Marketron

Category: African-Americans

Culture is Driving Growth

Author: Annette Malave, SVP/Insights, RAB

Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections.  This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.

Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen.  Despite this projection, the dollars spent to target and advertise to  multicultural consumers remain relatively low.  While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
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Radio’s Amazing Numbers

Author: Annette Malave, SVP/Insights, RAB

Radio is an extension of every part of us.  It’s our ears that listen. It’s our fingers that touch the dial or app.  It’s our eyes when we want to know the traffic.  It’s our heart when we hear the songs that we grew up with, and it’s our soul when we hear of any devastation in a local community.

Radio is an incredible force and impacts listeners like no other medium does. A look at some of the figures that pertain to radio helps to both quantify and qualify radio as a powerful medium.

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Reaching African American and Hispanic Listeners Across
The Infinite Dial

Contributor:  Laura Ivey, Director of Research, Edison Research

Today’s environment of almost unlimited audio choices means advertisers and stations must craft targeted messages and personalized outreach to listeners. The more we understand consumers, the better we are able to speak to them, which brings importance to the understanding of ethnic listeners and their digital media habits.

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The Infinite Dial”

Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

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Dining During the Holidays

By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us.  With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.

There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants.  With all of these options, enticing their taste buds can be a difficult challenge.  How do you reach consumers that are on-the-go or right before they are about to shop?  With radio, of course.

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Radio on Main Street Podcast Featuring Arica McKinnon Director of Client
Solutions, Local Media Analytics
at Nielsen

In this edition, Erica Farber, President and CEO of the RAB speaks with Arica McKinnon, Director of Client Solutions, Local Media Analytics at Nielsen. Research is important on many levels. It allows a station the opportunity to learn more about its listeners and it can help to tell a station’s story to an advertiser. Having access to strong local data especially in small or medium markets is not always feasible.

In this podcast they discuss how, Nielsen, through their media analytics division is now providing affordable analytics for local stations and the four key benefits they provide.

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