Nielsen: Two-Thirds of Black Consumers Pay More Attention to Ads That Reflect Their Culture
The Majority of Those Surveyed Prefer to Buy Brands Who Advertise in Content That Reflect Their Culture
52% of Black audiences agreed they’re more likely to purchase when a brand partners with creators connected to their fandoms and interests compared to 45% overall. The “The Black Influence: How Black Culture & Identity Drive the Market” leverages Nielsen insights to underscore the profound cultural and commercial power of Black audiences.
This marks the 15th year Nielsen has released its Diverse Intelligence Series reports, as Nielsen’s nationwide panel of more than 100,000 people representative of the US population gives it the unique ability to produce nuanced insights on a range of demographics and identities.
Black Consumers Pay More Attention to
Ads That Reflect Their Culture
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Black Consumers Pay More Attention to
Ads That Reflect Their Culture
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“Our new report clearly defines that authentic representation has an increasingly impactful influence on attention and purchase behaviors,” said Charlene Polite Corley, Vice President, Inclusive Insights, Nielsen. "It's more than just simply checking a box. It’s about actively engaging with Black audiences, reflecting their interests and culture in an effort to build a stronger business for brands.”
In 2026, Black buying power is projected to top $2 trillion, according to Selig Center for Economic Growth projections. Understanding the impact of Black culture across audiences is a path to growth. Most members of the Black community in the advertiser-coveted 18-34 demographic (74%) agree with the statement “I wish I saw more representation of my identity group when I consume content.” That number ticks up to 79% when measuring the Black LGBTQ+ audience. In fact, 7 in 10 (70%) of Black consumers will stop buying from brands perceived as devaluing their community.
Nielsen’s new report underscores the fact that representation in both content and in ads acts as a beacon for Black engagement, affinity and purchase. As an example, 60% of Black consumers expect the retailers they buy from to support the causes they care about while 56% prefer to buy brands that advertise on programs that reflect their culture. Also of note, 57% of Black consumers agree if a company mistreats employees, they will no longer use them.
Black America’s engagement and cultural influence are driving growth in key sectors of the media landscape that every advertiser wants in on. The common denominator for Black consumers’ attention and brand alignment is inclusion of experiences that move beyond tokenism to embrace authenticity.
The overwhelming majority (71%) of Black consumers feel misrepresented in the media, playing a significant factor in their content choices.
There is also a strong opportunity to reach Black audiences on TV and streaming, as new Nielsen data shows:
• Black 18-49 year olds average nearly seven and a half hours more per week with Connected TV than their counterparts of the same age group
• Black audiences are 13% of the TV population but drive nearly a third of FAST engagement at 31% audience share
• Black viewers were the most likely to want to watch events live as they air or become available on streaming services
Nielsen.com has more information on this special report: “The Black Influence: How Black Culture & Identity Drive the Market.”
About Nielsen’s Diverse Intelligence Series
Nielsen’s Diverse Intelligence Series is a robust portfolio of comprehensive audience studies on underrepresented consumer segments, leveraging Nielsen’s robust data to build powerful insights on their media consumption, content preferences, and influence in the media eco-system. The series serves as the industry benchmark in understanding the cultural and behavioral nuances to reach and connect with diverse consumers with relevance and authenticity. To learn more about Nielsen's Diverse Intelligence research series, visit www.nielsen.com.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with the brand on social media (X, LinkedIn, YouTube, Facebook and Instagram).
For press inquiries, contact David Schwarz, Nielsen Communications, at david.schwarz@nielsen.com
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