Learn ways Hispanic radio can level the playing field for better — and more accurate — ratings at the Radio Ink Hispanic Radio Conference. The controversy over Voltair’s purported impact on PPM ratings has resulted in even greater questions for Hispanic broadcasters beyond the myriad of issues they have raised for years over measurement methodology. Can the current design fairly reflect Hispanic listening habits? Will digital metrics and analytics accurately track Hispanic usage? Can advertisers rely on them to determine their effectiveness and ROI with the Hispanic market? What can you do to insure your listeners are counted?
“Measuring Up the Measurement: Dealing with Voltair, PPM & Other Metric Matters” will break down the issues, the truths and myths about audience measurements to help programmers and sellers of Hispanic Radio get the recognition and benefits they deserve. Only at the Hispanic Radio Conference, March 22-23 in Fort Lauderdale.
Moderator:
Nio Fernandez has been program director of WYUU since 2010 and has worked as an on-air talent in the Hispanic radio industry for nearly two decades. His work includes sports broadcasting as the Spanish-language play-by-play announcer for the Tampa Bay Buccaneers for four seasons, culminating in the team’s Super Bowl-winning year in 2002. Fernandez considers it a privilege to have worked with some of the most important broadcasting companies in the world, including Spanish Broadcasting System, Clear Channel Communications (now iHeartMedia), CBS Radio, and, currently, Beasley Media Group. His career has also allowed him to work in some of the country’s most important Latin markets.
Participants:
Marc Greenspan is one of the founding partners of Research Director, Inc. Since 1991, the company has provided a service that helps hundreds of radio stations across the country have a better understanding of their audience and helps them monetize their inventory. Greenspan oversees the internal operations of the company, as well as the development of all software systems related to the production of its products and services. Before helping found Research Director, he worked as an Arbitron radio product manager, just as the company was introducing its first PC applications, such as Arbitrends. The team at Research Director, Inc. is currently on the bleeding edge in the area of using quantitative and qualitative data to help radio stations position the value of their audience to advertisers.
Richard Harker, senior partner at Harker/Bos Group, began his radio career in 1970, working part-time for an “underground” FM station while attending the University of Oregon. He spent the next 13 years working at radio stations owned by some well-remembered groups like RKO General, Metromedia, Atlantic Ventures, and King Broadcasting, gradually working his way through the ranks and ultimately serving as general manager. Harker made the transition to radio market research and consulting in 1983, first serving as vice president for Coleman Research, then forming his own company in 1990. Harker Research now provides a wide range of research services to media outlets throughout North America, South America, Europe, and the United Kingdom.
Rich Tunkel is vice president and sales director for Nielsen Audio, where he specializes in multicultural media research and is responsible for Nielsen’s corporate relationship with the largest Spanish broadcasters in the country. Tunkel also manages Nielsen’s radio station sales and service professionals in the Northeastern United States. In his career, Tunkel has also served at Arbitron as the key liaison with television and cable networks during the first U.S.-based test of the Portable People Meter). He also oversaw sales for Arbitron’s online radio ratings service and was previously vice president of radio sales at Scarborough Research.
The Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio. Now in its 7th year, the conference attracts the industry’s key leadership in management, sales, and programming, whose combined audience reaches approximately 95% of the 50+ million Hispanics in this country.
