Nielsen: local radio tops for African American ad spend


In its first 12-month analysis of ad spending on media outlets that reach African American consumers, The Nielsen Company reported spending from 10/1/06- 9/30/07 totaled 2.3 billion. The analysis covers over 22,000 national, regional and local advertisers, across 130+ media vehicles.

Nielsen Monitor-Plus tracked Local Radio, National Magazine, National Cable TV, Network TV and Syndication TV. Local Radio reported the greatest amount of spending on African American targeted media at 805 million dollars, comprising 35% of total spend.

National Cable TV reported the largest ad growth with 14.5% during this period. This growth is the result of a number of factors including: Year over year growth for BET, the inclusion of TV One in the Nielsen Monitor-Plus service as of 1/07, as well as a number of high profile TV programs such as “House of Payne” on TBS, “Being Bobby Brown” on Bravo, “Flavor of Love” on VH1, and “Making the Band” on MTV.

Syndication TV reported 102.4 million dollars in ad spend for programs that have a 50% or greater composition of African American audiences, and that’s down year over year. Syndication is made up of a good mix of both established off-network programs such as “The Bernie Mac Show,” “One on One” and “Girlfriends” as well original syndication programming, like “Judge Mathis” and “Showtime at the Apollo.”
Network TV at 193.3 million dollars saw a consolidation of UPN and WB into the new CW network. The Top Network TV shows based on total ad revenue are: “Girlfriends,” Everybody Hates Chris,” “The Game,” and “All of Us” on the CW, as well as “Watch Over Me” on MNT.

With 89.7 million in spending, P&G is the largest advertiser targeting African Americans. McDonald’s is second with 37.7 million, followed by Johnson and Johnson with 36.1 million. Collectively, the Top 25 Advertisers spent a total of 681.0 million.

Five auto makers are in the top 25 advertisers across all African American media: GM (35.8 million), Chrysler (28.2 million), Ford (25.9 million), Nissan (22.1 million) and Toyota (21.7 million).