Report Urges Brands to Invest in Black-Owned Audio

RADIO ONLINE | Monday, April 7, 2025

National Association of Black Owned Broadcasters (NABOB)

A new report released by the National Association of Black Owned Broadcasters (NABOB), in collaboration with Nielsen, underscores the significant influence and unique engagement of Black consumers with audio media. The report, entitled "Reaching the Culture: Investing with Audio to Win with Black Consumers," highlights the critical role Black-owned media plays in reaching an influential audience with nearly $2.1 trillion in buying power and encompassing over 48 million Americans.

According to the report, despite the widespread adoption of digital media, 90% of Black consumers continue to rely on radio for entertainment, information, and community connections. This enduring connection with radio is a testament to its role as a trusted medium within Black communities, providing not only music and news but also a platform for cultural exchange and community building.

Jim Winston, President of NABOB, emphasized the importance of Black-owned media, stating, "Black media is not niche, it's necessary." He further noted that Black-owned radio and audio platforms have consistently been at the forefront of cultural trends and movements, making them pivotal in shaping community narratives and trust.

The report also reveals a notable shift in media consumption among Black Millennials, who are characterized as tech-savant and influential within their communities. Approximately 55% of Black Millennials consider themselves trendsetters, with many influenced significantly by local radio hosts' endorsements, showcasing the potential for targeted and culturally resonant advertising strategies.

Don Lowery, Senior Vice President of Civic Engagement at Nielsen, pointed out that 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 full report is available for download here, providing detailed insights and strategies for brands looking to enhance their outreach and impact within Black communities through audio media platforms.