Reaching The Culture: Investing With Audio To Win Black Consumers.”

The National Association of Black Owned Broadcasters (NABOB), a proud division of the U.S. Black Chambers, Inc., in collaboration with Nielsen, has released a powerful new report titled “Reaching the Culture: Investing with Audio to Win with Black Consumers.” This data-rich report provides critical insights into how Black consumers engage with audio media—and why brands must prioritize investment in Black-owned media platforms to authentically connect with this influential audience.

With Black consumers wielding nearly $2.1 trillion in buying power and representing over 48 million Americans, this report highlights the unmatched cultural impact of Black radio, audio hosts, and content creators. Despite the proliferation of digital media, nearly 90% of Black consumers continue to rely on radio as a trusted source for entertainment, information, and community connection.

“This report confirms what we’ve always known—Black media is not niche, it’s necessary,” said Jim Winston, President of NABOB. “Black-owned radio and audio platforms have long been the heartbeat of our communities, shaping culture, driving trends, and building trust. With this report, we’re not just sharing data—we’re issuing a call to action for advertisers and brands to invest in the voices that move the culture forward.”