Media and Advertising
To further reflect the diversity of our customers, team members and the communities we serve, we are accelerating the allocation of our marketing spending to diverse-owned media companies, production houses and content creators. In 2022, we will increase our TV investment in minority-owned properties to 2% of the overall budget. In addition to marketing to broad, diverse English-speaking audiences, we will also continue to invest in reaching customers who view Spanish-language programming.
We will continue to evaluate additional investment opportunities in minority-owned properties. In doing so, we will maintain strong stewardship of the marketing dollars provided by our independent franchisees (we are 98% franchised), through the use of data from our marketing mix model and Nielsen ratings, to identify the most cost-effective manner to reach large, multi-cultural audiences.
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