As Black History Month begins, Katz Media Group has released data from its 2023 Radio Station Engagement Study revealing the power of radio’s Black listeners. The study shows a deeply invested audience that finds joy and community connection through AM/FM.
With seven out of ten having a preferred station, there is a significant emotional attachment between Black listeners and radio – especially within music formats. Loyalty to these stations spans decades; the average listener has tuned into their favorite station for 18 years, often starting in their 20s and continuing well into their 40s. These stations have become a constant companion through various life stages, regardless of age.
80% of those surveyed turn on the radio for a mood boost and 69% feel their local concerns are acknowledged via community programming.
This connection goes beyond the airwaves. 78% of Black listeners said they had interacted with their preferred stations. Over half have attended station-sponsored events, while many others engage via social media or direct communication with the station.
For brands and advertisers, this represents a golden opportunity. Black audiences are not only dedicated and engaged with their favorite stations but are also receptive to advertisements, with 57% inclined to patronize brands featured on these stations. Advertising on radio offers brands a chance to connect with an active, valuable audience.
Katz Media’s findings are on the same wavelength as Nielsen’s 2023 Audio Today results, which determined that AM/FM reaches 89% of Black adults aged 25-54 monthly, with Black members of Gen Z maintaining a monthly listenership rate at 87% – beating out Millennials. When considering monthly reach percentages across all audio platforms, including those without advertisements, AM/FM radio remains the leading medium by a significant margin.
What does the study say about those under the age of 25 or even 35?