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# About 60 percent of Black viewers more likely to buy from brands that feature someone from their identity group in ads
- URL: https://capitolcommunicator.com/about-60-percent-of-black-viewers-more-likely-to-buy-from-brands-that-feature-someone-from-their-identity-group-in-ads/
- Published: 2022-10-18T18:10:23.000Z
- Updated: 2022-10-18T22:28:52.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, #wp-upper-left-sponsored, #Import 2026-10-08 18:52

**There were mixed results in Nielsen’s Amplifying Black voices in media study**, reports PublishersDaily.

On the downside, continues PublishersDaily, there was a decline of 10% in Black viewers who are more likely to buy from brands that advertise “in inclusive content compared with 2021\. On the upside, 59% o[f Black viewers are more likely to buy from brands that feature someone from their identity group in adv](https://www.mediapost.com/publications/article/378843/black-viewers-more-likely-to-buy-from-brands-that.html?ref=capitolcommunicator.com)ertisements. Indeed, advertisers spent $1.2 billion in Black and African American targeted traditional media in the first half of 2022.

“The study shows that 42% of ad investment was placed in content where Black talent was represented at population parity.

“But there was a certain gender disparity: 41% of ad spend is focused on content featuring Black men, 28% on Black women and 9% on Black LGBTQ.

“However, only 32% of Black viewers feel representation of their identity group is accurate. While this is up from 27% in 2021, content creators have a lot of ground to make up if they want to win back the attention of Black audiences.”

More [here](https://www.mediapost.com/publications/article/378843/black-viewers-more-likely-to-buy-from-brands-that.html?ref=capitolcommunicator.com).