CAB puts ethnic data online

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The Cabletelevision Advertising Bureau today launches its Multicultural Resource Center, an online database designed to provide information on tastes, habits and viewing profiles among African-American, Asian-American and Hispanic cable viewers.

The Web site, a free service at Cabletvadbureau.com, is "a clear and concise representation of the marketing opportunities that are relevant for these segments of the population," said CAB President Joe Ostrow. The site has been in development for two years.

The data bank is supplied by information from Mediamark Research, Yankelovich & Partners, Roslow Research and Strategy Research Corp.

The site provides demographic and psychographic insights, comparative product consumption profiles, favorite media comparisons, cable network programming options, cable advertising case studies and new multicultural campaigns.

The data are "an additional resource to help us Latino media professionals deal with the many marketing folks who don't realize the value an ethnic component adds to their marketing plan," said Monica Gadsby, senior VP-director of Hispanic Media at Bcom3 Group's Starcom MediaVest Worldwide, Chicago.

She said the Web site will "need to evolve to keep pace with the growing number of Hispanic cable options." Ms. Gadsby said her cable buys include Univision Communications' Galavision, Telemundo Network Group's Gems Television and Fox Sports Americas for clients such as Philip Morris Cos. and its division, Miller Brewing Co., Americatel Corp., Kellogg Co. and Toys `R' Us.

The online service is going to be invaluable, said Jim Speros, partner at accounting, auditing company Ernst & Young and chairman of the Association of National Advertisers' multicultural marketing committee.

"There's a severe lack of knowledge on the value of multicultural markets as viable places for marketers," said Mr. Speros. "It requires them to think not about mass markets, but instead how they can be relevant to discrete segments of the population." He calls the site "a convenient stopping place for aggregating effective ways of communicating with these markets."

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