D ecem ber 21, 2011
About the Report
In more than 100 countries around the
world, Nielsen provides clients with the
most complete understanding of what
consumers watch and buy. As business
executives look for opportunities to grow
their companies and gain market share
it is critical that they understand new
and emerging demands from consumers,
especially within growing segments,
wherever they do business. As the
population of the United States evolves
to become more ethnically diverse, the
complexity of such an effort has grown.
To help close the gap and give insight
as to how to address the needs of the
growing diverse base, Nielsen—along
with the National Newspaper Publishers
Association (NNPA)—has developed this
report to better illustrate the qualities
of the African-American community, the
business opportunities that exist, and the
best methods for a productive connection
between businesses and this community.
The following highlights are
extracts from the full report.
To download the full report, go to:
www.nielsen.com/africanamerican
Fortiani» (Obstruer
Page
Population Trends
The African-American community makes up 13.6% of the population of the United
States and is projected to reach 14% over the next 10 years. This equates to populations
of 42,071,000 and 47,587,000 for 2010 and 2020, respectively. The average age for
African-Americans is 32.1 with more than 47% under the age of 35.
Although the African-American population continues to have high concentrations
in cities, over the last ten years census population trends have shown dispersion to
suburban areas and warmer regions of the country.
Top 10 Designated Market Areas
(DMAs) by African-American TV
Households
r Designated
Market Area
^j[D M A)
1
2
3
4
5
6
7
8
9
10
Black TV
Homes
Top 10 Designated Market Areas (DMAs)
by % African-American TV Households
J Designated
Area
1 1 ^ J D Market
MA)
■
Total TV
Homes
Black TV
Homes
% Black
1,256,380
Greenwood-
Greenville
69,450
40,300
58.0%
Atlanta
664,860
Jackson, MS
338,030
148,610
44.0%
Chicago
589,240
Montgomery-
Selma
244,470
101,530
41.5%
Washington, DC
(Hagerstown)
571,980
Memphis
693,860
268,620
38.7%
Philadelphia
551,070
Meridian
72,280
26,810
371%
Los Angeles
475,180
Columbus, GA
(Opelika, AL)
219,450
80,050
36.5%
Detroit
378,730
Macon
241,120
87,050
36.1%
Houston
377,960
Columbia, SC
405,670
144,170
35.5%
Dallas-
Ft. Worth
368,640
Augusta-Aiken
257,030
90,140
35.1%
Raleigh-Durham
(Fayetteville)
302,670
Albany, GA
156,910
54,470
34.7%
New York
nielsen
Copyright © 2011 The Nielsen Company.