A recent report published by Nielsen called “Audio Today 2018” explores the listening habits of black and Hispanic consumers in America – a group comprising over 75 million people. According to Inside Radio, the report found that radio is the leading reach vehicle for both audiences, with 92% percent of blacks and 96% percent of Hispanics listening to the radio each week.
Specifically, 32 million black consumers use radio each week. The study found that they listen to an average of 13 hours and 32 minutes each week. Their top listening hours are from 2:00 to 7:00 p.m. and their top radio format to listen to is Urban Adult Contemporary, followed by Urban Contemporary, Contemporary Hit Radio and Adult Contemporary. Sixty-six percent listen to the radio outside of their home while 34% listen in the home.
The report found that Hispanic listeners had similar trends for radio listening. Forty-two million Hispanic consumers tune into the radio weekly and listen to an average of 12 hours and 45 minutes a week. Their top listening hours are from 10:00 a.m. to 3:00 p.m. and their top radio format to listen to is Mexican Regional, followed by Spanish Contemporary and Spanish Hot Adult Contemporary, Contemporary Hit Radio, Adult Contemporary, and Rhythmic. Seventy-two percent listen to the radio outside of their home while 28% listen inside.
The report also found that compared to radio, TV was the second leading vehicle with 90% of blacks and 88% of Hispanics watching weekly. Additionally, Nielsen found that many black and Hispanic consumers are using smart speakers and audio streaming devices. Fifty-two percent of blacks and 45% of Hispanics are using streaming platforms.
With this new information, it will be interesting to see how companies utilize radio to reach these target demographics.