African-American Research Launch

African-American television network BET is to launch a new research initiative among black consumers, in partnership with multicultural research specialists NSightsWorldwide, LLC and global research giant TNS/NFO WorldGroup.

NSightsWorldwide and TNS/NFO WorldGroup will sample 2,500 African-American consumers aged 12 to 49 across the US over an 11-week period. Results will be analysed by socio-economic status, educational background, geographical location and sources of media consumption. BET, a subsidiary of Viacom, Inc., reaches more than 78m households in the US, Canada and the Caribbean.

According to Louis Carr, BET President of Broadcast Media Sales, 'the advertising industry continues to display a lack of understanding of the African-American consumer and its value to the overall marketplace... the result is confusion and indifference about the relationship that outlets like BET have with this community.

'A growing number of marketers and advertisers, perhaps led by their agencies, believe placing ads on Black sitcoms on broadcast television is all they need to do to influence African-American consumers to buy their products and services. Clearly these are not the strategies and tactics utilized against the general market, nor are they the methods used to target specific niche groups like women, men and Hispanics. Why should it be any different with African Americans?'

Support for the launch comes from many sources including Congresswoman Carolyn Cheeks Kilpatrick (D-Michigan), who says that the ad industry currently sees 'no need to target' beyond use of minority press and minority radio or TV 'because the audiences are people of color'. She adds: 'I am hopeful that the findings of the BET research will move multicultural media from its current no-win situation where a buyer argues there is no data to support the African-American or Hispanic preferences for a product'.

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

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