Arbitron touts over-sampling of Hispanics


Under repeated attacks from Spanish broadcasters for how their audiences are counted by the Portable People Meter (PPM) and most recently a charge from the Association of Hispanic Advertising Agencies (AHAA) that “the PPM sample is wrong,” Arbitron emphasized its over-delivery of  PPM sample for both Spanish- and English-dominate Hispanics as it reported on sample metrics for the just-delivered (except in San Francisco/San Jose) November 2008 PPM data.

Of the 10 markets where PPM is now ratings currency, seven have large enough Hispanic populations to qualify for Hispanic language weighting. For those seven markets, the Designated Delivery Index (DDI) for the November survey (October 16 to November 12) averaged 139 for Spanish-dominate Hispanics and 116 for English-dominant Hispanics.

The over-sampling of Spanish-dominant Hispanics ranged from 172 in San Francisco (non-embedded) and 169 in the embedded San Jose market to 106 in Houston. English-dominant Hispanics were over-sampled in five of the seven markets, with New York (non-embedded) highest at 144. The only markets with a DDI below 100 were San Francisco (non-embedded) and Houston, both at 97.

While Arbitron reported on sample quality metrics for all 10 PPM markets, delivery of the actual data was delayed for San Francisco and San Jose until Friday due to a processing error. The other eight markets got their data yesterday (Wednesday).

The PPM December survey, now underway, runs from November 13 through December 10. PPM then goes into its 13th month, the Holiday survey, running from December 11 through January 7.