ANA Survey tracks multicultural use of new media platforms

Geoffrey Precourt

The Association of National Advertisers (ANA) is a trusted source for senior marketers. And when the ANA calls with a question, they answer.

At the 11th annual ANA Multicultural Marketing & Diversity Conference, the queries were on how thoroughly-and by what means-marketers were reaching out to embrace multicultural audiences. And, on day one of the conference, the ANA released the first set of findings from a 2010 survey of its membership.

Projected spend

The broadest-stroke inquiry from a study of 60 top marketers simply asked, "How does your 2010 projected spending on all multicultural media compare with your 2009 spending?"

Fifty-six percent of the sample indicated that they were spending more on reaching out to diverse audiences; another 31% indicated level funding between 2009 and 2010. And only 12% indicated that their spending had declined.