Nielsen Audio Today Report Focuses on Black Consumers

RADIO ONLINE | Tuesday, December 12, 2023 | 3:35pm CT

Nielsen Audio

Nielsen has released the newest issue of its Audio Today report: A Focus on Black Consumers. The report details how Black listeners use Broadcast Radio, Podcasts, Streaming and Satellite Radio. For the first time, Nielsen breaks down the differences between general audio providers (ad-free+ad-supported) and ad-supported audio providers specifically.

In the audio universe, only AM/FM radio can deliver the scale advertisers need, and its impact is even more pronounced when comparing reach among ad-supported options for audio marketing campaigns. Radio reaches 89% of Blacks every month compared to 29% for the next largest ad-supported audio service (YouTube Music).

Additionally, the report utilizes new capabilities from Nielsen Scarborough and Edison Share of Ear to provide a more well-rounded view of Black consumer audio habits. AM/FM Radio leads all audio sources for share of time spent, and when comparing ad-supported audio listening, radio accounts for 62% of daily time spent.

The report also presents new podcast insights about Black audiences, and a deep dive into the radio listening habits and format preferences across multiple unique audience segments. Urban AC, R&B and Urban Contemporary and Hip-Hop/R&B are far and away the most popular formats among Black consumers; half of all radio listening goes to those two formats alone.