As ratings for Spanish-language radio stations fell to their lowest levels in years over the summer, the CEO of one of the largest group has launched a scathing attack on Arbitron. “Arbitron’s
methodology does not assure that the survey samples reflect the population being measured,” said Hispanic Broadcasting CEO Mac Tichenor during the company’s third quarter conference call with Wall
Street. “For a number of years we’ve had concerns with the way Arbitron measures Hispanic listening. Those concerns were born out by the most recent ratings books in Los Angeles other cities where an
inexplicable decline in listening to Hispanic radio station is clearly explained when you pull back the curtain and you careful and examine the characteristics of survey participants in those ratings
books. The summer ratings book is traditionally less important for advertisers, but Hispanic Broadcasting worries that continued ratings troubles will hurt the bottom line. “National advertisers have
suffered through this kind of situation in other markets before so it’s not a shock to them,” said Tichenor. “We’ve gotten that message out to advertisers and advertising agencies that are just as
concerned that Arbitron get the problem fixed.” In the meantime, he says, “They’re giving us the benefit of the doubt.” COO Gary Stone says since all Hispanic radio stations saw their numbers drop,
each company should get the same amount of dollars budgeted for Spanish radio as they have in the past. Arbitron will meet with Los Angeles’ Spanish radio operators November 12 and 13.
