African-American TV usage, buying power highlighted


The Nielsen Company released more insights into television viewing behavior and shopping preferences among African-Americans. Nielsen found that while there are few differences among African-American and non-African-American households when it comes to shopping at grocery, mass merchandisers and warehouse club stores, a much higher proportion of African-American consumers shop at convenience-oriented formats, such as drug, dollar and convenience/gas stores.

46% of African-American households shop beauty supply stores-almost three times the rate for non-African-American households. Automotive supply stores and electronic stores follow beauty stores as the most popular alternative shopping channels for African-American consumers. African-American shoppers make more shopping trips each year compared to the average household (175 vs 165) but spend less per trip (39 dollars vs 44).

During the 2006-2007 television season, seven shows placed among the top ten primetime programs among both African-American and white viewers. Further, the top three shows last season (American Idol Wed., Tues. and Dancing With the Stars) ranked in the same position for both groups of viewers.  (In contrast, 10 years ago during the 1996-1997 season, African-American and white viewers had only one top ten show in common-Monday Night Football).