Advertisers flock to new awards present honoring African-American expertise

Advertisers flock to new awards show honoring African-American talent

Dive Transient:

  • The primary broadcast of a brand new award ceremony celebrating African-American achievement in arts, tradition and society attracted main sponsors, together with Amazon, Procter & Gamble, PepsiCo, JPMorgan Chase and Ford Motor Firm, per a information launch.
  • Byron Allen Presents TheGrio Awards, a co-production between Allen Media Group (AMG) and Backhand Productions, aired on CBS and streamed on Paramount+ over Thanksgiving weekend. Dave Chapelle, Jennifer Hudson and Queen Latifah have been among the many cultural figures honored on the black-tie gathering, whereas Sheryl Underwood and Taye Diggs held internet hosting duties. 
  • A robust advertiser lineup for the occasion reinforces entrepreneurs’ continued curiosity in award-show programming, together with rising mandates to extend range, fairness and inclusion (DEI) on the firm and societal ranges. 

Dive Perception:

At the same time as rocky TV rankings impression different main award reveals, similar to the Oscars and Grammy AwardsTheGrio Awards drew a formidable promoting slate in its first run. This alerts that award reveals, particularly ones honoring traditionally deprived teams, nonetheless have room to develop shopper enchantment, whereas advertisers are wanting to sponsor such initiatives as they attempt to enhance DEI. 

P&G’s work across the occasion was centered on its My Black Is Stunning line, talking to how some companions have been utilizing the chance to advertise extra focused merchandise. Further model advertisers on the present included: AbbVie, America’s Finest, Campbell’s, Capital One, Chick-fil-A, Diageo, Domino’s, Genentech, GSK, Hyundai, Johnson & Johnson, Kellogg, Kraft, Lexus, Lowe’s, Macy’s, Meta, Novartis, Olive Backyard, Pizza Hut, SC Johnson, Stellantis, Toyota, Uber, Unilever and Wendy’s.

For AMG CEO Byron Allen, creating this system was a solution to encourage the subsequent era of African-American expertise in the identical means that he was as a child. The media mogul has been a vocal critic of manufacturers’ perceived DEI shortcomings. Final yr, he sued McDonald’s over alleged discrimination within the quick meals chain’s promoting practices. The case is ongoing whereas the chief has indicated he might take an analogous strategy to spur different advertisers to improve their spending with Black-owned media.  

“Celebrating and amplifying iconic people is one thing we are able to by no means do sufficient of, particularly for our youngsters,” Allen mentioned in a press assertion round TheGrio Awards.

Based in 1993, AMG owns 27 ABC, NBC, CBS and Fox associates spanning 21 markets. The corporate bought TheGrio, a video-centric information platform designed to offer African-American audiences with compelling tales and views, in 2016.

AMG isn’t the one promoting entity making an attempt to shake up the homogenous award area. For this yr’s Academy Awards ceremony, Oscar Mayer took intention on the present’s lack of feminine illustration.


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