15th Annual Edition
'Buying Power of Black America' report breaks down billions in expenditures

Black consumers are responding to tighter economic condition by focusing more of their spending on items and services that improve their homes and lifestyle. That's one of the trends revealed in the 15th annual report, "The Buying Power of Black America," published by Target Market News. The report analyzes spending for black households in 2008 and finds that African-Americans...
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 Black Stats          
Frequently requested data on African American consumers

Black Buying Power:
  $803 Billion (2008)

Black U.S. Population:
  41.1 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 $166.3 bil.
 - Food $65.3 bil.
 - Cars/Trucks $31.5 bil.
 - Clothing $26.9 bil.
 - Health Care $23.9 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


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Chrysler shifts Jeep launch ad assignment from GlobalHue to Wieden + Kennedy

By Target Market News staff
(May 17, 2010) Chrysler Group LLC has announced that it has shifted the advertising assignment for Jeep's biggest launch, the  2011 Jeep Grand Cherokee from GlobalHue to general market agency Wieden + Kennedy, which handles Dodge. The vehicle launches in June and advertising is expected to break in June or July.

At the same time, the carmaker revealed it has given its African American, Hispanic and Asian advertising assignments for Dodge, Ram and Chrysler brands to Global Hue, which continues to handle national and multicultural advertising for Jeep.  

At the time of the re-assignment, Chrysler issued the following statement:

"In order to continue to effectively communicate the direction of the Chrysler, Dodge, Jeep and Ram Truck brands, the company has repositioned some agency responsibilities. These changes enable each of the agencies to be more responsive to the individual brand needs and allow Chrysler Group to continue its renewed focus.

"As multicultural segments become more important for Chrysler Group's success in the U.S. market, GlobalHue will lead all multicultural strategies for Chrysler, specifically for Dodge, Ram Truck and Jeep brands. Due to this increased responsibility for GlobalHue, Wieden+Kennedy will develop the creative for the marketing and advertising for the launch of the all-new 2011 Jeep Grand Cherokee. GlobalHue will remain the Lead Agency for the Jeep Brand.

"Each of our four agencies will continue to work as the lead agency for each of their respective brands."

Chrysler Group spokeswoman Dianna Gutierrez told Target Market News that multicultural advertising will play a bigger role in Chrysler's marketing plans, however she declined to say whether or not Chrysler would increase its spending to market to minority consumers.

The move could ultimately be a gain for GlobalHue. After Chrysler's bankruptcy, the automaker hired separate agencies to provide general market and multicultural advertising for each of its brands including Fallon for Chrysler brand, Richards Group for Ram, Wieden + Kennedy for Dodge and Global Hue for Jeep. GlobalHue handled multi cultural strategy for all the brands and worked with units within those general market firms on African American, Hispanic and Asian advertising.

Gutierrez added that reassignment of the 2011 Grand Cherokee work is not a signal that Global Hue is losing its grasp on the Jeep general market account.  In the past, automakers such as Cadillac and Chevrolet have given advertising assignments to other agencies before taking the whole account away from their original shop.

Go to Target Market News homepage

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