2023 State of Diversity on TV: 4 Must-know Takeaways for Advertisers
Assoc. Director of Marketing Insights & Content
Jun 28, 2023
It should be no surprise that viewers want to see characters that look like them in the content and advertising they engage with. With the U.S. growing increasingly diverse, it is imperative for advertisers to build their campaigns with these audiences in mind.
The insights from our first State of Diversity on TV report show that there are steps our industry must take to improve representation on TV, and data shows that audiences will reward the advertisers who take action to do so. Read on for key tips and takeaways for marketers to apply to their 2023 strategy and for a deeper dive, download the full report.
1. Reach diverse audiences by targeting viewers of diverse content, not just networks.
Data from our report shows that diverse audiences are more likely to watch programming where they see themselves represented. This means that focusing on shows with high levels of diversity is a good start to reaching key diverse audiences.
As an example, targeting Hispanic audiences on Telemundo may not be as efficient as creating a segment(s) that targets viewers of Spanish-language networks as well as specific programs like Sweet Tooth and The Last of Us.
2. Direct more advertising and measurement dollars to underserved Hispanic and Asian audiences.
Hispanic and Asian audiences represent 18% and 6% of the U.S. population, but are served just 15% and 4% of impressions. With a combined buying power of $3.6 trillion, advertisers can’t afford to miss these currently under-reached audiences. Audit campaigns with measurement studies to ensure you’re reaching your target demographic audiences proportionally and optimize accordingly.
3. When targeting Black audiences, split budgets asymmetrically toward linear. Black-led content is significantly higher on linear (27% of leads within the top linear shows were Black) as opposed to streaming (17% of leads). Given the strong correlation between Black viewers watching content featuring Black leads, this makes linear networks like VH1 and BET Her a prime place to engage this audience. Similarly, Asian audiences correlated higher with content featuring Asian leads and, with more representation on streaming, plan budgets to target these viewers across platforms like Netflix and Amazon Prime Video. Trying to reach Asian audiences in your linear budget? Look to news and sports like NBA TV and CNBC.
4. Prioritize buys with content creators who screen for casts that match target demos.
When greenlighting new content, publishers should screen for casts that fit the demos they are trying to attract, which can be a key differentiator. Given the scarcity of Hispanic representation on TV and the correlation between Hispanic viewers watching shows with Hispanic leads, there is a significant opportunity to reach Hispanic viewers with content that put their stories front and center.
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