U.S. Multicultural Media Forecast 2019

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When the ANA established the Alliance for Inclusive and Multicultural Marketing (AIMM) in late 2016, our mission was simple: create a powerful voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace.

We all know the population growth trends, spending power, and cultural influence of multicultural consumers. But as the AIMM team got deeper into our work, we were unclear on the fundamental questions: "How much media spend is targeted to multicultural audiences? Is that spend growing? Is it truly reflective of the size of this opportunity?" We commissioned PQ Media to find out.

The result, the new U.S. Multicultural Media Forecast 2019, is a landmark study for multicultural marketing. For years, a number of smart companies have marketed to multicultural audiences. This report identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth, and is especially notable for encouraging those marketers still "sitting on the sidelines" to now "get in the game."

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Key Findings

  • In what is perhaps the most significant finding in this study, Multicultural Media revenue – meaning advertising and brand activation revenues (for both above- and below-the-line media) – significantly under-indexes the general population. Multicultural consumers now comprise almost 40 percent of the total population, yet Multicultural Media investments comprise only 5.2 percent of total advertising and marketing revenues

  • U.S. total Multicultural Media revenues were $25.86 billion in 2018, up 5.6 percent.

    • Hispanic American Media was the largest of three demographic categories, rising 5.3 percent to $17.94 billion ($905M realized revenues).
    • African American Media ranked second in size and growth, increasing 6.1 percent to $7.20 billion ($411M realized revenues).
    • Asian American Media was up 7 percent to $722 million ($47M realized revenues).
  • Television was the largest media platform at $7.67 billion.
  • Multicultural media spending is pacing to rise 4.5 percent in 2019 to slightly more than $27 billion and is projected to increase 6.3 percent in 2020 to $28.7 billion.

Source: PQ Media

We believe this study will be of tremendous value to the marketing industry, and serve as a catalyst for growth.

Report Summary and Details

Executive Summary

The 50-page Executive Summary of this report is available to all.

First, please read the one-page Terms of Use for the Executive Summary.

By clicking on this link to access the Executive Summary, you are confirming that you have read and agreed to the Terms of Use. Access the Executive Summary.

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Full report

The 350-page full report and supplementary list of over 40,000 sources are available only to ANA and AIMM members. The full list of ANA members is here. The list of AIMM members is here. Only ANA and AIMM members who are logged in to the website can access the full report and sources document, via the instructions that follow. To inquire about becoming an AIMM member, please contact an AIMM representative.

To access the U.S. Multicultural Media Forecast 2019 and Primary & Secondary Sources document, first please read the one-page Terms of Use.

By clicking on the links to access the U.S. Multicultural Media Forecast 2019 and Primary & Secondary Sources document, you are confirming that you have read and agreed to the Terms of Use. Access the full report and sources document.
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