The Cabletelevision Advertising Bureau is sending advertisers and agencies its new “Upfront ‘04/05: A Multicultural Marketing Guide,” aimed at driving more ad dollars to African-American and Hispanic cable networks.
The 48-page book contains profiles on several networks, including Black Entertainment Television, Major Broadcasting Cable Network (which will become Black Family Channel Oct. 1), TV One, Galavision, Mun2, MTV Español, Casa Club, Si TV, ESPN Deportes and Voy.
The book also contains stats about minority viewers, including:
• African-American cable viewers are 35% more likely to be professional/managerial and 29% more likely to earn more than $75,000 annually on a household basis than noncable viewers;
• BET viewers are 21% more likely than ABC, 22% more likely than NBC and 15% more likely than CBS primetime audiences to spend more than $30,000 on a car; and
• Hispanic cable viewers are 65% more likely than noncable viewers to be business professionals.
The CAB said 1,200 copies of the Multicultural Marketing Guide are in circulation.