Nielsen and the National Newspaper Publishers Association (NNPA) collaborate for second installment of report on Black buying power, consumer behavior and lifestyle trends
African-American Consumers: Still Vital, Still Growing 2012 Report released by Nielsen and the NNPA.
Congressional Black Caucus Foundation’s (CBCF) 42nd Annual Legislative Conference, the report is the second of three annual installments of a collaboration between Nielsen, a global provider of information and insights into what consumers watch and buy, and the National Newspaper Publishers Association (NNPA), a 72-year-old federation of 200 Black community newspapers.
“Our collaboration with the NNPA has been successful,” said Susan Whiting, vice chair, Nielsen. “NNPA’s insertion of the report into its 200 publications allows Nielsen access to millions of African-American consumers, and allows us to share vital information that will help increase the awareness of Blacks’ consumer power.”
The 2012 report highlights important subsectors of the population, unique lifestyles, purchasing and viewing habits, and also sheds light on the disparities in advertising dollars spent with African-American media.
The number of Blacks in America has reached almost 43 million. With a healthy representation of today’s population, coupled with an attractive collective buying power, businesses have opportunities to increase market share with Black consumers.
Keeping the Black community informed and educated is one of the goals of the Congressional Black Caucus Foundation.
Collaborations with community organizations helps Nielsen establish a corporate reputation that is valued and trusted among consumers.
“Nielsen’s collaborative efforts with organizations such as the NNPA and the CBCF demonstrates unity and reinforces the company’s credibility with Black consumers,” said Rev. Jacques DeGraff, co-chair, Nielsen’s external African-American Advisory Council (AAAC). “By engaging consumers in the conversation about economic power, the outcome can lead to improved products, more penetrating marketing messages and enhanced corporate/consumer partnerships in our communities,” said Victor Bulluck, co-chair, AAAC.