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New Nielsen Study Confirms Most Viewers Of Black TV Shows Are Non-Black

*According to a new Nielsen study, most viewers of TV shows with black leads are non-blacks. The report was compiled in order to “numerically analyze the black versus non-black viewers that tune into shows like “Black-ish,” “How to Get Away with Murder,” “Insecure” and “Atlanta” every week,” per

The results determined that “African-Americans’ influence on mainstream America stands out,” most notably on shows like “Black-ish,” “Insecure,” which reportedly has 61% non-black viewership, and “Atlanta” has 50%.

The Senior Vice President of Communications and Multicultural Marketing at Nielsen, Andrew McCaskill, said, “Much of the American narrative lately has focused on a growing cultural divide. But Nielsen’s data on television programming show something different…Storylines with a strong black character or identity are crossing cultural boundaries to grab diverse audiences and start conversations. That insight is important for culture and content creators, as well as manufacturers and retailers looking to create engaging, high-impact advertising campaigns.”

ABC has the most shows included in the survey. The network’s sitcom “Black-ish,” has 79% non-black viewership. “Secrets and Lies” has 75% non-black viewership, “How To Get Away With Murder” has 69% and “Scandal” has 68%.

Fox was also included in the study with its new dramedy “Pitch,” with 63% of non-black viewers. The show is about the first black female to play baseball in the Major Leagues.

The only shows that do not have a majority of non-black viewers are Fox’s “Empire,” Fox’s “Star” and Bravo’s “Real Housewives of Atlanta,” according to the study.

According to McCaskill, advertisers need to use these numbers and “recognize that they are marketing to a multi-cultural world,” he said.

“The brands that do that well,” he said, “are going to see more brand loyalty, brand awareness, and return on influence in the same way that we’re seeing content creators, who are producing really well-done television, reap the rewards from, not only black audiences, but of audiences of other demographics as well.”


The Reporter Newspaper
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