”"

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