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NABOB, Nielsen Report Highlight Black Radio Buying Power
The NATIONAL ASSOCIATION OF BLACK OWNED BROADCASTERS (NABOB), in partnership with NIELSEN AUDIO, has released a new report titled Reaching the Culture: Investing with Audio to Win with Black Consumers.
The report highlights the influence of Black-owned media in connecting with over 48 million Black Americans, who represent nearly $2.1 trillion in buying power.
According to the report, despite the rise of digital platforms, 90% of Black consumers continue to rely on radio for entertainment, news, and community connection. The report cites radio’s trusted role as a space for cultural expression and local engagement.
NABOB Pres. JIM WINSTON said, “Black media is not niche, it’s necessary. Black-owned radio and audio platforms continue to drive culture and build trust within communities.”
NIELSEN SVP/Civic Engagement DON LOWERY added, “Truly understanding the value of Black audiences extends beyond mere numbers. “It’s about measuring impact,” he said, advocating for a strategic shift in how brands engage with Black consumers through media.”
“Reaching The Culture” is not only a comprehensive analysis of media consumption habits but also a call to action for advertisers to invest more meaningfully in Black-owned media. By doing so, brands can achieve more authentic connections and engagements with one of the most influential demographic groups in the nation.”
The findings also pointed out that 55% of Black Millennials consider themselves trendsetters and respond strongly to endorsements from local radio personalities. To download the entire Reaching The Culture report, click here.