"Ceril Shagrin, an executive vice president for corporate research at Univision Communications, a major Spanish-language broadcaster, found that the ratings for Radio La Kalle 105.9 FM in New York fell sharply when the people meters were tested in October. She expressed concerns about the reliability of the Arbitron sample.
“The Hispanic universe is younger, and our audience is therefore made up of more young people. When the sample doesn’t reflect them, then our radio ratings aren’t correct,” Ms. Shagrin said."
http://www.nytimes.com/2007/12/31/business/31radio.html?ref=media&pagewanted=print
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