大多数受访者更倾向于购买那些在反映其文化内涵的内容中投放广告的品牌。
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.
尼尔森最新报告强调，无论在内容还是广告中体现的多元化形象，都是激发黑人群体参与度、认同感和购买行为的灯塔。 例如，60%的黑人消费者期望购物平台支持他们关注的社会议题，56%倾向于购买在反映其文化内涵的节目中投放广告的品牌。值得注意的是，57%的黑人消费者明确表示：若企业虐待员工，他们将立即停止消费该品牌产品。
黑人美国人的参与度与文化影响力正推动着媒体领域关键板块的增长，这些板块正是所有广告商争相布局的阵地。黑人消费者关注度与品牌认同的共同基石，在于品牌能否提供超越形式主义、真正触动人心的真实体验。
绝大多数（71%）黑人消费者认为自己在媒体中被错误呈现，这成为他们选择内容的重要因素。
尼尔森最新数据显示，电视和流媒体平台也存在着触达黑人受众的巨大机遇：
- 18至49岁的黑人群体每周使用联网电视的时间平均比同龄白人群体多出近七个半小时。
- 黑人观众占电视观众总数的13%，但其FAST平台参与度高达31%，贡献了近三分之一的用户份额。
- 黑人观众最希望在赛事直播或流媒体平台上线时实时观看。
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.
关于尼尔森
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, 在 Facebook 上 和 Instagram).
媒体联系方式：
David Schwarz
Nielsen Communications
david.schwarz@nielsen.com
