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 general population.

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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New Buying Power report shows more spending by black consumers on 'necessities'

Thanks 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...
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