• by Erik Sass , September 4, 2008

The Association of Hispanic Advertising Agencies is petitioning the Federal Communications Commission to investigate the design and methodology associated with Arbitron's Portable People Meter, a passive electronic measurement device for radio audience ratings.

The announcement came after representatives from the AHAA met with Arbitron to discuss their concerns about PPM, which is scheduled to replace traditional paper diaries for radio ratings in eight top markets by the end of the year.

The AHAA's concerns have less to do with PPM itself than the sampling and measurements used by Arbitron for both the paper diaries and the new electronic system. Isabella Sánchez--senior vice president of Tapestry, a multicultural ad agency, as well as the chairman of the AHAA committee that deals with PPM issues--says "historically, the sampling methodology that Arbitron has deployed has been flawed. Now with a more precise tool, PPM, those flaws are exacerbated."

Specifically, Sánchez said, "Latinos in the U.S. are not appropriately represented in the PPM sample by age breakout, country of origin or Hispanic dominance in the home." As a result, early PPM data "shows enormous declines in Hispanic station audience size, rankings and time spent listening."

The AHAA echoed concerns expressed earlier this year by radio broadcasters with formats targeting African-American and Hispanics in New York, Philadelphia and Houston. Last week, the Spanish Radio Association added its voice to the criticism.

Rebutting the petition, a spokesman for Arbitron said the AHAA and SRA failed to acknowledge "the significant improvements that we've delivered in the quality of our PPM samples in terms of African-American, Hispanic and Spanish-dominant representation," as well as "the outreach we are making to the advertisers who target African-American and Hispanic consumers."

Furthermore, Arbitron "does not believe that the FCC has jurisdiction over the Company or its operations and assets and consequently lacks the authority to commence a Section 403 investigation." Despite this, the company is "committed to continue our voluntary meetings with the FCC."