Nielsen Media Research has created a further body to advise it on ethnic audience measurement issues, an African American Advisory Council (AAAC) consisting of 12 industry, community, and business leaders.
The move follows the creation of an Asian Pacific American Advisory Council last year, and the company says it has plans to establish a Hispanic Advisory Council in 2007. The councils are in part a response to recommendations made by the Independent Task Force on Television Measurement in 2005.
Among the AAAC's remits are advising on the sampling of African Americans for television audience measurement in the US and reaching out to African American communities. Its first meeting was held in September in New York.
Sara Erichson, the firm's General Manager of National Services, says it is 'imperative that our insight into the viewing habits of this community begins with culturally sensitive recruitment strategies and outreach'. African Americans represent more than 13m US television households – around 12% of the total.
New council member Ken Smikle, President of Target Market News, praises Nielsen for doing 'a commendable job in ensuring that the African American population is represented within its samples' and says the Council can advise it on communicating 'a message of inclusion to the public'.
AAAC initial members are:
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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