Nielsen 2016 Audio Ethnic Report
Audio is everywhere these days in America – available on multiple platforms and devices from our smart cars to our smartphones, and reaching consumers across the spectrum in hundreds of markets around the country. At the same time, radio continues to dominate the growing audio marketplace, with more than 268 million Americans tuning in on a weekly basis.
Nielsen’s latest State of The Media: Audio Today report profiles radio’s significant national audience while also considering black and Hispanic audiences. Combined, those two groups represent more than 73 million weekly listeners, and spend more time with radio each week than any other.
•Since 2012, AM/FM black listenership grew by nearly one million people age 12 and older. During that same time period, Hispanic radio audiences grew by more than two million people.
•Today, radio reaches 92% of black audiences and 97% of Hispanic audiences 18 and older on a weekly basis.
•Hispanics, on the other hand, spend 12 hours and 50 minutes each week listening to the radio. That’s a 15 minute increases from last year. Their top music genre is Mexican Regional and they like to listen during the middle part of the day as 70% of their tuning happens outside of the home.
•Black radio users spend more than 13 hours each week tuned to the radio with Urban Adult Contemporary being the most listened format for this group. Additionally, their preferred time to engage with the medium is during the afternoon drive.
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Gorki De Los Santos
Gorki is Director of Communications, US Media at Nielsen.
