pqmedia-2019年美国多元文化媒体预测报告（英文）-2019.8-51页_1mb

U.S. Multicultural Media Forecast 2019 Summary

Core Content

The U.S. Multicultural Media Forecast 2019 is a comprehensive report that examines the size, growth, and trends of multicultural media in the United States. It focuses on three major demographics: African American, Asian American, and Hispanic American, and analyzes media platforms and buying strategies across different categories.

The report highlights the importance of multicultural marketing for brands aiming to increase market share and growth in a diverse marketplace. It provides insights into how multicultural consumers are underrepresented in current media spending despite their significant population size and purchasing power.

Main Viewpoints

• Multicultural consumers are the fastest-growing demographic in the U.S., yet they are underrepresented in media buying.
• The total multicultural media revenue in 2018 was $25.86 billion, representing 5.2% of overall advertising and marketing revenue.
• The multicultural media ecosystem is growing, but advertising still dominates with 50.5% of multicultural media revenue, while brand activation marketing accounts for 35.8%.
• Television remains the largest media platform for multicultural audiences, but Other Advertising (including eSports and digital media) is the fastest-growing segment.
• Endemic media buying accounts for 69% of multicultural media revenue, but non-endemic media is growing faster, indicating a shift in strategy.
• National media buying is the largest category in terms of revenue, but local media is growing more rapidly, especially as brands target DMAs with significant multicultural presence.
• English language media has a larger share of revenue than native language content, though native language outreach is increasing in importance for certain demographics.

Key Information

Demographics

• African American: 13.4% of the U.S. population, with 6.1% growth in 2018.
• Asian American: 5.8% of the U.S. population, with 7% growth in 2018.
• Hispanic American: 18.1% of the U.S. population, with 5.3% growth in 2018.

Media Platforms

• 12 key platforms include:
  • Advertising
  • Digital Media (Branded & Content)
  • Out-of-Home Experiential
  • Print
  • Influencer
  • Radio Promotions
  • Television Relationship
  • Other Retailer

Media Buying Strategies

• Endemic vs. Non-Endemic: Endemic media is defined as having an audience composition (AC) of 75% or more of a specific segment. Non-endemic media is determined by being twice the demographic's share of the U.S. population.
• National vs. Local: National media accounts for 62.5% of multicultural media revenue, but local media is growing faster.
• English vs. Native Language: English language media accounts for 53.9% of multicultural media revenue, but native language content is gaining traction.

2018 Revenue Highlights

• Total multicultural media revenue: $25.86 billion
• Hispanic American media: $17.94 billion (largest segment)
• African American media: $7.20 billion (second largest)
• Asian American media: $0.722 billion (smallest but fastest growing)
• Advertising revenue: $13.05 billion
• Brand activation marketing revenue: $12.81 billion

2019–2020 Forecast

• 2019 forecast: $27.01 billion (+4.5% growth)
• 2020 forecast: $28.72 billion (+6.3% growth)
• Growth drivers: Elections and the Summer Olympics are expected to boost multicultural media spending in 2020.

Top 10 Trends

1. Multicultural media is under-represented in the advertising & brand activation ecosystem.
2. Brands should shift away from a total market approach and focus on culturally relevant messaging.
3. Endemic traditional media growth is weakening multicultural media's potential.
4. Traditional multicultural media is not being abandoned due to its scale, usage, and ROI.
5. Non-endemic media is gaining traction due to increased use of multicultural professionals.
6. Multicultural populations skew younger and are more tech-savvy.
7. English and bilingual campaigns are more common than native language outreach.
8. Local advertising is gaining market share as brands target multicultural DMAs.
9. Even years drive faster growth, while odd years see deceleration.
10. Multicultural retail is performing better than the overall retail market.

Key Insights from Opinion Leaders

• One size doesn't fit all: Brands need to tailor messages for each demographic and its subsets.
• Culture matters: Brands that don't address cultural nuances are not engaging effectively.
• Multicultural consumers have a voice: Brands should listen and respond to social media feedback.
• Digital advertising is crucial: However, data accuracy and coverage for multicultural audiences are lacking.
• Brand activation is important: It allows for one-on-one engagement and is more effective in reaching multicultural consumers.

Recommendations

• Brands should allocate more media spend to multicultural segments to reflect their growing population share.
• Non-endemic media should be leveraged more effectively, especially in digital formats, to reach multicultural audiences.
• Local media should be prioritized to target DMAs with significant multicultural presence.
• English language media should still be a key focus, but native language content is gaining importance.
• Multicultural communication specialists should be involved in both endemic and non-endemic media to craft inclusive messaging.
• Digital advertising should be improved with better data accuracy and transparency to ensure effective targeting and engagement.

Conclusion

The U.S. Multicultural Media Forecast 2019 is a landmark study that offers brands strategic intelligence to navigate the evolving media landscape. It emphasizes the need for more targeted, culturally relevant, and inclusive marketing strategies to fully capitalize on the growth potential of multicultural consumers. The report also highlights the importance of investing in both endemic and non-endemic media, as well as leveraging digital platforms and local targeting to enhance reach and engagement.