Weren't able to attend the 2009 Marketing to African-Americans with
Excellence (MAAX) Summit? Order the workbook which contains hard
copies of the presentations made by some of the nation"s top experts on
Black consumer marketing, including:
Carol H. Williams Agency
Media Economics Group
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
2010 by Target Market News Inc. All rights reserved
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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."
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.
'Buying Power of Black America' released
19, 2010) Black consumers are responding to tighter economic
condition by focusing more of their spending on items and services
that improve their homes and lifestyle. That's one of the trends
revealed in the 15th annual report, "The Buying Power of Black
America," published by Target Market News. The report analyzes
spending for black households in 2008 and finds that