Alliance to Promote Hispanic Audience Measurement

In the US, the Association of Hispanic Advertising Agencies (AHAA) has joined the Media Rating Council (MRC), in a bid to establish accurate representation of the Latino market in audience measurement.

The MRC exists to set standards for media audience measurement services, and comprises more than 100 members representing TV and radio broadcasting, cable, print, Internet and ad agencies, as well as advertisers and trade associations. Firms such as Nielsen and Arbitron that provide media ratings are not allowed to become MRC members.

'AHAA has been actively involved in monitoring and influencing media ratings systems since Nielsen's move to electronic measurement,' stated Gisela Girard, AHAA Chair and President/COO of Creative Civilization. 'As an industry, we are in favor of technological advancements and more precise measurement of media performance; however, our concern remains focused on accurate representation of the Latino consumer.'

AHAA has recently questioned Arbitron's 'indifference' to the concerns of the Hispanic advertising community with its PPM technology and methods. In response, it formed an advisory council to explore 'industry issues and opportunities' surrounding the PPM. The association has also met with Arbitron regarding its PPM sample quality and the number of Hispanic listeners and says it remains 'earnest' in its attempts to resolve issues with PPM.

Its seat on the MRC Board allows the association to assess and render its opinion on the accuracy of PPM sampling and methodology, as well as other media ratings services. The body is also encouraging each of its members to consider joining the MRC and participating in the audit process.

George Ivie, MRC's CEO / Executive Director, applauded AHAA for its proactive stance. 'This will increase the associations' voice in our mission to secure audience estimates that are valid across all segments of the population,' he stated.

Web site: www.ahaa.org .