The Spanish Broadcasting System (SBS), Entravision Communications Corporation (EVC), Univision Communications Inc. and Border Media Partners, have joined forces to create the Spanish Radio Association (SRA). The coalition’s objective is to voice concerns about Arbitron’s proposed rollout of what they consider is a flawed Portable People Meter (PPM) system that can have a potentially harmful impact in the industry when it comes to measuring Spanish-language media.
According to a press release issued by SBS, the group met with Arbitron on June 6, and will continue to do so on a regular basis, to advocate for a proper evaluation of the Hispanic audience measurement capabilities and effectiveness of Arbitron’s PPM before a full-scale implementation. Among the issues raised at the meeting: panel sample size, accurately identifying and tracking panelists’ country of origin, fair measurement when it comes to high-density Hispanic areas and sharing of more detailed sample information including meter placement according to zip codes.