Fortiani» (Observer
Page 14
Top 10 Advertisers fo r A frican-Am erican
Media (2010)
Trends in Advertising Spend and Effectiveness
Total advertising expenditures spent in
A frican-A m erican m edia reached $1.9B
in 2010, increasing 3% versus 2 009. A t
$916M , TV ad spending accounted fo r
4 6 % o f th e to ta l, fo llo w e d by advertising
in spot radio ($704M ) and n a tio n a l
magazines ($362M ).
December 21, 2011
Total
advertising
expenditures reached
$1.9 billion
in African-American
media in
a 3%
2010
J increase
'
over
2009
Parent Company
% Change
Procter & Gamble
15%
L’Oreal
32%
Johnson & Johnson
-16%
General Motors
12%
McDonald’s
-7%
Verizon
-9%
U.S. Government
2%
AT&T
11%
Berkshire Hathaway
3%
National Amusements
-8%
WHAT AFRICAN-AMERICANS BUY
A frican-A m ericans shop m ore o fte n th an a ll o th e r groups, b u t spend less m on ey per trip
and overall. This behavior reflects a p ro p e n sity to make q u ic ke r/sm a lle r purchases based
on s h o rt-te rm needs and less on deal a v a ila b ility o r th e desire to "stock up.”
The A frican-A m erican m arket is m ore like ly to fre q u e n t drug stores, d o lla r stores and
African-Americans shop often, but
spend less per trip & overall; are less
deal prone
Total Retail Channels
convenience/gas o u tle ts. M ajor reta il channels seem to have a prim e o p p o rtu n ity to
m o tiv a te th is highly active group to com e to th e ir stores.
Annual
Shopping Trips
Per Household
African-
American
1
165.7
BR«
American
153
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/StateOfTheAfricanAmericanConsumer.pdf
Snap here to dow n lo a d fu ll re p o rt o r d ow n lo a d at
w w w .nielse n.com /a frica na m erican
Basket Ring
Dollars Per Trip
About Nielsen
About NN PA
Nielsen H oldings N.V. (NYSE: NLSN) is
The N a tio n a l N ew spaper Publishers
a g lo b al in fo rm a tio n and m easurem ent
co m p an y w ith leading m arket positions
Association, also know n as th e Black Press
o f Am erica, is a 71-ye a r-o ld fe d e ra tio n
in m a rke tin g and consum er in fo rm a tio n ,
o f m ore th a n 2 0 0 Black c o m m u n ity
te le visio n and o th e r m edia m easurem ent,
newspapers fro m across th e U nite d States.
o nline intelligence, m o b ile m easurem ent,
trade shows and related properties.
The in fo rm a tio n contained here is
e xtra cte d fro m th e fu ll State o f the
African-American Consumer Report.
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