Total US advertiser spending aimed at African-American audiences grew 3% between 2009 and 2010, according to [download page] a report released in September 2011 by The Nielsen Company. Data from “The State of the African-American Consumer” indicates advertisers spent $1.98 billion on African-American audiences in 2010, compared to $1.92 billion in 2009.
Television advertising was the largest medium for all ad spending in 2010, accounting for $69 billion. In the first surpassed $18 billion, growing almost 9% versus the same period in 2010. Radio and magazines during this same period also saw higher ad spend levels than last year, increasing between six and 7%. Newspapers, however, saw a 10% drop.
Procter & Gamble, the leading advertiser in general and Hispanic media, maintained its top-ranked position in African-American spending, increasing 15% from 2009. General Motors, Verizon, AT&T, and Berkshire Hathaway, all top ten advertisers on a national scale, also had a strong presence in African-American advertising. L’Oreal saw the strongest increase, jumping 32% from 2009. McDonald’s, the U.S. Government and National Amusements were also major players who advertised to the African-American market.