Black listeners are an opportunity for marketers | WARC | The Feed

Black listeners are an opportunity for marketers

In the US, radio reaches 91% of the Black population in any month, and podcasts are also growing in popularity, according to insights company Nielsen. 

Why it matters

With around $1.6 trillion of buying power, the Black community is a significant market for brands and marketers need to know how best to reach them: audio can play an important role. 

Takeaways 

• Black listeners spend 20 minutes longer with radio than the population average.
• Black-owned radio stations in the US deliver more than 6.4 million African American listeners every week.
• In the past three years, the number of Black consumers using podcasts has increased by 70%.
• Host-read ads on podcasts drive a brand recall rate of 74% for Black audiences.

Key quote

“Advertising with Black-owned television and radio stations offers an important and unique opportunity to connect with our communities and deliver messages for brands from voices Black consumers trust” – James Winston, president of the National Association of Black-Owned Broadcasters. 

Sourced from Nielsen [Image: Pexels]