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Hunter-Miller Group
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Nielsen Company
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U.S. Census Bureau
...and more


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 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."
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Bureau Data

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(c) 2009 by
Target Market News Inc.

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Top 25 largest advertisers in black-targeted media lowered first quarter spending

(July 21, 2009) The economy continues to spur major advertisers to reduce advertising in the nation's black-targeted media outlets, but smaller advertisers softened the blow in ad losses to black print and broadcast vehicles. These advertisers posted a 7.8 percent drop for the quarter over last year, compared with the 13 percent drop by the largest advertisers.

All but five of the top 25 largest advertisers in black-targeted media cut their spending for Q1. The biggest increase in spending came from Johnson & Johnson, which boosted its allocation in black media for the quarter by 28 percent to $14 million. The largest cut came from Toyota, which dropped spending for the period by nearly 40 percent to $3.5 million.

The top 25 largest black media advertisers represented 29 percent of all black media ad purchases during the first quarter. The $487.3 million in total ad spending represented an 8.5% increase over the first quarter spending in 2009.

 
Top 25 Advertisers in Black-Targeted Media
 

Parent Company 

Q1, 09

Q1 08

% Chg.

JOHNSON & JOHNSON    

14.03

10.95

28.1%

PROCTER & GAMBLE CO   

13.66

21.78

-37.3%

VERIZON COMMUNICATIONS

8.25

8.54

-3.4%

MCDONALDS CORP   

6.99

6.56

6.5%

US GOVERNMENT  

6.80

6.05

12.3%

WAL-MART STORES INC 

5.89

7.87

-25.1%

AT&T INC             

5.47

5.65

-3.2%

BERKSHIRE HATHAWAY INC    

5.39

4.68

15.2%

GENERAL MOTORS CORP  

5.19

7.03

-26.2%

PEPSICO INC      

4.70

6.96

-32.5%

NATL AMUSEMENTS INC   

4.45

7.13

-37.6%

ALBAR PRECIOUS METAL

4.40

-

 

LOREAL SA              

4.37

5.67

-22.8%

H&R BLOCK INC*               

4.35

-

 

LIONS GATE ENTERTAINMENT* 

4.02

-

 

TIME WARNER INC            

3.76

3.95

-4.8%

NEWS CORP                  

3.65

4.26

-14.3%

TOYOTA MOTOR CORP        

3.59

5.95

-39.6%

CAMPBELL SOUP CO*  

3.54

-

 

STATE FARM AUTO INSURANCE 

3.40

2.64

29.0%

PROGRESSIVE CORP* 

3.39

-

 

UNILEVER             

3.30

4.62

-28.7%

YUM! BRANDS INC            

3.29

3.65

-9.9%

SONY CORP                

3.11

4.08

-23.7%

GENERAL ELECTRIC CO     

3.05

4.61

-33.8%

TOTAL

132.03

152.69

-13.5%


 
Ad Spending in Black-Targeted Media
 

Media Type  

Q1, 2009

Q1, 2008

% chg.

Cable TV 

150.8

131.92

14.31%

National Magazine

88.31

119.96

-26.38%

Spot Radio  

188.22

209.71

-10.25%

Network TV

10.14

2.75

268.73%

Syndicated TV

11.77

23.03

-48.89%

Total

449.24

487.37

-7.82%

Source: The Nielsen Company. Figures shown in millions of dollars. Estimates are for advertising expenditures in black-targeted media outlets including Cable TV, Network TV, Syndicated TV, National Black Magazines and Spot Radio. (Figures for ad spending in Black Newspapers not included). *These companies were not ranked among the Top 25 in the previous period.


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Target Market News
Congratulates the
Recipients of the 2009



Advertising Executive
of the Year
CLIFF FRANKLIN

CEO
FUSE Advertising


Media Executive 
of the Year
LOUIS CARR
President. Broadcast
Media Sales
BET


Marketing Executive
of the Year
CRYSTAL WORTHEM
Multicultural Marketing Manager
Ford Motor Co.


Research Executive
of the Year
ESTHER FRANKLIN
Executive Vice Pres.,
Director of Cultural Identities
Starcom Mediavest  Group


Public Relations Executive
of the Year
KIM HUNTER

President / CEO
LAGRANT COMMUNICATIONS


Lifetime Achievement Award
JOHNATHAN RODGERS

President
TV One






"UNDER THE INFLUENCE"

Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture

By Erin O. Patten

Hip-Hop culture has had a profound impact on marketing in the past two decades and it provided an intersection for brands, sports, and popular culture. Erin O. Patton documents this impact in his new book, Under the Influence--Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture. 

Adam Graves, senior vice president of Deutsch Advertising says of Under the Influence and Patton: "If there are any marketers out there that still think they can ignore the urban market they'd better think again...This isn't just a book for so-called urban marketers; this should be mandatory reading for every marketer in the country."

Click here to order



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