BET Launches Black Consumer Research Initiative Designed To Educate Advertisers.

Schools of thought have varied on how best for advertisers to target African-American consumers with consumer product messages. BET, in partnership with multicultural research specialists NSightsWorldwide, LLC and global research giant TNS/NFO WorldGroup, is launching what may well be the most sweeping consumer research initiative yet to focus on the African-American marketplace. The objectives of the study are to raise the level of understanding among advertisers about African-American consumers; and to motivate advertisers to take greater advantage of African-American media outlets as a platform for reaching this segment of the population.

“As we stand in the year 2004, the advertising industry continues to display a lack of understanding of the African-merican consumer and its value to the overall marketplace,” said Louis Carr, BET President of Broadcast Media Sales. “The resulting behavior is confusion and indifference about the relationship that outlets like BET have with this community.”

The initiative will involve a sampling of 2,500 African-American consumers between ages 12 and 49 spread regionally across the country, including a large percentage living in urban markets. Research tools will analyze a range of factors influential to Black consumer buying habits, including social-economic status, educational background, geographical location and sources of media consumption. NSightsWorldwide and TNS/NFO WorldGroup will conduct the research project over an 11-week period.

“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,” Carr said. “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?”

“To be honest, there is not enough comprehensive research of this magnitude done regularly with a specific focus on African Americans,” said Ron Franklin, President of NSightsWorldwide. “What this does is allow marketers to base advertising decisions on either outdated data or a less than accurate perception of the African-American market in general. This audience requires focused, strategic and relevant marketing messages delivered via the media channels that cater to African Americans. We’re confident that this research project will not only help media outlets like BET better make their respective cases to advertisers, but should also lead to better-educated decision makers among marketers who value Black consumer dollars.”

“I could not be more pleased that BET is implementing a cutting-edge research initiative to explore current attitudes, preferences and consumption habits for African Americans,” said Congresswoman Carolyn Cheeks Kilpatrick (D-Michigan). “The ad industry is constantly searching for means to micro-target. But when it comes to using well-established and effective
communications media like the minority press and minority radio or TV, suddenly there is no need to target because the audiences are people of color. 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.”