On the pulse

TAC developed its ad solution, Pulse 360, as a way to assist advertisers with activating some of that purchasing power. Some of offerings include custom solutions like branded creative elements, as well as more general turnkey approaches. Besides its own linear network, the program brings brands to media partners that service the same audiences.

Drawing on research from the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing, TAC reports that authentically representing African-born cultures contributes to a 185% increase in that audience’s intent to purchase, as well as a 70% gain in brand loyalty.

Those findings dovetail with a 2024 report from Samba TV revealing how brands that have specifically targeted Asian, Black, and Hispanic households saw significant returns on their investment.

“Investing in reaching Black audiences is not just about doing good; it’s about doing good business,” Cates observed. “It’s clear: People don’t just buy in February during Black History Month. If we want consumers to show up, we need to show up—with consistency and cultural alignment.”