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African-American Media Consumption Trends. Presentation to the Federal Communications Commission’s Advisory Committee on Diversity. TV and the Internet are the primary sources of media for African-Americans. AFRICAN AMERICANS - % OF WEEKLY MEDIA HOURS. Access Internet (Computer).

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African-American Media Consumption Trends

Presentation to theFederal Communications Commission’sAdvisory Committee on Diversity

Washington, DC


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TV and the Internet are the primary sources of media for African-Americans

AFRICAN AMERICANS - % OF WEEKLY MEDIA HOURS

Access Internet(Computer)

Listen toRadio

32%

17%

Access Internet(Mobile Phone)

ReadMagazine

8%

8%

8%

26%

Watch TV

ReadNewspaper

Source: BET African Americans Revealed 2009 n=2400 AAs 14-55


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African Americans watch more TV than other ethnicities across all demographic groups…

AVERAGE DAILY TV VIEWING (HOURS)

11:13

8:56

8:01

7:06

6:34

6:31

5:41

4:39

4:33

4:01

3:52

4:08

3:36

2:57

AAs

All Others

Source: Nielsen African American Television Viewing Report Oct-Nov 09


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…and their TV usage exceeds all others across all demographic groups…every hour of the week

TELEVISION USAGE AMONG HOUSEHOLDS(Monday – Friday)

TELEVISION USAGE AMONG HOUSEHOLDS(Saturday – Sunday)

AAs

All Others

Source: Nielsen African American Television Viewing Report Oct-Nov 09


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African-American broadcast viewing habits are similar to others, however cable viewing habits are drastically different

4 common shows among top 10

BROADCAST

No common shows among top 10

CABLE

Source: CY09 Nielsen Marketbreaks (Live +7 Data) 12.29.08 - 12.27.09 (Programs <5 telecasts, Movies, and Sports Excluded)


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African American broadband adoption lags the general population, and is particularly low among vulnerable subgroups

US Broadband Adoption Rates

African American broadband adoption lags that of the general population

67%

59%

Source: OBI Working Paper Series No. 1, FCC, Feb. 2010

&

African American Subpopulation Adoption Rates

Non-adoption is most severe in groups that would most benefit from broadband

45%

36%

27%

Source: Joint Center for Political and Economic Studies Report on National Minority Broadband Adoption, Feb. 2010


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Relevance population, and is particularly low among vulnerable subgroups has proven to be a key barrier to adoption

TOP REASONS FOR NON-ADOPTION OF BROADBAND

FCC

Joint Center

Pew Foundation

Top Reasons for Non-Adoption of Broadband Among Americans

Top Reasons for Non-Adoption of the Internet Among African Americans

Top Reasons for Non-Adoption of Broadband Among African Americans

Source: Joint Center Report on National Minority Broadband Adoption, Feb. 2010

Source: Pew Internet Home Broadband Adoption Study, June 2009

Source: OBI Working Paper Series No. 1, FCC, Feb. 2010


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However, African Americans who participate in Web 2.0 activities are more active than the general population

MONTHLY ACTIVITIES OF POWER/WEB 2.0 INDIVIDUALS

AAs

Whites

Source: Forrester Research Technographics Q2 2010 Online Benchmark Study (n=26,749) Web 2.0/Power Users are those proficient among the top three rungs of their Social Technographics Ladder: Critics, Conversationalists, & Critics)


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African Americans consume news differently activities are more active than the general population

AAs watch less TV news overall…

…but are more likely to watch local news & cable news

AAs are also more likely to get news from the internet…

…and less likely to read the newspaper

AAs

Others

Source: Nielsen MarketBreaks and NPower – April 2010; Pew Research Center Biennial News Consumption Survey


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BETN's multi-platform programming strategy reflects and drives African American media consumption trends

AFRICAN AMERICAN MEDIA CONSUMPTION TRENDS

Mobile

Platform:

Television

On-line

High consumption of ethnically-oriented shows

High engagement with Web 2.0 activities

Massive smart phone adoption and utilization

Key Media Trend:

BET Executions:

  • Original AA sitcoms

  • AA late night talk show

  • AA reality series

  • AA awards shows & specials

  • Licensed AA movies & sitcoms

  • Mobile website

  • Mobile video

  • Mobile voting

  • Twitter integrations

  • Mobile fan clubs

  • Integrated social networking features

  • Online video

  • Webisodes

  • Digital downloads

  • UGC


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Our news strategy reflects the audience’s consumption patterns and leverages each platform’s strengths

TV

Online

Mobile

Briefs

  • Video, articles and blogs

  • Additional information and resources

  • On demand content

  • Interactive features – polls, comments, tools

  • Social networking features

  • Links to other related sources of information

WeeklyRoundups

In-DepthFeatures


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Web-only series, like “Buppies” and “Shop Talk”, compliment our online video offerings of network series and music videos

Web Series Strategic Rationale

Current Examples

  • Strong consumer demand for on-line video

  • Leverages our ability to promote on-air

  • Supports creative community’s ability to produce short-form content

  • Allows us to tell more stories and establish new programming franchises

  • Growing audience desire for control of the experience and on-demand access

  • Able to differentiate from typical UGC

    • High quality production

    • Star talent

  • Ad-support and sponsorship model established

  • BUPPIES

  • Starring Tatyana Ali

  • Sponsored by P&G’s Queen Collection

  • SHOP TALK

  • Starring Malik Yoba

  • Sponsored by Gillette


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We’ve been among the most aggressive in integrating Twitter into our live programming franchises

&

&

What we do…

What we did…

  • Hosts prompt audience to tweet about various topics- Pose celebrity guests questions - Share POV and start dialogs- Control segments on show (e.g. music played, etc.)

  • Proactively drive trending topics every weekday

  • Display interesting audience tweets on-air

  • Established #BETAwards and encouraged its usage from the red carpet, on-stage, and on BET.com

  • A real-time moderated stream of awards-related comments appeared on the “Wall of Tweets” on BET.com

  • The best audience tweets were shown on-screen in a “Twitterific Encore”

Results…

Results…

  • Gave audience an outlet for expression and created a greater sense of community around the show

  • Unprecedented 9 out of 10 trending topics were related to BET Awards which helped drive new viewership

  • Audience gets to impact the show they see on-air

  • Driving current ratings increases in the show


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For the BET Awards 2010, we are continuing to innovate with a partnership with AOL called “Fandemonium”

Leverage fans’ existing digital relationships with artists…

…by measuring and reporting on key metrics in a competitive environment…

…and giving the artist with the most digitally engaged fans a BET Award

  • Artists with extremely social-networked fan bases

    • Following / Friending

    • UGC (e.g. mashups, covers, etc.)

    • Downloads (e.g. mixtapes, ringtones, etc.)

  • Series of interactive artist-related challenges

AOL Fandemonium Award


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Recognizing the broadband adoption challenges for the most vulnerable members of the African American community, we submitted a BTOP-SBA proposal to fund a public-private partnership to drive adoption

Multiplatform Campaign

  • Two-year broadband awareness and adoption campaign targeting non-adopters

  • Leveraging all BETN media platforms – TV, online, mobile, VOD, and in-market

  • Ongoing measurement component around effectiveness and results

African American “Life Portal”

Local Digital Literacy Efforts

  • Best-in-class applications, information and communities tailored to AA-specific needs

  • Focus on areas of critical need: health/wellness; education; and jobs/training.

  • Community outreach with Digital Connector programs in various targeted communities

  • Trained youth promote the adoption and use of technology within their communities


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FRAMEWORK: vulnerable members of the African American community, we submitted a BTOP-SBA proposal to fund a public-private partnership to drive adoption

Understanding the Various Populations of the AA Community


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African American Segmentation Study Background vulnerable members of the African American community, we submitted a BTOP-SBA proposal to fund a public-private partnership to drive adoption

  • Segmentation is a research technique that reduces numerous data points into a research design grouped on similar characteristics. In other words, it uses the concept of “Birds of a feather, flock together” to find groups of similar behavior and ideals.

  • 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 1Q 2009 to provide comprehensive details on African Americans-- Revealed.

  • Respondent data was weighted to demographic distributions of age, gender, income and marital status of African Americans 14-55 mirrored to reflect individual US Census statistics. Among our respondent sample, seven segments emerged based on statistical factor and clustering analysis of the following dimensions:

    • • Life goals

    • • Family and friends

    • • Work and education

    • • Entertainment

    • • Health and fitness

    • • Religion and spirituality

    • • Community and political involvement

  • All data analyzed is statistically significant at the 95% confidence level.


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African Americans Revealed Segments (1/2) vulnerable members of the African American community, we submitted a BTOP-SBA proposal to fund a public-private partnership to drive adoption

Source: Questus Segmentation: African Americans-- Revealed conducted 1Q09 among 2, 407 respondents age 14-55;


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African Americans Revealed Segments (2/2) vulnerable members of the African American community, we submitted a BTOP-SBA proposal to fund a public-private partnership to drive adoption

Source: Questus Segmentation: African Americans-- Revealed conducted 1Q09 among 2, 407 respondents age 14-55;


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