A Defining Influence, Urban Radio

Even as other media proliferates, Black Americans remain dedicated audio consumers, with radio and podcast listening averaging 27.4 million Black adults weekly – a number comparable to Connected TV.

In the latest installment of its Diverse Intelligence Series, Niesen has released “Connecting with Black America: How brands impact, grow, and win with inclusion.”

Hip Hop and R&B formats continue to dominate among the demographic. These formats account for 20% of Black listener engagement and 13.2% of all radio listening among Black adults aged 18–49. With a 2% year-over-year growth in reach, Urban radio delivered its best year on record in 2024.

This popularity is, in turn, converting into ad dollars. Most top-spending industries on Black-owned radio stations increased their investments in 2024. Categories like Household Equipment and Supplies saw a 256% jump in spending, while Toiletries and Cosmetics surged by 92%. Black listeners are twice as likely to try products advertised on local radio.

Nielsen Media Impact found reallocating just 20% of a media mix to a radio network delivered the same reach in a week that previously took a month.

Podcasts are also reshaping how brands interact with Black listeners. With 18% of daily time spent on ad-supported audio, podcast ads drive notable brand recall, with 73% of Black podcast listeners remembering brand names after exposure, exceeding the overall average of 70%.

For Black men, media platforms like radio and podcasts provide an avenue for self-expression and community building. Nielsen reports that 29% of Black men rely on podcasts for news, 50% of those aged 50–64 listen to online radio, and 45% get news online.

Hosts are critical in building trust and influence. A Nielsen survey revealed 54% of Black listeners are more likely to buy products recommended by favorite podcast hosts, and 50% trust their local radio hosts in the same way. For financial services, a sector often met with skepticism, 63% of Black podcast listeners felt such ads from trusted hosts were a brand fit. The full Connecting with Black America report can be found on Nielsen’s website.