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Category: African-Americans

Radio Reaches a $1.3 Trillion
Consumer Segment

Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.

According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.

While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.

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Consumer Segment”

There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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Radio Rules the Road

“It’s Saturday night, about time to go.  Got my white leather jacket and a neon soul.  Once I turn on the radio I’m ready to roll.”  Those lyrics from Maren Morris’ “80s Mercedes” resonate with everyone.  Who doesn’t know that feeling of getting in the car, turning the radio on and listening to your favorite songs? Continue reading “Radio Rules the Road”

Music is Good for You

Isn’t it amazing how sometimes you hear a portion of a song on the radio and the tune just stays in your head?  You find yourself humming, tapping or just moving your head to the beat even when you’re nowhere near a radio – but you just learned a new song.  That, my friends, is the power of radio – learning about new music.

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People tune in and listen and listen
to radio

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We look forward to each time Nielsen releases another quarterly issue of their Total Audience Report.  It provides the entire ad community with a perspective on shifts and changes in media usage.  But it is of no surprise that our interest is about radio’s usage.

The Q2 2016 Nielsen Total Audience Report noted that, in a three-year comparison, the number of radio stations that an adult tunes into has grown.  Radio delivers content, whether it is in the form of talk, news, sports or music, and listeners tune in to find it.  Based upon this report, the average number of radio stations tuned in by adults every month is 7.1.

Continue reading “People tune in and listen and listen
to radio”

Radio – A Diverse Medium Reaching a
Diverse Audience

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Rock, News/Talk, Urban AC, Spanish, Jazz, Gospel, Tejano. These are just some of the formats that run on stations across the country. Radio offers programming that reaches people of different age groups, interests, lifestyle and even language.

Radio listeners are passionate. They engage with their radio stations across all platforms and devices – whether it’s on-air, on a smartphone, via Facebook or twitter. And when it comes to reach and time spent with radio, ethnic audience usage is greater than the general market.

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Diverse Audience”