Nielsen’s just-released report “Engaging Black Audiences: How Brands Impact, Grow and Win with Inclusion,” part of the company's Diverse Intelligence Series, has much to say about the importance of radio and podcasts to Black consumers, and the power of advertising to this key listening segment.
“Reaching Black consumers may not be a challenge, but connecting with us can be,” Nielsen VP of Diverse Insights and Partnerships Charlene Polite Corley says. “Black consumers are leaning into platforms that emphasize conversation and create a sense of connection.”
Radio is certainly one of these platforms, with Nielsen reporting an average weekly reach of 27.4 million Black adults, matching that of connected TV. Format-wise, the report notes that hip-hop and R&B formats account for 20% of listening among Black consumers vs. just 8% overall, while urban formats’ reach is up 2% year-over-year, claiming 13.2% of all radio listening among Black listeners 18-49.
“Black adults are long-time radio listeners, and radio remains a strong channel to connect with this community,” Nielsen's report says. “2024 was R&B radio’s best year on record for share of audience.
This is significant reach with a key demographic many advertisers are eager to engage.”
According to Nielsen, eight of the top 10 ad categories on Black-owned radio increased their spend in the first half of 2024 vs. that of 2023, including: household equipment & supplies (up 256%); toiletries and cosmetics (+92%); entertainment and amusements (+26%); auto, auto accessories and equipment (+23); insurance and real estate (+18%); and business and consumer services (+17%).
“Radio creates a sense of community and connection that can be powerful for the brands that invest in this channel,” the report says. “With lower spend requirements, radio can be an effective addition to your media mix.”
Recent Nielsen research cited in the report backs up these claims. A Nielsen Media Impact study for a radio network found that moving just 20% of an existing media mix to their stations delivered the same level of reach in one week that did the previous plan in one month. Other Nielsen research found that Black listeners are twice as likely as listeners overall to want to try a brand’s product advertised on local radio, and that 50% of Black listeners are more likely than total listeners to buy when their favorite local radio hosts mention a brand’s product.
On the podcast side, Nielsen finds that 50% of Black men are online radio listeners, and 29% rely on podcasts to stay informed. The good news for advertisers is that 73% of Black podcast listeners were able to recall a brand name after ad exposure, vs. 70% overall.
Similar to radio, Nielsen reports that 54% of Black listeners are more likely than overall listeners to purchase a brand’s product when mentioned by their favorite podcast hosts. In a 2024 case study, 63% of Black podcast listeners felt financial services ads they heard from hosts were a brand fit, even as Nielsen Scarborough showed that 22% of Black Americans reported mistrust of financial service providers.
“Black audiences lead media engagement across multiple channels,” Corley says. “At the same time, media and the societal landscape continue to shift. One thing is certain, brands’ approach to Black consumers cannot be business as usual. As more Black people embrace the nuances of their diverse identities, they expect brand outreach and targeting to better understand and reflect them in order to earn their business long term.”