ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), Nielsen and Media Framework announced a collaboration aimed at increasing investments in multicultural and inclusive-owned media (African American, Asian, Hispanic, LGBTQ and People with Disabilities) to help brands and agencies measure their investment and impact on multicultural and inclusive-owned media and the communities these represent. On October 8th, during the ANA Masters of Marketing Conference, AIMM will release the most comprehensive and validated diverse-owned media list in the industry, created by Media Framework via its database of media vendors – MAVEN. Paired with this list, AIMM and Nielsen are also releasing a new “Diverse Owned Media Planning and Investment Guide” – free to the industry – that will include profiles and aggregated metrics of diverse-owned media on TV, radio and digital platforms with their related audience descriptions, estimated reach, gross impressions and more.
The partnership aligns with ANA AIMM’s vision for the industry to #SeeALL and its commitment to increase the visibility of diverse-owned media across national, local and cable TV, radio and digital entities. The resources will also allow marketers and agencies to discover and build partnerships with diverse media companies.
“Together, we are creating a more equitable playing field by bringing greater visibility to all players in the industry, providing valuable data to advertisers and connecting brands with the diverse-owned media in which so many of them have pledged to financially invest,” said Lisette Arsuaga, Co-Founder of ANA AIMM. “It’s time the industry invests in engaging multicultural and diverse audiences who are key to business growth. That effort cannot be maximized without investing in both diverse-owned AND targeted media.”
AIMM’s work in this space supports AIMM’s Seven-Point Pledge to address systemic inequities in the marketing and advertising industry, specifically by:
- Helping brands and agencies plan and measure fair investments commensurate with opportunity
- Going beyond traditional efficiency reach measurements by overlaying new critical measures of Cultural Relevance capturing the quality of the connection proven to enhance engagement and impact
“We embrace AIMM’s 7 Point Pledge and are excited to work with AIMM in an industry wide effort to increase investment in minority, LGBTQ+ and disability-owned media companies that will fuel their ability to, in turn, invest in improving and expanding their offerings, especially in culturally relevant content” Stated Kathleen Coffey, CEO and Founder of Media Framework. “Identifying, documenting, and tracking diverse media ownership is the most challenging part of what we do at Media Framework, but it is also the most rewarding.”
ANA AIMM will evaluate current advertising spend on diverse-owned media and establish industry investment benchmarks, informed by Nielsen AdIntel, the company’s advertising monitoring service. This will enable the partners to track the growth of advertising spend on diverse-owned media in various markets and across TV, radio, print and digital platforms over time.
Comprising nearly 7% of all media entities, multicultural & inclusive-owned media are a key component for advertising spend, and with further investment these entities can continue to grow and serve their communities. According to MAVEN data on multicultural & inclusive-owned entities categorized to date: 40% are currently Hispanic-owned, 40% Black or HBCU-owned, 10% Asian-owned, 7% Native American-owned, 2% LBGTQ-owned and 1% owned by people with disabilities. Part of AIMM and MAVEN’s work will involve sourcing and vetting further diverse-owned media entities in order to come closer to the full understanding of the universe of these diverse media entities.
“As part of our commitment to creating a better media future for all people, we want to raise the visibility of the diverse-owned media that play a critical role in reaching and representing the increasingly diverse U.S. population,” said David Kenny, Nielsen CEO. “Through our work with ANA AIMM, we are also empowering advertisers to more effectively measure their investments.”
“ANA has worked on behalf of advertisers and brands to ensure their investments are measurable in all media,” said Bob Liodice, CEO of the ANA. “We are honored to have informed this work which will raise the visibility of the value and high relevancy of diverse-owned media to advertisers. Not only are we helping marketers, but we are also doubling down on the ANA’s commitment to addressing the systemic inequalities in our industry.”
The Cultural Insights Impact Measure (CIIM™) from AIMM and partner company CIIMatters will provide further support to advertisers as they begin to increase investment in diverse-media entities.
“The investments in diverse-owned media that will yield the greatest ROI will be those that bring cultural relevancy to the networks’ audiences,” said Carlos Santiago, Co-Founder of AIMM. “By providing advertisers an understanding of the cultural value of minority owned media’s programming, CIMM helps advertisers to connect with target segments via relevant programming, understanding both where to invest and how to target key audiences.”
ANA AIMM continues to lead the industry towards more inclusive and culturally relevant practices. To get involved in ANA AIMM or learn more about the diverse-owned media collaboration and/or accessing the list, please visit https://www.anaaimm.net/.
To be considered for inclusion in the multicultural and inclusive-owned media list, please reach out to email@example.com. The special list offer consisting multicultural and inclusive minority owned media will be exclusive to ANA and AIMM members by subscription. More extensive tools for agencies and marketers may be accessible directly from Media Framework.