Advertising to Hispanics and African Americans via the Radio

Wed Oct 4, 2017

Rachel Cagle

Consumers love how diverse radio is. They use it as a break from their same old playlists on their phones, to get quickly caught up on the latest news, to listen to fun local talk shows, and a number of other things. It’s also a far-reaching medium; 93% of Americans tune in to the radio. To top it all off, The Nielsen Company found that Hispanic and African American listeners now comprise 1/3 of listeners, and that amount is only on the rise.

74.7 million Hispanics and African Americans ages 12 and older listen to the radio. In 2017, that number was divided as such:

  • Hispanic: 42.4 million (93% of these consumers)
  • African American: 32.3 million (98%)

These numbers only get more impressive when you remember that the national average of radio listeners is 93% of the population. While African Americans match the average percentage, Hispanics destroy it.

That’s not even the best part for radio advertisers who target these demographics. Not only does a significant portion of these two groups listen to the radio, 12.976 million African Americans and 19.756 million Hispanics stream the radio from their smartphones on top of tuning in via their cars and homes. From last year, that is a 30% increase for African Americans and a 29% increase among Hispanics.

Nielsen decided to look at these numbers a bit closer to give radio advertisers more insight into their audiences. The company found that 54% of Hispanic listeners and 48% of African American listeners are male. Regardless of which gender listens to the radio more often, African Americans were found to have the higher number of listening hours at an average of 13 hours and 58 minutes a week. Hispanics tune in for an average of 12 hours and 50 minutes each week.

When is the prime time for your clients to place ads on the radio to reach these audiences? For Hispanics, that time would be between 10 a.m. and 3 p.m., while African Americans listen more often from 3 p.m. to 7 p.m. Nielsen also found that the two groups share a common favorite location to listen to the radio. 64% of surveyed African Americans and 70% of surveyed Hispanics agree, the best place to tune in is out-of-home.

So, what are you waiting for? You know where and when these demographics are listening to the radio. All that’s missing is your client’s radio ads!

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About Rachel Cagle

Rachel is a Brand Research Specialist at SalesFuel. She holds a Bachelors in English from The Ohio State University. She specializes in major accounts research for AdMall.

View all posts by Rachel Cagle
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