Chart: Reaching African American Consumers

Feb 6, 2008  •  Post A Comment

Marketers spent $2.3 billion on media outlets that reach African American consumers, according to the Nielsen Co.’s first 12-month analysis covering 22,000 national, regional and local advertisers. Nielsen tracked spending in five media—local radio, national magazine, national cable TV, network TV and syndication. There was some consolidation of network TV dollars as UPN and WB, which both carried programming targeted to African Americans, were replaced by The CW and the much smaller MyNetworkTV. The following charts show how much money is being spent to reach African Americans, and the leading spenders.

Media Spending to Reach African Americans
Medium ($ millions)
Local radio $805.0
National magazine $600.9
National cable TV $593.1
Network TV $193.3
Syndicated TV $102.4
Total $2,294.7


Top 10 Advertisers in African-American Media, Oct. 06-Sept.
Advertiser $ millions
Procter & Gamble $89.7
McDonald’s $37.7
Johnson & Johnson $36.1
General Motors $35.8
National Amusements $30.6
Chrysler (Cerberus) $28.2
Verizon Communications $26.8
U.S. Government $26.1
Time Warner $26.0
Ford Motor $25.9
Source for charts: Nielsen Co.  


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