Advertisers tune in tie-ins for Black History Month: red lobster, Heineken back history, ESPN fare.(SPECIAL REPORT: BLACK HISTORY MONTH)
Multichannel News, February, 2006 by Umstead, R. Thomas
Black History Month has come under criticism from the likes of Academy Award-winning actor Morgan Freeman among others for relegating recognition of African-Americans to just one month. But for advertisers, February is the perfect time to reach consumers by sponsoring cable programming in honor of the celebration.
Several networks including The History Channel and ESPN are offering original documentaries, movies and specials all month long, which advertisers such as Red Lobster and Heineken see as an opportunity to connect with African-American viewers. This despite the fact that cable services such as TV One and Black Entertainment Television offer similarly targeted programming throughout the year. "What we have found is that many marketers love to...
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