“Black media is not niche, it’s necessary,” is the central message from the National Association of Black Owned Broadcasters (NABOB), which released a new study showing that Black radio continues to be the most trusted and most consumed ad-supported audio platform among Black consumers.
The report, Reaching the Culture: Investing with Audio to Win with Black Consumers, was conducted in collaboration with Nielsen and presents a compelling case for advertisers to increase spending on Black-owned media. With nearly 90% of Black adults tuning in to AM/FM radio each month and radio representing 76% of all ad-supported audio consumed by Black audiences, NABOB argues that Black-owned stations offer an unmatched gateway to one of the nation’s most influential and engaged demographics.
“This dominance exists even in an era of widespread digital options,” said NABOB President Jim Winston. “Black-owned radio and audio platforms have long been the heartbeat of our communities, shaping culture, driving trends, and building trust.”
The study also quantifies the immense economic significance of Black consumers, who now hold more than $2.1 trillion in buying power. Black Millennials stood out as a particularly influential segment: 55% consider themselves trendsetters, and half are more likely to purchase products endorsed by their favorite local radio hosts. Don Lowery, Nielsen’s Senior Vice President of Civic Engagement, said, “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.”
Among the report’s performance insights, Urban AC and R&B formats have reached their highest audience share among Black listeners since Nielsen began using Portable People Meters in 2011, largely driven by the engagement of Black women. Black-owned networks such as Urban One and American Urban Radio Networks are reaching approximately 34% of Black adults weekly, a significant market share by any standard.
The report also includes case studies from test markets like Houston and Charlotte, where advertisers that shifted just 20% of their television ad budgets to radio saw a 24% increase in reach among Black consumers. More notably, these shifts came with a 13% reduction in cost per thousand impressions (CPM), all without increasing total ad spend. This data reinforces the value proposition of local Black radio, which continues to outperform national digital platforms when it comes to influencing real consumer decisions—especially when messages are delivered by trusted local voices.
Despite these promising results, the report makes clear that advertising investment in Black-owned media remains disproportionately low. Donna Hodge, Senior Vice President and Head of Media Services at Burrell Communications Group, emphasized the missed opportunity: “Brands that fail to invest in Black-owned stations not only miss valuable business opportunities—they also risk weakening vital institutions that serve as trusted cultural and informational resources. Black-owned stations have deep ties to their communities and often act as a frontline source of credible, relatable content.”
NABOB’s findings are both a celebration of Black radio’s enduring influence and a warning against continued neglect. As brands look to connect authentically with diverse audiences, the report encourages a reallocation of media dollars to Black-owned platforms—not just as a gesture of equity, but as a sound business strategy. “If companies truly want to reach the culture, they need to invest in the culture,” said Winston.
The full report, *Reaching the Culture: Investing with Audio to Win with Black Consumers*, is available now on NABOB’s official website.