Citizenship Question On Census Could Skew Results, Advertisers Say

Advertisers are concerned that including questions about citizenship in the next U.S. Census could skew the results, according to a new survey by the Association of National Advertisers.

"The key concern among ANA members is that the addition of a citizenship question would depress response among both non-citizens and their families (even if family members are indeed citizens)," the ANA said Tuesday. "Inaccurate census data would lead to misallocated marketing resources."

The ANA recently surveyed 144 members of three committees -- data and measurement, legal affairs, and multicultural marketing and diversity -- about their thoughts regarding inclusion of a question about citizenship.

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More than six in 10 respondents (63%) said they were aware that the Commerce Department had approved of the plan to question people about their citizenship. Of that group, 60% oppose the proposal, 13% support it and 27% said they lacked sufficient information to form an opinion.

Some of the respondents said they expected that posing a question about citizenship would result in undercounting of minorities.

"It would vastly affect our view of the size of the multicultural market, and ultimately is likely to pull dollars away from multicultural marketing and marketing overall," one respondent said.

Another added: “Minorities would most likely be miscounted and therefore misrepresented. The data would be bad. That would make locating and targeting multicultural groups harder.”

The Department of Commerce said in March that it had approved asking questions about people's citizenship status in the next Census. But the Census questions haven't yet been finalized. The Office of Management and Budget must still release the proposed questions and give people the opportunity to comment on proposed questions.

Additionally, state and city officials in more than a dozen states are suing to block the government from including a question about citizenship in the Census.

3 comments about "Citizenship Question On Census Could Skew Results, Advertisers Say".
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  1. Jeff Martin from IMF, June 13, 2018 at 12:09 p.m.

    How interesting that one would sue to prevent accurate numbers of actual citizens (who should be here permanantly) from being recorded. I guess they want the illegals to stay and money to pay for them. Interesting, American tax dollars going to illegal aliens...what could be wrong with that??

  2. Paula Lynn from Who Else Unlimited, June 13, 2018 at 3:21 p.m.

    Everytime anyone buys food from any type of restaurant, they pay taxes. Anytime anyone buys toothpaste, they pay taxes. Cars, homes and all kinds of consumer goods, everyone pays taxes. Workers, aside from this horrid gig economy although they are supposed to report it themselves, pay taxes. Taxes are included in rent, too. Advertisers want to know how much disposable income is available to buy their products/services, how much inventory to prepare for, delivery, profit and report to their shareholders. They want to know how many people are in a particular area and what income is available to outgo. HHI. MP may not like it, but federal contributions to areas depend upon the census and thus the advertiser can react to that communities' availiable income. This is just for starters. The census does not live in a vacuum.

  3. John Grono from GAP Research, June 13, 2018 at 5:01 p.m.

    A Census is about the complete enumeration of the population and not just the citizens.   Anything that could reduce the efficacy of that measurement is a negative and should be avoided.

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