Thematic content for the month of June, Data Stories brings the looks, perceptions and habits of this segment of the Brazilian population
Data Stories, monthly content by Kantar Ibope Media, addressed in June the black presence in the media and advertising spaces – according to data from the 2022 IBGE Census, 56% of the Brazilian population is made up of blacks.
The study recalls that last year there was a 197% increase in advertising investment in the social and cultural events category, one of the main growths in the period, and a strong example of this category was Feira Preta, which reached its 20th edition, with held at the Latin America Memorial, with exhibitions by entrepreneurs and musical shows. But still on advertising and the relationship with brands, 41% of black people tend to follow brands on social networks, 43% search the internet for products that are advertised while watching TV, and 35% trust product recommendations by celebrities.
Black audiences also show high consumption potential, according to Data Stories. Brands that manage to create a connection with the black public generate consumption potential, with purchase intentions above the average of the population in several products such as a first car, apartment or house, motorcycle/scooter, tablet, videogame and connected TV.
female protagonism
Data from Celebscore – question of the Kantar Ibope study on the influence of celebrities in the media – show that among 317 celebrities surveyed, black women score above the survey average.
The singer Iza is the 5th most admired celebrity and the 3rd in the Opinion Maker attribute among the 319 tested. The Celebscore of the actor Lzaro Ramos is 9% higher than the average of celebrities and he still occupies the 4th position in the identification with the Universities segment. Of the 25 attributes surveyed, actress Erika Januza is in the top 15 out of 16 of them. The singer Thiaguinho has 95 more awareness (knowledge) than the average of positive affinity with six market segments, while Emicida has more than 80% of affinity with the Games segment, in relation to the average of celebrities.
Female protagonism is also on the rise among black women. Of the 150 women surveyed, 16 are black. Nine of them Camila Pitanga, Erika Januza, Iza, Jennifer Nascimento, Lucy Ramos, Pathy Dejesus, Rebecca Andrade. Sharon Menezzes and Tas Arajo – score above average in 16 of 25 attributes, including Credibility, Opinion Leaders and Admiration. In the Expert, Good Spokesperson, Charismatic and Healthy Life attributes, Erika Januza, Iza, Jennifer Nascimento and Rebecca Andrade are in the top 5.
Blacks are still a minority in journalism, with only 30% of representatives, according to data from the Brazilian Journalist Profile in 2021. In advertising, 31% of campaigns with blacks are starred by celebrities. Telecommunications and Personal Hygiene and Beauty are the sectors with the highest presence of black people in their campaigns, approximately 60%. Iza, Menor Rico, Paulo Vieira, Rebecca Andrade and Tas Arajo make up the top 5 black celebrities in the media.
