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October 3.2012
HIGHLIGHTS FROM
AFRICAN-AMERICAN CONSUMERS:
STILL VITAL, STILL GROWING
2012 REPORT
The following four pages are excerpts from a full 26-page report produced collaboratively by
Nielsen, the global inform ation and m easurem ent com pany th at m easures w hat consum ers w atch
and w hat consum ers buy, and the N ational N ewspaper Publishers Association (N N PA ), a 72-year
old federation of more th an .2 0 0 Black com m unity newspapers. To download the full report, go to
w w w .n ie lse n .com / a fric an am e rica n .
TOP 10 DMA S FOR HIGHEST CONCENTRATION OF HIGHER
INCOME AFRICAN-AMERICAN HOUSEHOLDS
EXECUTIVE SUMMARY
In 2012, the African-American consumer popula
tion continues to be a vibrant and dynamic
market segment, providing both emerging and
mature market attributes. Still the largest racial
minority group in America, with a projected
buying power of $1.1 trillion by 20151, Black
consumers remain at the forefront of social trends
and media consumption. Companies that seek to
better understand the unique lifestyles, habits
and shopping patterns highlighted within can
enhance their chances of creating better connec
tivity with Black consumers. Similarly, African-
American consumers and entrepreneurs will find
information that can be helpful in making
informed decisions about which products or
services to buy and have a better understanding
about the companies that provide them. The
disparity in advertising dollars spent with
African-American media is mapped out, suggest
ing a need for more fair methods of administering
advertising spending to better reflect and align
with Blacks’ preferences and the media environ
ments most trusted by Black consumers.
12%
11% Phitodeipt
19%
24% Washington M
15%
e
$2,439,867,500
$907,006,937
$20,124,471,063
FSI Coupon
NA
$374,696,375
Local Magazine
NA
$452,814,094
Local Newspaper
NA
$9,528,492,000
Local Sunday
Supplement
NA
$38,774,566
N ational Internet
NA
$9,132,402,000
$334,809,250
$15,563,489,750
National Newspaper
NA
$1,519,057,250
N ational Sunday
Supplement
NA
$1,211,739,875
N etw ork Radio
NA
$1,040,818,562
$7,793,410
$21,092,120,590
NA
$3,543,337,000
NA
$513,354,969
NA
$3,674,157,000
Cable TV
N ational Magazine
N etw ork TV
O utdoor
Spanish Language
Cable TV
Spanish Language
N etw ork TV
Spot Radio
Spot TV
Syndicated TV
Total
!
$757,479,438
«
New York
Baltimore
tn
12%
Atlanta
Houston
The U.S. Black population is 43 million strong. Larger than 16 3 o f the 19 5 countries in the world
including Argentina, Poland, Canada and Australia. *
NA
Business to Business
Boston
Los Angeles
11%
G eneral M arket
(T o ta l-A A ) 2011
AA
_O 16%
©
<¡ri4%
San Francisco
NATIONAL GENERAL MARKET MEDIA BUYS
M edia Type
© 16%
• Black house
holds are 127%
more likely to
include a single
parent, most
often a woman.
• 48% of Black
grandparents who
live in the same
household with
their grandchildren
serve as their
primary caregivers.
• 10% of
African-American
households earn
$100,000ormore.
• 35% of
African-American
households earn
$50,000or more.
$4,823,606,062
NA
$23,039,266,000
$89,615,570
$2,330,946,180
$2,096,704,605
$120,444,010,836
Jan. 1,2 0 1 1 -D e c . 31,2011
’ The Multicultural Economy 2012 by the Selig Center for Economic Growth
llllllllll 9 1 %
believe th a t Black media is
more relevant to them
llllllllll 81 %
believe th a t products advertised
on Black media are m ore relevant to them
Many African-American consumers have conducted research
on mobile phones before making a purchase.
68%
researched shopping
info using a search engine
visited a retail site or app
read product reviews
looked up prices to compare
llllllllll 7 7 %
visited a shopping site or app
believe that Black media has a better
understanding of the needs and issues that affect them
looked for a coupon
to download
llllllllll 7 3 %
believe th a t Black media keeps
them in touch w ith th e ir heritage
llllllllll 6 8 %
w ant to see more commercials
directed specifically to Black audiences
llllllllll 6 7 %
w ant to see more advertising
targeting Black consumers
llllllllll 7 8 %
w ould like to see m ore Black m odels/actors
used in ads
Total dollars spent with African-American
media ($2.10 billion) is ju st under 2% of total
advertising dollars spent with general market
media ($120 billion) during the same period.
*
BLACKS’ PERCEPTIONS OF BLACK MEDIA
Many companies assume that because there are no
language barriers, there is no need to advertise to
Black audiences through African-American media
outlets. This is a missed opportunity for companies,
who can use such outlets to reach Black consumers
in trusted environments where Blacks see themselves
most often reflected. Consider the following facts on
Blacks’ perceptions on advertising.
Source: Burrell 40,2011
* The U.S. government does not recognize Taiwan as a country.