Ad spend awarded to diverse-owned media grew by 80% per year between 2020 and 2022, versus 9% growth for ad spending as a whole, according to Diverse-Owned Media Ad Spend, a study by AIMM in partnership with MAVEN/Media Framework.
However, spending on diverse-owned media (DOM) totaled $1.4 billion, compared to $94.0% billion for all media.
The share of dollars to Black and Asian media was disproportional to their representation of DOM-owned outlets.
Black-owned media comprised 47% of DOM-owned outlets, while claiming 62% of the DOM ad spend.
Asian-owned outlets made up 8.7% of the total, but claimed 22.3% of the ad dollars.
In contrast, Hispanic-owned outlets were 34% of DOM, but realized only 14% of the total DOM spending. But ad sales grew by 56% to $19 million.
Meanwhile, LGBTQ ad spend almost doubled from 2020 to 2022, to total $15 million.
Native American ad spending decreased to $7.3 million, down from $8.1 million in 2020. And disabled media lost 12% for a total of $.1 million.
Media Framework linked its diverse media and classifications to the Standard Media Index ad spend database to create performance benchmarks and insights on how national advertisers are investing with diverse-owned media (DOM), and DOM that are also diverse-targeted media (DOTM).