Black consumers today represent 14% of the U.S. population and nearly $2 trillion buying power. And to make inroads with this growing and influential group, brands are investing heavily in media to try and turn audiences into buyers. Nielsen’s 2022 report on Black inclusion in media found that, in the first half of 2022 alone, more than 6,000 advertisers spent over $1.2 billion trying to connect with Black and African American consumers.
虽然有些媒体可能无法引起黑人受众的共鸣，但音频--尤其是广播和播客--是吸引黑人社区甚至影响购买决策的高效渠道。
广播作为最初的广告支持媒体，每月覆盖 92% 的黑人消费者，再加上广告支持和无广告流媒体音乐服务、播客和卫星广播的未重复受众，总覆盖率达到惊人的 99%。如果将覆盖率与曝光时间结合起来--黑人消费者每周在广播上花费的时间超过 200 亿分钟--就不难看出，音频为渴望与黑人受众建立联系的广告商提供了巨大商机。
广播是数百万人的日常伴侣，对广告商来说是一种特别有效的媒体，因为它能在消费者外出通勤、工作和购物的高峰时段接触到他们。在经历了几年的大范围干扰后，人们在车内的时间在不断增加，广播仍然是黑人消费者在车内的主要音频来源。
值得注意的是黑人拥有的广播电台的特殊吸引力及其吸引和吸引黑人听众的能力。在所有听众中，黑人拥有的广播电台每周覆盖 1100 万听众，其中黑人消费者有 620 万，占总听众的 56%。事实上，黑人拥有的广播电台覆盖了黑人总人口的近四分之一（21%），这为品牌和广告商提供了一个巨大的机会，让他们能够在黑人消费者所在的地方--在汽车里收听广播。
广告商开始注意到黑人广播电台的力量，并相应地进行投资--2022 年，黑人广播电台的广告支出与去年同期相比增长了 80%。
但是，即使拥有如此惊人的规模，黑人拥有的媒体并不总是媒体计划中旨在触及黑人消费者的一部分。品牌和广告商可以通过主动寻求与黑人拥有的电视台合作，并投资于对黑人社区重要的内容，来改变这些差距。
“Authentic messages, delivered by the voices who are part of the Black community themselves, is an unbeatable combination,” said Deon Levingston, Regional Vice-President Radio One. “Listeners trust Black-owned media outlets, and they reach audiences where it matters, locally and nationally, always providing a microphone to amplify the voice of Black America.”
Partnering with Black-owned stations doesn’t just increase reach, it can also help advertisers keep their brand top-of-mind with consumers when it comes time to make a purchase. Home and personal care brands, for example, can work with Black-owned radio stations to build their brand awareness among Black consumers who are more likely to switch to a new brand based on reputation, according to Nielsen Scarborough. In the year ahead, investing with Black-owned stations presents opportunities for brands to build trust, credibility and their customer base.
Radio isn’t the only audio channel making an impact with Black listeners. Podcasts are also becoming increasingly popular with Black audiences, with 35% of Black daily consumers just starting listening to podcasts within the past two years. And Black podcast audiences are listening more often and to more titles than they did two years ago, with 44% saying they listen more often, and 35% saying they listen to more titles4.
面对数万亿的购买力，广告商不能错过黑人消费者。虽然流媒体和社交媒体等新媒体正在抢占广告预算，但希望最大限度地扩大黑人受众覆盖面和影响力的品牌和广告商应该将音频作为多渠道营销活动不可或缺的一部分。
备注
- 2020 年美国人口普查
- 佐治亚大学特里商学院塞利格经济增长中心，2021 年 6 月
- 尼尔森Ad Intel，黑人广播电台，PPM 市场，2021 年上半年与 2022 年上半年对比
- 尼尔森定制消费者情绪研究，2022 年 3 月
