Multiple Screen Viewing

Cheryl Pearson-McNeil, Special to The Washington Informer | 10/28/2013, 11:54 a.m.
Although how we watch continues to evolve, what we watch remains consistent, as Nielsen's latest report on Black consumers details.
Courtesy of nielsen.com

We are also like to watch movies. We go to the movies with the same frequency as every other consumer group, about 6.3 times a year. As with TV, we favor films with characters that look like us. Action/adventure movies, however, are the exception. We tend to gravitate to that genre more than other groups, regardless of the cast’s ethnicity. These were the top five grossing movies among African-Americans, featuring Black casts from September 2012 to June 2013:

Django Unchained (Jamie Foxx, Kerry Washington, Samuel L. Jackson) — $163 million

42 (Chadwick Boseman) —$94 million

Flight (Denzel Washington) — $94 million

Tyler Perry’s Temptation (Jurnee Smollett-Bell, Vanessa Williams, Brandy) — $52 million

The Call (Halle Berry, Morris Chestnut) — $52 million

Nielsen research shows that 51 percent of us are receptive to product ads that run in movie theaters and 87 percent of us are receptive to movie trailers and previews.

We’re almost finish breaking down this year’s report, but if you just can’t wait until the next column, look for a four-page copy of the report in this newspaper. Or, download the report at www.nielsen.com. And, don’t forget, I want to hear from you! Talk to me and let me know what you think. Let’s keep the conversation going.

Cheryl Pearson-McNeil is senior vice president of Public Affairs and Government Relations for Nielsen. For more information and studies go to www.nielsen.com.