Nielsen to Launch Diverse Media Equity Program, $130K Reimbursement Fund With P&G (EXCLUSIVE)

variety.com:

Mónica Marie Zorrilla Nielsen will be shining a light on representation by elevating the visibility of diverse-owned media companies and their influence in local markets with advertisers and agencies via its newly launched Diverse Media Equity Program.

In collaboration with Procter & Gamble (P&G), Nielsen has created a reimbursement fund with the National Minority Supplier Development Council that will help over 200 diverse-owned media groups receive Minority Business Enterprise certification, frequently requested documentation by larger companies to qualify for diverse investment.

Totaling $130,000, the reimbursement program will help cover the certification fees of smaller companies.“Nielsen is investing in diverse-owned media by getting rid of historical barriers in traditional measurement,” said Nielsen CEO David Kenny in a statement. “Advertisers and the media industry recognize the need to be more inclusive and want to ensure they reach an audience that is increasingly diverse.

We are leading the charge to develop a consistent framework and metrics to help demonstrate the value of diverse-owned media.” In addition to the reimbursement program, the comprehensive initiative will include analytics of diverse-owned media, which have been historically excluded from media measurement, as well as Nielsen’s first-ever report on diverse media reach and audience profiles.