What Do They Watch?
Explore the Black Consumer’s leisure world of choice. In spite of the contemporary media landscape’s fragmentation, television remains the primary entertainment option for Black Consumers. The advent of cable’s targeted programming environments meant that Blacks were finally able to view relevant programming — cable transformed television into a mirror that clearly reflected their values, experiences and cultural nuances. No wonder that more than 65% of Black television viewing is spent on cable. Discover how their relationship with cable has grown over the years and how to leverage that relationship for the benefit of your brand.
Immerse yourself in the multiple stand-alone networks specifically targeted to the Black population, from positioning and programming through promotions. The strong credibility these networks have established with Black Consumers enables them to act trusted advisors that help usher products into consumers’ homes.
Explore the culturally relevant programs found on non-Black-targeted networks. Typically featuring African American leads or casts and culturally relevant storylines and themes, cable networks are creating these programs at a rapid pace. A number of networks have created programs that meld their specific genres with relevant actors and insights. Since Black viewers still believe in “appointment TV”, they flock to culturally relevant shows wherever they are found.
Explore the range of shows that have cast members of diverse backgrounds, in which Black viewers are able to see people like themselves in positive and leading roles, interacting with other ethnic groups.
Discover the particular types of programs to which Black television viewers gravitate. Although diverse casts and cultural relevance have particular appeal, Black viewers can also be attracted to a program simply because delivers on their passion for reality TV or features their favorite sports team.