The new world of entertainment branding

Consistent with Mintel’s Black Americans’ Shopping and Spending Patterns—U.S., March 2008 and Hispanic Shopping and Spending Patterns—U.S., February 2008, the analysis that follows indicates that blacks and Hispanics tend to be more receptive to advertising. Indeed, when compared with whites, blacks and Hispanics are not only more likely to watch various forms of advertising including TV ads, they are also more likely to report being influenced by it. Experian Simmons NCS data described in Mintel’s Shopping and Spending reports revealed that 47% of whites and 48% of Asian respondents agreed with the statement “I typically avoid watching TV ads” while only 26% of black respondents and 35% of Hispanics agreed. Similarly, 39% of black and Hispanic respondents strongly agreed with the statement “I find TV advertising interesting” while only 25% of whites and 29% of Asians agreed with the statement. In general, these segments are more likely to be compelled by celebrity endorsements.

There is also some indication that these groups are especially receptive to African-American stars and those from other minority groups. This would help to explain why many of the most powerful stars in the U.S. (eg, Oprah Winfrey, Tiger Woods and Beyoncé Knowles) are African American (though all of the former have huge appeal with white audiences as well).

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