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PRESS ROOM: Nielsen study shows media industry and marketers often miss the mark in connecting with Black consumers

NNPA NEWSWIRE — Black audiences are seeking more authenticity and nuance in media content and ad campaigns. Nielsen’s Attitudes on Representation on TV study found that 59% of Black viewers are more likely to buy from brands that feature someone from their identity group in advertisements, while Nielsen’s Branded Content Outcomes studies show significantly higher performance for campaigns that feature Black talent.
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With authentic representation lacking and increased consumer demand for brands to directly benefit Black communities, 2022 saw a 10-point decline in Black viewers who are more likely to buy from brands that advertise in inclusive content

NEW YORK — Nielsen’s latest Diverse Intelligence Series report, “Amplifying Black voices in media: Creating informed, thoughtful and authentic experiences,” explores why 2022 saw a 10-percentage point decline in Black viewers who are more likely to buy from brands that advertise in inclusive content compared to 2021.

The report delves into the reasons behind this decline, examining the relationship between authenticity and engagement and the impact of inclusion beyond what’s on screen.

Report Findings

Black audiences are seeking more authenticity and nuance in media content and ad campaigns. Nielsen’s Attitudes on Representation on TV study found that 59% of Black viewers are more likely to buy from brands that feature someone from their identity group in advertisements, while Nielsen’s Branded Content Outcomes studies show significantly higher performance for campaigns that feature Black talent.

Brands attempting to reach Black consumers through ad placements in inclusive content are investing heavily with over $1.2 billion spent in Black and African American targeted traditional media in the first half of 2022 alone. However, Black audiences prefer streaming: 63% report streaming content as their most watched platform and 62% indicated streaming as the most relevant platform.

Nielsen’s report underscores that Black audiences also care about how they are represented in media content and where their images and experiences are presented. Only 32% of Black audiences feel industry representation of their identity group is accurate, and the growing intersectional identities within the Black community make nuanced representation more important than ever.

The report also highlights the power of partnering with Black talent at every stage of the marketing funnel—from campaign creators and media owners, to on-screen talent and social media influencers.

“The media industry has an opportunity to better serve the needs of Black audiences through inclusive and equitable representation on screen, behind the scenes, in advertising, and on other platforms where they come into contact with brands and content creators” says Charlene Polite Corley, Vice President, Diverse Insights & Partnerships at Nielsen. “Black audiences wield cultural influence and growing buying power and serving the needs of this community is not only good business, but it is also the right thing to do.”

Key findings from the report include:

  • Supporting Black-owned media can attract new audiences.
  • All viewers watched more than 140 million hours of content from Black-owned networks in March 2022―double what Black audiences alone watched.
  • Black audiences are 50% more likely than the general population to seek out diverse-owned media.
  • Streaming provides more authentic choices for Black viewers, and they prefer it over broadcast and cable.
  • In July 2022, time spent streaming accounted for the largest share of Black audience TV time at over 36%.
  • Black viewers also reported streaming as their most watched platform (63%) and most relevant platform (62%)
  • Inclusion throughout the marketing funnel increases performance.
  • Black-focused agencies deliver higher performance overall, with 83% of the highest brand metric scores in Familiarity Lift, Affinity Lift, Purchase Intent Lift, and Recommendation Intent Lift.
  • 59% of Black viewers are more likely to buy from brands that feature someone from their identity group in advertisements.
  • Black adults were 71% more likely to buy products endorsed by influencers on social media.

For more details and insights, download the full report here. Join the conversation on LinkedIn, Facebook (Nielsen Diversity, Equity and Inclusion) and Twitter (@Nielsen_DEI).

ABOUT NIELSEN’S DIVERSE INTELLIGENCE SERIES

In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports that focus on diverse audiences and their media preferences, media trends and representation. The series has become an industry resource to help brands better understand and reach diverse customers. To learn more about Nielsen’s Diverse Intelligence research series, visit http://www.nielsen.com.

ABOUT NIELSEN

Nielsen shapes the world’s media and content as 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 audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at http://www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

The post PRESS ROOM: Nielsen study shows media industry and marketers often miss the mark in connecting with Black consumers first appeared on BlackPressUSA.

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IN MEMORIAM: Ramona Edelin, Influential Activist and Education Advocate, Dies at 78

NNPA NEWSWIRE — Born on September 4, 1945, in Los Angeles, California, activist Ramona Edelin’s early years were marked by a commitment to education and social justice. According to her HistoryMakers biography, after graduating from Fisk University with a Bachelor’s degree in 1967, she pursued further studies at the University of East Anglia in England. She earned her master’s degree before completing her Ph.D. at Boston University in 1981.
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By Stacy M. Brown, NNPA Newswire Senior National Correspondent
@StacyBrownMedia

Once upon a time, Black Americans were simply known as colored people, or Negroes. That is until Ramona Edelin came along. The activist, renowned for her pivotal roles in advancing civil rights, education reform, and community empowerment, died at her D.C. residence last month at the age of 78. Her death, finally confirmed this week by Barnaby Towns, a communications strategist who collaborated with Dr. Edelin, was attributed to cancer.

Born on September 4, 1945, in Los Angeles, California, Edelin’s early years were marked by a commitment to education and social justice. According to her HistoryMakers biography, after graduating from Fisk University with a Bachelor’s degree in 1967, she pursued further studies at the University of East Anglia in England. She earned her master’s degree before completing her Ph.D. at Boston University in 1981.

Edelin’s contributions to academia and activism were manifold. She was pivotal in popularizing the term “African American” alongside Rev. Jesse L. Jackson in the late 1980s.

Jackson had announced the preference for “African American,” speaking for summit organizers that included Dr. Edelin. “Just as we were called Colored, but were not that, and then Negro, but not that, to be called Black is just as baseless,” he said, adding that “African American” “has cultural integrity” and “puts us in our proper historical context.”

Later, Edelin told Ebony magazine, “Calling ourselves African Americans is the first step in the cultural offensive,” while linking the name change to a “cultural renaissance” in which Black Americans reconnected with their history and heritage.

“Who are we if we don’t acknowledge our motherland?” she asked later. “When a child in a ghetto calls himself African American, immediately he’s international. You’ve taken him from the ghetto and put him on the globe.”

The HistoryMakers bio noted that Edelin’s academic pursuits led her to found and chair the Department of African American Studies at Northeastern University, where she established herself as a leading voice.

Transitioning from academia to advocacy, Edelin joined the National Urban Coalition in 1977, eventually ascending to president and CEO. During her tenure, she spearheaded initiatives such as the “Say Yes to a Youngster’s Future” program, which provided crucial support in math, science, and technology to youth and teachers of color in urban areas. Her biography noted that Edelin’s efforts extended nationwide through partnerships with organizations like the National Science Foundation and the United States Department of Education.

President Bill Clinton recognized Edelin’s expertise by appointing her to the Presidential Board on Historically Black Colleges and Universities in 1998. She also co-founded and served as treasurer of the Black Leadership Forum, solidifying her standing as a respected leader in African American communities.

Beyond her professional achievements, Edelin dedicated herself to numerous boards and committees, including chairing the District of Columbia Educational Goals 2000 Panel and contributing to the Federal Advisory Committee for the Black Community Crusade for Children.

Throughout her life, Edelin received widespread recognition for her contributions. Ebony magazine honored her as one of the 100 Most Influential Black Americans, and she received prestigious awards such as the Southern Christian Leadership Award for Progressive Leadership and the IBM Community Executive Program Award.

The post IN MEMORIAM: Ramona Edelin, Influential Activist and Education Advocate, Dies at 78 first appeared on BlackPressUSA.

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Tennessee State University Board Disbanded by MAGA Loyalists as Assault on DE&I Continues

NNPA NEWSWIRE — Recent legislative actions in Tennessee, such as repealing police reform measures enacted after the killing of Tyre Nichols, underscore a troubling trend of undermining local control and perpetuating racist agendas. The new law preventing local governments from restricting police officers’ authority disregards community efforts to address systemic issues of police violence and racial profiling.
The post Tennessee State University Board Disbanded by MAGA Loyalists as Assault on DE&I Continues first appeared on BlackPressUSA.

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By Stacy M. Brown, NNPA Newswire Senior National Correspondent
@StacyBrownMedia

Tennessee State University (TSU), the state’s only public historically Black college and university (HBCU), faces a tumultuous future as Gov. Bill Lee dissolved its board, a move supported by racist conservatives and MAGA Republicans in the Tennessee General Assembly, who follow the lead of the twice-impeached, four-times indicted, alleged sexual predator former President Donald Trump. Educators and others have denounced the move as an attack on diversity, equity, and inclusion (DE&I) and a grave setback for higher education.

Critics argue that TSU’s purported financial mismanagement is a manufactured crisis rooted in decades of underinvestment by the state government. They’ve noted that it continues a trend by conservatives and the racist MAGA movement to eliminate opportunities for Blacks in education, corporate America, and the public sector.

Gevin Reynolds, a former speechwriter for Vice President Kamala Harris, emphasizes in an op-ed that TSU’s financial difficulties are not the result of university leadership because a recent audit found no evidence of fraud or malfeasance.

Reynolds noted that the disbanding of TSU’s board is not an isolated incident but part of a broader assault on DE&I initiatives nationwide. Ten states, including Tennessee, have enacted laws banning DE&I policies on college campuses, while governors appointing MAGA loyalists to university trustee positions further undermine efforts to promote inclusivity and equality.

Moreover, recent legislative actions in Tennessee, such as repealing police reform measures enacted after the killing of Tyre Nichols, underscore a troubling trend of undermining local control and perpetuating racist agendas. The new law preventing local governments from restricting police officers’ authority disregards community efforts to address systemic issues of police violence and racial profiling.

The actions echo historical efforts to suppress Black progress, reminiscent of the violent backlash against gains made during the Reconstruction era. President Joe Biden warned during an appearance in New York last month that Trump desires to bring the nation back to the 18th and 19th centuries – in other words, to see, among other things, African Americans back in the chains of slavery, women subservient to men without any say over their bodies, and all voting rights restricted to white men.

The parallels are stark, with white supremacist ideologies used to justify attacks on Black institutions and disenfranchise marginalized communities, Reynolds argued.

In response to these challenges, advocates stress the urgency of collective action to defend democracy and combat systemic racism. Understanding that attacks on institutions like TSU are symptomatic of broader threats to democratic norms, they call for increased civic engagement and voting at all levels of government.

The actions of people dedicated to upholding the principles of inclusivity, equity, and justice for all will determine the outcome of the ongoing fight for democracy, Reynolds noted. “We are in a war for our democracy, one whose outcome will be determined by every line on every ballot at every precinct,” he stated.

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Braxton Haulcy and the Expansion of Walker|West Music Academy

May 24, 2023 – Walker West Music Academy gets an early start on expansion. Join us for a Wednesday episode of The …
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May 24, 2023 – Walker West Music Academy gets an early start on expansion. Join us for a Wednesday episode of The …

The post Braxton Haulcy and the Expansion of Walker|West Music Academy first appeared on BlackPressUSA.

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