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  "documentTitle": "Engaging Black Audiences",
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      "kind": "callout",
      "text": "Measure holistic performance: Outline clear goals and objectives and remain patient and committed to holistically measuring results. True connection and impact takes time and requires a measurement framework that captures the entire partnership across tangible and intangible values.",
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      "text": "Tap Black athletes and commentators for ads: Black athletes, journalists and commentators can be powerful brand partners to reach Black consumer segments eager for representation. Black consumers remain the most likely to buy from brands that feature someone from their identity group in their ads, with 45% agreeing compared to 32% overall.",
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      "text": "Invest in women's sports: Focus your investment on growing and amplifying women's sports stories—especially for Black athletes whose contributions can often go unsung. Add genuine value to the fan experience through consistent and authentic sponsorship across women's sports. At 52%, Black fans are 5% more likely than all sports fans to believe that brand sponsors are socially responsible.",
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      "text": "Focus your investment on growing and amplifying women's sports stories—especially for Black athletes whose contributions can often go unsung.",
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      "text": "15 Nielsen Fan Insights, May-October 2024\n16 Nielsen Attitudes on Ads Study 2024",
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      "text": "Opportunities to connect",
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      "name": "Cost Of Inaction",
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