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AHAA Names PPM Advisory Board

The Association of Hispanic Advertising Agencies has created an advisory council to explore the issues and opportunities surrounding Arbitron’s Portable People Meter. Univision, Entravision, Spanish Broadcasting System, Arbitron, ABC Radio Networks, and several agencies make up the council.

Members of the council were named earlier this week at the Radio Ink Hispanic Radio Conference. The council plans to hold a meeting soon to identify problem areas around the PPM. “Without reform, PPM implementation could have serious consequences for the Hispanic advertising and media industry,” says the chair of the council, Isabella Sanchez, vp/managing director of Tapestry (via Radio Ink).

The PPM has come under fire in recent months, with critics saying its sample sizes are too small and therefore return skewed figures. In November, the company decided to delay commercialization of the new measurement system by anywhere from three to nine months, depending upon the city.

Some critics fear that under-reporting due to small sample sizes is particularly harmful to minority stations.

In January, the Media Rating Council failed to give accreditation to the PPM in Philadelphia and New York.