MediaTel

The majority of advertising lacks ethnic diversity and reflects a predominantly white reality, according to David Fletcher, head of Medialab at Mediaedge:CIA.

Speaking at the 2002 MRG Conference in Budapest last week, Fletcher told delegates that the vast majority of advertisers focus too heavily on targeting a product-consumption based audience, which includes a varying proportion of ethnic minority consumers.

Presenting the findings of research carried out by Mediaedge:CIA in conjunction with Channel 4, News International and the ITC, Fletcher explained the difficulties in communicating with ethnic minorities, which vary the extent to which they perceive themselves as members of a minority community.

The study revealed that Asians strongly endorse brands and view them as a status symbol. However, other ethnic minority groups such as Afro-Caribbeans were found to be less enthusiastic about media and advertising, which they felt failed to portray them in a positive light.

Out of the 200 interviewees, a large number of Asian consumers were found to have multichannel TV, which occupies an important cultural role within the family unit. News, soaps, light entertainment shows and films were found to be the most popular viewing choice amongst this group, reflecting the potential of TV advertising to reach the Asian community.

Asian respondents were also found to be heavy consumers of celebrity-focused magazines, newspapers and local media, which they believe provides a strong sense of cultural identity.

Despite the tendency for marketers to marginalise or stereotype ethic minorities, Fletcher concluded his session by explaining that around 13% of advertising represents people in minority communities, compared to just 8% of programming.

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