The present study investigates the portrayal of blacks in television commercials through a comparative content analysis of the general media (“Big 3” networks) and a culturally-specific medium, Black Entertainment Television (BET). Results show that the culturally-specific medium aired commercials containing blacks at approximately twice the rate of the general television media. Compared to the general media, blacks appearing in the culturally-specific medium were shown in more entertainment-oriented product commercials and less in business products commercials, tended to be shown in fewer integrated settings, were featured in major roles, and were depicted more in leisure/social situations. In addition, the practice of ethnic targeting was more evident in the culturally-specific medium especially for lower value products.