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.