The Black Informant | African American Commentary, News and Community Building

NEW YORK, Oct. 18 /PRNewswire-USNewswire/ — The Nielsen Company today released more insights into television viewing behavior and shopping preferences among African-Americans. The information is contained in a new E- News publication, Consumer Insight, which connects and integrates information from services across the company. Consumer Insight is available

to the public.

The latest information, which includes insights into the shopping preferences of the African-American consumer (a buying power expected to reach $1.1 trillion by 2012), as well as television viewing trends (top ranked TV programs from the 2006-07 season) can be found at the Consumer Insight link on the Nielsen.com home page:

http://www.nielsen.com/consumer_insight.

Shopping Activity

— Nielsen found that while there are few differences among African-American and non-African-American households when it comes to shopping at grocery, mass merchandisers and warehouse club stores, a much higher proportion of African-American consumers shop at convenience-oriented formats, such as drug, dollar and convenience/gas stores.

– Nearly half (46 percent) of African-American households shop beauty supply stores — almost three times the rate for non-African-American households. Automotive supply stores and electronic stores follow beauty stores as the most popular alternative shopping channels for African-American consumers.

– African-American shoppers make more shopping trips each year compared to the average household (175 versus 165) but spend less per trip ($39 versus $44).

Television Viewing

– During the 2006-2007 television season, seven shows placed among the top ten primetime programs among both African-American and white viewers. Further, the top three shows last season (American Idol -Wednesday, American Idol – Tuesday and Dancing With the Stars) ranked in the same position for both groups of viewers. (In contrast, ten years ago during the 1996-1997 season, African-American and white viewers had only one top ten show in common — Monday Night Football).

– The Consumer Insight article did not look at the emergence of television programs and networks targeted to specific demographics.

TABLE 1

Top 10 Primetime Programs Among African-American and White Viewers Age 2+

2006-2007 Television Season

RANK AFRICAN-AMERICAN VIEWERS

—- ——————————–

1 American Idol – Wednesday*

2 American Idol – Tuesday*

3 Dancing With the Stars*

4 NBC Sunday Night Football*

5 The OT

6 Dancing With the Stars – Results

7 House

8 CSI: Miami*

9 Dancing With the Stars – Monday*

10 Grey’s Anatomy*

WHITE VIEWERS

——– ———

1 American Idol – Wednesday*

2 American Idol – Tuesday*

3 Dancing With the Stars*

4 Dancing With the Stars – Results*

5 Dancing With the Stars – Monday*

6 CSI*

7 Grey’s Anatomy*

8 Dancing With the Stars – Results TU

9 Desperate Housewives

10 CSI: Miami*

* Programs in common for both African-American and white viewers (source)