About 60 percent of Black viewers more likely to buy from brands that feature someone from their identity group in ads

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% of Black viewers are more likely to buy from brands that feature someone from their identity group in advertisements. 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.