Home URBAN BROADCASTERS URGE END TO ADVERTISING ‘DICTATES’

BROADCASTERS URGE END TO ADVERTISING ‘DICTATES’

— NAB, RAB, and TVB: Discrimination in station ad buys ‘has place’ in today’s media market —

WASHINGTON, Association of Broadcasters, the and the Bureau of Advertising joined forces last week in opposition to ‘urban dictates,’ an advertising practice in which companies refuse to place ads on radio and stations with formats that attract African-American, Latino and Spanish-speaking audiences. The letter, sent to roughly 4,200 advertising agencies, was signed by David K. Rehr, president and CEO for Association of Broadcasters (NAB); Jeff Haley, president of the Radio Advertising Bureau (RAB); and Chris Rohrs, president of the Television Bureau of Advertising (TVB).

“Although it has not been the of an empirical study, there is significant anecdotal evidence of ‘dictates’ or policies against the purchase of advertising time on stations with formats that attract African-American, Latino and Spanish-speaking audiences. Under these policies, regardless of whether a station or its sales representative could show that the station’s viewers or listeners met the target criteria that the advertiser sought, the advertiser or its agency refuses to buy time,” the broadcast leaders wrote.

“Discrimination against broadcasters based on racial, gender or ethnic stereotyping has no place in today’s media marketplace.”
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