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The PPM has been in place for years now, and much of radio has become accustomed to it. But are Hispanic and Urban audiences really being represented accurately? Revenue is of course tied directly to ratings, so if ratings methodology influences the format more than its audience, the implications can be serious. How does Nielsen Audio plan to measure Spanish-dominant Hispanics -- and are its estimates for market-level data accurate? What explains the drop of many formerly top-rated Spanish-language stations under PPM?
These are some of the hot topics that will be under discussion the "Ties That Bind: Ratings, Revenue, and Methodology" session at Radio Ink's Hispanic Radio Conference, set for March 10-11 in San Diego. Charlie Sislen leads what's sure to be a spirited discussion among these research experts -- it's a chance to get all your questions answered about what really happens when the research rubber meets the revenue road.
Moderator:
Charlie 
is president of Research Director Inc. Before joining Research Director Inc., he was VP of marketing and research for Eastman Radio, a subsidiary of Katz Media Group. During his 12 years at Eastman, he sat on the Arbitron Advisory Council and headed up the RAB Goals Research Committee. He also worked at Arbitron as a client services rep for the ad agency division. Sislen began his radio career as a sales rep for WWDC-AM & FM in Washington, DC.
Panelists:
Julio B. Aponte Jr. is the senior vice president of Hispanic initiatives at Sun Broadcast Group Inc. His responsibilities
include research, development, and launching of new programming, as well as establishing new exclusive partnerships with affiliates to Sun Latino Networks, Sun's Spanish-language division. In addition, Aponte oversees all sales strategies and new accountability measurements. Aponte's professional career spans across television and radio station management within the United States and Argentina. He has been affiliated with such influential media groups and organizations as, ABC/Citadel/Cumulus Radio Network in New York, MTV Tr3s, TV in Los Angeles, Univision TV, San Francisco, Radio ?nica San Francisco and Emmis Communications/Argentina.
Mary Beth Garber is EVP for radio analysis and insights for Katz Radio Group, responsible for collecting, analyzing, and generating research and other materials to educate a variety of constituencies -- from major advertisers to media, sales forces, and market analysts -- on the continuing power and value of radio, as well as implementing partnerships that provide accurate research and measurement metrics across a variety of platforms. Garber is the former president of the Southern California Broadcasters Association; during her 13-year tenure, she co-produced, in conjunction with Arbitron, three behavioral studies about media usage and helped create the first $1 billion radio market in the nation by promoting the strength of radio and the critical role it plays for advertisers and consumers. Her background also includes senior positions at advertising agencies, radio stations, and the marketing department of the studio division of the Walt Disney Co.
Bill Rose is SVP/Audio Client Services for Nielsen, leading Nielsen Audio?s team that provides service and support for
radio programmers. He is also the company?s lead for key audio-industry organizations and is responsible for assuring that the voice of the customer is reflected in Nielsen?s communications, thought leadership, and product/research enhancements. He is also the author of many highly regarded industry studies. Previously, Rose held a variety of senior marketing and management positions at Arbitron. In addition to his tenure at Nielsen and Arbitron, Rose worked in radio station sales management at KSMJ/KSFM in Sacramento and as a consultant with Rating Point Management.
Only a few rooms are left for the convention dates at the Hyatt Regency Mission Bay. Don't miss your chance! Book your rooms -- and register for the convention -- today! The early-bird discount ends Thursday, February 27. Register now and save $200
