Media Audit study
shows African Americans more engaged with media
(July 25, 2007) A Media Day Analysis conducted The Media Audit among 88
markets between January 2006 and April 2007 reveals that African Americans
index higher than the general population in overall media usage. The
study, which examines time spent with radio, television, newspaper,
billboards, and the internet on a typical day, shows that African
Americans spend 692 minutes per day, compared to 608 minutes for the
The use of radio and television is especially high among African
Americans. Of the typical media day, 40.6% or 280 minutes are spent
watching television, compared to 222 minutes for the general population,
while 28.8% or 199 minutes are spent listening to radio, compared to 162
minutes for the general population. As a result, African Americans are
spending almost an hour more a day watching television and 37 more minutes
a day listening to radio.
The survey further reveals that the internet represents 17% of the typical
media day for African Americans, up from 10.7% a year earlier. On a
typical day, African Americans spend 117 minutes per day online, compared
to 68 minutes a year earlier, a 49 minute jump.
Media Day Analysis is a proprietary report from The Media Audit that
analyzes minutes spent per day with media, with the exception of
billboards. Billboards are measured by miles driven per day. The program
analyzes media usage of radio, television, newspaper, outdoor and web
sites for a given target audience and compares the media usage to the
overall market. The reports provide a general guideline for advertisers to
properly allocate media for a buy and provide media with a way to justify
getting greater share of an ad budget.
For more information on Media Day Analysis, or the African American Study,
contact The Media Audit.
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_________________________________________________________________________________________ 13th Edition Now Available
New Buying Power report shows more spending by black consumers on
to economic gains in the past two years, black households across the U.S.,
especially middle-class families, are increasing their purchases of
lifestyle and leisure items.
According to the newest edition of “The Buying Power
of Black America,” there are indications that black households are feeling
more confident about making purchases that... Story continued...
ATTENTION BOOK CLUBS
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in its eighth year of publication, Black Issues Book Review is
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