A new report shows the tradition of radio is still the tried and true way to connect with Black consumers.

A recent report released by Nielsen and The National Association of Black-Owned Broadcasters (NABOB) uncovered the power of audio to reach the market of black consumers. Wielding a monumental $2.1 trillion in buying power, Black consumers have continued to demonstrate reliance and trust in their favorite radio hosts and content creators, despite the impact of the digital takeover. To further illustrate the powerful connection between the two, radio still reaches an estimated 30 million black consumers every month. Furthermore, Black Millennials are 50% more likely to purchase a product if they hear of it from a local radio host, according to the report. Not only is this evidence of the power to reach black consumers through this medium, but also of the value the black community still places on the tradition of radio and traditional media. “Black-owned radio and audio platforms have long been the heartbeat of our communities, shaping culture, driving trends, and building trust. With this report, we’re not just sharing data—we’re issuing a call to action for advertisers and brands to invest in the voices that move the culture forward,” said NABOB President Jim Winston. More information on the report can be found here.