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.”