Black Audiences Seek Representative Content, Brands

Nielsen’s “Seeing and believing: Meeting Black audience demand for representation that matters” reports Black viewers are two-thirds more likely to watch representative content and buy from brands that advertise during such programming. Eighty-nine percent of Black people identify as Black plus another race, 16% of Black people speak another language at home besides English, and Afro-Latinos make up 8% of the Black population. According to Nielsen, “Personalizing ads for a consumer segment without accounting for the diverse dimensions of that consumer can make promotions fall flat quickly.”