Last week, Nielsen’s African-American employee resource group, SABLE, hosted its marquee Diverse Intelligence Series event in New York City. Using Nielsen’s extensive data on media consumption and shopping behaviors, the event aimed to explore the buying power—and influence—of African-American consumers.
From 2000 to 2014, the nation’s Black population grew 35% more quickly than the total population and at more than double the 8.2% growth rate of the White population. With income growth rates also outpacing non-Hispanic whites, these consumers are powerful spenders. They’re also voracious consumers of media: Black adults 18 and older spend 42% more time viewing TV, 13% more time on PCs, 15% more time on smartphones and 4% more time listening to the radio than the total population. And this passion for content, along with their size and rising incomes, makes African-Americans powerful cultural influencers.
Following a lively networking session, a client panel explored African-Americans’ growing power as influencers. With Andrew Mccaskill, Nielsen’s senior vice president of global communication, moderating, Paul Butler, chief operating officer of Sparks & Honey Agency, Sadira Furlow, director of brand marketing at Mountain Dew-PepsiCo, and D’Angela Proctor, senior vice president of original programming and production at TV One, addressed topics around what the effect of increased black lead roles on television means for advertisers and content creators, the ability for brands to grow and maintain African-American support, and leveraging social media to engage with black consumers.
Over 100 guests, which included Nielsen associates, as well as representatives from our key media and buy clients—Colgate-Palmolive, Viacom, MasterCard, Google, BET, Accenture, Time Warner Cable and Viacom, just to name a few—attended the event.