Weren"t able to attend the 2009 Marketing to African-Americans with Excellence (MAAX) Summit? Order the workbook which contains hard copies of the presentations made by some of the nation"s top experts on Black consumer marketing, including:

Burrell Communications
Carol H. Williams Agency
FUSE Advertising
Hunter-Miller Group
MEE Productions
Media Economics Group
Nia Enterprises
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
UniWorld Group
...and more

Click here to order

Advertising & PR News
Marketing News
TV & Cable News
Radio News
Magazine News
Newspaper News
Internet News

Retailing News
Consumer Research

Expenditure Data
People in the News
Industry News
Company Bios and

 Register Here       
Are you getting the latest industry news when it happens via e-mail

Click here for free delivery of the Target Market News Bulletin
You"ll receive news of breaking stories, exclusives, updates and headlines on the latest developments in African American marketing and media

 Black Stats          
Frequently requested data on African American consumers

Black Buying Power:
  $744 Billion (2006)

Black U.S. Population:
  38.3 million

Top Five Black Cities
  - New York
  - Chicago
  - Detroit
  - Philadelphia
  - Houston

Top Five Black Metros:
  - New York-New Jersey
  - Washington-Baltimore
  - Chicago-Gary
  - Los Angeles
  - Philadelphia

Top Five Expenditures:
 - Housing $121.6 bil.
 - Food $59.2 bil.
 - Cars/Trucks $32.1 bil.
 - Clothing $27.7 bil.
 - Health Care $17.8 bil.

Click here for more stats from "The Buying Power of Black America."
Get quick access to key
U.S. Census 
Bureau Data

Click here to go to African-American Census Bureau data


(c) 2010 by
Target Market News Inc.

All rights reserved
Business address:
228 S. Wabash Ave.
Suite 210
Chicago, IL 60604
t.  312-408-1881 

R.L. Polk presents first Loyalty Awards for brands purchased by ethnic consumers

(January 12, 2010) R. L. Polk & Co.'s 14th Annual Automotive Loyalty Awards were presented at the 2010 Automotive News World Congress in Detroit. Four new awards categories were presented including three new ethnic loyalty awards for auto brands that registered the highest percentage of customer loyalty with African-American, Hispanic and Asian consumers.

Honda captured the title in the newly introduced African American and Hispanic Loyalty to Make Awards categories. It had  56.6 percent among African-Americans and 54.8 percent with Hispanics. Toyota registered the highest loyalty to make with Asians with 52 percent.

Edging out General Motors for the first time in nine years, Toyota ranked number one in Overall Loyalty to Manufacturer, indicative of the manufacturer's ability to retain previous customers. Toyota also won top honors in the Mid/Full-Size Car and Mid/Full-Size SUV categories for the Toyota Prius and Lexus RX respectively, and received the new award for brand loyalty among Asian American consumers.

"After an extremely difficult year for the auto market, winning four Polk Loyalty Awards is a real boost for us," said Jim Lentz, president and chief operating officer of Toyota Motor Sales, U.S.A., Inc. "We're especially grateful to our dealers and customers for their trust in Toyota, Lexus and Scion."

Audi won top honors in the Most Improved Loyalty to Make category. The award, introduced this year, honors the make that recorded the largest percentage point improvement in loyalty for the 2009 model year. Audi recorded a 4.9 percentage point increase in its customer loyalty. 

Ford garnered two awards: The F-Series earned the Mid/Full-Size Pickup nod and Mustang repeated in the Sports Car category.  Other repeat winners included Subaru Forester in the Compact SUV segment, Land Rover Range Rover in the Luxury SUV category, and Chrysler Town & Country which has won the Minivan segment for the past eight years.

Other winners honored in tonight's ceremony included the MINI Cooper in the Compact Car category; BMW 3 Series in the Luxury Car segment; and the Porsche 911 in the Luxury Sports Car category.

"Maintaining a solid loyal customer base is not easy, but it is essential to survive in today's competitive environment," said Stephen Polk, chairman, president and CEO of R. L. Polk & Co. "Tonight's winners are all excellent examples of what customer retention can do for your brand and your bottom line."

The Polk Manufacturer Loyalty Excelerator Report, is the basis for the Polk Automotive Loyalty Awards. This report was introduced to the automotive industry in 1995 and was created to provide the latest insights into household consumer loyalty to automotive manufacturers at many different levels. It is now used to provide loyalty percentages for the entire automotive industry and allows for cross-industry comparisons of loyalty behavior. The report measures loyalty throughout the entire model year so that manufacturers may keep abreast of loyalty trends as they occur in the industry.

The Polk Automotive Loyalty Awards recognize manufacturers for superior owner loyalty performance. Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make. For a complete list of current and past Polk Automotive Loyalty Award winners, please visit http://usa.polk.com/Company/Loyalty/

Here are the categories honored:



Loyalty %

Overall Awards



Overall Loyalty to Manufacturer



Overall Loyalty to Make



Most Improved Loyalty to Make


+ 4.9 points

Hispanic Market Loyalty to Make



Asian Market Loyalty to Make



African American Market
Loyalty to Make



Vehicle Segment Awards



Compact Car

MINI Cooper


Mid/Full-Size Car

Toyota Prius


Luxury Car

BMW 3 Series


Sports Car

Ford Mustang


Luxury Sports Car

Porsche 911



Chrysler Town & Country


Mid/Full-Size Pickup

Ford F-Series


Compact SUV

Subaru Forester


Mid/Full-Size SUV

Lexus RX


Luxury SUV

Land Rover Range Rover





Go to Target Market News homepage


Burrell Communications launches new agency for 18-34 multi-ethnic males

Wesley South, pioneering Chicago radio owner and personality, dies at 95

Black Cable TV Ratings for Wk. of Dec. 28 - Jan. 3 Cable's last week of the year produces a familiar Top 25 of favorite shows

LAGRANT Foundation to award $125,000 in scholarships to minority students

Black TV Ratings for Week of Dec. 28 - Jan. 3 Final week of 2009 pits CBS vs. Fox for title of most watched network

GlobalHue named new general market and multicultural ad agency of record for Jeep

Equals Three Communications selected as agency of record for Nutrition, Inc.

Tavis Smiley announces end of State of the Black Union symposium series

TV One to premiere "Love That Girl!," a new sitcom starring Tatyana Ali

Eunice Johnson, founding officer of Johnson Publishing Co., dies at 93