Nielsen: Radio Is The Leading Reach Platform For Blacks And Hispanics
September 20, 2016 at 12:03 PM (PT)
In a newly released report from NIELSEN titled, "State Of The Media: A Focus On Black & Hispanic Audiences," the company writes, "Audio is everywhere these days in AMERICA - available on multiple platforms and devices from our smart cars to our smartphones, and reaching consumers across the spectrum in hundreds of markets around the country. At the same time, radio continues to dominate the growing audio marketplace, with more than 268 million Americans tuning in on a weekly basis.
"Radio leads the way among all platforms in weekly reach, delivering a significant national audience. And it also excels on a distinctly local level by engaging highly qualified consumers in real-time across the U.S. every single day. The vast majority of radio listeners are in the workforce, mobile, and reached when they’re away from home and ready to buy.
"Radio listeners are also a diverse group, reflective of our national population. More than 73 million of them are Black and Hispanic, and their influence is felt everywhere from the ballot box to the grocery store. In this quarter’s look at Black and Hispanic radio audiences, we find that each year for the past five years, the number of radio listeners in both groups has grown. Additionally, these consumers spend more time with radio each week than any other, and also present some very desirable characteristics for marketers when compared against other media."
Read the entire report here.