Radio Gets The Largest Share Of African-American Ad Dollars
January 30, 2008 at 9:49 AM (PT)
According to new information just received from NIELSEN MONITOR-PLUS, radio gets the largest share of AFRICAN-AMERICAN-targeted ad dollars. Local stations grab a dominant 35% of the $2.3 billion advertisers spend to target AFRICAN-AMERICANS. This is followed by magazines and cable television, which get 26% of the ad budgets. This analysis shows cable television was the biggest gainer, and became the third-most-used media as more money moved to BET and TV-ONE, which is a division of RADIO ONE. TV-ONE was included for the first time.
Cable television gets 26%, followed by network television's 8% and syndicated television shows' 5%. As was the case in the general market, PROCTER & GAMBLE is the largest advertiser targeting AFRICAN-AMERICANS. They spent $90 million in 2007 on brands, which include CHARMIN, BOUNTY, CREST, OLAY, COVER GIRL and TIDE. MCDONALD'S is second with $37.7 million, followed by JOHNSON & JOHNSON with $36.1 million. Automotive was the single largest ad category, followed by fast food and motion pictures. NIELSEN’s data extends to over 22,000 advertisers across more than 130 media outlets.