REPRESENTING THE NEW MAJORITY
People of color are the fastest growing segment of the U.S. population, projected to surpass the non-Hispanic white population in the next 40 years. Brands need to adapt their business strategies to embrace this new majority, and Katz Multicultural is committed to helping them make informed media decisions and establish meaningful connections with Multicultural audiences.
The Katz Multicultural offering is the leader in the Multicultural space, uniquely positioned to deliver both Hispanic and Black audience at scale and in one-stop. And now Katz is proud to introduce the new Katz Multicultural website, designed as a resource to inform agencies and clients about the robust Multicultural marketplace. Over the next few months, the site will also feature top line category insights, exclusive research, and key case studies. Be sure to bookmark the new Katz Multicultural site as your go-to destination for everything Multicultural!
Click to explore the Katz Multicultural site.
NIELSEN DATA REVEALS QUARTERLY GAINS FOR PPM MARKETS
Nielsen's December PPM release rounds out the year, giving us the opportunity to look back on radio's resilience and growth over the past four quarters and how far listening has come since the height of pandemic impact. Radio's weekly reach averaged 123.1 million in 4th Quarter 2021, gaining +6M over the course of the year, and marking the highest quarter since the onset of the pandemic. Weekly cume for the quarter has grown +2.9M year-over-year and +10.5 since the height of pandemic impact in Q2'20.
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AQH GROWTH LED BY DRIVE TIME GAINS
Looking at Average Quarter Hour Persons, Q4'21's Total Week listening came in at 7.7M, a +500,000 increase from the beginning of 2021. AQH for the Q4'21 has grown +100K year-over-year and +1.3M since of the height of pandemic impact in Q2'20.
All dayparts have experienced growth through 2021, led by Drive Times, with AMD up +1M and PMD up +900K over Q1. Drive Times, which had been the hardest hit dayparts in Q2'2020, have seen AQH gains of over +2M since the pandemic low.
Chart is interactive; click gray circle to enlarge.
2021 ended on a strong note, with Q4 delivering peak growth since the pandemic onset. Radio has proven its resilience during the ongoing and evolving COVID challenges faced by the country, and will remain a medium of choice for entertainment, companionship, and critical information in 2022.