Nielsen Invests in Diverse Media Equity Program

Nielsen has launched a Diverse Media Equity program, to help develop a consistent framework and metrics which will demonstrate the value of diverse-owned media.

The program includes measurement of diverse-owned media historically excluded from investment, funding certification fees of diverse-owned media, and the launch of the 'Diverse-Owned Media Audience Reach and Profiles' report. The latter highlights the influence in smaller local markets where Black-owned television stations reach as much as 41% of all adults and Black-owned radio reaches more than 1.2 million people over the age of 12. Findings are powered by Media Framework's MAVEN Diversity database for diverse media ownership discovery and vendor management, and according to Carlos Santiago, co-founder of ANA's Alliance for Inclusive Multicultural Marketing (AIMM) and Oppside, the report data will help facilitate increased investment from media agencies and major advertisers.

Additionally, in collaboration with P&G, Nielsen is funding a $130k reimbursement program with the National Minority Supplier Development Council (NMSDC) to help cover the certification fees for diverse-owned media suppliers who qualify. The fund, which will be administered by the NMSDC, will aim to provide more than 200 diverse publishers with the benefits of Minority Business Enterprise (MBE) certification, frequently required by large companies to qualify for diverse investment.

Nielsen CEO David Kenny comments: 'Nielsen is investing in diverse-owned media by getting rid of historical barriers in traditional measurement. Advertisers and the media industry recognize the need to be more inclusive and want to ensure they reach an audience that is increasingly diverse'.

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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