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Black and Hispanic Radio Audience Totals Grow, Nielsen Finds

In U.S., African-Americans and Hispanics spend most time with radio among all ethnic groups

The weekly national black radio audience in the United States has grown 5% over four years to 31.3 million, and the weekly Hispanic audience has grown 11% to 40.4 million. So says Nielsen.

As for radio’s overall reach, the research company found that in each of the past two years, the medium’s national weekly audience has reached “all-time highs,” with 245 million Americans 12+ using radio in an average week and in some 250 markets.

Black and Hispanic American audio habits are a theme in its latest “State of the Media: Audio Today” report. “Combined, African Americans and Hispanics account for almost a third (29.3%) of the national audience, representing 71.7 million audio consumers,” the company stated. “…[P]enetration among these demographics is at an historic high highlighting how African Americans and Hispanics spend more time with radio each week than any other ethnic group.”

It said states with the highest share of black consumers listening to urban radio formats are centered in the East, specifically the mid-Atlantic and the South. “There are only two states west of the Mississippi (Arkansas and Louisiana) that index above the national average.” The Hispanic map shows western states and those with large urban areas leading the way for listening to Spanish-language radio.

Those two maps are below.

Read the full post here including a link to the “State of the Media: Audio Today” report.