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Report: Black-owned Radio Stations See Less Ad Money

72% of those researched gross less than $1 million per year

The Black Owned Radio Stations Ownership & Revenue Report offers broadcasters and stakeholders an inside look at specific station revenue and audience metrics.

Courtesy of the National Association of Black Owned Broadcasters (NABOB) and BIA Advisory Services, the report analyzes advertising spending and asks, “How many advertising dollars are currently being expended with Black-owned radio stations?”

“This report answers that question, and the answer is very simple – too few,” said Jim Winston, NABOB president.

Of the 168 stations researched, 121 (72%) gross less than $1 million per year in advertising revenue and average just 2.8% of Local Commercial Share, according to the report.

“The financial information provided in this BIA report sharply illustrates the lack of financial support that Black-owned stations are receiving in comparison to their general market competitors,” said Winston.

Winston said he hopes this information will inspire the advertising industry to invest in NABOB member stations.

BIA Advisory Services said, before now, the industry did not have an authoritative record of these 100-plus stations, nor their economic standing.

“With this report, NABOB and BIA provide a benchmark study and data set that will facilitate targeted investment by radio advertisers seeking to reach the audiences served by these stations,” said Rick Ducey, managing director at BIA.

To learn more, download the 2022 Black Owned Radio Stations Ownership & Revenue Report here or tune into BIA’s “Leading Local Insights” podcast.