Commentary

The Perception And Reality Of Multicultural TV Ad Bias

If there’s one thing I’ve learned in four decades of covering the ad marketplace, it’s that the perceptions advertisers have about the value of reaching consumers often outweigh the reality of the returns on their media buys. The reality is that people are human, and humans have biases that shape …

2 comments about "The Perception And Reality Of Multicultural TV Ad Bias".
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  1. Guy Powell from ProRelevant, October 12, 2018 at 1:32 p.m.

    Joe,

    Definitely agree.  If your thesis weren't tru, then there would be arbitrage opportunities which would then tend to level out the pricing.

    Thanks for the article

    Guy

  2. Ed Papazian from Media Dynamics Inc, October 21, 2018 at 3:03 p.m.

    Media planners don't make the decision whether to target "multicultural audiences" using multicultural media...their clients make such decisions and these are driven not by CPMs but by the ways their brands are positioned, distributed, and whether they appeal to multicultural consumer segments.

    The decision to target a given ethnic group is often a difficult one as these tend to be relatively small segments of the total audience. But once it is made and special "creative" and promotional efforts are mandated, with a specific media budget set aside for this purpose, then is when multicultural media--TV, radio, print, digital---are evaluated. In some cases the national TV buy for the corporation may provide adequate reach and frequency against the particular multicultural group selected but even so, it is often far better rom an effective promotional viewpoint to buy ads in the multicultural media---no matter what their CPMs happen to be---so these consumers can see that the brand is really trying to speak to them in particular and supporting media that does the same.

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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