“Investing with Audio to Win with Black Consumers,” claims new NABOB and Nielsen Report

On April 7th, 2025 the Black Owned Broadcasters (NABOB) and Nielsen came together in a collaboration on a new report named, “Reaching the Culture: Investing with Audio to Win with Black Consumers.” that provides information on how Black consumers consume audio media. The article also showed brands why it’s so important to invest in Black-owned media platforms.

According to the media release from the Global Voice of Black Business, “Black consumers wielding nearly $2.1 trillion in buying power and representing over 48 million Americans…despite the proliferation of digital media, nearly 90% of Black consumers continue to rely on radio as a trusted source for entertainment, information, and community connection.”

The report also shows the uprise in a new generation and how Black Millennials are creating, “A generational shift.”

This new and younger generation is becoming, as the report suggests, “key influencers ” and is creating a new movement. According to the release, “55% identify as trendsetters…” This could also be because of the rise of a digital future; however, there is no denying that Black Millennials are changing the game and setting an example for millions of others.

President of NABOB, J Jim Winston saidout the report, “Black-owned radio and audio platforms have long been the heartbeat of our communities, shaping culture, dividing trends, and building trust. With this report, we’re not just sharing data–w—re-issuing a call to action for advertisers and brands to invest in the voices that move the culture forward.”

This report isn’t just to educate or throw numbers around, this report is a sign of the future for not just Black Consumers but for the market as a whole. Black media consumers will change the game and be a titan in this market.

“Black media is not niche,” Winston says, “it’s necessary.”

If you want to view the report yourself, you can follow this link: https://www.usbcnetwork.com/wp-content/uploads/2025/04/2025-NABOB-Nielsen-Black-Audio-Report.pdf.