In the wake of the 4A’s and its Media Policy Committee recommending standardized best practices in non-discrimination vendor policies and procedures, The Cabletelevision Advertising Bureau (CAB) has launched www.reachingblackconsumers.com — a new resource providing advertisers and publishers with relevant data and insights on African-American consumers. The website was unveiled during the annual Multicultural Marketing & Diversity Conference, presented by the Association of National Advertisers (ANA).
More than 25 partners across the advertising agency, research and media spectrum participated in the effort, including: Africa Channel, Arbitron, BET, BIG Insights, Burrell Communications, Diversity Affluence, Footsteps Group, Firefly, Geoscape, gmc, Hunter Miller Group, Images USA, Knowledge Networks, Liquid Soul, Millward Brown, Mintel, MRI, Nielsen, New American Dimensions, New Strategist, Scarborough Research, Strategic Vision, Synovate, US Census Bureau, Time Warner and Walton Isaacson.
Existing information on the nation’s Black population, including purchase habits, motivators and media consumption behavior, is sporadic — and oftentimes based on misconceptions. Reachingblackconsumers.com helps fill a void in the marketplace by making relevant findings more accessible and timely. The website puts this data into context, providing marketing implications so that advertisers can develop appropriate strategies for their brands.
“With a buying power of over $950 billion, the African-American segment represents a significant business opportunity for many of our partners,” said Sean Cunningham, CAB CEO. “As part of our ongoing commitment to bringing insights to the forefront, we are delighted to provide both our member companies and the marketing community with a definitive source to help them make more informed business decisions.”
“What has been missing from the conversation is a clear business rationale for why investments in this community make good business sense,” said Cynthia Perkins-Roberts, CAB’s Vice President for Multicultural Marketing.