NEW YORK, Feb. 7, 2021 – Nielsen announces the launch of its Diverse Media Equity program, which is designed to elevate the visibility of diverse-owned media companies with advertisers and agencies. The comprehensive initiative includes measurement of diverse media historically excluded from investment, funding certification fees of diverse-owned media, as well as the launch of the first ever report on diverse-owned media reach and audience profiles.
“Nielsen is investing in diverse-owned media by getting rid of historical barriers in traditional measurement,” said David Kenny, CEO, Nielsen. “Advertisers and the media industry recognize the need to be more inclusive and want to ensure they reach an audience that is increasingly diverse. We are leading the charge to develop a consistent framework and metrics to help demonstrate the value of diverse-owned media.”
In collaboration with P&G, Nielsen also seeds a $130,000 reimbursement program with the National Minority Supplier Development Council (NMSDC) to help cover the certification fees for diverse-owned media suppliers who qualify. The fund, which will be administered by the NMSDC, will aim to provide nearly 200+ diverse publishers the benefits of Minority Business Enterprise (MBE) certification, frequently required by large companies to qualify for diverse investment.
随着多元化网络对广告时间的需求比以往任何时候都要大，对于许多本地企业来说，对公平资源和信息的需求变得更加重要。Canela Media 是一家拉丁裔媒体公司，也是尼尔森试点计划的一部分，自加入尼尔森以来，通过尼尔森测量的广告活动数量增加了两倍。
“We’re excited about Nielsen’s commitment to bringing more visibility and support to minority owned businesses,” said Isabel Rafferty, Founder & CEO of Canela Media. “Our partnership with Nielsen has enabled us to deliver the granular level of transparency and measurement our clients demand. Nielsen has been a tremendous partner; they understand our business and offer us valuable insight for campaign optimization and advertising efficacy.”
作为新举措的一部分，尼尔森发布了《多元化媒体受众覆盖和概况》报告。该报告是众多报告中第一份强调多元化媒体收视率和收听率力量的报告，突出了在较小的地方市场中的影响力，在这些市场中，黑人拥有的电视台覆盖了多达 41% 的成年人，黑人拥有的广播覆盖了 120 多万 12 岁以上的人群。
更多不同的受众情况增加了内容，显示出与当地受众的联系日益紧密：
- 西语裔拥有的地方电视台覆盖了排名 101+ 的市场中 18 岁以上观众的 61%，其中包括 24% 的亚裔美国人、33% 的黑人和 39% 的西语裔观众。
- 亚裔美国人拥有的地方电视台在 1-48 个市场的覆盖面超过 20 万 18 岁以上的成年人
- 美国本土拥有的广播覆盖全美近 80 万听众，在排名 51-100 的城市中，听众平均每周花费近 7 个小时收听广播。
“As an industry, we are just beginning to recognize the power and importance of diverse-owned media. That’s why we’re proud to work with Nielsen to create more equitable support systems and continue to explore more inclusive measurements to build greater brand engagement,” says Carlos Santiago, ANA’s Alliance for Inclusive Multicultural Marketing (AIMM) and Oppside Co-Founder. “The report data gives media buyers a view into the impact of diverse-owned media and will facilitate increased investment from media agencies and major advertisers.”
The report findings are powered by Media Framework’s MAVEN Diversity, the most comprehensive and accurate database for diverse media ownership discovery and vendor management, developed and refined for over 10 years.
"Media Framework 首席执行官凯瑟琳-科菲（Kathleen Coffey）说："为投资机会寻找多元化供应商并帮助他们解决供应商多元化的复杂问题，是我们业务的核心，也是我们最热衷的事情。"我们很高兴能参与到这一强大的合作中来，为品牌和多元化媒体所有者创造价值，并努力推动对多元化媒体的投资。
Get more information on the Diverse-owned Media Audience Reach and Profiles report and the Diverse Media Equity program.
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
联系方式
帕特里夏-拉图兰吉
patricia.ratulangi@nielsen.com
312-841-9159
