August 26, 2008

  I came across this cartoon sometime in 1990 or 1991.

As a new media buyer fresh out of college, I was fascinated by the way decisions were made, how the agency and clients worked together, and I was especially fascinated by all the nuances of media research.

This cartoon caught my eye, made me chuckle, and I filed it away in a folder labeled “Funny”.  Over the years, I've cleaned out the folder, but always kept this one because it made me chuckle every time I saw it.

One of the things that was clear in the early 90s was that the Hispanic advertising industry was growing quickly, but was handicapped by lack of solid research, especially media research.  This was the days of SRC TV ratings, Birch and Arbitron.  Almost twenty years later there have been improvements in many areas, but it's really pathetic to see that for radio this cartoon still applies.

Its time to refile this one.  I'm moving it from my “Funny” file to a newly created one which I'll label “Pathetic”.

Isabella Sánchez
Vice President, Managing Director
Tapestry

Comments

Isa: What terrific , funny commentary!. Great seeing the cartoon. Let's hope 'reason" will enter the discussion and the industry will listen and follow the proper course of action. We want that back in the "funny" folder not in the "pathetic " one. Mary

This should be on all of our minds right now. Having gone through the SRC- Nielsen transition, I thought I was prepared for this transition. I though Arbitron was too. It seems I was mistaken. We were prepared for lower AQH's (with the elimination of vote casting) but potentially higher cumes for radio, but the data coming back reflects what I would nicely call "Research Chaos". Major Spanish stations, universally accepted to be big players are falling off the map, yet a one or two smaller Spanish stations saw a huge leap, unsubstantiated by any history or reason. Arbitron has a poor history of balanced sampling and it appears that the PPM sampling has serious issues,and yet Diaries won't be used as a balance point during the transition. Worse Arbitron has adopted a defensive or even "head in the sand" position, more concerned about the cost of the PPm implementation than the qulaity and credibility of their product.

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