SPOTLIGHT

  • Quantifying the Influence of Black Consumers

    Perennially noted for cultural innovation and being on the cusp of the latest trends that embody America, Black consumers are one of America’s greatest assets. “What’s next?” for Black consumers is actually happening right now. Recognizing the contributions of African-Americans is steeped in a storied tradition of celebrating trailblazers and those less-familiar hidden figures whose advancements and contributions have impacted science, technology, manufacturing, media, and entertainment.

  • Quantifying the Influence of Black Consumers

    Today, Black consumers make up a diverse group of trendsetters, education enthusiasts, media influencers, social activists and content creators. Making gains and upending outdated stereotypes on multiple fronts — from education to income to social media and civic engagement — the African-American story continues to evolve as Black consumers leave an indelible footprint on today’s rapidly changing mainstream. African-American advancement is a multi generational affair, powered by a civil rights legacy that guides and inspires older African Americans even as younger Blacks solidify and expand their role as cultural influencers in an American mainstream that represents the pinnacle of diversity.

  • Quantifying the Influence of Black Consumers

    For a closer look at this consumer group who is tech-savvy; socially and civically engaged; growing in population (46.3 million or 14% of the U.S. population) and buying power (nearly $1.2 trillion in 2015); and optimistic about the future, read Nielsen’s latest Diverse Intelligence Series report focused on Black consumers, "Young, Connected and Black" here.

YOU MATTER

Get to know Nielsen

Nielsen is a leading global provider of information and insights into what consumers watch, listen to and buy. What does this mean exactly? Nielsen’s business is understanding people. We measure consumer trends – what people buy, what media they watch, what digital media they consume and much more.

DIVERSITY: BETTER BUSINESS—NOT JUST THE RIGHT THING TO DO

At Nielsen, we work to leverage diversity to provide superior results for our clients.
When most people think of the word diversity, they think of visible differences—race, gender, disabilities, age and so on. This is a narrow definition of diversity that obscures much of it from view, just as the majority of an iceberg sits invisible below the waterline. At Nielsen, our definition of diversity takes a broader view, encompassing far more than what you see. It is our breadth of skills, experiences and cultural backgrounds that make each of us unique—and so make our contributions unique, too.

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ANGELA TALTON, CHIEF DIVERSITY OFFICER, NIELSEN

DAVID RAWLINSON JOINS NIELSEN BOARD OF DIRECTORS

David Rawlinson

Nielsen is pleased to welcome David Rawlinson as a member of the company’s board of directors and a member of the audit committee. Rawlinson is an accomplished executive with deep experience delivering growth for global online and ecommerce enterprises.

IN THE COMMUNITY

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    CHAMPIONING FUTURE CORPORATE LEADERS AT HISTORICALLY BLACK COLLEGES AND UNIVERSITIES

    We know a robust and diverse talent pipeline allows us to meet evolving business needs and drive innovation at our company and for our clients. In order to instill a culture of diversity and build that pipeline, we regularly engage students on diverse campuses across the U.S., including several historically black colleges and universities (HBCUs). Read More

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    SPELMAN COLLEGE STUDENTS WIN NIELSEN CASE STUDY COMPETITION AT THE ATLANTA UNIVERSITY CENTER

    Nielsen celebrated its second annual case study competition on the campuses of the Atlanta University Center, a consortium of four Atlanta-based Historically Black Colleges and Universities. A team of talented students from Spelman College took the top prize in this year’s competition. In addition to the News Center article, Andrew McCaskill joined HBCU Digest’s Jarrett Carter Sr. to talk about the program and other related topics on the HBCU Digest podcast.

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    DON LOWERY GIVES KEYNOTE ADDRESS AT AFRICAN-AMERICAN CHAMBER OF COMMERCE OF NEW JERSEY (AACCNJ) HOLIDAY RECEPTION

    Last month, Don Lowery gave a keynote address at the AACCNJ’s holiday reception. In the address, he highlighted the 2016 African-American consumer report, detailing the power of Black millennial consumers in particular. From left: John Harmon, Sr., President & CEO, AACCNJ, Don Lowery and Hosea Johnson, Chairman, AACCNJ.

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    NIELSEN BLACK EMPLOYEE FORUM | ATLANTA

    Benard Kinsey, curator and benefactor of The Kinsey African American Art & History Collection shares a poignant story of how he and his wife, Shirley, transformed their passion into one of the largest private collections of African American art in the world.

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    NIELSEN BLACK EMPLOYEE FORUM | ATLANTA

    Nielsen Chief Diversity Officer Angela Talton delivers a thoughtful and inspiring presentation on diversity and the importance of ensuring D&I is part of Nielsen’s DNA.

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    NIELSEN BLACK EMPLOYEE FORUM | ATLANTA

    Andrew McCaskill (far right), Nielsen’s Senior Vice President, Global Communications participates in a panel of thought-leaders on corporate diversity and the opportunities for advancement among Black professionals.

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    SABLE DIVERSE INTELLIGENCE SERIES | NEW YORK

    Nielsen’s African-American employee resource group, SABLE, hosted its marquee Diverse Intelligence Series event in New York City. Using Nielsen’s extensive data on media consumption and shopping behaviors, the event aimed to explore the buying power—and influence—of African-American consumers. (photographed left to right: Kelle Coleman, Vice President, Global Communications, and Courtney Jones, Vice President, Multicultural Growth and Strategy).

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    100 BLACK MEN 30TH ANNIVERSARY

    Nielsen Senior Vice President, Global Communications, Andrew McCaskill addresses an attentive audience at a special event and panel celebrating the 30th Anniversary of the 100 Black Men of America. Also pictured are several Nielsen SABLE (Sustaining Active Black Leadership and Empowerment) members who were onsite for the Nielsen-sponsored event.

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    NIELSEN FOUNDATION AWARD SCHOLARSHIPS | ATLANTA

    Nielsen Chief Financial Officer, Jamere Jackson, and Nielsen Chief Diversity officer, Angela Talton, presented three scholarships to students at the Ron Clark Academy, Spelman College and Morehouse College during Nielsen Black Employee Forum.

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    CONVERSATION SERIES: DIVERSITY IN MEDIA LOS ANGELES PANEL | LOS ANGELES

    Nielsen hosted a thoughtful panel on diversity in television and music in Los Angeles amid an audience of consumers, fans and social advocates. The panel was moderated by Angela Jollivette, host for the Grammy Pro Music Series #Buzzin and featured Grammy-Award winning gospel artist Erica Campbell with Cheryl Grace, U.S. Strategic Community Alliances and Consumer Engagement at Nielsen (pictured far right).

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    PALEY CENTER FOR MEDIA SYMPOSIUM ON AFRICAN-AMERICANS IN TV | LOS ANGELES

    Nielsen Senior Leaders and members of the Nielsen’s African-American Advisory Council convened at the Paley Center for Media in Beverly Hills for a day-long symposium on the current state of African-Americans in the television industry.

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    PALEY CENTER FOR MEDIA SYMPOSIUM ON AFRICAN-AMERICANS IN TV | LOS ANGELES

    Adonis Hoffman, J.D., Co-Chair Nielsen African-American Advisory Council (AAAC), addresses the sustainability of the recent increase in diversity on television as he opens the symposium at the Paley Center that featured Nielsen data as well as research and expertise of those working in television.

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    PALEY CENTER FOR MEDIA SYMPOSIUM ON AFRICAN-AMERICANS IN TV | LOS ANGELES

    TV personality and entertainment correspondent Shaun Robinson (far left) moderated the panel, “Making It Work for African Americans in Television” at Nielsen’s Symposium at the Paley Center. Panelists included Mike Jackson, Executive Producer of WGN America’s original drama series “Underground”, Nne Ebong, Senior VP Drama Development at ABC Studios, and Benito Martinez, award-winning actor from critically acclaimed series “American Crime.”

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    PALEY CENTER FOR MEDIA SYMPOSIUM ON AFRICAN-AMERICANS IN TV | LOS ANGELES

    Actor, author and activist Hill Harper (right) shares candid insight on his experiences in Hollywood and the opportunity for greater diversity on TV and in Film. The “conversation with” Harper was moderated by Greg Braxton, Pulitzer Prize-winning journalist and Deputy Television Editor at the Los Angeles Times.

BLACK CONSUMERS AT-A-GLANCE

Black vs Non-Black Viewership Chart

Black vs. Non-black Viewership

Black vs Non-Black Viewership Chart

Population, Education, Buying Power, Top Five Metro Areas

Black vs Non-Black Viewership Chart

Viral Vanguards, Entertainment, Purchase Influencers

Black vs Non-Black Viewership Chart

Social Networkers, Down Time is Social Time, Tech Enthusiasts

Black vs Non-Black Viewership Chart

Fresh Foodies, What's in the Shopping Cart, Busy Lifestyles

Black vs Non-Black Viewership Chart

The Streaming Revolution, Music Streaming Boom Driven by Black Artists, Prince's Legend Lives On

MILLENNIAL SPOTLIGHT

Nielsen on Black Millennials

Following Nielsen’s annual African American Consumer Report, we spoke with Blavity, one of the fastest growing digital media outlets focused on black millennials active in tech and media, to discuss Black millennial influence and the cool factor in the Nielsen numbers. Watch the two-part series below:

 

CONSUMER CORNER

YOUNG, CONNECTED AND BLACK AFRICAN-AMERICAN MILLENNIALS ARE DRIVING SOCIAL CHANGE AND LEADING DIGITAL ADVANCEMENT

2016 REPORT

RETAIL RESONANCE: UPPING THE PRIVATE LABEL GAME AMONG AMERICA’S MULTICULTURAL HOUSEHOLDS View
FOR US BY US? THE MAINSTREAM APPEAL OF BLACK CONTENT View
2016 U.S. MUSIC YEAR-END REPORT View
2016 NIELSEN SOCIAL MEDIA REPORT View
AFRICAN-AMERICANS COMBINE TRADITION WITH A MULTIMEDIA APPROACH TO SHOPPING View
DIVERSE CONTENT IS DRIVING INCREASED AD SPEND View

IN THE NEWS

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Your Privacy Matters

Your voice, your preferences and the power you yield as a consumer matters. It matters not only to the businesses that produce the products and media you consume, but it also matters to us. At Nielsen, we are committed to being responsible with the personal data we maintain and we are committed to protecting the privacy and security of the personal data we collect.

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