Nielsen: Two-Thirds of Black Consumers Pay More Attention to Ads That Reflect Their Culture
The Majority of Those Surveyed Prefer to Buy Brands Who Advertise in Content That Reflect Their Culture
52% of Black audiences agreed they’re more likely to purchase when a brand partners with creators connected to their fandoms and interests compared to 45% overall. The “The Black Influence: How Black Culture & Identity Drive the Market” leverages Nielsen insights to underscore the profound cultural and commercial power of Black audiences.
This marks the 15th year Nielsen has released its Diverse Intelligence Series reports, as Nielsen’s nationwide panel of more than 100,000 people representative of the US population gives it the unique ability to produce nuanced insights on a range of demographics and identities.
Black Consumers Pay More Attention to
Ads That Reflect Their Culture
Continues After Sponsor's Messages Below...
New Self-Help Book “Blame It on the Feel of Pain” About Detangling From Past Pain
Get ready for a transformational journey toward inner peace as indie author Max W. Miller’s new self-help release, Blame It On The Feel Of Pain, inspires readers in a witty, down-to-earth book. Truth and compassion are foretold, using poetic frames called ‘The Wises,’ and the help of opinionated little emojis bringing laughter and thought-provoking conclusions throughout.
The author encourages her readers, whom she also calls partners, to stop wrestling with the hard knocks of the past. She expresses how voluntarily walking back into time precedes trauma healing. Confronting lingering pains is a step toward strength and hope for the future. ‘Blame It’ delves into the author’s life experiences, bringing to life the importance of using Full Circle Moments to find resolutions.
Throughout Blame It On The Feel Of Pain, the reader grows to understand through a unique interpretation that what we are destined to become grows out of the years we’ve already traveled. Further, our future hinges on how we address the pains of the past. Other expressions focus on how desires in the present are carved out of having a clear vision that old, lingering strongholds must be defeated. A history of suffering is a prerequisite for becoming fed up enough to demand enjoyment now!
To Get On the Road To Overcoming Your Trauma See Her Exclusive Interview
Order Her Book Blame It On The Feel Of Pain
Black Consumers Pay More Attention to
Ads That Reflect Their Culture
Continues Below...
“Our new report clearly defines that authentic representation has an increasingly impactful influence on attention and purchase behaviors,” said Charlene Polite Corley, Vice President, Inclusive Insights, Nielsen. "It's more than just simply checking a box. It’s about actively engaging with Black audiences, reflecting their interests and culture in an effort to build a stronger business for brands.”
In 2026, Black buying power is projected to top $2 trillion, according to Selig Center for Economic Growth projections. Understanding the impact of Black culture across audiences is a path to growth. Most members of the Black community in the advertiser-coveted 18-34 demographic (74%) agree with the statement “I wish I saw more representation of my identity group when I consume content.” That number ticks up to 79% when measuring the Black LGBTQ+ audience. In fact, 7 in 10 (70%) of Black consumers will stop buying from brands perceived as devaluing their community.
Nielsen’s new report underscores the fact that representation in both content and in ads acts as a beacon for Black engagement, affinity and purchase. As an example, 60% of Black consumers expect the retailers they buy from to support the causes they care about while 56% prefer to buy brands that advertise on programs that reflect their culture. Also of note, 57% of Black consumers agree if a company mistreats employees, they will no longer use them.
Black America’s engagement and cultural influence are driving growth in key sectors of the media landscape that every advertiser wants in on. The common denominator for Black consumers’ attention and brand alignment is inclusion of experiences that move beyond tokenism to embrace authenticity.
The overwhelming majority (71%) of Black consumers feel misrepresented in the media, playing a significant factor in their content choices.
There is also a strong opportunity to reach Black audiences on TV and streaming, as new Nielsen data shows:
• Black 18-49 year olds average nearly seven and a half hours more per week with Connected TV than their counterparts of the same age group
• Black audiences are 13% of the TV population but drive nearly a third of FAST engagement at 31% audience share
• Black viewers were the most likely to want to watch events live as they air or become available on streaming services
Nielsen.com has more information on this special report: “The Black Influence: How Black Culture & Identity Drive the Market.”
About Nielsen’s Diverse Intelligence Series
Nielsen’s Diverse Intelligence Series is a robust portfolio of comprehensive audience studies on underrepresented consumer segments, leveraging Nielsen’s robust data to build powerful insights on their media consumption, content preferences, and influence in the media eco-system. The series serves as the industry benchmark in understanding the cultural and behavioral nuances to reach and connect with diverse consumers with relevance and authenticity. To learn more about Nielsen's Diverse Intelligence research series, visit www.nielsen.com.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with the brand on social media (X, LinkedIn, YouTube, Facebook and Instagram).
For press inquiries, contact David Schwarz, Nielsen Communications, at david.schwarz@nielsen.com
Published Author in Her Family
Alexis Donald, MD, a trailblazing African American medical doctor and advocate for empowering young minds, is thrilled to announce the release of her highly anticipated children’s book, Mommy I Want to be a Doctor. Based on her own remarkable journey, this captivating story encourages children to dream big, believe in themselves, and fearlessly pursue their aspirations.
As the first medical doctor in her family, Dr. Alexis has always been driven by a passion for medicine and a desire to make a difference in the world. Her inspiring tale begins with her childhood dreams and takes readers on a heartfelt journey of determination, resilience, and triumph. To Order Her Book Click Here or on Amazon.
To see our exclusive interview with Dr. Donald Tap here.
| ------------ |
To become informed on how to take advantage of 2 of the hottest emerging fields of eco-friendly real estate click here for more info or visit Shipping Living
nZinga Austin is also the Co-publisher of Our Black News Scoop and Southeast Queens Scoop. The documentary of about 1/2 hr long is getting rave reviews.
No comments:
Post a Comment
Share your comments with us. No post SPAM please - it will be deleted. Only real comments please.