RAB: Radio ‘A Must’ For Black And Hispanic Consumers.


Broadcast radio reaches 87% of Black consumers 18+ and 92% of Hispanic consumers 18+, and Black consumers spend more time than average with radio every day. These are some of the findings noted in the latest edition of Radio Advertising Bureau’s “Radio Matters” blog, focusing on recent data from Nielsen Media and Edison Research and Triton Digital’s Infinite Dial 2021 study.


“Audio, and radio specifically, has a role in the daily lives of Blacks and Hispanics,” RAB Senior VP/Insights Annette Malave says. “Not only does radio have higher reach versus other options, Blacks and Hispanics engage with radio across devices and platforms. Including radio within any ad campaign, both broadcast and online, is a must to reach these diverse consumers.”


Nielsen’s data for Q3 2020 show African American consumers age 18+ spending just over an hour and a half per day with radio, slightly more time daily than for total consumers. Only live TV and app or internet use on a smartphone take up more of their time every day, and time spent online on a computer is significantly lower than average. Among Hispanic consumers 18+, their daily 91 minutes spent with radio is not far behind just-over-two hours with live TV, which is far below average for the total population.


AM/FM radio continues to dominate in-car listening, with 64% of African Americans 18+ and 65% of Hispanics 18+ using it at a significantly higher rate than owned digital music or satellite radio, based on Edison and Triton’s Infinite Dial data. Also notable, 57% of African Americans 12+ listen to online audio in the car – whether streaming AM/FM or Internet-only content – compared to 50% of the total population.


As for online audio listening overall, according to The Infinite Dial, Blacks and Hispanics spend more time listening to online audio than the total population, with Hispanics 12+ spending nearly 19 hours each week and African Americans 12+ 17.9 hours, compared to 16.2 hours weekly for the total population. One more notable statistic, especially when it comes to advertising: African Americans 12 and older are slightly more likely than the total population to listen with other people (52% vs. 51% overall).

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