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People Meters Causing Static for Advertisers From: adage.com
Tagged: radio, Spanish-language, televisionPosted on: June 9th, 2008
Compared to the general market, Hispanics spend more time with radio, and advertisers allocate a bigger chunk of their budgets to it — almost 20% of their spending, about $726 million, according to Ad Age’s Hispanic Fact Pack.
The new measurement system has already been put into effect in Houston and Philadelphia, but panic only set in when the first numbers came in from New York.
“The preliminary numbers … were drastically down,” said Isabella Sanchez, VP-managing director at Publicis Groupe’s Tapestry, the biggest multicultural-media buyer. “Listenership to Spanish-language stations was 50% down, and it’s causing quite an uproar. That big a difference translates into [ad] dollars.” “*
Curation from Tomás
Filed Under: Business, Business News, Marketing & Advertising, Media
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