HomeStrategiesNielsen's 2021 African American Consumer Report Explores the Influence of Black Culture...

Nielsen’s 2021 African American Consumer Report Explores the Influence of Black Culture on Content and Media Trends

Published on

Nielsen continues to dedicate itself to telling the story of the power of Black audiences, their diversity, and the representation of the collective Black community. According to “Seeing and Believing: Meeting Black audience demand for representation that matters,” the newest report in Nielsen’s Diverse Intelligence Series, the U.S. Black population has a complex and powerful legacy that continues to shape countries and cultures around the world. Yet, when it comes to representation in media, the complexity that creates the richness of their experience is often lost, and when present, undervalued.

As Black Americans continue to video stream, listen to radio and podcasts, as well as buy Black, they continue to lead the conversation and stay connected through social media — having an unprecedented impact on brands and what consumers watch, purchase, and listen to.

“As the media industry looks to be more inclusive of Black storytellers and brands look to grow their bottom lines and brand awareness with Black audiences, understanding who we are, where we’re connected, and how we’re changing is as important as ever. All of this work translates to the important acknowledgment of the value the Black community delivers ‘for the culture’ and beyond,” says Charlene Polite Corley, VP, Diverse Insights & Partnerships, Nielsen.

Key findings from the report include:
Black America is taking control of both the economic and media influence they hold and they are using it to invest in Black experiences, Black communities, and Black content.

  • Two out of three Black viewers are more likely to watch representative content and buy from brands that advertise in representative content. 
  • In 2020, Black Buying Power was at $1.57 Trillion. 
  • In 2021, Black viewing power was at 1.06 Trillion.

The urgency to get representation right is real—it’s a primary factor for the massive viewing levels Black audiences deliver and the shift in Black viewing power to platforms most representative of their community and identity group. But getting representation right is increasingly nuanced.

  • According to the 2020 U.S. Census, 9% of America’s rural population is Black; 16% of Black people in the U.S. report speaking a language other than English at home; people identifying as “Black in combination with another race” increased 89% in the last decade; and Afro-Latinos are 8% of today’s U.S. Black population. 
  • 58% of Black audiences say there’s still not enough representation of their identity group on screen. 
  • Nearly a quarter of the reported genres in Gracenote Inclusion Analytics reported zero representation of Black talent in recurring lead roles.

The preference to connect with meaningful content extends to audio with traditional radio reaching 92% of the U.S. Black population each week, and this same group of listeners averaging over an hour and a half a week of streaming audio.

  • Traditional radio continues to prove the power of its reach providing the gossip, pandemic guidance, and breaking news that’s kept Black listeners connected this year, for over 21 million minutes a week. 
  • Black listeners aren’t just streaming audio more than other audiences, they’re listening closely when brands reach out—averaging a 73% brand recall for podcast ads. 
  • Social media’s omnipresence within Black people’s daily media routine continues as a source for nuanced content; digital influencers are an even more important touchpoint. 
  • 51% of Black people 18+ spend daily time on TikTok and 29% spend daily time on Instagram than their counterparts.

Audience influence and advocacy are intertwined as Black creators and viewers across platforms unify to uproot exploitation within the media ecosystem and create a sense of urgency for social change.

  • 27% of credited writers were Black on the most representative broadcast and cable dramas for Black talent in the first quarter of 2021. 
  • 70% of representation isn’t just for endemic networks: seven out of the 10 top dramas represented by Black talent aired on general audience networks.

In the era of personalization and inclusion in media, Black audiences worldwide are looking to see both their collective and distinct experiences represented. 

  • Black America delivers over 1 trillion viewing minutes in a single quarter but is also twice as likely to feel portrayals of their identity group on T.V. are completely inaccurate. 
  • Jamaica has a culture with global influence, including places like the U.K. and 20% of the foreign-born Black population in the U.S. 
  • Nigeria is the most populous country in Africa, outsources global trends like Afrobeats and “Nollywood” films, and is considered home for 18% of foreign-born Black people in the U.S.

Businesses need to demonstrate their understanding of the diverse segments within the Black community. 

  • Black men have a high on-screen presence in T.V. content with a 15.5% share of screen, but 44% of Black men feel that the content that portrayed their identity group on-screen was inaccurate. 
  • While the number of advertisers spending in traditional media focused on reaching African Americans has been up 16% since last summer, Black men are increasingly engaged outside of these platforms to find the forums that offer nuanced representation, connection, and solace. 
  • Black women are twice as likely compared to viewers overall to seek out content where they are seen on screen. 
  • Embracing the impact of historically Black colleges and universities (HBCUs) is a strong example of when brands show they understand the nuances of the Black experiences. It is the opportunity to connect with diverse communities on personal, culturally relevant levels.

Related Links

https://global.nielsen.com/global/en/

Latest articles

How to Use AI to Write Better Product Descriptions

Learn how to leverage AI-Driven Product Descriptions to boost sales, save time, and create compelling copy that converts browsers into buyers while maintaining brand voice

How to Manage Your Business Calendar Automatically with Tech

Discover smart ways to streamline Business Calendar Management using automation tools and tech solutions. Save time and boost productivity with these essential tips.

How to Automate Your Social Media Posting Schedule

Learn how to streamline your content strategy with Social Media Posting Automation. Discover top tools and proven techniques to save time while maintaining consistent engagement

How to Use AI to Track and Forecast Consumer Behavior

Discover how AI-powered Consumer Behavior Tracking can revolutionize your business strategy. Learn to predict customer trends and make data-driven decisions for better ROI

How to Analyze and Optimize Ad Performance in Real-Time

Learn proven strategies for ad performance optimization to boost ROI and engagement. Discover real-time monitoring techniques and actionable insights for your campaigns.

How to Automate Contract and Proposal Generation with AI

Discover how contract and proposal automation streamlines document creation, reduces errors, and accelerates business workflows. Learn to leverage AI for efficient operations

How to Enhance Product Recommendations on Your E-Commerce Platform

Discover proven strategies to optimize E-Commerce Product Recommendations and boost sales. Learn how to leverage data analytics and AI to deliver personalized shopping experiences

How to Use Sentiment Analysis for Better Customer Feedback

Discover how sentiment analysis for feedback can transform your customer insights, boost satisfaction rates, and help you make data-driven decisions for your business growth

How to Streamline Document Management and Digital Filing

Discover proven strategies to optimize document management in your organization. Streamline digital filing, boost productivity, and ensure secure access to critical files

How to Improve Your Hiring Process with AI-Based Screening Tools

Discover how AI-Based Hiring Tools can streamline your recruitment process, reduce bias, and help you identify top talent faster while cutting costs and improving hiring outcomes

More like this

Cier B. Public Relations Secures Entrepreneurs Helping Entrepreneurs Contract for Georgia World Congress Center Christmas in Atlanta Holiday Marketplace

Atlanta, GA, September 05, 2013 --(PR.com)-- Cier B. Public Relations - a public...

13-Year-Old Jaden Williams Disappears for Second Time in 24 Hours (Video)

A 13-year-old boy who was reported missing and later found in Cleveland has gone...

Prominent Advisor in the Retirement Plan Industry Earns the C(k)P®: Certified 401(k) Professional

Los Angeles, CA, September 11, 2013 --(PR.com)-- TRAU®-The Retirement Advisor University™ in...

About Helena Bonham Carter: the Entrepreneur

Discover Helena Bonham Carter's entrepreneurial ventures, from her acting career to her business endeavors. Explore the multifaceted world of this iconic British actress.

Get SEO Tips and Discover Online Tools at Content Marketing World 2013

Broadview Heights, OH, July 02, 2013 --(PR.com)-- Get dozens of search engine...

REVIEW: Wegmans Grocery Store: a Great EXPERIENCE

Wegman's is an AMAZING Grocery Store, Pricey but Great Selection While visiting upstate New York recently for an extended amount of time, I had my first "experience" grocery shopping. This is not something I had ever heard of but it was certainly something I had now done. I've been in MANY stores around the country like Ralph's, Kroger, Vons, Tops, Whole Foods and Trader Joes ... but I have NEVER seen a store like Wegmans. [...]

The Entrepreneur's Way by Creative Interventions is Bringing Barbara Winter's Joyfully Jobless Workshops to the USM-Gulf Park Campus

Long Beach, MS, March 05, 2013 --(PR.com)-- When Barbara J Winter's book Making...

Launch of Boomopolis.com – Social Media Management Services for Small Businesses, Startups and Professionals

Los Angeles, CA, July 04, 2013 --(PR.com)-- A new company, Boomopolis, has launched...

How to Analyze and Optimize Ad Performance in Real-Time

Learn proven strategies for ad performance optimization to boost ROI and engagement. Discover real-time monitoring techniques and actionable insights for your campaigns.