Marketers have asked for it. Now, thanks to Media Framework and Nielsen, they’re going to get it.
In one week, the “most comprehensive and validated diverse-owned media list in the industry” will be released. And, it will be paired with a “Diverse Owned Media Planning and Investment Guide” full of profiles and aggregated metrics of diverse-owned media on TV, radio and digital platforms and their related audience descriptions, estimated reach and gross impressions.
The media list is a collaboration between Media Framework, Nielsen and the Assocation of National Advertisers (ANA)’s Alliance for Inclusive and Multicultural Marketing (AIMM).
The aim of AIMM’s effort: increasing investments in multicultural and inclusive-owned media (African American, Asian, Hispanic, LGBTQ and People with Disabilities) “to help brands and agencies measure their investment and impact on multicultural and inclusive-owned media and the communities these represent.”
The media list’s release comes on October 8 in Orlando, during the ANA Masters of Marketing Conference — the largest event of its kind to be held in person since the start of the COVID-19 pandemic.
Media Framework relied on database of media vendors — MAVEN — in formulating the list.
“The partnership aligns with ANA AIMM’s vision for the industry to #SeeALL and its commitment to increase the visibility of diverse-owned media across national, local and cable TV, radio and digital entities,” AIMM said. “The resources will also allow marketers and agencies to discover and build partnerships with diverse media companies.”
Lisette Arsuaga, a co-founder of AIMM, says, “It’s time the industry invests in engaging multicultural and diverse audiences who are key to business growth. That effort cannot be maximized without investing in both diverse-owned AND targeted media.”
AIMM will evaluate current advertising spend on diverse-owned media and establish industry investment benchmarks, informed by Nielsen AdIntel, the company’s advertising monitoring service. This, it says, will enable the partners to track the growth of advertising spend on diverse-owned media in various markets and across TV, radio, print and digital platforms over time.
Comprising nearly 7% of all media entities, multicultural & inclusive-owned media are a key component for advertising spend, and with further investment these entities can continue to grow and serve their communities. According to MAVEN data on multicultural & inclusive-owned entities categorized to date: 40% are currently Hispanic-owned, 40% Black or HBCU-owned, 10% Asian-owned, 7% Native American-owned, 2% LBGTQ-owned and 1% owned by people with disabilities.
Part of AIMM and MAVEN’s work will involve sourcing and vetting further diverse-owned media entities in order to come closer to the full understanding of the universe of these diverse media entities.
“As part of our commitment to creating a better media future for all people, we want to raise the visibility of the diverse-owned media that play a critical role in reaching and representing the increasingly diverse U.S. population,” Nielsen CEO David Kenny remarked. “Through our work with ANA AIMM, we are also empowering advertisers to more effectively measure their investments.”
The Cultural Insights Impact Measure (CIIM) from AIMM and partner company CIIMatters will provide further support to advertisers as they begin to increase investment in diverse-media entities.
To be considered for inclusion in the multicultural and inclusive-owned media list, please reach out to [email protected]. The special list offer consisting multicultural and inclusive minority owned media will be exclusive to ANA and AIMM members by subscription. More extensive tools for agencies and marketers may be accessible directly from Media Framework.
FROM THE RBR+TVBR ARCHIVES:
A Case For Change
RBR+TVBR Editor-in-Chief Adam R Jacobson served as one of two writers of “The Case for Change” through his Hispanic market consultancy, established in 2010.
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THE CASE FOR CHANGE Digital Book
