BET Networks releases new comprehensive study, 'African Americans Revealed'

(January 26, 2010) BET Networks today released "African Americans Revealed," a comprehensive report on today's diverse black American population that dispels the myth of a monolithic group through segmented insights. According to the findings, the importance of family, relationships, empowerment, spirituality and access to education and opportunity is still a common thread throughout the American black experience, the distinct voices of African American families and individuals provides a "viable roadmap" to reach a segment of the population whose disposable dollars and cultural influence have played a crucial role in American society.

"African Americans Revealed shows us that the black community should never be referred to as one homogeneous population," said Matthew Barnhill, Senior Vice President of Corporate Research at BET Networks. "We hope this report will help organizations better connect with an audience and intimately recognize all of its complexities."

BET Networks analyzed data from more than 80,000 consumers to understand the values, interests and lifestyles of African Americans and the relationship their personal aspirations, family structures, media preferences and product consumption serve.

The approach for "African Americans Revealed" is unique from other reports on the black community as it recognizes distinct segments of individuals and unique family structures within the black community to calculate the trends, aspirations and habits of today's African Americans. This flagship study identified consumers and families whose lifestyles, interests and consumption of brands, media and broadband provide actionable intelligence for businesses.

"BET has the platform and resources to understand the cultural nuances and psychographic characteristics of the African American community more than any other network," said Louis Carr, President of Broadcast Media Sales at BET Networks. "Advertisers and corporations can now do away with the 'one size fits all' approach to African Americans as this report sheds light on the many different ways we consume, contribute and support the broader society."

Methodology

BET Networks' "African Americans Revealed: Black Family Study" conducted in conjunction with Jolliffe Research (qualitative ethnographic research), The Artemis Group (statistical analysis) and E-Poll (online survey instrument) research vendors. 

The "African Americans Revealed: Black Family Study" includes the full quantitative and psychographic detail of 1,333 African American Heads of Household (HOH) 18+ at a 95% level of confidence and +/- 2.7% margin of error, field dates are 7/10-15/09.

For "African Americans Revealed: African American Segmentation Study," an in-depth segmentation analysis was conducted among 2,407 African Americans between the ages of 14 - 55. 

BET Networks and Questus designed a lifestyle and interest questionnaire for panel email recruitment in early 2009 to provide comprehensive details on the report. Respondent data was weighted to demographic distributions of age, gender, income and marital status of African Americans 14-55 balanced to US Census statistics. All data analyzed is statistically significant at the 95% confidence level. 

An online survey of over 17,000 consumers 18+(including 4000 AAs) was conducted by Experian Simmons to measure eight engagement metrics across TV and the internet.

For further information contact BET Networks at 202-608-2000. 

Go to Target Market News homepage


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