African-American TV Usage and Buying Power Highlighted By Nielsen
October 18, 2007- New York, NY – The Nielsen Company today released more insights into television viewing behavior and shopping preferences among African-Americans. The information is contained in a new E-News publication, Consumer Insight, which connects and integrates information from services across the company. Consumer Insight is available to the public.
The latest information, which includes insights into the shopping preferences of the African-American consumer (a buying power expected to reach $1.1 trillion by 2012), as well as television viewing trends (top ranked TV programs from the 2006-07 season) can be found at the Consumer Insight link on the Nielsen.com home page:
http://www.nielsen.com/consumer_insight.
Shopping Activity
- Nielsen found that while there are few differences among African-American and non-African-American households when it comes to shopping at grocery, mass merchandisers and warehouse club stores, a much higher proportion of African-American consumers shop at convenience-oriented formats, such as drug, dollar and convenience/gas stores.
- Nearly half (46 percent) of African-American households shop beauty supply stores—almost three times the rate for non-African-American households. Automotive supply stores and electronic stores follow beauty stores as the most popular alternative shopping channels for African-American consumers.
- African-American shoppers make more shopping trips each year compared to the average household (175 versus 165) but spend less per trip ($39 versus $44).
Television Viewing
- During the 2006-2007 television season, seven shows placed among the top ten primetime programs among both African-American and white viewers. Further, the top three shows last season (American Idol - Wednesday, American Idol - Tuesday and Dancing With the Stars) ranked in the same position for both groups of viewers. (In contrast, ten years ago during the 1996-1997 season, African-American and white viewers had only one top ten show in common – Monday Night Football).
- The Consumer Insight article did not look at the emergence of television programs and networks targeted to specific demographics.
Table 1 |
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| RANK | AFRICAN-AMERICAN VIEWERS | WHITE VIEWERS |
| 1 | American Idol – Wednesday* | American Idol – Wednesday* |
| 2 | American Idol – Tuesday* | American Idol – Tuesday* |
| 3 | Dancing With the Stars* | Dancing With the Stars* |
| 4 | NBC Sunday Night Football* | Dancing With the Stars – Results* |
| 5 | The OT | Dancing With the Stars – Monday* |
| 6 | Dancing With the Stars – Results | CSI* |
| 7 | House | Grey’s Anatomy* |
| 8 | CSI: Miami* | Dancing With the Stars - Results TU |
| 9 | Dancing With the Stars – Monday* | Desperate Housewives |
| 10 | Grey’s Anatomy* | CSI: Miami* |
* Programs in common for both African-American and white viewers
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit www.nielsen.com.
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