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 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."
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Bureau Data

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TV One's new reality grows by mixing originals with off new sitcoms

By Thomas Umstead
Multichannel News
(July 3, 2010) TV One will look to build on its ratings momentum and its growing list of sponsors with the launch of several original celebrity reality series as part of its upfront presentation to advertisers.

The 50 million-subscriber network -- co-owned by Comcast and broadcaster Radio One -- posted a 25% increase in total primetime viewers during first quarter of 2010 compared to the same period last year on the strength of original celebrity reality and documentary series such as Unsung and LisaRaye: The Real McCoy, backed by acquired African-Americantargeted off-net sitcoms Martin and Good Times.

"We decided to focus on the strategy of real life entertainment, with the first step of that to focus on the real lives of entertainers," senior vice president of original programming Toni Judkins said. "We're seeking people whose stories would not have been told on a mainstream network with the complexities and dimension that TV One offers."

The network has scored from a ratings perspective with the Lisa- Raye reality program. The April 8 premiere drew a 1.0 household rating and 514,000 viewers, with a subsequent second episode averaging a network record 1.2 household rating and delivering 608,000 households.

Other shows such as Unsung, which profiles the lives of musical artists such as Stacy Lattisaw and DeBarge, and Life After, about celebrities that have faced life-changing experiences such as Malcolm-Jamal Warner, Elise Neal and Ruben Studdard, provide TV One's core 25-to-54 year old African-American viewers with content and personalities they're familiar with, even if the subjects are not well-known to a mainstream audience. New series slated for later this year include Donald Trump Presents The Ultimate Merger, a reality dating series featuring reality series veteran Omarosa; and K-Ci and Jojo … Come Clean, in which two popular R&B singers of the 1990s try to stage a comeback.

TV One this summer also brings back coverage of the Essence Music Festival, with performances from Janet Jackson, Mary J. Blige and Alicia Keys, Judkins said.

Off-Net Boost
While the network has launched several successful original primetime original series, ratings growth overall has been bolstered by off - network sitcoms such as Living Single, Martin, Good Times, Half and Half, A Different World and Lincoln Heights.

"Our philosophy is to give audiences what they want to see, whether it's original or acquired," Maureen Guthman, senior vice president of programming strategy and acquisitions, said. "Originals will always be the cornerstone of our programming but we can't totally disregard the content that our audience grew up watching."

The network is hoping recent ratings success will translate into increased advertising revenue in the upfront season. Chief financial officer Keith Bowen said the network is building interest among both African-American specific and general entertainment targeted advertisers.

Over the last 18 months the network has added 36 blue-chip advertisers to its schedule, he said, although he would not reveal specific names.

"The fact there's buzz out there with all of our originals is making our message easier to present to advertisers," he said.


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