Black America continues to grow, and the outsized impact of their cultural and economic influence cannot be ignored or taken for granted.
A new Nielsen report released Monday on behalf of the National Association of Black Owned Broadcasters (NABOB) illustrates how brands can connect with the African American community to impact, grow and win with inclusion.
It also takes the controversial stance that brands “must prioritize investment in Black-owned media platforms to connect with this influential audience” — despite Nielsen Audio data that show Cox Media Group radio stations in markets including Tampa, Orlando and Miami-Fort Lauderdale as the most-consumed among African Americans.
Among the other highlights of the Nielsen/NABOB report:
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Some nearly 90% of Black consumers continue to rely on radio as a trusted source for entertainment, information, and community connection. Additionally, more than 75% of daily time spent with ad-supported audio among Black consumers goes to radio—far above the national average of 67% for all audiences.
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A recent Nielsen survey found 50% of Black listeners are more likely than overall listeners to buy when their local radio hosts mention a brand’s product.With 55% of Black Millennials identifying as trendsetters, and 50% more likely to purchase a product when endorsed by a local radio host, the value of culturally resonant advertising has never been clearer.
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Black-owned local family stations drive engagement in smaller markets. In Columbus, Ga., Davis Broadcasting has seen more than 10% growth in reach among Blacks aged 25-54 since 2023, Nielsen and NABOB report.
The report also sheds light on generational shifts in media consumption, particularly among Black Millennials—who are not only tech-savvy but serve as key influencers in their communities. With 55% identifying as trendsetters, and 50% more likely to purchase a product when endorsed by a local radio host, the value of culturally resonant advertising has never been clearer.
“We’re proud to collaborate with NABOB on this important work,” said Don Lowery, Senior Vice President of Civic Engagement at Nielsen. “Understanding the value of Black audiences requires more than measuring impressions—it means measuring impact. This report is a blueprint for how brands can move from passive engagement to meaningful investment in the growth of Black-owned media and the communities they serve.”
“This report is both a data-driven look at evolving media behaviors and a call to action,” National Association of Black Owned Broadcasters (NABOB) President Jim Winston said. “Brands and advertisers must move beyond performative engagement and invest in the platforms that authentically reach and represent Black audiences. NABOB and USBC Media remain committed to amplifying Black voices and ensuring that our stories—and our storytellers—receive the recognition, investment, and respect they deserve.”
To download the report, please click here.
