NEW YORK, NY--(Marketwired - Aug 5, 2013) - NewMediaMetrics, a brand-strategy and content-alignment company, has released the results from the 2013 African-American 360 study, which showed that numerous brands, media platforms and media properties rose several points in the Emotional Attachment™ index among this consumer segment.
For the second consecutive year, NewMediaMetrics quantified the Emotional Attachment™ to brands and media across 45 categories and found that African Americans continue to be more attached to most brands than the general population and are thus more brand loyal.
A snapshot of the data is as follows:
"We know from last year's study, which was our first, that African Americans are perhaps the most brand-loyal consumers out there," said Gary Reisman, CEO of NewMediaMetrics. "NMM has spent years applying -- to great effect -- our LEAP (Leveraging Emotional Attachment for Profit) platform for brands and media properties. By keeping their high-value customers happy, marketers are ensured continued sales growth."
He continued, "One cannot overstate the importance of treating the African American community with unique marketing and media initiatives. Marketers who believe they can 'hit' valuable African-American segments using general-market efforts are probably not maximizing the value of their marketing."
Furthermore, understanding and leveraging Emotional Attachments to understand and align brand-loyal consumers with the media to which they are also most highly attached, can significantly increases sales. This finding is critical for marketers looking to increase marketing impact and media investments.
The 2013 African-American 360 study showed that, on average, African-American consumers are also more highly attached to media than the general population:
The Emotional Attachment™ index is critical for marketers looking to increase their ROI from both marketing and media investments because:
LEAP™ Platform -- Approach/Methodology
NMM applied its proprietary Emotional Attachment™ index in a survey of 3,400 African Americans ages 13 to 64 and assigned a unique measure to each brand and media property to gauge Emotional Attachment. Brand lovers are aligned with the media they are highly attached to in the same study. These efforts help marketers quantify their value to consumers and identify the media to which their most valued customers will be most engaged.
About New Media Metrics
NewMediaMetrics is a marketing-optimization company that owns a patent-protected approach to measure Emotional Attachment (EA™) and Leverage Emotional Attachment to Profit (the LEAP™ Platform). NMM works with brand marketers to quantify the value of their brands and the added value of aligning their brands with specific TV, digital video and cross-platform media. The company also works with content developers to predict the marketplace value (or audience draw) of content. Using LEAP™, marketers can determine whether content is worthy of marketing investment.
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Kathleen Sampey
DiGennaro Communications
kathy@digennaro-usa.com
(212) 966-9525