With a lack of authentic representation and increased consumer demand for brands to directly benefit black communities, 2022 saw a 10 point drop in the number of black viewers who are more likely to buy from brands that advertise. in inclusive content
NEW YORK, October 17, 2022 /PRNewswire/ — The latest report in Nielsen’s Diverse Intelligence series, “Amplifying Black Voices in Media: Creating Informed, Reflective, and Authentic Experiences,” explores why 2022 saw a 10 percentage point decline in Black viewership who are more likely to buy from brands that advertise inclusive content compared to 2021.
The report delves into the reasons for this decline, examining the relationship between authenticity and engagement and the impact of inclusion beyond what’s on screen.
The latest report in Nielsen’s Diverse Intelligence series, “Amplifying Black Voices in Media: Creating Informed, Reflective, and Authentic Experiences,” explores why 2022 saw a 10 percentage point drop in the number of Black viewers who are more likely to buy from brands that advertise in inclusive content vs. 2021.
Report results
Black audiences are looking for more authenticity and nuance in media content and advertising campaigns. Nielsen’s Attitudes on Representation on TV study found that 59% of Black viewers are more likely to buy from brands that feature someone from their identity group in ads, while Nielsen’s Branded Content Outcomes show significantly higher performance for campaigns featuring black talent.
Brands trying to reach black consumers through ad placements in inclusive content are investing heavily with more than $1.2 billion spent in targeted black and African American mainstream media in the first half of 2022 alone. However, black audiences prefer streaming: 63% say streaming content is their most-watched platform and 62% say streaming streaming is the most relevant platform.
The Nielsen report highlights that black audiences also care about How? ‘Or’ What they are represented in media content and where their images and experiences are presented. Only 32% of Black audiences believe the industry’s representation of their identity group is accurate, and growing intersectional identities within the Black community make nuanced representation more important than ever.
The report also highlights the power of partnering with black talent at every stage of the marketing funnel, from campaign creators and media owners to on-screen talent and social media influencers.
“The media industry has an opportunity to better meet the needs of Black audiences through inclusive and equitable representation on screen, behind the scenes, in advertising and other platforms where they come into contact with brands. and content creators,” says Charlene Polite Corley, Vice President, Diverse Insights & Partnerships at Nielsen. “Black audiences wield growing cultural influence and purchasing power, and meeting the needs of this community is not only good business, but also the right thing to do.”
Key findings of the report include:
Supporting black-owned media can attract new audiences.
- All viewers watched more than 140 million hours of content from black-owned networks in March 2022, double what black audiences watched alone.
- Black audiences are 50% more likely than the general population to seek out media with diverse interests.
Streaming offers more authentic choices for black viewers, and they prefer it over broadcast and cable.
- In July 2022time spent streaming accounted for the largest share of time spent on TV by black audiences at over 36%.
- Black viewers also said streaming was their most watched platform (63%) and most relevant platform (62%).
Inclusion throughout the marketing funnel increases performance.
- Black-focused agencies deliver higher overall performance, with 83% of the highest brand metric scores in improving familiarity, affinity, purchase intent, and intent of recommendation.
- 59% of Black viewers are more likely to buy from brands that feature someone from their identity group in ads.
- Black adults were 71% more likely to buy influencer-approved products on social media.
For more details and information, download the full report here. Join the conversation on LinkedIn, Facebook (Nielsen Diversity, Equity and Inclusion) and Twitter (@Nielsen_DEI).
ABOUT THE NIELSEN DIVERSE INTELLIGENCE SERIES
In 2011, Nielsen launched Diverse Intelligence Series, a robust portfolio of comprehensive reports that focus on diverse audiences and their media preferences, media trends and representation. The series has become an industry resource to help brands better understand and reach diverse customers. To learn more about Nielsen’s Diverse Intelligence research series, visit www.nielsen.com.
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