The Association Of Hispanic Advertising Agencies (AHAA) Chairman Jose Lopez-Varela has sent a letter to Arbitron, again voicing his organization's disappointment in the PPM data. In the letter, Lopez-Varela says, "As Hispanic-specialized agencies, we have a responsibility to our clients to maximize their budgets, and deliver sales and results. With PPM, we are unable to do our jobs effectively and our clients will suffer. When a research sample is inaccurate, the research is invalid. The PPM sample is wrong."

Lopez-Varela reiterates a list of the AHAA's 11 concerns with the PPM, including claiming that the sample sizes "are inadequate and are unrepresentative of the Hispanic population." He adds that, "The latest PPM numbers continue to show major audience declines for Spanish-language radio in all markets. New York is experiencing one of the most dramatic declines in audience figures of up to 80 percent in the morning drive time. How is it that DJ Luis Jimenez, a celebrity in New York, suddenly has a severe drop in listeners? Morning radio is considered primetime in the industry and radio personalities have become well-known, respected and admired by listeners, yet your PPM numbers now indicate that this is a lie."

The letter concludes that "we hope to hear from you in an effort to amicably address these issues. Arbitron must act responsibly toward providing the most accurate data possible – it’s an investment you can’t afford not to make."