Black Stats Frequently requested
data on African American consumers
Black Buying Power:
$836 Billion (2010)
Black U.S. Population:
Top Five Black Cities
- New York
Top Five Black Metros:
- New York-New Jersey
- Los Angeles
Top Five Expenditures:
- Housing $203.8 bil.
- Food $65.2 bil.
- Cars/Trucks $29.1 bil.
- Clothing $29.3 bil.
- Health Care $23.6 bil. ______________________
Quick access to key stats
Click here to go to African-American Census Bureau
2011 by Target Market News Inc. All rights reserved
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Chicago, IL 60604
Coca-Cola extends its partnership with BET into the store with
promotions From MediaPost.com (July 22, 2011) Coca-Cola's ongoing partnership with Black
Entertainment Television (BET) speaks to the brand's emphasis on
engaging and growing its share among African-American teens.
Of course, Coke is far from alone in making this demographic a priority
target audience, for a number of reasons. African-American teens not
only spend $96 more per month than the average teen, but exert
far-reaching influence on mainstream cultural trends, points out Seth
Freeman, senior brand manager, sparkling beverages, African-American
marketing for Coca-Cola North America. Further, the Coca-Cola Company
estimates that roughly 86% of its growth going forward will come from
Hispanics, African-Americans and Asian Americans, he says.
BET -- and its "106 & Park" program, in particular (which has been the
#1-rated music variety show for 13 consecutive quarters) -- have been
"pillars" in Coke's outreach to African-American teens for several years
now, confirms Freeman.
For instance, in summer 2009, Coke ran a "What's Your Formula" campaign
in which BET viewers were encouraged to submit videos (to bet.com/mycokerewards)
demonstrating how they express their uniqueness. The winner received a
trip to the show's set in New York City.
This summer, the brand is building on the BET partnership in a number of
ways, including a first: an under-the-cap (UTC) "Twist Txt Win" contest
designed both to drive Coke purchases and engage buyers. Consumers text
(or submit online) codes found under caps of 20-ounce Coke bottles for
chances to win prizes. (Codes can also be obtained without purchase by
following mail-in and online code-request procedures.)
"Instant win" prizes, such as Best Buy gift certificates, movie passes
and airfare savers, are being rewarded every two minutes. The 10 grand
prizes are trips for two to New York for a taping of "106 & Park." Live
Nation VIP concert trip packages will also be awarded.
In addition to continuing to host the studio "Red Room" used for
"Wild-Out Wednesday" ("W.O.W.") -- the highly popular weekly talent show
aired by "106 & Park" -- this summer (through Aug. 25), Coke is the sole
sponsor of "W.O.W."
That sponsorship includes multiple promotional opportunities for the
"Twist Txt Win" contest, including on-air mentions, having the
contestants perform in front of a Coke-branded set, and a Coke-branded "W.O.W."
photo gallery and exclusive video footage (plus a branded "vote for your
favorite performer" button) in the "W.O.W" area of BET's site. Coke also
has dominant banner ads and other ad formats promoting the contest
throughout the BET site -- all of which provide a link to enter at
In the few weeks since the "Twist Txt Win" contest launched in late
June, more than 100,000 codes have been entered, a Freeman tells
Coke also sponsored the "Viewer's Choice Award" within BET's annual
music and entertainment awards, which this year aired on June 26.
Viewers who texted or logged into bet.com to vote for the Coca-Cola
Viewer's Choice Award were directed to mycoke.com for chances to win
additional prizes -- and an impressive 2.4 million viewers elected to
vote via mobile texting or online, according to Freeman.
The marketing synergies provided by the award sponsorship didn't end
after the awards show: One of Coke's ads-with-entry-link for the "Twist
Txt Win" contest is prominently displayed in the bet.com page about the
Viewer's Choice winner, Chris Brown.
All of the BET components are integrated under Coca-Cola's umbrella
"Open Happiness" theme -- or more specifically, its "Open Happiness for
Teens" marketing programs. The contest and other elements celebrate "the
passion that teens have for music, BET and Coca-Cola, and gives them a
chance to experience one of the coolest shows on television," sums up
Freeman. "Open Happiness is all about enjoying Coke and unlocking
experiences that teens couldn't unlock without Coke."
While the BET partnership is the dominant element in Coke's marketing
outreach to African-American teens, its "American Idol" marketing
tie-ins are among other important channels for reaching teens, including
multicultural segments, according to Freeman.
-- By Karlene Lukovitz
Target Market News
The Nielsen Co.
U.S. Census Bureau
ORDER TODAY! New
"Buying Power" report: Black consumers spend as economy grows Details $507
expenditures African-American consumers are cautiously increasing their
spending in some key product categories, even as they continue to make
adjustments in a slowly growing economy. The finding comes from the 16th annual edition of "The Buying Power of Black America"
report published by Target Market News..
In 2009, black households spent an estimated $507 billion in 27 product
and services categories. That's an increase of 16.6% over the $435 billion
spent in 2008. African-Americans" total earned income for 2009 is
estimated at $836 billion...