For decades, Black radio and audio content creators have been the beating heart of their communities, shaping culture, setting trends, and fostering trust. However, in an increasingly digital world, many brands have overlooked the unmatched influence of these voices—until now. A groundbreaking report by the National Association of Black Owned Broadcasters (NABOB) and Nielsen offers a data-rich blueprint for how brands can authentically connect with the influential Black consumer market through strategic investment in Black-owned audio platforms.
The Value of Black Voices
With a staggering $2.1 trillion in buying power and representing over 48 million Americans, the report underscores the cultural impact of Black radio hosts and content creators. Despite the rise 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.”
Tapping into the Trendsetter Generation
The report also sheds light on the evolving media consumption habits of Black Millennials, a tech-savvy generation that serves as key influencers within their communities. With 55% identifying as trendsetters and 50% more likely to purchase a product endorsed by a local radio host, the value of culturally resonant advertising has never been clearer.
“Understanding the value of Black audiences requires more than measuring impressions—it means measuring impact,” said Don Lowery, Senior Vice President of Civic Engagement at Nielsen. “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.”
The Time to Invest is Now
As brands increasingly seek to connect with diverse audiences, the “Reaching the Culture” report offers a roadmap for building authentic relationships with Black consumers. By prioritizing investment in Black-owned audio platforms and leveraging the influence of trusted voices, brands can tap into a powerful market while supporting the growth of vital community resources.
To access the full report and explore strategies for winning with Black consumers, visit 2025-NABOB-Nielsen-Black-Audio-Report.pdf
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