Nielsen: Dois terços dos consumidores negros prestam mais atenção a anúncios que refletem sua cultura

 A maioria dos entrevistados prefere comprar marcas que anunciam em conteúdos que refletem sua cultura.

Nielsen Releases New Report “The Black Influence: How Black Culture & Identity Drive the Market”

New York – January 19, 2026 – 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 they’re more likely to purchase when a brand partners with creators connected to their fandoms and interests compared to 45% overall. The “The Black Influence: How Black Culture & Identity Drive the Market” 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 Nielsen’s 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. 

“Our new report clearly defines that authentic representation has an increasingly impactful influence on attention and purchase behaviors,” said Charlene Polite Corley, Vice President, Inclusive Insights, Nielsen. “It’s more than just simply checking a box. It’s about actively engaging with Black audiences, reflecting their interests and culture in an effort to build a stronger business for brands.”

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 “I wish I saw more representation of my identity group when I consume content.”  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. 

O novo relatório da Nielsen destaca o fato de que a representatividade tanto no conteúdo quanto nos anúncios funciona como um farol para o engajamento, a afinidade e as compras dos negros. Por exemplo, 60% dos consumidores negros esperam que os varejistas dos quais compram apoiem as causas com as quais se importam, enquanto 56% preferem comprar marcas que anunciam em programas que refletem sua cultura. Também é importante notar que 57% dos consumidores negros concordam que, se uma empresa maltratar seus funcionários, eles não usarão mais seus produtos.

O envolvimento e a influência cultural da comunidade negra americana estão impulsionando o crescimento em setores-chave do panorama da mídia, nos quais todos os anunciantes querem estar presentes. O denominador comum para a atenção dos consumidores negros e o alinhamento com as marcas é a inclusão de experiências que vão além do simbolismo e abraçam a autenticidade.

A grande maioria (71%) dos consumidores negros sente-se mal representada na mídia, o que influencia significativamente suas escolhas de conteúdo. 

Há também uma grande oportunidade de alcançar o público negro na TV e no streaming, como mostram os novos dados da Nielsen: 

• Os negros entre 18 e 49 anos passam, em média, quase sete horas e meia a mais por semana com a TV conectada do que seus colegas da mesma faixa etária.

• O público negro representa 13% da população televisiva, mas é responsável por quase um terço do engajamento FAST, com 31% de participação na audiência.

• Os espectadores negros eram os mais propensos a querer assistir aos eventos ao vivo, assim que fossem transmitidos ou disponibilizados nos serviços de streaming.

Nielsen.com has more information on this special report: “The Black Influence: How Black Culture & Identity Drive the Market.”

About Nielsen’s Diverse Intelligence Series

Nielsen’s Diverse Intelligence Series is a robust portfolio of comprehensive audience studies on underrepresented consumer segments, leveraging Nielsen’s 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.

Sobre a 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 audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook e Instagram).

Contato com a mídia:

David Schwarz
Nielsen Communications
david.schwarz@nielsen.com