Nielsen has a plan to help advertisers spend more with media companies owned by diverse interests


In the wake of nationwide protests against police brutality and racial injustice in 2020, major agencies and brands have pledged to spend more with media companies owned by people from underrepresented backgrounds. Now, ahead of the initial 2022 season, Nielsen is rolling out initiatives designed to drive more ad dollars to multi-owner media.

The measurement firm launched an initiative in February – called the Diverse Media Equity Program – for buyers and sellers to try to alleviate some of the hurdles that diversely owned media companies sometimes face when they seek to attract investment from advertisers and their agencies, Stacie said. Mr. de Armas, SVP Intelligence and Miscellaneous Initiatives at Nielsen.

On the buyer side, Nielsen develops reports and metrics to provide agencies and advertisers with additional data they can use to plan buys at a variety of media companies, from local TV stations to streaming platforms or radio stations.

On the supply side, Nielsen has developed a fund to financially support diversely owned media companies as they seek sometimes costly third-party certifications to prove they are minority-owned, which can often allow them to capture more advertising dollars.

Nielsen began responding to inquiries from advertisers and agencies in mid-2020, following widespread Black Lives Matter protests. At the time, de Armas said, Nielsen realized he didn’t have all the answers they were looking for.

“There were, first of all, real operational questions – like, who are various owners [companies], and how are they certified, and what kinds of certifications are there? de Armas explained.

Advertisers and agencies wanted to know which companies were media providers with diverse interests and what they could expect in terms of viewership, de Armas said. She found that some media companies owned by various owners did not meet the criteria sought by many advertisers and agencies, including third-party certifications. And some weren’t providing metrics from widely used measurement companies, she said.

Nielsen has tried to make these commitments easier to fulfill by looking at both sides of the equation. For suppliers, the company seeks to increase the number of certified entities by covering the cost of becoming one. Nielsen and Procter & Gamble have jointly launched a $130,000 program that will reimburse companies for the fees charged by the National Minority Supplier Development Council (NMSDC) when they verify whether companies meet the requirements to be certified as commercial companies. Minorities – a designation de Armas has often said are needed before large agencies spend using budgets earmarked for various expenses. These application fees can range from a few hundred dollars to more than a thousand dollars, depending on the organization’s annual revenue, de Armas explained.

Additionally, Nielsen offers pro bono guidance to help select vendors understand the ins and outs of media measurement and agency investment requirements. And instead of waiting for vendors to come to them — “a sort of legacy policy,” de Armas said — he also began proactive outreach, offering to monitor data and show vendors from various vendors how Nielsen data can help them for free to get started. .

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“We work by consulting directly with our customers, not only on how we can make data more useful for them, but also on how we can help them tell their story and capture some of those record breaking dollars,” explained de Armas. “Because we also know that when our clients are successful, we are successful.”

Some media companies owned by diverse interests are already seeing positive results. Canela Media, a Latina-owned media company that targets Hispanic viewers, has tripled the number of campaigns measured by Nielsen since signing the company’s pilot program earlier this year.

“We are thrilled with Nielsen’s commitment to bringing more visibility and support to minority-owned businesses,” Isabel Rafferty, Founder and CEO of Canela Media, said in an emailed statement. “Our partnership with Nielsen has allowed us to deliver the granular level of transparency and measurement that our customers demand. Nielsen has been a great partner; they understand our business and provide us with valuable insights for campaign optimization and advertising effectiveness. »

Data on various suppliers

On the buy side, Nielsen has an ongoing project to quantify the effects of spending with media from diverse owners and remind ad buyers that “diverse ownership does not necessarily imply diverse targeting,” said declared by Armas. A February report, the first in a long series, aggregates audience and reach data from commercial media providers funded by minority-owned advertising on television and radio, providing media buyers with insights on the impact of spending with media providers belonging to diverse interests.

  • Viewers of black-owned networks are 18% more likely to have a traditional cable plan than the general market, and they are less likely to use connected TV devices or subscription streaming services than TV households generally.
  • Viewers of local Hispanic-owned TV stations are 95% more likely to purchase pet supplies than the general population.
  • Viewers of Asian-American-owned local TV stations in the 48 major markets where those stations operate are 50% more likely than the general population to buy clothes.
  • Native American-owned local television viewers are 27% more likely than the general population to have purchased jewelry in the past three months.

The full report aims to highlight the myriad ways buyers can leverage diverse owned media buys for their own audiences and achieve their goals.

Just as she thinks it will help the buy side, de Armas hopes the report will allow vendors from various owners to “better position themselves” outside of ratings data.

Agencies are already using the data to inform their buying decisions.

Lisa Torres is the president of Publicis Media’s multicultural practice, Quotient Culturel, which works on its own multi-year effort to increase advertising spend with minority-owned and targeted media organizations.

“We are still reviewing the results and exploring the potential impact on our strategies, but we are excited about these new datasets and Nielsen’s efforts mark an important milestone for our industry when it comes to mapping solutions for the measurement and reporting,” Torres told Marketing Brew in an email.

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