The advent of TV Upfront season means that brands are thinking more and more about the audiences they’re reaching, or not reaching, through their investments in linear and digital advertising.
According to new data collected by The Africa Channel (TAC)—a pay cable network that brings pan-African programming to U.S. shores—Black consumers are among the viewers underserved in the current landscape.
The network and media company exclusively shared its findings with ADWEEK ahead of the upfronts, as well as the announcement that it has a potential solution. TAC is launching Pulse 360, which aims to assist brands in connecting with the wider diaspora of Black viewers in America.
“This community is not monolithic, and effectively engaging Black audiences requires a cultural, not just racial, approach,” Dean Cates, TAC senior vice president of sales and business development, told ADWEEK.
“Brands looking to succeed must align with these evolving identities to drive deeper engagement and long-term loyalty,” he added.
Identity matters
Diving into the numbers, TAC found that America’s African-born population has increased 96% since 2010. And that growth was accompanied by an equal emphasis within that audience of seeing their particular culture reflected in the media and advertising they consume. Per research assembled by Nielsen and My Code, TAC found that 69% of respondents are seeking authentic representations of their identity group.
“The rise of social media and the growing cultural influence of Africa in America has inspired second-generation and younger consumers to reconnect with and embrace Africa and their heritage,” noted Cates. “This shift is closing the gap between Black Americans and the African continent, creating a global cultural village and countering long-held stereotypes and misinformation.”
TAC’s own programming lineup reflects the broad diversity of African entertainment. The network is home to South African shows like the dramedy Lavish and the morning entertainment and lifestyle series Expresso, as well as new movies from Nollywood (the nickname for Nigeria’s vibrant film industry), and travel series like World Wide Nate and First Time Africa.
And the audiences for those shows have significant purchasing power. TAC cites eMarketer data indicating that Black consumer spending is projected to reach $2.1 trillion in 2026. “The overwhelming consensus in the community is that a wider cultural lens is necessary to reach all Black Americans,” Cates said.