Page 24 - The Case For Change
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THE CASE FOR CHANGE 23
cultural nuances placed in Hispanic media, 22 percent of companies did not engage
in any Hispanic marketing in 2017. Twenty-eight percent of marketers reached this
segment via general market campaigns without segment-specifi c nuances.
• 29 percent of marketers did not engage in African-American targeted advertising. An
equal amount of marketers reached this segment via general market campaigns without
segment-specifi c nuances.
Regrettably, according to AIMM’s analysis of 2010 to 2016 Nielsen Monitor Plus Data, top
advertisers are spending minimally in endemic media targeting Hispanics and African-
Americans. Half to two-thirds of top advertisers are allocating 1 percent or less of their overall
Source: 2018 ANA/AIMM Multicultural and Inclusive Benchmark Survey
budgets. These brands are leaving money on the table, as well as potentially risking the long-
term health of their businesses.
The takeaway: Companies that are speaking directly to the diverse consumer are increasing
their efforts while their competitors sit idly by, ignoring key growth contributors and ways to
stimulate profi ts in both the short and long term.
