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Black/African American representation

Representation matters

For many African Americans, content is a common language. Black audiences spend more time with media than any other group in the U.S., with content engagement that consistently drives breakout hits and trending topics alike. Like all viewers, how Black audiences discover and discuss content is changing—so how brands win a share of Black consumers’ buying power is changing as well. Here’s where you will find the latest Nielsen insights on Black and African American viewership trends, media representation and cultural influence.

Nielsen Diverse Intelligence Series

Our Diverse Intelligence Series explores diverse audiences’ unique media consumption habits and representation in media. The series is an industry resource to help brands better understand and reach diverse audiences. Below are highlights from our recent publication, Seeing and Believing: Meeting Black audience demand for representation that matters.

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Past African American Reports

The new Black family culture: Navigating crises through content

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Power of the Black community: From moment to movement

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It’s in the bag: Black consumers’ path to purchase

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About African Americans

  • Buying power
  • Population growth in the U.S.
  • Media savvy
  • Content creators
  • Sustainable interests

Compared to the average American, and to surveyed consumers of other racial/ethnic backgrounds, Black consumers are uniquely willing to pay more for products with certain attributes that support

Supporting Black-owned small business

Small businesses are the backbone of our communities and need our support. We’re proud to help Black-owned small businesses with our new Small Business website—a space for small business owners to find insights and resources to keep their businesses on track or plan for growth. 

This is one of many steps we’re taking to fight racism and discrimination of all forms both within and beyond Nielsen. We will continue to grow and evolve this site over time.  

Visit our Small Business site and share it with your networks.

How We Reach Out

Our thought leaders regularly speak at events and meetings to share our insights. Please email them to learn more.

STACIE DE ARMAS

SVP, Diverse Insights & Initiatives

Charlene Polite Corley

VP, Diverse Insights & Initiatives

Patricia Ratulangi

VP, Communications – Diversity, Equity & Inclusion

Check out insights on African Americans and Hispanics/Latinos

Community Partners

Your Privacy Matters

Your voice, your preferences and the power you yield as a consumer matters. It matters not only to the businesses that produce the products and media you consume, but it also matters to us. At Nielsen, we are committed to being responsible with the personal data we maintain and we are committed to protecting the privacy and security of the personal data we collect.