BET Launches Consumer-Research Study

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Black Entertainment Television said it signed Nsights Worldwide and TNS/NFO WorldGroup to conduct a study aimed at raising "the level of understanding among advertisers about African-American consumers."

The Viacom Inc.-owned network -- which has long complained that it generates less ad revenue than other cable networks with similar ratings -- hopes the results of the 11-week study will help to convince advertisers to spend more money on BET.

BET said the study will be based on a sampling of 2,500 African-American consumers 12-49, with a large percentage of participants living in urban markets. Researchers plan to analyze spending habits, social-economic status, education, geographical location and the media consumed by respondents.

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