After the triumph of Everything Everywhere All At Once at the Oscars this year, many people from the Asian American Native Hawaiian and Pacific Islander (AANHPI) community were left feeling incredibly proud of that historic night. For one night, the community saw a moment of triumph, for a story and characters that reflected so much of their real-life experiences.
The AANHPI audience has made it clear – through their voices and dollar spend – that they desire for their stories to be seen and heard. In the 2022 Social Tracking of Asian Americans in the U.S. (STAATUS) study — an assessment of attitudes and stereotypes toward Asian Americans — 88% of Asian Americans say they want to see more Asian American characters on TV and in movies, compared with 77% of the total population. Brands and media need to do more to engage the Asian population, and content with Asian representation is winning: 鱿鱼游戏 topped the streaming chart in 2021, Everything Everywhere All At Once dominated the Oscars this year, and in advertising, P&G’s campaign “The Name” and Honda’s “Through the Window” campaign for its CR-V focuses on the Asian American consumer and their unique experiences. Yet, the question lingers: Will the media and marketing industry embrace more AANHPI representation?
With anti-Asian hate crimes on the rise in the U.S.,1 advertisers and media companies have a unique opportunity to change hearts and minds. Representation is not only the right thing to do; it makes tremendous business sense.
与美国增长最快的人口及其购买力建立联系
根据美国人口普查局（U.S. Census Bureau）的数据，在美国的种族和民族群体中，亚裔美国人的增长速度最快。
随着亚裔美国人、加拿大人和澳大利亚人人口的增长，他们的购买力也在增长，对内容和广告中的代表性的需求也在增长。当一家公司的广告出现在包容亚裔的节目中时，就说明该品牌看到了亚裔消费者，并重视他们。尼尔森（Nielsen）的 "对代表性的态度 "研究发现，亚裔是最有可能表示他们更愿意购买在内容中代表他们的品牌广告的身份群体。
来自品牌的广告费用为内容创作提供了资金支持。优先考虑亚洲包容性内容的支出是影响媒体和营销行业的一个机会；它还能影响受众如何看待自己的形象。
我们的研究发现，四分之一的品牌在亚裔占屏幕比例达到或超过亚裔在美国人口中所占比例的项目上的投入仅为 6%或更少。亚裔包容性最强的品牌的广告投入几乎是这一数字的四倍。
亚非拉黑人社区内的亲和力
由于 AANHPI 受众会被以适当、准确和尊重的方式表现其社区的内容所吸引，因此增加对此类内容的广告投入的品牌更有可能提高其在社区中的知名度。广告投资的增加推动了 AANHPI 社区对这些类别的亲和力。
例如，亚裔美国人在时尚、电子产品和旅游方面的消费高于普通人群，而这三个品类的品牌在亚裔包容性内容方面的广告投入高于平均水平。这些类别中的品牌可以通过广告使自己与众不同，接触到那些已经消费较多，但可能还没有对某一品牌产生亲和力的消费者。
AANHPI 的代表推动了观众的参与
Winning eyeballs is still a key metric when media publishers are deciding what content to greenlight. When it comes to attracting the Asian American audience, viewers are looking to TV to be entertained and informed just as much as they’re tuning in to feel seen, connected and inspired. About 30% of AANHPI audiences felt more engaged when a show features a cast member who looks like them, Nielsen’s Attitudes Toward Representation 2022 study found. Evaluating Asian representation overall in the top 1,000 TV programs in 2022, we see that streaming video on demand (SVOD) is leading the way, with more than three times the representation of Asians compared with broadcast and cable. No wonder that in January 2023, Asians in the U.S. streamed more content than any other group – 43% compared with 32.8% for the total U.S. population. With people in the U.S. watching more than 19 million years’ worth of streaming video content in 2022 alone, this also opens new opportunities for all audiences to engage with TV programs that include Asians.
In addition, streaming shows with AANHPI representation are engaging all audiences. In 2022, the top streaming programs with high bingeability score that the total U.S. audiences can’t stop watching, also have high Asian share of screen.
聚焦
随着美国正在进行的种族清算，品牌在内容中出现的位置和方式对于历来被美国媒体遗忘的群体来说更加重要。亚裔受众仍未从反亚裔仇恨的影响中缓过神来，他们仍在继续寻找与他们的经历相联系的内容，展示 "像我一样的人"--一旦他们找到了这些内容，就更有可能向他们遇到的品牌购买。行业在包容性内容方面的投资为吸引更多受众观看内容、购买产品和服务打开了大门。
For additional insights, download our 2023 Asian American Engagement Report
备注
1 In March 2023, the FBI reported that anti-Asian hate crimes in the U.S. were up dramatically from the year earlier (746 incidents in 2021 – the most recent data available – compared with 249 in 2020.
