New Numerator Data Shows Which Brands Spend TV Ad Dollars on Racial Justice
NASCAR, P&G, Dove, YouTube Lead TV Racial Justice Messaging
Numerator, a data and tech company serving the market research space, is launching a new Social Equality and Awareness Flag enabling brands to track socially responsible ad messages as they are happening. The flag covers Gender Equality, Racial Equality, Socio-Economic Equality and Financial Equality topics.
Numerator is launching this capability in time to understand advertising support of the racial justice conversation that swept the country in June. While many brands actively engaged on social media, some brands have also allocated higher cost, high visibility TV advertising to racial justice messaging. Seven brands included racial justice messaging across the 24 months in 2018 and 2019. Brands featuring racial justice messaging tripled in the 30 days ending June 23, 2020 with 21 brands allocating TV creative and media spend to it. Note: for the purpose of this analysis, racial justice messaging is defined as including the terms Black Lives Matter, Racial Equality, Racism, Juneteenth, George Floyd, Breonna Taylor, and/or Ahmaud Arbery.
“While many brands were quick to take stands in social media, there has been less inclusion of racial justice messaging in high visibility TV campaigns,” said Eric Belcher, CEO, Numerator. “While TV support of racial justice messaging tripled, it’s still just 21 brands. Brands that have taken the immediate step of social media should anticipate that investment into broadcast creative and media spend supporting racial justice messages will grow.”