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U.S. Multicultural Media Forecast 2019


PQ Media’s U.S. Multicultural Media Forecast 2019 is the first-ever source to thoroughly research and develop consistent and actionable multicultural media industry definitions, segmentation, market sizes and growth trends, as well as the future opportunities and challenges that exist in reaching this diverse and growing market. This groundbreaking study examines three key multicultural demographics, including Hispanic, Asian and African Americans, and it delivers in-depth coverage of 12 multicultural media platforms, including six advertising and six marketing platforms.

The new PQ Media research, which was sponsored by the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM), marks the first in-depth examination of the growing multicultural media markets in the U.S. The goal of the new study was to provide media industry stakeholders with comprehensive strategic intelligence on the multicultural media landscape in the U.S. by demographic, media sector and platform, and media buying strategy.

The multicultural media market has become a crucial consumer segment for advertisers and marketers to accelerate annual growth and increase overall U.S. market share. Multiethnic consumers, including Hispanic, Asian and African Americans, constitute the fastest growing demographic in the country, yet this diverse consumer market accounts for a mere sliver of the total American media spending pie. To put this into context, multiethnic consumers comprise almost 40% of the total U.S. population, but multicultural media investments draw only 5.2% of overall U.S. media spending.

PQ Media analysts used our proprietary econometric methodology to do the hard work you don’t have time to do, as the new U.S. Multicultural Media Forecast 2019 delivers exclusive, in-depth datasets, market sizing, PEST trend analysis and growth projections with the most breadth and depth available anywhere. We strive to make it easier for you to harness the vital strategic intelligence you need for effective business planning.

*Among the key features and benefits of the new study are:

  • Core PDF Report (in PowerPoint format), delivering over 350 slides of exclusive data, analysis and charts, with in-depth coverage of multicultural demographics, media sectors and platforms, and media buying strategies, among other features aimed at helping you make critical business decisions to achieve your strategic growth objectives;
  • Analyze intelligent datasets, deep-dive charts, and expert insights covering the 2016-20 period, including 2016-18 historical data, 2019 pacing estimates, and projections for 2020;
  • First-ever consistent and detailed industry definitions, segmentation, market sizing, demographic profiles, projected outcomes, and key growth opportunities and challenges in 2020 and beyond;
  • Exclusive rankings of the largest and fastest growing multicultural demographics, media sectors and platforms, and media buying categories, among others.

PQ Media researchers divided the multicultural media market into two broad sectors – advertising and marketing – then segmented them into multiple media platforms. The advertising sector includes television, radio, print media, pure-play digital media, out-of-home, and “other media,” which consists of several smaller channels like entertainment media and business magazines. Marketing platforms included are experiential, promotions, retailer, relationship, influencer, and branded/content marketing.

*Some top-line highlights from the new report include:

  • Total U.S. multicultural media revenues grew 5.6% to $25.86 billion in 2018;
  • Hispanic American media revenues accounted for the largest share of that total at $17.94 billion, while the Asian American category grew the fastest, up 7.0%;
  • Advertising increased 5.5% to $13.05 billion, while marketing was up 5.6% to $12.81 billion;
  • TV advertising generated the most revenue among media platforms in 2018 with $7.67 billion;
  • Influencer marketing and branded/content marketing each grew 11.6%, tying them for fastest growing platforms.

To further examine the breadth and depth of data and analysis contained in the new U.S. Multicultural Media Forecast 2019, you can download a FREE Executive Summary, Sample Datasets and Table of Contents after you fill out the short Free Sample Download form above.

Make sure your email address is correct because it will be used to send you the links you need to download the free report samples. Please “white list” pquinn@pqmedia.com because this is the address from which the links will be emailed to you.

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