Nielsen Audio Deep Dives Into Black And Hispanic Listening

'Audio Today' Data

The latest edition of NIELSEN's "Audio Today" report focuses specifically on Black and Hispanic consumers, which make up a third of American radio listeners. The report also profiles those audiences, their listening preferences, technology trends, and the unique value they offer advertisers. 

The report indicates that radio is AMERICA’s top weekly reach platform, both overall and with Black and Hispanic consumers, 75 million of whom tune in each week.

Highlights from the report: 
 

• In the first quarter of 2018, radio reached 92% of Black consumers each week and 96% of Hispanic consumers.
• In each of the past five years, more than 30 million Black consumers and 40 million Hispanic consumers have tuned in to the radio each week for entertainment, music and news. The national radio audience is approximately 14% Black and 17% Hispanic.
• According to Nielsen’s new syndicated MediaTech Trender Report, 52% of Black consumers and 45% of Hispanic consumers use streaming services for music, radio and podcasts.

30 million Black consumers, age 12 and older, tune into radio each week. Forty-seven percent are male and 53% are female, and the most popular time of day to listen is MONDAY-FRIDAY between 3-7p. Urban Adult Contemporary (AC) is the top format among Black listeners, with nearly one-third of all radio usage going to stations in the Urban AC format.

Hispanic listening is 53% male and 47% female. Regional Mexican is the #1 format overall and with almost every demographic except teens (led by Top 40 and Top 40/Rhythmic), and the most popular time of day for radio occurs during midday (MONDAY-FRIDAY 10a-3p).

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