Nielsen data provides insight on Black Americans’ engagement with sports

The GIST: A new Nielsen report illustrates how Black Americans are “power TV viewers” who consume video content at a higher rate than the general population and are loyal women’s sports fans. In fact, they have been a critical demographic in driving the growth of women’s basketball over time and have favored committed advertisers in the space. Let’s dive in.

▶️ YouTube is a key platform. According to the report, Black American viewers spent a higher percentage of their total “television” time on the platform (13%) than U.S. viewers overall (10%), and a higher percentage of Black consumers (44%) purchased a product or service advertised on YouTube compared to all users (32%).

🛍️ Recommendations and endorsements are par for the course. Not only are a majority of Black sports fans (51%) likely to endorse or recommend a brand to others, but they’re also 7% more likely to buy from a brand associated with one of their favorite sports.

🏀 Women’s basketball audience growth varies by demographic because Black Americans have been here. While overall deliveries for NCAA women’s March Madness rose 89% in 2024, it grew 51% among Black viewers. Similarly, overall deliveries skyrocketed 307% for the 2024 WNBA Draft but increased 161% among Black American viewers specifically.

• Still, interest among Black audiences has been steadily on the rise. In 2024, Black American viewers comprised 34% of W viewership on ESPN networks and 45% of ION viewership in 2024, while WNBA viewership among Black Americans grew 67% YoY.

Zooming out: According to Sportico, Black Americans wield $1.98T in buying power, which is expected to rise to nearly $3T by 2030. As an active and engaged demographic with so much spending potential, sports marketers need to consider women’s basketball campaigns that will speak to Black audiences, especially ones that amplify Black players.

• Angel Reese, for example, has been tapped as a rising icon at the intersection of Black culture and sport, and brands are taking notice. The TikTok aficionado is reportedly worth well over $2M thanks to countless brand deals, from high fashion collabs to her recent historic deal with McDonald’s. Lovin’ it.