Nielsen is releasing its latest research on Black audiences, titled, Engaging Black Audiences. Charlene Polite Corley is Nielsen’s vice president of Diverse Insights & Partnerships and says, “Reaching Black consumers may not be a challenge – but connecting with us can be. Black consumers are leaning into
platforms that emphasize conversation and create a sense of connection. To win with this community who wields $2 trillion in buying power, brands must prioritize engagement strategies that center diverse Black experiences and cultural nuances.” The study notes that social media apps have become a haven for Black consumers – Black adults overall spend more time scrolling than their peers. Black millennials (between 18 and 34-years-old) spend the most time on social media among all adults by almost an hour per week. Black adults also have high engagement with radio and podcasts. Radio averages the same as TV in weekly reach with Black adults – each medium reaches 27 million Black adults on average. You can download the report here.
