A report by Media Week questions why many of the Asian media industry is simply ignored by many advertisers.
Britain’s ethnic audiences are expanding rapidly – and so is their spending power. The 2001 census showed 7.9% of the UK belonged to a minority ethnic group, with the figure rising to 29% in London.
According to a 2003 report by the Institute of Practitioners in Advertising (IPA) on ethnic diversity in the UK, the combined disposable income of ethnic minorities is an estimated �32bn. However, many UK media planners and buyers remain both ignorant and wary of ethnic media.
Of the larger agencies, only MediaCom has a specialist ethnic media division: CultureCom. The division’s clients include the COI, arguably the biggest spender on ethnic print media in the UK.