Page 13 - The Case For Change

12 THE CASE FOR CHANGE

for AHAA (now CMC, the Culture Marketing Council) by Santiago Solutions Group. The study
identifi ed a direct and positive relationship between Hispanic media allocation and Total
Market revenue growth. Specifi cally, the study found that on average, a fi ve-point shift in
allocation from English media to Hispanic media would generate incremental growth rates of
3.3 to 8.9 points per year in CPG, fi nancial and insurance, and automotive sector companies
(see chart below for study highlights). Conversely, the research also found that shifts from
Spanish-language media to more English-language media resulted in growth deceleration.

Source: AHAA, Hispanic Media Allocation Trends and Impact on Total Market Revenue
Growth, 2015 study by SSG

A. GROWTH IS NOT CREATED EQUAL

Recently, AIMM began to take a fresh look at Nielsen Monitor Plus and the GfK MRI Survey of
the American Consumer data to determine if companies in categories deriving most of their
growth from Multicultural and Inclusive segments have captured a fair share of the available
opportunity. In a deep dive of the auto sector, AIMM found that companies that allocated
a greater share of their overall ad spend to both Hispanic and African-American endemic
media and General Market media programming (aired to high Hispanic and African-American
audience composition) were most likely to attain faster segment and overall consumer growth.
Given the results, AIMM plans to expand this study in 2019.