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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
A new, exclusive study from Nielsen reveals that the majority of Black audiences (67%) surveyed pay more attention to ads in media that reflect their culture. In addition, Black audiences demonstrate loyalty and trust to the brands and influencers they believe in compared to other segments.
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.
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.
