{ "docId": "019dd923-5de0-76bd-a166-065fe8eecec3", "docSlug": "94d99f3e6e14a847", "documentTitle": "Engaging Black Audiences", "authorId": "misc", "authorName": "Nielsen", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.647, "pageNumber": 3, "pageCount": 23, "prevPage": 2, "nextPage": 4, "slideType": "executive_summary", "function": "establish_context", "density": "overcrowded", "nDataPoints": 1, "notes": "Includes a headshot and professional title of a Nielsen executive.", "elementsJson": [ "headline_text", "paragraph", "headshot", "footnote" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a166-065fe8eecec3/3", "deckHref": "/decks/019dd923-5de0-76bd-a166-065fe8eecec3", "deckJsonHref": "/decks/019dd923-5de0-76bd-a166-065fe8eecec3.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a166-065fe8eecec3#slide-3", "components": [ { "bbox": null, "kind": "callout", "text": "67% of Black Americans are likely to seek out new brands if a current provider doesn't align with the causes they care about.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-f388-7190-9df0-b739f8a4fceb", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.09, "x": 0.52, "y": 0.61 }, "kind": "image", "text": "Charlene Polite Corley", "attrs": null, "subkind": "headshot", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "171071db-6b86-4299-8aaa-2d82b72bf7e8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.42, "x": 0.52, "y": 0.44 }, "kind": "paragraph", "text": "The insights in this report outline a call to action and a guide to win with inclusion. Those brands and programmers who invest in customer-centric strategies that amplify Black voices, embrace cultural nuance and support causes our communities care about will find an audience eager to listen—and willing to respond.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1a943eb0-68a6-45c6-8742-913f244699f7", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.42, "x": 0.06, "y": 0.22 }, "kind": "paragraph", "text": "Black America continues to grow, and the outsized impact of their cultural and economic influence cannot be ignored or taken for granted. Black audiences lead media engagement across multiple channels—including digital platforms where global marketers are planning increased investment. At the same time, media and the societal landscape continue to shift. One thing is certain, brands' approach to Black consumers cannot be business as usual.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "6d855193-1d3e-4208-b744-817f336b7e7a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.2, "w": 0.42, "x": 0.52, "y": 0.22 }, "kind": "paragraph", "text": "The right data is critical to support customer-centric strategies that check our assumptions and lead with the facts. Measurement of real people amplified by large datasets will be essential for brands to understand audience identity, build connections with those identity groups, and ensure long-term brand health with their target consumers. Nielsen has included Black audiences in its media measurement for decades and is uniquely positioned to help brands understand how African Americans spend time with media, beyond traditional age and gender groups to more advanced audience profiles.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "766e8d0e-16b9-4932-a615-7a2ce5808ef4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.42, "x": 0.06, "y": 0.66 }, "kind": "paragraph", "text": "Advertising is more than reach—it's connection. Creating connections requires advertisers to truly understand their consumers—who they are, what motivates them, how they consume media and what will push them to a purchase. And this is especially true for diverse audience segments balancing unique challenges and traditions alongside their consumer behavior.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "9acb5229-233a-48df-998c-5614bda5b394", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.12, "w": 0.42, "x": 0.06, "y": 0.39 }, "kind": "paragraph", "text": "As more Black people embrace the nuances of their diverse identities, they expect brand outreach and targeting to better understand and reflect them in order to earn their business long term. The risks of not meeting these expectations can be high: 67% of Black Americans are likely to seek out new brands if a current provider doesn't align with the causes they care about.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a2e5156f-c322-49d2-9d50-9c985abce2a8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.42, "x": 0.06, "y": 0.53 }, "kind": "paragraph", "text": "Yet recent headlines have highlighted companies scaling back their diversity, equity and inclusion (DEI) strategies—principles that ensure effective outreach and are backed by research to make companies out-perform competitors. These decisions can have long-term impact—for diverse communities and the brands trying to reach them.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a7ff4614-0a1c-4dfa-aee9-b665fff34201", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.15, "x": 0.06, "y": 0.89 }, "kind": "source-note", "text": "Nielsen Attitudes on Ads Study, 2024", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7a020445-dccb-48ff-a478-f5e71fd39fed", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.06, "w": 0.22, "x": 0.06, "y": 0.11 }, "kind": "title", "text": "Introduction", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "f82ce9f0-549a-4af7-b3aa-65f21c1e6c5a", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "87499ad7-749f-4632-a7b1-12083a6c022b", "evidence": "The slide discusses Black America's growth and influence, indicating an audience definition or calibration.", "confidence": 0.7 }, { "name": "Executive summary", "slug": "executive-summary", "agent": null, "layer": "slide", "matchId": "b47082e8-34e3-43ef-ac0e-1530822b6b49", "evidence": "This slide is an executive summary as indicated by its type and components, which include multiple paragraphs summarizing key points.", "confidence": 0.9 } ], "frameworks": [], "arcBeats": [ { "to": 5, "from": 1, "beatId": "5fd76021-83b0-4e3e-88aa-6e76962a976c", "arcName": "The Consultant's Gambit", "arcSlug": "consultants-gambit", "beatName": "Situation & Context", "beatSlug": "consultants-gambit-situation-context", "evidence": "Introduction and executive summary provide context", "position": 0, "confidence": 0.8, "parentBeatName": "Setup", "parentBeatSlug": "setup" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }