Byron Allen’s 2022 Black-Owned Media Crusade: Lean on Us with Sponsorships

The Big Message: There’s a growing number and variety of programming services under African-American management, and they are not getting a fair share of annual ad budgets to reach a demographic representing 13-14 percent of the total U.S. population. The way to resolve this disparity: allocate 5 to 15 percent of annual ad budgets to Black-owned media and do so through multi-year program sponsorships. “This is money that needs to come into our communities,” Allen declared before introducing the individual company segments. “You need to do sponsorships. You need to invest. That’s leaning in. It’s time not to do the excuses.”

Host: Allen, who used every chance possible to urge sponsorship development. Unlike other events of this nature, he spent considerable time calling out specific advertisers for their lack of involvement with participating ventures. At one point, Allen offered a top 10 “Worst Corporations in America” list with AT&T at No. 1 and Microsoft at No. 10.

What Worked: Presentations were more balanced in content than last year. This time around, the big picture overview of these services included a generous dish of details on new programs and initiatives set to start later this year and beyond.

What Also Worked: Allowing viewers to offer their reaction to the presentations through both a chatroom and a side space for questions. For day one, the chatroom was on buzz overdrive.

What Didn’t Work: The absence of acknowledgment for advertisers and ad agencies who are backing African American-owned media in substantial ways since last year’s event. If you’re going to name names of companies not playing this game, how about equal time to highlight companies that did step up and, in Allen’s words, made it a point to “go the extra mile”? Near the end, Allen promised to showcase examples of major advertiser involvement the following afternoon.

Data Points: African Americans and Latinos possess $1.5 trillion and $2.6 trillion in buying power, respectively. Twenty-one percent of African Americans are immigrants, with that community anticipated to reach 50 percent by 2052, with 33 the median age. Eighty percent of Latinos use a social media site regularly, while 85 percent use smartphones.

News: Plenty, spread out among the various presentations. The Weather Channel will mark its 40^th anniversary May 2 by launching The Weather Channel En Espanol, a separate 24/7 Spanish-language service. Also in TWC’s near future, a two-hour programming block from Pattern, TWC’s sister network devoted to the environment and sustainable living topics, and the launch of The Weather Channel+, running on smart TV sets and devices with several interactive features. HBCU GO, the programming venture acquired by Allen Media Group earlier this year, will join other Allen Media Group services in presenting over 2,000 Southwestern Athletic Conference sports attractions under a new multi-year partnership. New series on HBCU GO include Fresh Off the Yard (profiles of exceptional students at historically Black colleges and universities) and Spade of Spades (culture game show). Ebony, the former magazine publisher turned web site, has formed Ebony Studios with six TV projects in the pipeline. An Ebony TV service is in the works for 2023, according to Ebony Chief Executive Officer Michelle Ghee. The Africa Channel is developing Finding Samuel Lowe, a TV series produced in association with Amazon and Legendary TV, and will premiere African Royale, about a group living in Los Angeles, this summer. Allen’s Black-Owned Media Matters outreach will launch Black-Owned Media Exchange, or BMOX, an internet information clearinghouse for companies in this arena.

Parting Words: “We cannot have one America unless we have economic inclusion for all Americans, especially Black Americans.” -- Byron Allen

“You need to step up. All we’re asking for is a fair opportunity. You have to pay attention to us.” -- Curtis Symonds, HBCU GO Chief Executive Officer

“Black America is not a monolith. Black Americans are increasingly global-minded and re-exploring their culture.” -- Paula Madison, Chairman/Chief Executive Officer of Madison Media Management (owners of The Africa Channel)

“Thank you for holding this marketplace accountable.” -- Ebony Chief Executive Officer Michelle Ghee

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