The Nielsen Company launching multicultural campaign


The Nielsen Company is unveiling its new full scale 2010 “You Matter” ad campaign this month. “You Matter” illustrates how ethnic communities are positively impacted by Nielsen’s ability to measure every day activities such as shopping and media consumption and drives home the importance of their participation in Nielsen studies.

The multicultural campaign—targeting African-American, Hispanic and Asian consumers—focuses on four Nielsen measurement services: consumer purchases, online, mobile and television. It features an ethnically-specific media mix of print ads, radio spots, mobile and online messages.

“You Matter” was created by three multicultural advertising agencies: lead agency Chicago-based Beaman Inc.; Los Angeles-based PanCom International and The Phelps Group (formerly Anita Santiago Advertising).

“Not all cultures are the same, and our 2010 advertising campaign reflects the importance of varying tactics to best reach a specific audience. That’s why we’re incorporating calling cards to reach Latinos, working with Steve Harvey and Tom Joyner to reach African Americans, and using a series of fractional ads in national publications to reach Asian and Pacific Islanders, “ says Cheryl Pearson-McNeil, SVP/Public Affairs and Government Relations. “We didn’t want a one-size-fits all campaign, and our advertising agencies avoided using a cookie cutter approach.”

Highlights include:
30 second radio vignettes of interesting facts from Nielsen to be integrated into program formats of nationally recognized, syndicated Hispanic and African-American radio programs

Nielsen insights shared on Maria Marin’s “Viva su Vida Sin Límites” and Andres Cantor’s, “Fútbol de Primera”

Audience contests, inspired by Nielsen data vignettes, on “The Steve Harvey Morning Show” and “The Tom Joyner Morning Show”

Grand prize winners will receive free airfare, hotel accommodations and admission to the shows’ signature annual events such as the 2010 Hoodie Awards and The Tom Joyner Black Family Reunion

Nielsen data on cinema slides in select movie theaters in Baltimore, Chicago, Detroit, Los Angeles, Miami, New York, Philadelphia and Washington, D.C.

Digital banner ad “pop-quiz” campaign on Asian-American news media sites such as, and

All media elements of Nielsen’s “You Matter” campaign will be in full swing in the month of May.