Nielsen's Oct. 2019 Audio Report Highlights Growing Positive Influences Of Radio's Black & Hispanic Listeners

Focusing On Radio's Black & Hispanic Audiences

NIELSEN has just released its OCTOBER 2019 AUDIO TODAY REPORT, which has a number of facts that illustrate some very positive trends in radio listening among Blacks and Hispanics.

The report details how radio can use this data to potentially grow ratings, brand reach, and revenue.

Information Nuggets From The Report Include:

• Radio reaches more Black and Hispanic consumers each week than any other platform measured by NIELSEN. Ninety-two percent (92%) of Blacks 18+ listen weekly along with 96% of Hispanics 18+.
• On a monthly basis, radio’s reach among Black and Hispanic consumers is remarkably consistent - more than 98% of the standard demographic groups profiled in the report are reached by radio monthly.
• Radio offers an advantageous advertising proposition because it primarily reaches these consumers away from home and in their vehicles, closest to the point of purchase. Around 70% of all radio use by Blacks and Hispanics happens outside of the home, with much of that coming from in-car listening.
• Smart speaker ownership continues to rise among Black and Hispanic consumers - more than a third currently own one. And listening to radio content on smart speakers is an important part of how they spend their time. More than 60% of speaker owners listen to radio each week on them.
• As smart speaker penetration continues to increase, Black and Hispanic consumers are listening to more audio as a result - primarily streaming music and AM/FM radio, with podcasts and audiobooks close behind, particularly among Hispanics. 
• More than half of Black and Hispanic smart speaker owners report streaming more music as a result of owning the device, and just under half-listen to more AM/FM radio after owning a smart speaker. 
• Monthly podcast use among Blacks and Hispanics has doubled over the past five years, with news and comedy being the most listened to categories. 

For more on this, head to NIELSEN.com.

« see more Net News