NEW YORK—Nielsen announced a new Diverse Media Equity program, designed to raise the profile of media companies owned by diverse interests with advertisers and agencies and provide them with better metrics and other tools.
The effort will include funding the Diversity Owned Media Certification Fee, as well as launching the first-ever report on Diversity Owned Media Reach and Audience Profiles.
“Nielsen is investing in cross-ownership media by breaking down historical barriers to traditional measurement,” said David Kenny, CEO of Nielsen. “Advertisers and the media industry recognize the need to be more inclusive and want to ensure they reach an increasingly diverse audience. We are leading the charge to develop a consistent framework and metrics to help demonstrate the value of media belonging to various owners.”
In conjunction with P&G, Nielsen will launch a $130,000 rebate program with the National Minority Supplier Development Council (NMSDC) to help defray certification costs for qualified media providers of diverse interests. The fund, which will be administered by the NMSDC, will aim to provide nearly 200 diverse publishers with the benefits of Minority Business Enterprise (MBE) certification, often required by large corporations to qualify for various investments.
Announcing the initiative, Nielsen reported that Canela Media, a Latina-owned media company that is part of Nielsen’s pilot initiative, has tripled the number of campaigns measured with Nielsen since signing on.
“We are thrilled with Nielsen’s commitment to bringing more visibility and support to minority-owned businesses,” said Isabel Rafferty, Founder and CEO of Canela Media. “Our partnership with Nielsen has allowed us to deliver the granular level of transparency and measurement that our customers demand. Nielsen has been a great partner; they understand our business and provide us with valuable insights for campaign optimization and advertising effectiveness. »
As part of the new initiative, Nielsen released the “Diverse-Owned Media Audience Reach and Profiles” report.
Key data from this report highlighting the power of audience and media viewing across diverse media included:
- The impact of diversity-owned media in small local markets where black-owned television stations reach up to 41% of all adults and black-owned radio reaches more than 1.2 million people from 12 years and over.
- Hispanic-owned local TV reaches 61% of 18+ viewers in 101+ rated markets where they operate, including 24% of Asian Americans, 33% of Blacks and 39% of Hispanic viewers
- Local Asian-American-owned television stations, where present, in Markets 1-48 reach more than 200,000 adults 18 and older
- Native American-owned radio reaches nearly 800,000 listeners across the United States, with listeners spending nearly 7 hours a week on average in 51-100 rated subways.
“As an industry, we are only just beginning to recognize the power and importance of multi-ownership media. That’s why we’re proud to work with Nielsen to create more equitable support systems and continue to explore more inclusive measures to build brand engagement,” said Carlos Santiago, co-founder of the Alliance for Inclusive Multicultural Marketing (AIMM) of ANA and co-founder of Oppside. “The data in the report gives media buyers insight into the impact of media owned by various owners and will facilitate increased investment from media agencies and major advertisers.”
The report findings are powered by Media Framework’s MAVEN Diversity, the most comprehensive and accurate database for diverse media owner discovery and vendor management, developed and refined for more than 10 years, Nielsen said. .
More information on the “Diverse-owned Media Audience Reach and Profiles” report and the Diverse Media Equity program is available here.