Sebagian besar responden lebih memilih untuk membeli merek yang beriklan dalam konten yang mencerminkan budaya mereka.
Nielsen Releases New Report โThe Black Influence: How Black Culture & Identity Drive the Marketโ
New York โ January 19, 2026 โ A new, exclusive study from Nielsen reveals that the majority of Black audiences (67%) surveyed pay more attention to ads in media that reflect their culture. In addition, Black audiences demonstrate loyalty and trust to the brands and influencers they believe in compared to other segments. 52% of Black audiences agreed theyโre more likely to purchase when a brand partners with creators connected to their fandoms and interests compared to 45% overall. The โThe Black Influence: How Black Culture & Identity Drive the Marketโ leverages Nielsen insights to underscore the profound cultural and commercial power of Black audiences. This marks the 15th year Nielsen has released its Diverse Intelligence Series reports, as Nielsenโs nationwide panel of more than 100,000 people representative of the US population gives it the unique ability to produce nuanced insights on a range of demographics and identities.ย
โOur new report clearly defines that authentic representation has an increasingly impactful influence on attention and purchase behaviors,โ said Charlene Polite Corley, Vice President, Inclusive Insights, Nielsen. “It’s more than just simply checking a box. Itโs about actively engaging with Black audiences, reflecting their interests and culture in an effort to build a stronger business for brands.โ
In 2026, Black buying power is projected to top $2 trillion, according to Selig Center for Economic Growth projections. Understanding the impact of Black culture across audiences is a path to growth. Most members of the Black community in the advertiser-coveted 18-34 demographic (74%) agree with the statement โI wish I saw more representation of my identity group when I consume content.โ That number ticks up to 79% when measuring the Black LGBTQ+ audience. In fact, 7 in 10 (70%) of Black consumers will stop buying from brands perceived as devaluing their community.
Laporan terbaru Nielsen menekankan bahwa representasi dalam konten dan iklan berperan sebagai penunjuk arah bagi keterlibatan, kesetiaan, dan pembelian konsumen kulit hitam. Sebagai contoh, 60% konsumen kulit hitam mengharapkan pengecer tempat mereka berbelanja untuk mendukung isu-isu yang mereka pedulikan, sementara 56% lebih memilih membeli merek yang beriklan di program yang mencerminkan budaya mereka. Selain itu, 57% konsumen kulit hitam setuju bahwa jika sebuah perusahaan memperlakukan karyawan dengan buruk, mereka tidak akan lagi menggunakan produk atau layanan perusahaan tersebut.
Keterlibatan dan pengaruh budaya komunitas Afrika-Amerika menjadi pendorong pertumbuhan di sektor-sektor kunci lanskap media yang menjadi incaran setiap pengiklan. Faktor utama yang menarik perhatian konsumen Afrika-Amerika dan menyelaraskan merek adalah inklusi pengalaman yang melampaui sekadar simbolisme dan mengutamakan keaslian.
Mayoritas besar (71%) konsumen kulit hitam merasa tidak terwakili dengan baik di media, yang menjadi faktor penting dalam pilihan konten mereka.
Ada juga peluang besar untuk menjangkau audiens kulit hitam di TV dan streaming, seperti yang ditunjukkan oleh data Nielsen terbaru:
- Orang kulit hitam berusia 18-49 tahun rata-rata menghabiskan hampir tujuh setengah jam lebih per minggu dengan Connected TV dibandingkan dengan rekan-rekan mereka yang seusia.
- Penonton kulit hitam menyumbang 13% dari total penonton TV, namun mereka mendominasi hampir sepertiga dari interaksi FAST dengan pangsa penonton sebesar 31%.
- Penonton kulit hitam paling mungkin ingin menonton acara secara langsung saat acara tersebut ditayangkan atau tersedia di layanan streaming.
Nielsen.com has more information on this special report: โThe Black Influence: How Black Culture & Identity Drive the Market.โ
About Nielsen’s Diverse Intelligence Series
Nielsenโs Diverse Intelligence Series is a robust portfolio of comprehensive audience studies on underrepresented consumer segments, leveraging Nielsenโs robust data to build powerful insights on their media consumption, content preferences, and influence in the media eco-system. The series serves as the industry benchmark in understanding the cultural and behavioral nuances to reach and connect with diverse consumers with relevance and authenticity. To learn more about Nielsen’s Diverse Intelligence research series, visit www.nielsen.com.
Tentang Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiencesโnow and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook dan Instagram).
Kontak Media:
David Schwarz
Nielsen Communications
david.schwarz@nielsen.com
