from fashion & beauty to the latest in technology and online shopping.
• I buy brands that help me express my unique personality and sense of style.
• I am dedicated to my family, but retain a fierce sense of independence and personal style.
Audience: Men 35+
Urban Daily Men are educated, confident, tech savvy, fashionable, and actively social.
Who Am I?
•I love my gadgets – I’m tech savvy.
•I’m confident and secure in who I am and I know how to show it.
•Brands help me create my image – I am highly brand loyal.
Did You Know?
• Education rates for Black men have increased in the last ten years from 39.6% to 45.3% having attended college or obtained a degree. -Nielsen, 2011 State if the African American Consumer Study
Audience: M/F 29+
The Affluent crowd is tech savvy, progressive, and talented. They are on their way to greatness.
Who Am I?
•I am successful and let every aspect of who I am show that.
•I do not settle for second best, I get the latest and hottest trends when I find out about them.
•My circle of friends respects me and I am a huge influence on anyone who knows me.
Did you Know?
• In 2009, 6.1% of African-American adults had attained a graduate degree. -The State of the African America-American Consumer
• African-Americans spend an estimated $9 billion a year on health and beauty products. -Black Still Matters, Pepper Miller 2012
• African-Americans have made significant gains in U.S and International travel, spending more than $5 billion dollars annually. -Black Still Matters, Pepper Miller 2012
• With a buying power of nearly $1 trillion annually, if Blacks were a country, they’d be the 16th largest country in the world. -Nielsen, State of the African-American Consumer Sept. 2011 Report
Affluent Channel Platforms:
Audience: M/F 18-29
GIANT Urban Youth make it their mission to always stay up to date with the music and culture that is relevant to them.
Who Am I?
•I surround myself with people who reflect my image – image is everything.
•I love my gadgets – I’m not only tech savvy but I’m one of the first to try something new.
•Brands help me create my image but I am open to changing my look anytime I feel like it.
Did you Know?
• Ad executions meant to convey an urban vibe should depict a range of ethnicities, with an over-representation of Black and Hispanic consumers. Brands associated with this imagery will stand out as more “real” and relevant. -Greenfoeld Study
Urban Youth Channel Platforms:
Audience: AA 35+
The Health Channel audience is more mature and conscious of their health. They seek to maintain a high standard of living through a healthy lifestyle.
Who Am I?
•I am older and have found things in life I enjoy and am comfortable with.
•I am very brand loyal and I have a number of names I trust more than others.
•I make healthy choices in life and seek out food, activities, and products that will nurture me.
Did You Know?
• 44.4% of African American women 20 years and over have hypertension and 37.6% of African American men 20 years and over have hypertension -CDC Health 2011 Report
• Over half of African American women 20 years and over are obese and 38.1% of African American men 20 years and over are obese -CDC Health 2011 Report
• A stroke or heart disease will claim the lives of half of all African-American women. -National Stroke Association, CDC Health 2011 Report
Health Channel Platforms:
Audience: Hispanic 24-50
The Latino population is the fastest growing demographic in US. Their spending power and social influence is also on the rise.
Who Am I?
• I care for mi familia and all my relatives play a crucial role in how I live.
• I trust and value brands that address my unique needs and allow me to express myself.
• I understand that education is very important and do everything to provide it for my children.
Did You Know?
• The median age of Hispanics, 28, is 10 years than the total U.S. population median age of 37 years old. -State of the Hispanic Market: The Hispanic Market Imperative, Q2, 2012
• 41% of Hispanic households consist of a married couple with children younger than 18. -State of the Hispanic Market: The Hispanic Market Imperative, Q2, 2012
• $1 trillion buying power. Expected to grow to $1.5 trillion by 2015. -State of the Hispanic Market: The Hispanic Market Imperative, Q2, 2012
Latino Channel Platforms: