Radio’s monthly reach among Black Americans has climbed to 92%, according to Nielsen’s latest Audio Today report. The growth is partially credited to a recent change in the company’s Portable People Meter (PPM) methodology, which now includes a 3-minute listening qualifier. This update aligns radio measurement more closely with digital metrics and has driven measurable gains in audience data.
In Q1 2025, compared to Q4 2024, Nielsen reports that average-quarter-hour listening among Black audiences increased by 12% to 18% in key dayparts across PPM markets. These include morning drive, midday, afternoon drive, and weekends, reflecting greater time spent with radio across the board.
Age and gender breakdowns also show radio’s strong presence. Monthly reach is 87% among Black Adults 18–34, 91% among those 25–54, and 89% among Black Men and Women ages 18–49. Edison Research’s Share of Ear confirms radio’s dominance in ad-supported audio for Black listeners, where AM/FM commands nearly 75% of daily listening—14 points higher than the general population.
The vehicle remains a primary listening location. Among Black listeners, 86% of in-car ad-supported audio time is spent with AM/FM radio. This consistent performance is supported by format preferences: Urban Adult Contemporary and Urban Contemporary together account for 50.2% of all radio listening among Black adults. Rhythmic CHR is typically the third most popular format.
From a marketing perspective, radio’s effectiveness is notable. Nielsen highlights a case where reallocating 20% of a campaign’s budget to Black-owned or Black-targeted stations achieved one month’s prior reach in just one week. Additionally, Black listeners are twice as likely as the general population to try products advertised on local radio, based on data from Nielsen’s Attitudes on Ads study.
These findings underscore radio’s enduring cultural and commercial significance within the Black community. Nielsen’s full Audio Today report is now available.