Abstract:

UK media and marketers have been slow to react the growing ethnic population in the UK. No representative measurement exists on any media currency and few advertisers address this audience and ethnic media exclusively. Whilst large scale qualitative studies have been conducted into this audience, no large scale quantitative has successfully been commissioned, making it difficult for UK media and marketers to measure behaviour, attitudes and consumption habits of this demographic. This paper sets out to examine the reasons for this lack of information and identify initiatives and solutions to overcoming this problem.