For African Americans, content is the common language. The U.S. Black population spends more time with media than any other group, with content engagement that consistently drives breakout hits and trending topics alike. Increasingly, Black consumers are taking control of both the economic and media influence they wield and using it to invest in Black experiences, Black communities and Black content. And as a collective, the Black community represented nearly $1.6 trillion of buying power last year. As the media industry looks to be more inclusive of Black storytellers, while growing its bottom line and brand awareness with Black audiences, understanding who they are, where they’re connected and how they’re changing is as important as ever. And for Black audiences, they are connecting with audio.
挖掘无线电潜能
在黑人听众中，广播继续覆盖黑人社区的很大一部分：一个月内覆盖了 91% 的黑人人口。事实上，黑人听众花在广播上的时间比任何其他群体都多，比总人口的平均时间长 20 分钟。
18 岁以上黑人的每周覆盖率指标
- 无线电86%
- 智能手机上的应用程序/网络：81%
- 直播/时移电视：78
- 智能手机上的流媒体音频：48%
- 卫星广播15%
资料来源尼尔森可比指标，2021 年第三季度
And Black-owned radio stations play a key role in that engagement, delivering more than 6.4 million African American listeners every week. Jim Winston, President of the National Association of Black Owned Broadcasters emphasized the important connection to Black-owned broadcasters: “Nielsen’s latest report helps to quantify the unique impact Black-owned radio has within our communities. It’s a reminder of the opportunity for brands to engage and partner with Black-owned broadcasters to connect with Black consumers in an authentic way. Advertising with Black-owned television and radio stations offers an important and unique opportunity to connect with our communities and deliver messages for brands from voices Black consumers trust.”
通过黑人拥有的媒体购买广告，广告商就有机会与在黑人社区和文化中拥有独特地位和专业知识的公司合作。
重要的是，黑人广播听众重视品牌声誉。在家庭护理方面，84% 的人更有可能根据新品牌的声誉进行更换；在个人护理方面，37% 的人更有可能根据新品牌的声誉进行更换。许多黑人广播听众对新的服务提供商保持着开放的态度，这为他们提供了大量机会。例如，44% 的听众更有可能在未来 12 个月内更换手机运营商，15% 的听众更有可能在未来 12 个月内更换汽车保险。
播客的积极势头
Podcast listenership and engagement is growing significantly among the Black audience, which is a notable opportunity for brands and media owners. In the past three years alone, the number of Black consumers using podcasts has increased by 70%.
The positive momentum of podcasting is enticing more celebrity involvement and attracting big ad dollars. The Interactive Advertising Bureau (IAB) is predicting that ad revenue will hit $2 billion by 2023, nearly 2.5x the $842 million generated last year.
Importantly, podcast advertising—particularly when read by the host—drives stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s Podcast Ad Effectiveness (PAE) solution has found that host-read ads drive a brand recall rate of 74% for Black audiences.
发现更多尼尔森 PAE 数据：
- 播客广告的曝光率提高了 16%（高于尼尔森标准的 14%）。
- 平均有 68% 的人认为广告/赞助与播客非常契合
- 70% 的人计划寻找类似的播客内容，62% 的人计划与朋友分享播客内容
- 半数（50%）受访者能够在无人帮助的情况下回忆起广告内容
- 十分之六（60%）的播客听众认为播客内容最有趣，近一半（46%）的播客听众认为播客内容具有娱乐性，近十分之四（39%）的播客听众认为播客内容具有真实性，超过三分之一（36%）的播客听众认为播客内容具有可信度
对于黑人受众来说，音频不仅用于娱乐，尤其是在大流行病期间，它已成为获取新闻和信息的重要资源，也是摆脱日常压力的一种方式。品牌和代理商拥有巨大的市场机遇，可以优先考虑营销战略和活动，以满足这些宝贵受众的音频需求。
方法：
本文所依据的数据来源于
相关内容：
