Pay It Forward

The initiative was a $50 million commitment in media, resources and creative services to help businesses reach and engage multicultural audiences. The commitment included $15 million in advertising and support for diverse-owned businesses through the “Pay It Forward” program, and $35 million in advertising value to help small and medium-sized businesses create affordable and authentic advertising campaigns. With 1,366 registering businesses, 292 MM Impressions, a 35% increase in website traffic, and a 138% increase in multicultural ad sales, the Spectrum Reach team hit a home run. The Pay It Forward program continued in 2022, with $10 million offered in small business grants to 1,200 businesses and $5 million offered in matching value.

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