Diversity & Advertising

Interested in including black and latino broadcast stations in your media buy? Some advertisers are thinking twice before relying on ratings from Arbitron to evaluate audience reach.

Abitron - the company that dominates ratings evaluations - has come under fire from black and latino-targeted stations for what they claim is bias in the ratings system. The National Association of Black Owned Broadcasters has charged that the new computerized Arbitron data gathering system unfairly depressed viewership numbers for their stations. Arbitron has not yet backed off their new system, but this week promised to submit its new technology to an independent review. Stay tuned.